Licensing
Represent the rights of characters, art and brands.
What is licensing?
Quite simply, licensing is a contractual permission to use a legally protected property (such as a trademarked or copyrighted name, logo, likeness, character, phrase or design) in association with a defined product, for a defined period of time, in a defined territory.
It is based on a contractual agreement between the owner of the property (or its agent) known as the licensor; and a licensee – normally a manufacturer or retailer. It grants the licensee permission to use the property subject to specific terms and conditions, which may include the purpose of use, a defined territory and a defined time period. In exchange for this usage, the licensor receives financial remuneration - normally in the form of a guaranteed fee and/or royalty on a percentage of sales.
It is a process by which a brand / property owner extends a trademark or character out of its principal environment and onto products of a completely different nature.
How can licensing boost your business?
Licensing trademarks for business purposes has existed for many, many years and consumers are buying more licensed products and brand names now than ever before. Licensing can benefit your business in the following ways:
- Expand your product portfolio
- Drive new revenue streams through licensing opportunities
- Increase your brand's global awareness
- Inspire customer loyalty and build brand equity
- Fuel valuable promotional and retail partnerships
- Make your brand more lifestyle orientated
