The majority of  licensed categories will have a large number of brand properties that appeal to kids, but Licensees & Retailers are increasingly targeting Adult consumers through Brand Licensing of heritage brands as well for Generation-X and Millennials - think  of the classic retro gaming brand Atari.

You may think that Brand Licensing is mainly for Toys & Games, but Licensing is much more diverse and interesting than that.   The Licensing Industry extends across a wide range

of product categories including (but by no means limited to):

  • Apparel & Footwear

  • Dress-Up & Partyware

  • Digital

  • Accessories

  • BTS/Stationery

  • Giftware

  • Homeware

  • Food & Beverage

  • Health & Beauty

  • Publishing

  • Promotions

  • Consumer Electronics

  • DIY & Gardening

  • Lifestyle & Leisure

Another fast-growing segment in the Licensing Industry is Location Based Experiences (LBE):

  • Live Ticketed Shows

  • Immersive Theatre

  • Musicals

  • Promotions

  • Family Entertainment Centres (FEC)

  • Retail & Restaurants

  • Hotels & Resorts

  • Theme / Water Parks: Outdoor & Indoor

  • Awards Shows

  • Mall Shows / Meet & Greets

If we keep it simple, we can segment the Licensing industry into the following sections:

 Character & Entertainment

This is the largest part of the global licensing industry, accounting for circa 45% of total global licensing sales. In terms of consumer awareness, the most recognisable properties in this category include:

  • Animated & Live-Action TV shows

  • Films

  • Video Game characters and titles

  • Characters and themes from Social-Media & App games

  • Publishing

  • Music 

 Brands and Lifestyle

This is a growing sector of the global licensing industry both in terms of size and the number of blue-chip brands and organisations licensing out their IP including:

  • Corporations

  • Fashion

  • Museums & Art Galleries 

  • Charities

  • Sporting clubs, associations and global events (FIFA World Cup / Olympics)

  • Automotive

  • Celebrities

  • FMCG

  • ​eSports

How do brand owners benefit from licensing?

For the brand owners, a professionally managed Licensing programme can deliver incremental revenues and brand extensions through working with companies as Licensees operating in market sectors different to your own. The key benefits and reasons for brands owners to license their IP are increased Marketing value and that it is a low-risk model to extend your brand into new sectors and ultimately deliver incremental revenue. 

Consumer Products (CP) are constantly evolving over time, from speed to market, to innovative ways the consumer interacts with the product to market penetration and domination - Brand Licensing can be a key and important strategic part of the Marketing  mix:

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So this is the end of your introduction to Brand Licensing and we at BIG PICTURE LICENSING  hope you are now intrigued enough to find out more and join us in the global Licensing community…it’s a fantastic industry to work and play in!

"Life moves pretty fast, if you don’t stop and look around once in a while, you could miss it!"  

Ferris Buellers Day Off, 1986

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