p49 licensing:Layout 1 17/08/2009 14:12 Page 50
BRAND LICENSING
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Consumer Products, BBC Worldwide, Classic Media, Further information
ITV Global Entertainment, Twentieth Century Fox Although licensing is a potentially lucrative
Licensees do well by keeping their ear firmly to the and Chorion, all showing off their latest hot business to get into, it’s not one which you can go
ground and making a successful judgement on properties in licensing. into blind.
what will be popular. Of course, there are some Brand Licensing Europe is one means of educating
evergreen brands that will always have a following Help and advice yourself about the opportunities available.
and whose merchandise will always sell. Some, such As well as showing what properties are currently Other resources are LIMA (www.licensing.org), the
as those connected with film releases, are likely to on offer, Brand Licensing Europe includes seminars worldwide trade association for the licensing
be centred around a particularly date or event, such and classes on the ins and outs of licensing and industry, who have a directory, as do Max
as the release date of the film. how it works. There are workshops titled Royalties, Publishing, who produce the Licensing Source Book
Pricing and Financial Know-how, as well as a Europe. Additionally, the website for the US show,
It’s showtime report on trends in children’s television. The show’s www.licensingexpo.com, has lots more information
So how do you find out what licensing opportunities organisers actively encourage those new to and a magazine to subscribe to.
are out there? This is where an event such as Brand licensing to come along. "Visitors can attend the Brand Licensing London will be held London’s
Licensing Europe comes into play. show free of charge to find out what the hot Olympia, September 20 to October 1, 2009.
BLE is an annual exhibition where around 200 brands and characters are and how licensing can Licensing International Expo is held annually in the
licensors and agents, representing over 2,000 increase their profits," says Blue. US; the next will be held Las Vegas, June 8–10,
characters, brands, sports clubs, films, TV shows, art While licensees are often agents who contract 2010.
and image libraries, are on hand to discuss the manufacturers to create the goods once a deal has
potential of their brand. In the 2008 Brand been struck, a great many manufacturers are The stats:
Licensing Europe event, prime time kids tv show interested in becoming licensees – in 2008 the
brands such as 3rd and Bird, Big and Small and percentage of visitors to Brand Licensing Europe
Olivia were launched. Retro properties Morph, Pinky was 34 per cent – just over a third.
•
Estimated retail sales of licensed
& Perky, Dennis & Gnasher and Moomin were It’s not just the big players that are involved,
products worldwide was $191.7bn in
revisited. But it’s not just kids’ characters that are either.
2007 (up every year since 2003)
on offer. "Of course there are great opportunities for
(License Global)
The National Maritime Museum and the Natural SMEs," insists Blue. She is also enthusiastic about
History Museum are both exhibiting this year, the potential for licensed clothing. "Apparel is a
•
Licensing for children (to age 14) in
offering some unique licensing opportunities huge area for licensing with many examples from
Great Britain was worth £2.2bn in
relating to their brands. Additionally, the exhibition’s kids clothing to adult nightwear ranges and
2007.
Art, Design and Image Licensing Zone is an area designer lines."
•
Nearly £1 in every £5 spend on kids is
dedicated to fine art and graphic design–inspired Licensed apparel does not seem to have been badly
licensed. (NPD License Tracker). That’s
concepts and photographic images, and features affected by the current economic downturn either –
the equivalent of £188 spent on every
both established and emerging exhibitors. recent figures from the US show that the apparel
Major exhibitors this year include licensing giants licensing industry grew 1.9 per cent to $39.8 billion
child aged 0–14 per year or £4 per
Warner Bros Consumer Products, Sony Pictures in 2008.
week (NPD License Tracker).
| 50 | September 2009 www.printwearandpromotion.co.uk
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