Insight
GAMING LICENSING LIMA Interview
In South Korea, there’s a creative arts council, KOCCA, which promotes creative arts, including licensing. And they’re throwing lots of government money at the development of native Korean characters and IP. They know that you only need one character such as Hello Kitty and that will bring tens of millions of dollars into the Korean economy.
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but it’s a very competitive industry and only a few grow to that kind of size.”
Licensing has actually become one of the principle ways of funding children’s television programmes. At a time when other revenue streams such as advertising has been restricted, especially to children, licensing is one of the key areas of revenue generation. Broadcasters also know that’s the case and want to pay less for the programmes as a result. It’s both a virtuous and aspirational circle.
POLICING BRANDS - PROTECTING IP Tere are basic legal protections in trade marking and
copyrighting a brand, but it’s been established that actually licensing your brand into other areas of merchandise is in itself a legal protection. “It’s better to licence a brand into another market sector, than simply registering your brand in a trademark category, as it shows the brand is being used in different categories,” underlines Kelvyn. “It not only protects straightforward breachs of copyright, but it
also helps against passing off, because you’ve been seen to use that brand, as opposed to simply registering something before leaving it to gather dust in a drawer. Te very act of licensing can help to protect the use of the brand.”
Matching the right product with the right brand is extremely important, as not everything works together in perfect harmony. “You’re never going to see gaming on popular Disney brands for example, and not just because Disney wouldn’t do it, but the association just wouldn’t work,” says Kelvyn. “However, having said that, at Disney theme parks there’s the Rock ’N’ Rollercoaster, but Disney didn’t just leave it there, they took a license from the rock band Aerosmith, to call it the Aerosmith Rock ’N’ Rollercoaster as it was deemed appropriate for that circumstance.”
When you’re looking to license your brand you will have certain aspirations and limits in mind, and if you seek outside licensing help from a licensing agency
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