Yearly Archive: 2017

Marty Brochstein

A Global Business Needs Local Knowledge

This post appears in the current issue of Total Licensing The notion that “all politics is local” is most often credited to a former Speaker of the U.S. House of Representatives, Thomas “Tip” O’Neill, accentuating the idea that politicians need to intimately understand the nuances of what makes their constituents tick in order to win elections and stay in office.

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Oliver Herzfeld

Who Owns Tom Clancy’s Fictional Character Jack Ryan?

This article originally appeared in Forbes.   Tom Clancy’s widow, Alexandra Clancy, recently commenced a lawsuit against the personal representative of her late husband’s estate, J. W. Thompson Webb, to determine the ownership of the author’s most famous fictional character, Jack Ryan. Clancy’s widow believes Jack Ryan is owned by Clancy’s estate and claims Webb has wrongfully entered into agreements that have surrendered

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Oliver Herzfeld

How to Establish a World-Class Corporate Brand Licensing Program: Part Three

This article originally appeared in Forbes. In the first installment of this three-part series (available here), I commenced a survey and analysis of the key processes and procedures in establishing a corporate brand licensing program by covering how to get started, strategic planning, and teams, processes and tools. In the second installment (available here), I covered licensee selection and negotiation, the license

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Celso Rafael

Celebrating 10 Years of Expo Licensing Brazil

It is no news that Brazil is going thru a huge political crisis that affects the country’s economy and has undermined consumer and investors’ confidence however, it seems there is a breath of new air in the licensing industry and the business community seems to agree that we start to see the light at the end of the tunnel, generating

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Utku Tansel

Licensed to Wear: Licensed Fashion is Exploding

As explored in Euromonitor International’s “Global Licensing Trends in Adult Fashion” report, licensed fashion is on fire. It permeates all aspects of the apparel and footwear business and cuts across all demographics, ages and regions. While evergreen characters go strong, fashion, corporate trademark/brand, fashion, sports, music and celebrity licensing all battle for a greater share. As fast fashion and athleisure

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Dave Collins

eSports is Coming and You Better Have a Plan to Embrace It

Competitive gaming has existed almost as long as videogames have themselves. Over recent years however, eSports has exploded in popularity to become the mainstream spectator sport that it is today. 2016 was a huge year for eSports and 2017 shows no signs of it slowing down. With a predicted year-on-year economy growth of 41.3% to $696 million (eSports Market Report,

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Oliver Herzfeld

How To Establish A World-Class Corporate Brand Licensing Program: Part Two

A well-functioning corporate licensing program can help a brand to expand into new categories and territories, adapting to new trends and a changing marketplace. However, setting up such a program takes hard work and ongoing care. In the first installment of this three-part series (available here), I commenced a survey and analysis of the key processes and procedures in establishing a

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Utku Tansel

Childrenswear: A Key Driver for the Global Licensing Industry

Utku Tansel, Strategy Analyst – Licensing As explored in Euromonitor International’s “Global Licensing Trends in Children’s Apparel and Footwear” report, characters dominate children’s fashion licensing as the majority of these franchises target children. After children  pass the age of eight, other licensing types provide fiercer competition to character   licensing including fashion, music, celebrity and sports. Outerwear is the largest  licensed

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Is Your Licensing Growth Strategy Better Than Harry Potter?

I recently watched a webinar put on by the International Licensing Industry Merchandisers’ Association (LIMA) on Reframing the Ways Brands Grow, and it got me thinking. What is a brand? It’s not just a product or a service any more. It can be a TV series, a political party, even a celebrity. Basically, anything that is an entity in its

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LIMA Marketing

Summer Reading: The LIMA Marketing Edition

Summer is here!  That means vacations, pool/beach time and the need for some new reading suggestions.  LIMA’s marketing duo is here to help. CHRISTINA’S RECOMMENDATIONS Jab, Jab, Jab, Right Hook – How to Tell Your Story in a Nosiy Social World – Gary Vaynerchuck “News has little value on its own, but the marketer who can skillfully spin, interpret and

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