About Licensing
Licensing is the process by which one party grants another party permission - usually in return for financial or other considerations - to use a trademarked, copyrighted, or otherwise legally protected intellectual property (such as a character, name, likeness, logo, saying, or graphic) in conjunction with a product or service.

How Licensing Can Benefit Your Company
• Generates additional revenue from sales of licensed goods
• Extends brand awareness into new product or service categories
• Increases brand’s consumer reach and goodwill in marketplace
• Reinforces and/or expands core brand positioning
• Broadens brand’s market presence and cross-promotional potential
• Legally precludes others from using the brand name to enter product or service categories for which licensing rights have already been granted

Keys to Licensing Success
• Have well-defined licensing goals and strategies: develop a product release time table; be aware of critical timeframes and windows of opportunity; look for promotional partnerships that match up with target retailers; identify preferred vendors.
• Define how property reaches the consumer. Define how property will benefit the retailer.
• Identify property’s targeted audience, target age group, target gender.
• Create strong marketing program and materials to generate visibility and exposure.
• Select appropriate product categories, manufacturers, and retail distribution channels.
• Be proactive with licensee management.
• Be prepared to make owner commitment to “drive the train” (by supporting necessary development, legal, marketing, and communications).