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Licensing is the process of 'renting' an intellectual property (IP) or well-known brand for commercial use. This brand could be in the form of a logo, graphic, character or song. Connecting a powerful brand to an in demand product helps to increase sales and drive additional revenue.

Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to small businesses. Licensing can extend a brand into new categories, areas of a store or into new stores entirely. It also allows retailers and manufacturers to stand out from the competition and offer consumers the hottest brands as well as drive sales.

"Brand Licensing has become a business imperative for any brand owner or product maker looking to take their company to the next level. It is one of the best ways to create an experiential shopping opportunity for customers to engage with beloved brands in novel ways."

Steven Ekstract - Brand Director, Global Licensing Group

How to Make the Most of Licensing

Get Your Name Out There

With the global licensing industry now reaching over $300bn annually, there are plenty of opportunities to connect with the right people to showcase your brand or services. The trick is how to stand out from the thousands (if not millions) of other companies trying to do the same.

A good first step is to partner with the leading news publication in the licensing industry, License Global. As the #1 industry news source globally with over 20 years of expertise, License Global is the most comprehensive, far-reaching publication in licensing. With our network of 150,000+ licensing professionals, we have the reach to get your name out there. 

Explore how we can partner together to develop year-round campaigns that reach the largest audience of qualified licensing professionals in every major market around the world.

Make Connections at the Biggest Licensing Events

Licensing events bring together the leading brand owners, manufacturers, retailers and agents to discover the newest and biggest IP's in the market. Explore thousands of brands across all categories in one place, gain insight into the industry, and connect with the key players that can help grow your business.

Through our special show magazine issue, show dailies and multi-channel campaigns, License Global has a solution to help you maximise your presence before, during and after the show.

Your Handbook to the Licensing Industry

This guide contains everything you need to know to get started in the licensing industry, including:

  • Insight into the business of licensing and the different categories
  • Case studies and style guides from leading brands, including Perry Ellis, V&A, Funko, Ford, Peter Rabbit and more
  • A breakdown of the licensing contract, key terminology, style guides and more
  • Analysis of top trends and a breakdown of the overall market