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.