A Storied Past: License! Global Celebrates 15 Years
Feb 01, 2013
By Nicole Davis
What Lies Ahead
For the last few years, and likely many to come, technology has been the driving force of new innovations.
Despite only being around since 2008, apps are now a staple of most licensing programs, and some of the top new brands in recent years–think Angry Birds, Moshi Monsters, Annoying Orange–have come from the digital arena.
Even physical products are incorporating some kind of digital interactivity. Activision's Skylanders video game series, which integrates physical toys with console games, introduced a new model to the toy industry. In January, Disney announced a partnership with the Jakks Pacific joint venture, DreamPlay Toys, for interactive toys of its own.
Technology is also the driving force behind the shifting relationship between retailers and licensors.
There is no such thing as plain old commerce anymore. There is e-commerce (shopping online), m-commerce (on mobile devices) and increasingly t-commerce (shopping from the television). Retailers must now take an omni-channel approach to create a consistent consumer experience across their digital and brick-and-mortar stores.
Similarly, licensors are finding an omni-channel approach is essential to product roll outs, which has made relationships with retailers increasingly important.
The pace of our world has increased, business models are shifting and there's no telling what the next 15 years will bring, but one thing is for sure–License! Global will be there.