Licensing is the process of leasing a legally protected (trademarked or copyrighted) entity – a name, likeness, logo, trademark, graphic design, slogan, signature, character, etc. The entity, known as the property or intellectual property, is then used in conjunction with a product.
It covers all brand categories
Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to small businesses. Entertainment, sports and fashion are the areas of licensing that are most readily apparent to consumers, but the business reaches into the worlds of corporate brands, art, publishing, colleges and universities and non-profit groups, toys, games and beyond.
And it's an efficient, highly profitable way to get brands into new product categories
Licensing can extend a corporate brand into new categories, areas of a store, or into new stores overall. It's a way to move a brand into new businesses without a major investment in new manufacturing processes, machinery or facilities. In a well-run licensing program, the property owner maintains control over the brand image and how it's portrayed (via the approvals process and other contractual strictures), but eventually reaps the benefit of additional revenue (royalties) and exposure in new channels or store aisles.
You've come to the right place! Licensing Expo is the largest, most influential licensing trade show in the world. Thousands of brands got their start in licensing at our show. We connect brands with manufacturers and retailers to foster licensing deals and help bring new products to life.