Top Brand Licensing Agents 2024

Brand licensing agents are pivotal in strategically guiding brands into new markets, keeping global IPs agile and fostering engagement through authentic partnerships across countless touchpoints.  

License Global created the Top Global Licensing Agents report to understand the influence of the licensing agent within the global brand licensing community, and how these individual companies, experts and studios are driving brand licensing forward. 

Within the Top Global Licensing Agents report, License Global highlights: 

License Global’s methodology is simple: We invite brand licensing and extension agencies worldwide to participate in the Top Global Licensing Agents report by submitting global retail sales of licensed consumer products from the previous calendar year (in this case, 2023). The License Global team then validates each agency and cross-checks submissions to build each annual report. With all data retrieved and collated, License Global ranks according to submitted revenue.  

What are the leading brand licensing agencies worldwide? 

These 10 agencies contributed a total of $69.60 billion to the global total, which saw multi-billion-dollar growth over previous years.  

To learn the exact figures, download the report and read our Brandscape feature within the Top Global Licensing Agents report for a deeper insight into the indicators of market growth in brand licensing.  

Why choose a brand licensing agent? 

When planning a licensing strategy, there is the choice over whether to manage the program in house, or to appoint a licensing agent. 

What is a brand licensing agent? 

Brand licensing agents act as intermediaries between intellectual property owners (licensors) and potential licensees who want to use that intellectual property to create products or services. The role of a brand licensing agent is to identify potential licensing opportunities, negotiate licensing agreements and manage the ongoing relationships between licensors and licensees.  

Licensing agents help licensors maximize the value of their intellectual property by finding appropriate partners and ensuring that license agreements are beneficial and compliant. Licensing agents play a crucial role in facilitating brand extension, which involves leveraging a brand’s equity and reputation to expand into new product categories or markets.  

Additionally, licensing agents may provide guidance on branding strategies, market trends and legal matters related to licensing. Overall, the aim of a brand licensing agent is to help both parties capitalize on the value of the brand while maintaining its integrity and reputation in the marketplace.

IMG stand at Brand Licensing Europe 2023

How do I choose a brand licensing agent? 

Choosing a brand licensing agent involves several key steps to ensure a successful partnership. First, it’s essential to research and identify licensing agencies with a track record of success in your industry or niche. Look for agencies that have experience working with brands similar to yours and have a solid reputation for professionalism and integrity. 

Next, consider the agency’s expertise and capabilities. Evaluate their understanding of your brand and its potential in the market, as well as their ability to identify and secure lucrative licensing opportunities. Look for agencies with a strong network of potential licensees and a proven track record of negotiating favorable licensing agreements. 

It’s also important to assess the agency’s resources and support infrastructure. Determine whether they have the necessary personnel, technology and industry connections to effectively manage the licensing process on your behalf. Additionally, consider their approach to brand management and ensure that they will prioritize protecting and enhancing the integrity of your brand throughout the licensing process. 

Communication and collaboration are key factors in a successful partnership, so look for an agency that values transparency, responsiveness and open communication. Schedule meetings or interviews with potential agencies to discuss your goals, expectations and any concerns you may have. Pay attention to how they listen to your needs and how effectively they communicate their strategies and recommendations. 

Lastly, consider the agency’s fee structure and terms of service. Ensure that their pricing is competitive and transparent and that their contract terms align with your objectives and preferences. Overall, choosing a brand licensing agent requires careful consideration of factors such as experience, expertise, resources, communication and cost, to find the best fit for your brand’s licensing needs.