Licensing Essentials Course
Designed as a crash course in all aspects of brand licensing, the Licensing Essentials Course is targeted to all brand licensing professionals, with a focus on retail executives, as well as other professionals looking to break into or expand their profile in the $290+ billion licensing industry. The program features a mix of workshops, panel discussions, seminars, and Q&A sessions including an introduction to the brand licensing business, an exploration of key consumer trends, and real-world case studies from retail and licensing thought leaders. The course is offered annually with the most-recent event in May 2022.
The May 2022 sessions included:
| The Basics of Licensing Everything you need to know to start your licensing journey, outlining the basic terminology, mechanics and roles of the components & elements in brand licensing. |
Making Informed Decisions This session considers how insight & research into consumer behavior helps enable informed decision making |
| That Licensing Idea! Using Peppa Pig as a case study, this session will give an overview on how & why IP is created and, as a licensor, will look at the challenges, resource and time scales required to bring it to life as a licensed brand |
The Making of Licensed Product Considerations when designing & manufacturing licensed product is vital to the longer-term success of the range and license; this session considers how the toy, apparel or gift sectors manage licensing. |
| The Role of the Licensing Agent This session will examine the role of the licensing agent, looking at its obligations to the licensor it represents and the licensee-retailer buying the rights |
Bringing it to Life In-Store! Examine the different retail activations available to make sure that your licensed product has the best opportunity to sell-through off the shelf or page |
| It’s all in the look, Style Guide Essentials A deep dive into the style guide & design assets to see how it helps bring different brands to life and create that all important point of difference for retailers |
Licensing Essentials Panel Discussion Ask questions of and seek opinion from a panel of recognized licensing experts – no question is considered too difficult! |
| Licensing Agreements non-Lawyers The License Agreement is the legal document that underpins every licensing deal, this session will identify the five key things licensees, licensors and retailers need to be aware of |