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People Profile: Janet Krug, Director of Licensing for Feld Entertainment image

People Profile: Janet Krug, Director of Licensing for Feld Entertainment

The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we’re profiling one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find YOU)?

I started my professional career in children’s book publishing at Scholastic, working with their international sales team. A few years ago, Nickelodeon had an opportunity for their consumer products team and they were looking for someone with a children’s book global sales background—licensing found me! I held the position of Director of Publishing on the Global Consumer Products team, working with more than 25 partners. That role led me to my current position at Feld Entertainment working on sports entertainment brands including Monster Jam® and Supercross with top partners across all lines of business in every conceivable category!

What’s a “typical” day in your current position?

Each day can be very different, and that is what keeps my role interesting and fun. One day I might be working with partners on developing new product and the next I am meeting with athletes or sports agents negotiating merchandise agreements. Today I am working on logistics to have the best booth presentation at Licensing Expo! I love that I am involved with so many different projects, all with the same goal—to have the best licensed product in the marketplace!

What are the most significant trends or changes that you’ve seen in the business in recent years?

I think the most significant trend that I’ve seen in the business is how people consume entertainment content and how much they want to share their experiences. Feld Entertainment is in an amazing position coming out of Covid—families want to GO OUT and be entertained, and we are seeing HUGE growth in ticket sales at our events (Monster Jam, Supercross, and more). That all translates to huge growth in our licensed products.

What keeps you up at night? What’s your biggest challenge these days?

I know that it is a constant challenge for our partners to source what they need to create amazing product and that shipping delays and costs can definitely take a toll on companies across the board.

In your opinion, what is the top skill every licensing executive should have in order to succeed?

I think every licensing executive should have great communication and follow-up skills with partners for success. People love licensed brands. It is a privilege that our fans want to engage/play/wear and advertise our brands!

What is the best piece of advice you ever received or your favorite quote?

Remember that everything is temporary. Celebrate the wins and move on from the losses!

If you weren’t in licensing, what would you be doing now?

I think I might love being a sports agent! I am really enjoying working with athletes in helping them grow their individual brands. Maybe the New York Yankees could find me work if licensing doesn’t work out. 😊 I can dream big!

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