2020 media kit magazine - licenseglobal.com

Magazine2020 MEDIA KIT

WWW.LICENSEGLOBAL.COMTHE LICENSING INDUSTRY’S THOUGHT LEADER

OCTOBER 2018 VOLUME 21 NUMBER 5

License Global

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What to Expect at BLE 2018 Report: The State of the High Street Activision: Ready for Player One

Plus: Century-old confectionery company Perfetti Van Melle continues to extend its sweet treats around the world via exciting brand collaborations and organic licensing partnerships.

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tokidoki Everything Tuning In To Anime Looking Back At 2017

Plus:

This inaugural honor recognizes those that have impacted licensing in a marked way. This year, as we get ready to ring in 2018, License Global is proud to honor 19 women from 18 companies that have greatly influenced the business of licensing.

The Influentials – Women in Licensing Tuning In To Anime Looking Back At 2017

Plus:

Known for its vibrant art and whimsical characters, tokidoki is a young brand that is hard at work establishing deep roots in the world of products and merchandising. With the world as its canvas, expect to see the globe become tokidoki-fied.


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Brand Licensing Europe 2017 ‘Star Trek: The Next Generation’ Marks 30 Years Special Reports on Gaming, Influencers, SVOD and New Social Platforms


Plus:

Entertainment One is a nimble entertainment organizationthat is taking its portfolio of preschool properties to everymajor market in the world, with an eye toward sustainability.

®®

FEBRUARY 2015 VOLUME 18 NUMBER 1

License! Global

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■ Fox’s Jeffrey Godsick Talks Strategy■ New York Toy Fair Round Up■ Sony Looks Ahead in 2015

Plus:

How super fan Alyssa Milano has turned a practical idea into a trendy women’s sportswear brand for enthusiasts from the diamond to the raceway.

TouchWinning The

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JUNE 2014 VOLUME 17 NUMBER 3

■ Hasbro: The Magic of Branded Play■ Flick Pics: What’s Ahead in Film

■ MCNs: The Next Licensing Frontier

■ P&G: Brand Licensing Leader

Plus:

An exclusive look inside House of Harlow

1960 and how fashion celeb Nicole Richie

is expanding the brand across categories

and around the world.

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NOVEMBER/DECEMBER 2014 VOLUME 17 NUMBER 6

■ Grateful Dead’s 50th Anniversary■ Guide to the Top 35 Agents■ Leading Global Licensees List

Plus: An exclusive look at how Jim Fielding is taking this upstart, multi-channel YouTube network and its most popular content creators into the world of brand building, licensing and beyond.

THE NEW VIBE

Top 20 Global Licensing Agents Crayola Goes Outside the Lines Licensing Beyond the Snack Aisle

Plus:

Merch by Amazon is reshaping how brands do business, offering a one-stop-shop for products that allows

licensors, licensees and content creators more flexibility than ever before.

APRIL 2018 VOLUME 21 NUMBER 2

merchOn-Demand

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AUGUST 2014 VOLUME 17 NUMBER 4

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As NFLPI celebrates its 20th anniversary, the licensing and marketing subsidiary of the NFL Players Association, is creatively and aggressively expanding its licensing initiatives to drive retail sales growth for its roster of players.

■ BLE EXHIBITOR PREVIEW■ MAGIC: TRENDS AT RETAIL ■ FOX’S FASHION SENSE

Plus:PLAYERS

POWER

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MAY 2013 VOLUME 16 NUMBER 2

■ Licensing Expo Preview■ What’s Appetizing in Food■ Saban’s New Division

Plus:

Gwyneth Paltrow and Tracy Anderson, co-founders of the Tracy Anderson brand, are teaming up to build a comprehensive licensing program that includes consumables, apparel and lifestyle products.

Exclusive: Top 150 Global Licensors

Toy Trends for 2018 Nickelodeon’s ‘Sunny Day’

Revitalizing Aéropostale

Plus:Warner Bros. Consumer Products’ Pam Lifford talks to License Global about what makes the powerhouse studio’s licensing division hum, as well as gives us a glimpse into innovations on the horizon.

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Marches On

Viacom Focuses on Expansion What’s New at BLE Cartoon Network is Back in Action

Plus:

Macy’s

As it steps up initiatives to celebrate its 90th anniversary, Amy Kule discusses the longstanding appeal that has made the Macy’s Thanksgiving Day Parade a powerhouse program packed with entertainment, licensed characters and classic brands.

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■ Disney Consumer Products: Growing Boys

■ NY Toy Fair’s Hottest Merchandise

■ LEGO Builds Licensing

Plus:

Vince Camuto has built a

fashion empire through

his creative inspiration,

love of people and focus

on licensing.


PRINT + DIGITALLicense Global publishes 12 magazines per year, including editions in Mandarin and Japanese, and has distribution in every major market around the world.

Magazine

DIGITAL EDITION587,400+unique page views

(Apr ‘18 - Apr ‘19)

ANNUAL PRINT CIRCULATION69,000+

2020 MEDIA KIT


EDITORIAL DEPARTMENTS

Under the InfluenceNPD discovers what helps children create their gift wish lists.

2018 SAW MANY major events that had a serious impact

on the retail market and toy industry such as the bank-

ruptcy and liquidation of Toys ‘R’ Us, various other retail

door closures, business consolidations and more. Several

factors contributed to these outcomes, including:

◾ Price, quality and variety (recognized by conscious

consumers);

◾ Media infl uencers demanding attention from con-

nected consumers;

◾ Continued increase of e-commerce convenience; and

◾ Competitive retail challenges, especially at

brick-and-mortar.

The NPD Group conducted and in-depth analysis of the

gifts received by children during the 2018 holiday season

to understand key elements including the wish list, the

budget and the shopping calendar.

For all children up to age 14, toys and games were the

most requested items on their wish lists, a category with

44 percent category penetration. Digital gaming money,

which was removed from Others this year, was the eighth

most requested category for gifts.

YouTube and “unboxing” videos had the highest

effect on given options to all children when creating

their wish lists. This was only .8 percent higher

than the No. 2 influence of television advertising.

Other media influences were only .2 percent higher than

the No. 1 given option of YouTube’s “unboxing”

videos.

Source: NPD 2018 Christmas Gift Study

“YouTube and ‘unboxing’ videos had the highest effect on given options to all children when creating their wish lists.”

Media Influence Percent Total Children 0-14 Years

YouTube/

“Unboxing” Videos21%

21%Other

11%Social Media (Instagram,

Snapchat, Facebook etc.)

Cartoon or Program

(Televison/Movie)10%

Online Website/

Channel7%

Online

Advertising5%

Magazine

(not online)2%

Outdoor Poster/

Display1%

Television

Advertising20%

Category Percent PenetrationTotal Children 0-14 Years

Hoverboard/

Drone4%

Health and

Beauty 5%

Books/

Magazine7%

Digital Gaming

Money7%

Sport

Equipment8%

Money/

Gift Card13%

Video Game

Software15%

Video Game

Console19%

Clothing and

Footwear22%

Consumer

Electronics25%

Toys and

Games44%

Entertainment/

Live Show4%

Costumes 4%

Other 3%

12 APRIL 2019 WWW.LICENSEGLOBAL.COM

COMPILED BY NPD


Insights

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INSIGHTSStatistics and analyses on brand performance and issues that affect the business of licensing, from License Global’s partners at market research firm, The NPD Group.

Magazine


News

The Scoop on Licensing Expo 2019Changes are afoot at Licensing Expo 2019.

From panels to key show locations, the Licens-

ing Expo shake-up promises a positive experi-

ence for both attendees and exhibitors.

One notable update is the location of Licens-

ing University, which will now be held on the

show fl oor. The brand-new Licensing Univer-

sity Theater will house all of its sessions at

booth #B79, from the Opening Keynote to

perennial sessions like “The Basics of Licens-

ing.” Now that the Licensing University

Theater is located on the show fl oor, its dates

and times have changed as well. The biggest

change to LU so far? All sessions will now start

on Tuesday, June 4. That means no LU sessions

will be held on Monday (as was done in previ-

ous years).

The Global Licensing Group Party, the indus-

try’s largest networking event, has made

several key changes this year.

First, the date: the party has moved to

Wednesday, June 5 (also known as Day Two of

Expo). Second, the party’s name has changed to

the Global Licensing Group Party. And, last but

not least, the venue of the party has changed to

the HyperX Esports Arena at the Luxor. This

state-of-the-art venue is a four-minute walk

from the Mandalay Bay Convention Center and

boasts cool features befi tting the esports indus-

try. The Global Licensing Group Party will

include an open bar, appetizers, entertainment

and an invaluable opportunity to network with

the industry’s best.

Licensing Week returns this year with a

renewed slate of events to keep attendees

engaged and networking throughout the show.

In partnership with InventHelp, the debut of

Pitch the Brands will benefi t show attendees

and exhibitors alike. Up to 10 enterprising

inventors will have the chance to pitch their

product to a panel of industry experts on

Wednesday, June 5. The panel of experts–

including industry veterans from Viacom Nick-

elodeon, the NFLPA, the Boy Scouts of

America, Beanstalk and Product Counsel–will

off er insight and provide feedback to participat-

ing inventors. One lucky inventor will be

chosen from the group to be the recipient of a

prize worth $18,000.

With the worldwide rise of the brand licens-

ing industry, it’s more important now than ever

to keep tabs on how licensees, retailers and

manufacturers can take advantage of new

global opportunities. Two separate panels have

been created to investigate these trends–the

fi rst of which will be held on June 4. The Asia

track of the International Market Panel will

feature speakers from the China, Japan and

Korea Pavilions, who will identify in detail the

factors that infl uence their decisions to collabo-

rate with a U.S. retailer or manufacturer. On

June 6, attendees will have the opportunity to

explore the many ways Latin America is trans-

forming and get an inside look at the brands

defi ning the LatAm brand licensing market

together with the U.S. Department of

Commerce.

All of these Licensing Week activties can be

found in the Global Licensing Group Theater at

booth #A105.

Licensing Expo 2019 will be held on June 4-6

at the Mandalay Bay Convention Center in Las

Vegas, Nev. To learn more about Licensing

Expo or to register, visit LicensingExpo.com.

INSIGHT, DEALS AND MORE


NEWSExecutive moves, licensing deals and more.

#TrendingBY AMANDA CIOLETTI

Amanda Cioletti is content

director of License Global.

DTC is Having a Moment. A Very Long Moment. Licensing is the next natural step for direct-to-consumer brands that have

found marketing success through social platforms.

CHECK YOUR INSTAGRAM feed at any time of day and

guaranteed you will see an ad for a new-to-you brand

sandwiched between your friends’ gauzy sunsets and styl-

ized lifestyle shots. But those new-to-you brands–think

Bombas, MeUndies, ThirdLove, Allbirds, Everlane or

Away–are steadily gaining traction at market, edging out

traditionals as everyone vies for the fragmented shopper.

According to Feedvisor and Morning Consult (by way of

eMarketer), direct-to-consumer brands “rank as the most

pressing e-commerce challenge for brands (27 percent), even

outpacing shipping costs (21 percent) and the threat of

Amazon (20 percent).” That same study says even counterfeit

products (11 percent) and private label (10 percent) are less dis-

tressing than the coming waves of fl ashy, new DTC brands.

The demise of multiple traditional, long-standing retail-

ers is being attributed to DTC brands. Brands like Payless

ShoeSource (RIP February 2019), Charlotte Russe (RIP Feb-

ruary 2019) and even Toys ‘R’ Us (RIP 2017/2018) have

placed some ownership of their demise on the rising compe-

tition and unbeatably low overhead that comes with an

online-only brand.

These DTC brands are fi nding footing among consumers

for a host of reasons.

DTC brands are, above all, perceived as authentic, a

brand value important to Millennials and Generation Z.

Their marketing is current, able to pivot on fast-moving

trends and speaks in the language of their target demo-

graphic in the places where they are–social media. DTC

brands are competitive in pricing, and because they are dig-

itally native, have a wealth of data at their fi ngertips, allow-

ing them to tailor and customize their off ering.

Pioneering hero DTCs Warby Parker and The Honest

Company are both shining examples of the size, scope and

opportunity out there for the non-traditionals.

Warby Parker, in a furious round of funding, raised $75

million in early 2018 led by T. Rowe Price, which valued the

company at $1.75 billion. An IPO is speculated to be in the

company’s crosshairs.

Honest Co., while not growing as steadily as it once was,

is still valued at $1 billion-plus, according to Hoovers. That’s

impressive for a brand that was kick-started in 2011 by an

actress (Jessica Alba) who slings diapers. (Cute diapers,

though, and good for an Instagram feed!)

Walmart bought digital native brand Bonobos for $310

million in cash in 2017, collecting other e-commerce brands

subsequently, Eloquii and Modcloth; and Target invested $75

million in bed-in-a-box startup Casper after talks stalled on a

$1 billion purchase. Target, in fact, is bullish on the DTC trend,

bringing numerous digital native brands into its doors such as

Native, Harry’s, Quip, Flamingo, Beautycounter and more.

But while these DTC’s may have started out unique and

unencumbered by the burden of traditional brick-and-mor-

tar, increasingly they are looking to go mainstream and are

too fi nding themselves with physical locations.

Untuckit, a men’s casual shirt brand that’s meant to be…

wait for it… worn untucked, started out as a digitally native

brand but now boasts 50-plus retail doors. Aaron Sanan-

dres, the company’s co-founder and chief executive offi cer,

is not blind to the fact that traditional retail has a place in

the modern marketplace.

“A modern retail strategy includes physical retail, and

that will play itself out more and more,” said Sanandres via

Glossy. “You’ll see companies that swore they would never

open a physical store start to convert. There’s just too much

opportunity to drill down on a single market, which a store

allows you to do. A modern physical footprint is omni.”

“It’s all about engaging with your customers in a mean-

ingful way,” says Daniel Landver, chief executive offi cer and

co-founder, Digital Brand Products. DBP manages the

brands of more than 150 digital infl uencers, such as Gal

Meets Glam and Something Navy, both of which have found

traditional retail success with their online-fi rst brands,

albeit a slightly diff erent recipe than the brand-fi rst DTCs.

“When brands evolve to brick-and-mortar, it’s a natural

extension… so long as the authenticity is there.”

But with growth comes increased costs, scale and inves-

tor demands on return, all of which can be off set through

licensing. The most effi cient way to nurture a microbusiness

is with a partner–why not look to experts to take a strong

foundation and turn it into something accessible that

touches categories previously not feasible?

As we move into the future of business, it’s increasingly

becoming more common for brands to go where their target

customers are, and DTC brands are savvy enough to under-

stand that small, yet mighty, can win the race, so long as

there are smart decisions made along the way.



#TRENDINGWhat’s the latest in the business of licensing? Find out in Content Director Amanda Cioletti’s regular column.

ViewpointBY STEVEN EKSTRACT

Steven Ekstract is brand

director, Global Licensing

Group, UBM. Ekstract is

also the founder of License

Global magazine.

Licensing 2.0–A Program for the 2020sHere’s a winning plan to earn more sales.

IN THE FEBRUARY issue of License Global, I listed 19

trends that are sure to impact licensing this year. In this

issue dedicated to the Leading Licensees, I off er specifi c

tactics for licensees to win more product sales.

Fragmentation of retail and brands requires new direc-

tions for licensing. We live in a landscape that requires

new tactics in our business practices to succeed. On a daily

basis, we see massive consolidation of brick-and-mortar

retail and wonder why some licensed properties are not

performing as well as they once did. As an industry, we

need to acknowledge the changing nature of consumers’

interests, the impact of e-commerce and social media as

well as the speed-to-market of both new brands and new

products. If we understand these changes, we will see sig-

nifi cant upside and success in our licensing business.

How to succeed in licensing in six steps:

1. Retail strategy–A direct-to-consumer strategy is the

new reality for product marketers. This does not mean

you have to sell your products direct to the consumer

and cut out your retail partners, but you must be in touch

with your customers via social media. Also, we need to

face the fact that e-commerce is simply the future of how

the majority of consumers will shop.

In the business of licensed consumer goods, the most

impactful form of e-commerce is one that ties in social

media. Licensing is a marketing tool that relies on estab-

lished emotional connections. Your customers are fans of

the brand you are licensing, and social media is their

voice. Do you have a strategy for selling your product that

engages them on whatever social platform they are on?

“Social commerce” is the latest form of retailing for

product manufacturers to utilize social networks to help

sell products. This type of commerce utilizes user

ratings, referrals, online communities and social adver-

tising to facilitate online shopping. Discover which

forms of social media your customers are using. If they

are Millennials or Gen Z, Instagram is the favored plat-

form. Boomers and Gen X favor Facebook.

Take a look at the cover story in this month’s issue of

License Global featuring Funko, an example of a success-

ful licensee (and now licensor) who is an early adopter of

a direct-to-consumer philosophy. Funko has done this in

a myriad of ways, including physical stores that are the

essence of experiential. But Funko’s use of social media

is also critical to understanding its customers.

2. Trend analyst–No matter the size of your company,

someone must be focused on analyzing trends, both in

new properties for licensing as well as customer pre-

ferred trends. To stay successful in the business of pop

culture licensing, you must have a dedicated trend

analyst who monitors the changing landscape of trends

daily. This analyst will direct you toward trends that are

right for your products and also help direct your retail,

social media and marketing strategies by keeping pace

with what media your customers use and how to lever-

age it in retail sales.

3. Employ a data-driven strategy–For years, the successful

licensee model was built on three factors: great product,

strong brand equity and great retail relationships.

For 2020, you need to add another ingredient to the

mix: a data analyst who can work closely with your trend

analyst to help analyze and maximize your customer data.

Funko’s success is based on chief executive offi cer

Brian Mariotti’s instinct for knowing what his customer

wants and delivering that to them. Moving forward, as

Funko continues to grow and evolve, the need to under-

stand the changing needs and interests of the customer

will require the ability to analyze customer data in order

to grow the business.

4. Experiential–Understanding your customers’ interac-

tion with your products is key to achieving success.

Regular meetings between your product designer, trend

analyst and data analyst will yield results for your cus-

tomer by providing them with products that they’ll

love. Consider adding an experiential shopping moment

to the mix to better capitalize on the growing retail

trend.

5. Product technology–Your customers are looking for

products with tech built in. Whatever your category,

fi nd ways to incorporate best-in-class technology that

fi ts. Consumers don’t just want products; they also want

experiences. Can your product provide both?

6. Speed-to-market–Once you have employed the above

tactics, your speed-to-market can be much quicker. The

adage “fortune favors the bold” also favors the prepared.

Bottom line: get your products to market faster. Also, pay

mind to the simple rule of licensing–consumers make pur-

chases based on feelings, which is why licensing works.

Need more advice on a social media strategy? Email me at

[email protected].

WWW.LICENSEGLOBAL.COM APRIL 2019 7


VIEWPOINTLicense Global Founder and Global Licensing Group Brand Director Steven Ekstract brings in-depth knowledge of licensing and his unique perspective to the pages of each issue.

Guest Editor

Bill Patterson joined

OpSec in April 2003. After

receiving his bachelor’s

and master’s degrees

from Virginia Tech,

Patterson’s career has

spanned the industries

of telecommunications,

home improvement

retail, direct marketing

agencies and video gaming

with responsibilities

including advertising,

marketing, direct-

mail, communications,

loyalty programs, brand

management and sales

management. Patterson

is also responsible for

OpSec’s largest sports

licensing clients including

MLB, NFL, NBA, NHL, MLS

and Learfield Licensing.

He is vice president, global

marketing, OpSec Security.

BY BILL PATTERSON

Build a Brand by Protecting ItFighting counterfeiters is a long game that requires diligence, metrics and

follow-up, but will result in brand equity.

SEVERAL MONTHS AGO, a client reduced their level of

brand protection activities. They decided to do so because

the number of counterfeit products found online had

declined, which they interpreted as validation that the

problem was solved–senior leadership perceived their

counterfeiting issue to be “under control.” While it seems

reasonable to not spend money on a line item with reduced

returns, are you sure you’re looking at the right line item?

Counterfeiting is an ever-growing global phenomenon. It

is expected to reach $1.8 trillion globally in 2020, up from

$1.2 trillion in 2017, according to Research and Market’s

Global Brand Counterfeiting Report 2018. It touches every

one of our lives and aff ects economic stability, public safety,

personal fi nances and even national security. To an individ-

ual brand of any size (and their licensees), counterfeiting

can mean loss of revenue, reduction in market share and

damage to brand equity. That’s why it is imperative to

remain vigilant in fi ghting counterfeiting and unauthorized

use of intellectual properties.

The truth is that a lot of investment and hard work goes

into building a strong brand valued by licensees and con-

sumers. That trust can easily be destroyed by counterfeiters

if brands don’t also make investments to safeguard it. The

more proactive a brand is, the better the results.

Building an eff ective brand protection strategy involves

various factors. A multifaceted strategy could include

adding product authentication technology onto packaging,

ensuring digital assets include proper IP information and

rights usage data and utilizing automated and insightful

data mining and analysis tools with image recognition capa-

bilities to fi nd and remove infringing products. It is also

important for a brand to partner with customs and law

enforcement agencies to give teeth to its eff orts. Enforce-

ment is a critical component of the counterfeiting fi ght.

Building an eff ective strategy also depends on a brand’s

defi nition of success. Too many times, brands say their goal

is to reduce counterfeiting. When I ask how much counter-

feiting there is, however, the answer is often, “I don’t know.”

Therefore, be ready to defi ne success metrics based on data

points you can measure.

For example, a decrease in counterfeits is often followed by

an increase in market share. (Counterfeiters are your competi-

tors!) Marking a product with an authentication label requires

increased training for customs offi cials and other law enforce-

ment agencies. Success can be measured by an increase of law

enforcement inquiries followed by a steady decrease as more

and more seizures take place. If licensees process a high

number of warranty claims of counterfeit goods, a strong

brand protection program may reduce those claims.

Successful brand protection programs can also be mea-

sured by an improvement in a brand’s reputation. Getting

substandard fakes out of the marketplace will increase cus-

tomer satisfaction–and in this day of social media, that can

be measured in real time.

But let’s be careful of our own success! Success metrics

don’t mean the problem is solved; they mean a brand is

doing the right thing, as was explained to the aforemen-

tioned client. Now it is time to carefully watch for trends in

metrics and adapt accordingly.

The key to any successful licensing brand protection

program is to be proactive, not reactive.

There are four strategies to be a proactive brand protec-

tion advocate:

◾ Be a partner to service providers–Work with a licens-

ing agency, brand protection provider and software

developer to infl uence the future roadmap. Have a say in

what solutions you would like to be available.

◾ Expand data integration–Serialized labels are on prod-

ucts to serve a purpose: maximize actionable business

intelligence. Use data from these products, online mar-

ketplaces and consumers to make metric-aff ecting deci-

sions about your licensing program.

◾ Take it to the trade organizations–Share best prac-

tices, and consolidate enforcement eff orts. Yes, you’ll be

working with your competitors, but together you can

create a level playing fi eld for all legitimate products.

◾ Raise awareness among consumers–The most avid fans

want to be sure they’re buying authentic licensed mer-

chandise. Tell them your brand protection story, reward

them for making offi cially licensed purchases and help

them help you be advocates for licensed goods.

But what about that client that reduced their brand pro-

tection budget? They have since realized the eff ect of that

minimized investment. Activity has since picked up again,

and they understand the meaning of being a vigilant, proac-

tive licensed property.



GUEST EDITORIn every issue of License Global, hear from the foremost thought leaders in the licensing industry.

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tokidoki Everything

Tuning In To Anime

Looking Back At 2017

Plus:

This inaugural honor recognizes

those that have impacted licensing

in a marked way. This year, as we

get ready to ring in 2018, License

Global is proud to honor 19 women

from 18 companies that have greatly

influenced the business of licensing.


THE INFLUENTIALSEach year, License Global honors those individuals that have actively worked to move the business of licensing forward and made their mark within the industry.

THE STATE OF THE HIGH STREET

2 www.licenseglobal.com October 2018

U.K. retailers are certainly not immune to the forces reshaping the retail sector worldwide, but the pace and character of this transformation is being amplified

by a singular economic phenomenon unique to Great Britain–Brexit.

There is something to be said about the fact that England, the birthplace of the department store, is now at the center of another major evolution in retail.

Economic pressures and technological innovations are creating a seismic shift in the way consumers shop worldwide, and this shift is being felt with particular intensity in the U.K.

Just as the vast economic and societal changes seen during the First Industrial Revolution led to the creation of the department store, this latest period of rapid transformation (dubbed the Fourth Industrial Revolution by some) may very well lead to the department store’s demise.

To see this in action, one need look no further than one of the first department stores ever to grace the British High Street–Kendals. Kendals opened in 1832 in Manchester and is still in operation today, although under a new name–House of Fraser Manchester.

In early August, House of Fraser (including the former Kendals store) became another high-profile victim of the U.K.’s retail revolution when it entered administration. However, in a surprising twist, just hours after the announcement was made, Mike Ashley’s Sports Direct International swooped in to the rescue. Sports Direct,

which previously held a minority stake in the company, agreed to buy the brand and its stores for £90 million.

As with many of the U.K.’s largest retailers, the fate of House of Fraser remains to be seen. And with a number of other major players entering administration or announcing significant restructuring (BHS, Maplin, East, New Look, Toys ‘R’ Us, Poundland and Mothercare, to name a few), it’s no surprise that the headlines are filled with laments about the “death of the high street” and a “crisis at retail.”

But if the three previous Industrial Revolutions have taught us anything, it should be to have faith. These periods of upheaval, while painful, and, yes, even fatal to some institutions, are also drivers of great innovation and advancement.

So, as we delve into the unique pressures and circumstances driving this intense period of change in the U.K., take heart–because if any country is equipped to lead the next stage of retail’s evolution, it’s Great Britain.

The Economics of Evolution“Retail is changing at a faster pace than ever

before. Entirely new models are emerging and retailers need to adapt as never before,” says Paul O’Mara, licensed character designer, Marks and Spencer. “Customers are seeking a more authentic connection

by NICOLE SILBERSTEIN

SpecialReport: U.K. Retail and E-commerce

SPECIAL REPORTSEnterprise reporting on topics and issues that are driving the business decisions of tomorrow.

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The Walt Disney Company Tops Report at $53B 12 Licensors Join the Top 150

Plus:

Crayola is much more than a crayon. The iconic brand has strengthened itslicensing program to ensure it brings meaningful products for people of all agesto market for years to come. This year, Crayola joins License Global’s Top 150Global Licensors report for the very first time, debuting at No. 116.

APril 2018 VOlUME 21 NUMBEr 2

Colors

Outsidethe lines

TOP 150 LICENSORSThis exclusive report of the world’s leading licensors brings together and ranks the best-performing owners of the most sought-after brands and breaks down their annual retail sales.

80 www.licenseglobal.com April 2018

Top 20 Global Licensing Agents

Even the world’s most powerful licensors need some help, and that is where the Top 20 Global Licensing Agents come in.

Armed with teams in the strongest markets around the world, these leading agents are charged with taking powerful brands and extending them to even more categories.

Topping the list is CAA-GBG, a joint venture between Creative Artists Agency and Global Brands Group. Formed in 2016, CAA-GBG counts major corporate, entertainment, celebrity and lifestyle brands among its clientele, from Anheuser-Busch InBev to Netflix, Drew Barrymore, Katy Perry, Mercedes-Benz and countless others. CAA-GBG comes in at $12.8 billion in retail sales for its clients in 2017.

Not far behind is IMG, which reports $12.1 billion in retail sales in 2017. With continued global expansion across sports, fashion, corporate trademarks, personalities and estates, and with major new programs such as UFC, CrossFit and World Rugby, as well as new clients on board like Fiat Chrysler, MGM, NFL (internationally), the Karen Miller fashion label and the Nelson Mandela estate, it’s no wonder the agency is a powerhouse.

In 2017, the agency further strengthened its relationships with media brands such as Hearst Publications and “Sesame Street,” launched its Football Greats Alliance business and completed a Euro 2016 campaign.

Looking ahead, IMG will be focused on its RAF100 centennial program, preparing for next year’s Rugby World Cup in Japan, developing talent IP from the rich Endeavor stable and further extending its robust and wide-ranging corporate programs for brands such as Volkswagen, Ducati, National Geographic and Pepsi.

In the third spot is LMCA with $6.85 billion in reported retail sales for 2017. For nearly three decades, the strategic brand licensing agency has been taking IP around the world,

expanding market presence for brands via its dedicated offices in New York, Atlanta, St. Louis, Nashville and Shanghai.

The agency prides itself of long-standing relationships with both brands and licensees, counting as clients major names such as Agfa Photo, AT&T, Black Flag, Craftsman, Melitta, Snuggle and many more.

With $6.5 billion in retail sales in 2017 is The Beanstalk Group, a globally-recognized name in brand extensions. For 30 years, Beanstalk, a part of the Omnicom Group, has helped to form the strategy and best practices of licensing programs for best-in-class brands such as Procter & Gamble, Stanley Black & Decker, Diageo, HGTV, Salma Hayek and many more.

Last year, Beanstalk signed on several new client representations including Taco Bell, the American Cancer Society and Xbox, and grew its existing clients’ licensing programs through new, innovative partnerships and expansions at retail such as for Diageo, which it took into Uniqlo with a Guinness fashion collaboration, or for Black + Decker connected pet products that included smart dog collars, feeders and doors.

Rounding out the top five is Equity Management Inc. with a reported $6.1 billion in retail sales for 2017. The San Diego-based agency has created powerful programs for more Fortune 500 companies than any other licensing company in the world, it says, over its more than 35 years in business.

Among EMI’s client are American Airlines, Dr. Pepper Snapple Group, General Motors, La-Z-Boy, Reynolds Consumer Products and Goodyear Tire and Rubber Company, among many others.

There are many more powerful brand licensing agencies listed, so read on for the Top 20. And while this report only accounts for a portion of the industry, certainly there are numerous others that could someday soon enter our ranking as well. ©

by AmAndA Cioletti

License Global has compiled its annual report of the most powerful brand licensing agencies around the world.

Licensing Global Agentstop

TOP 20 AGENTSLicense Global’s annual report of the most powerful brand licensing agencies around the world.

Licensees are an essential part of any retail

program. They’re the companies that handle

design, distribution and manufacturing and

make sure licensors’ product

are on display at retailers

across the world.

This list–tallied by License Global–features

150 leading licensees across all categories.

Find out more about the world-class

licensees in the business, from plush

and toys to apparel and beauty

(and everything in between).

*The 150 Leading Licensees report is compiled from reader surveys, License Global industry intelligence and covers all major

categories. It is not intended to be a comprehensive industry survey. **Boxed listings are compiled from advertorial content.

LeadingLicensees2019

Licensees are a

program. They’

design, distribu

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ar

ac

world class

from plush

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LEADING LICENSEESA comprehensive, reader-nominated report on the best-in-class third-party services for design, distribution and manufacturing of consumer products across all categories.

2020 MEDIA KIT


EDITORIAL CALENDAR

DEADLINES SPECIAL FEATURES BONUS DISTRIBUTION

Magazine

PUBLICATION

2020 MEDIA KITA

pril

Feb.

THE TOYS + FASHION ISSUE

• Spotlight on toys and games

• Profiles on leading companies, special reports

and much more

• MAGIC (Coterie, WSA@MAGIC, PROJECT,

WWDMAGIC + more)

• Toy Fair New York

• Licensing Expo Japan

• Licensing Expo attendees and exhibitors

• Brand Licensing Europe attendees and exhibitors

Ad Close: Jan. 7, 2020Ad Materials Due: Jan. 21, 2020Issue to Printer: Jan. 23, 2020Distribution: Early Feb.

LICENSING EXPO PREVIEW

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• Licensing Expo show overview

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• Brand Licensing Europe attendees and exhibitorsIssue to Printer: Apr. 8, 2020Distribution: Apr. 16, 2020

May

LICENSING EXPO ISSUE • Official Licensing Expo publication


and much more

Ad Close: Apr. 8, 2020Ad Materials Due: Apr. 20, 2020Issue to Printer: Apr. 22, 2020Distribution: May 14, 2020

• Licensing Expo


June

LICENSING EXPO CHINA PREVIEW

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Issue to Printer: May 29, 2020Distribution: June 11, 2020

• Licensing Expo China attendees and exhibitors



LICENSING EXPO DAILY + SHOW DIRECTORY

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and more

• Licensing Expo Directory

• Licensing International Awards coverage

• Licensing ExpoAd Close: Apr. 28, 2020Ad Materials Due: May 6, 2020Issue to Printer: May 12, 2020Distribution: May 19-21, 2020

THE LEADING LICENSEES ISSUE


• Brand Licensing Europe attendees and exhibitorsAd Close: Mar. 11, 2020Ad Materials Due: Mar. 23, 2020Issue to Printer: Mar. 25, 2020Distribution: Early Apr.

• Leading Licensees Report

• Licensee profiles


and much more


EDITORIAL CALENDAR

DEADLINES SPECIAL FEATURES BONUS DISTRIBUTION

MagazineA

ug.

PUBLICATION

Sept

.Ju

ly

LICENSE GLOBALMANDARIN EDITION

• License Global magazine, translated for the

Chinese market

• Licensing Expo China show information

• China licensing news and deals

• Profiles of China-based companies

• Licensing Expo China

• CBMEContact License Global for details.

BRAND LICENSING EUROPE PREVIEW

• Brand Licensing Europe Exhibitor Preview

• Brand Licensing Europe show overview

• U.K./EMEA licensing news and deals


• Licensing Expo attendees and exhibitorsIssue to Printer: Aug. 20, 2020Distribution: Sept. 3, 2020

Oct

ober

BRAND LICENSING EUROPE ISSUE

• Official Brand Licensing Europe publication


and much more

Ad Close: Aug. 21, 2020Ad Materials Due: Sept. 2, 2020Issue to Printer: Sept. 4, 2020Distribution: Oct. 1, 2020

• Brand Licensing Europe


• MIPJunior

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Dec

. THE INFLUENTIALS ISSUE

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• 2020 Year in Review


and much more

Ad Close: Nov. 9, 2020Ad Materials Due: Nov. 19, 2020Issue to Printer: Nov. 23, 2020Distribution: Early Dec.

• U.K. Toy Fair

• Spielwarenmesse



BRAND LICENSING EUROPE DAILY

• Three daily magazines, produced on-site, that

feature exhibitor news, deals, photos, events

and more

• Brand Licensing EuropeAd Close: Sept. 15, 2020Ad Materials Due: Sept. 22, 2020 Issue to Printer: Sept. 28, 2020Distribution: Oct. 6-8, 2020

THE TOP GLOBAL LICENSORS ISSUE

• MAGIC (Coterie, WSA@

MAGIC, PROJECT,

WWDMAGIC + more)

• Licensing Expo

attendees and

exhibitors

• Brand Licensing

Europe attendees and

exhibitors

Ad Close: July 9, 2020Ad Materials Due: July 21, 2020Issue to Printer: July 23, 2020Distribution: Early Aug.

• Top Global Licensors report

• Top Global Licensing Agents report


and much more

2020 MEDIA KIT


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