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NEW TRENDS IN NEW TRENDS IN LICENSINGLICENSING
Charles M. RiottoCharles M. RiottoPresidentPresident
International Licensing Industry International Licensing Industry Merchandisers’ Association (LIMA)Merchandisers’ Association (LIMA)
LIMALIMA1000 MEMBERS AROUND THE 1000 MEMBERS AROUND THE
WORLDWORLDTHE INDUSTRY’S MAIN THE INDUSTRY’S MAIN
SOURCE OF EDUCATION SOURCE OF EDUCATION INFORMATION AND INFORMATION AND
NETWORKING NETWORKING OPPORTUNITIESOPPORTUNITIES
LIMALIMA
SPONSOR OFSPONSOR OFLICENSING 2003 INTERNATIONALLICENSING 2003 INTERNATIONAL
LICENSING LONDONLICENSING LONDONLICENSING ASIALICENSING ASIA
LICENSINGLICENSING
ENTERTAINMENTENTERTAINMENTCORPORATECORPORATE
SPORTSSPORTSFASHIONFASHION
ARTART
LICENSING TRENDSLICENSING TRENDS
ENTERTAINMENT CHARACTERS ENTERTAINMENT CHARACTERS AS PRODUCT ENDORSERSAS PRODUCT ENDORSERS
LICENSING TRENDSLICENSING TRENDSCORPORATIONS:CORPORATIONS:
STRENGTHEN THEIR STRENGTHEN THEIR TRADEMARKTRADEMARK
PREVENT PIRACYPREVENT PIRACY
ADD REVENUESADD REVENUES
MORE EXPOSUREMORE EXPOSURE
LICENSINGLICENSING TRENDSTRENDS
COLLEGESCOLLEGES::
SUBSIDIZE THEIR SUBSIDIZE THEIR EDUCATIONAL EDUCATIONAL
PROGRAMSPROGRAMS
LICENSINGLICENSING TRENDSTRENDS
LICENSING IS A $150 BILLION LICENSING IS A $150 BILLION WORLDWIDE BUSINESSWORLDWIDE BUSINESS
LICENSING TRENDSLICENSING TRENDS LIMA’S STATISTICAL STUDYLIMA’S STATISTICAL STUDY
CONDUCTED BY RESEARCHERS AT CONDUCTED BY RESEARCHERS AT HARVARD BUSINESS SCHOOL AND HARVARD BUSINESS SCHOOL AND YALE SCHOOL OF MANAGEMENTYALE SCHOOL OF MANAGEMENT
LICENSING IS A $95 BILLION BUSINESS LICENSING IS A $95 BILLION BUSINESS IN THE U.S.IN THE U.S.
LICENSING TRENDSLICENSING TRENDS
$5.5 BILLION IN ROYALTY $5.5 BILLION IN ROYALTY INCOME IN THE U.S. IN 2001INCOME IN THE U.S. IN 2001
LICENSING TRENDSLICENSING TRENDS
44% OF LICENSING ROYALTIES 44% OF LICENSING ROYALTIES ARE FOR CHARACTER AND ARE FOR CHARACTER AND
ENTERTAINMENT ENTERTAINMENT PROPERTIESPROPERTIES
LICENSING TRENDSLICENSING TRENDSLICENSING REVENUESLICENSING REVENUES:: CHARACTER/ENTERTAINMENT $2.5 BCHARACTER/ENTERTAINMENT $2.5 B TRADEMARK/BRANDS $963 MTRADEMARK/BRANDS $963 M FASHION $911 MFASHION $911 M SPORTS $707 MSPORTS $707 M COLLEGIATE $175 MCOLLEGIATE $175 M ART $147 MART $147 M MUSIC $117 MMUSIC $117 M
LICENSING TRENDSLICENSING TRENDSLICENSING ROYALTIES BY PRODUCT LICENSING ROYALTIES BY PRODUCT
CATEGORYCATEGORY:: APPAREL $976.4 MAPPAREL $976.4 M TOYS & GAMES $958.3 MTOYS & GAMES $958.3 M SOFTWARE/VIDEOGAMES $536.8 MSOFTWARE/VIDEOGAMES $536.8 M ACCESSORIES $450.0 MACCESSORIES $450.0 M GIFTS & NOVELTIES $506.4 MGIFTS & NOVELTIES $506.4 M FOOD & BEVERAGES $418.3 MFOOD & BEVERAGES $418.3 M
LICENSING TRENDSLICENSING TRENDS ENTERTANIMENT LICENSING IN THE ENTERTANIMENT LICENSING IN THE
U.S.:U.S.:
$2.5 BILLION IN ROYALTIES$2.5 BILLION IN ROYALTIES
$42.5 BILLION AT RETAIL$42.5 BILLION AT RETAIL
44% OF ALL LICENSING 44% OF ALL LICENSING REVENUESREVENUES
LICENSING TRENDSLICENSING TRENDSDISNEY CONSUMER PRODUCTS:DISNEY CONSUMER PRODUCTS:
MICKEY MOUSEMICKEY MOUSEWINNIE THE POOHWINNIE THE POOHDISNEY PRINCESSDISNEY PRINCESSPOWER RANGERSPOWER RANGERSLIZZIE McGUIRELIZZIE McGUIRE
LICENSING TRENDSLICENSING TRENDSWARNER BROS. CONSUMER WARNER BROS. CONSUMER
PRODUCTS:PRODUCTS:
LOONEY TUNES: BACK IN ACTIONLOONEY TUNES: BACK IN ACTION
HARRY POTTERHARRY POTTER
SCOOBY-DOOSCOOBY-DOO
LICENSING TRENDSLICENSING TRENDSNICKELODEON:NICKELODEON:
SPONGEBOB SQUAREPANTSSPONGEBOB SQUAREPANTS
DORA THE EXPLORERDORA THE EXPLORER
BLUE’S CLUESBLUE’S CLUES
JIMMY NEUTRONJIMMY NEUTRON
RUGRATSRUGRATS
LICENSING TRENDSLICENSING TRENDSOTHER POPULAR ENTERTAINMENT OTHER POPULAR ENTERTAINMENT
LICENSORS:LICENSORS:
HIT ENTERTAINMENTHIT ENTERTAINMENT4KIDS ENTERTAINMENT4KIDS ENTERTAINMENTMARVELMARVELMATTELMATTELUNITED MEDIAUNITED MEDIA
LICENSING TRENDSLICENSING TRENDS
RETRO PROPERTIES ARE RETRO PROPERTIES ARE POPULARPOPULAR
LICENSING TRENDSLICENSING TRENDS
STUDIOS ARE USING STUDIOS ARE USING “FRANCHISE “FRANCHISE
DEVELOPMENT” DEVELOPMENT” STRATEGIESSTRATEGIES
LICENSING TRENDSLICENSING TRENDS
LICENSING OF MUSICAL LICENSING OF MUSICAL PERFORMERS IS GROWINGPERFORMERS IS GROWING
LICENSING TRENDSLICENSING TRENDS
CREDIT CARD AFFINITY CREDIT CARD AFFINITY PROGRAMS FEATURING PROGRAMS FEATURING
LICENSED CHARACTERS LICENSED CHARACTERS
LICENSING TRENDSLICENSING TRENDS
SALES OF LICENSED TOY SALES OF LICENSED TOY PRODUCTS ARE UPPRODUCTS ARE UP
LICENSING TRENDSLICENSING TRENDSCORPORATE BRAND LICENSING:CORPORATE BRAND LICENSING:
AUTOMOTIVE BRANDS HAVE AUTOMOTIVE BRANDS HAVE MAJOR LICENSING MAJOR LICENSING
PROGRAMSPROGRAMS
LICENSING TRENDSLICENSING TRENDS
FOOD & BEVERAGE LICENSING FOOD & BEVERAGE LICENSING ACCOUNTS FOR 25% OF ALL ACCOUNTS FOR 25% OF ALL
CORPORATE LICENSING CORPORATE LICENSING REVENUESREVENUES
LICENSING TRENDSLICENSING TRENDSCOCA-COLA LICENSINGCOCA-COLA LICENSING::
PROGRAM STARTED IN ORDER TO PROGRAM STARTED IN ORDER TO ENFORCE TRADEMARK RIGHTSENFORCE TRADEMARK RIGHTS
NOW GENERATES ABOUT $1 BILLION IN NOW GENERATES ABOUT $1 BILLION IN RETAIL SALESRETAIL SALES
LICENSING TRENDSLICENSING TRENDS
CORPORATE LICENSINGCORPORATE LICENSING::
GROWTH IN HEALTH & BEAUTY GROWTH IN HEALTH & BEAUTY AIDS CATEGORYAIDS CATEGORY
LICENSING TRENDSLICENSING TRENDS
CORPORATE LICENSINGCORPORATE LICENSING::
CABLE NETWORKS NOW INTO CABLE NETWORKS NOW INTO LICENSINGLICENSING
LICENSING TRENDSLICENSING TRENDS CORPORATE LICENSING:CORPORATE LICENSING:
FOOD & BEVERAGESFOOD & BEVERAGES 31%31%APPARELAPPAREL 16%16%ACCESSORIESACCESSORIES 7% 7%GIFTS & NOVELTIESGIFTS & NOVELTIES 6% 6%HOUSEWARESHOUSEWARES 6% 6%TOYS & GAMESTOYS & GAMES 5% 5%
LICENSING TRENDSLICENSING TRENDSCORPORATE LICENSINGCORPORATE LICENSING::
LOW-RISK WAY TO BUILD BRAND LOW-RISK WAY TO BUILD BRAND AWARENESSAWARENESS
PROMOTES THE CORE PRODUCTPROMOTES THE CORE PRODUCT
INCREASE APPEAL TO DIFFERENT INCREASE APPEAL TO DIFFERENT GROUPSGROUPS
STRENGTHENS TRADEMARK RIGHTSSTRENGTHENS TRADEMARK RIGHTS
LICENSING TRENDSLICENSING TRENDSCORPORATE LICENSING TRENDSCORPORATE LICENSING TRENDS::
INTEREST WILL CONTINUE TO GROWINTEREST WILL CONTINUE TO GROWUSED AS A MEANS TO ACCOMPLISH USED AS A MEANS TO ACCOMPLISH
DIFFERENT GOALSDIFFERENT GOALSGROWTH WILL SLOW DOWNGROWTH WILL SLOW DOWNROYALTY RATES WILL RISE SLOWLYROYALTY RATES WILL RISE SLOWLYDEALS ARE GETTING BIGGERDEALS ARE GETTING BIGGER
LICENSING TRENDSLICENSING TRENDSSPORTS LICENSINGSPORTS LICENSING::
$707 MILLION IN ROYALTY $707 MILLION IN ROYALTY REVENUESREVENUES
$14 BILLION IN RETAIL SALES$14 BILLION IN RETAIL SALES
LICENSING TRENDSLICENSING TRENDSSPORTS LICENSINGSPORTS LICENSING::
U.S. LEADERSU.S. LEADERS::NATIONAL FOOTBALL LEAGUE (NFL)NATIONAL FOOTBALL LEAGUE (NFL)MAJOR LEAGUE BASEBALL (MLB)MAJOR LEAGUE BASEBALL (MLB)COLLEGIATE LICENSING CO. (CLC)COLLEGIATE LICENSING CO. (CLC)NATIONAL BASKETBALL ASSN (NBA)NATIONAL BASKETBALL ASSN (NBA)NASCARNASCARNATIONAL HOCKEY LEAGUE (NHL)NATIONAL HOCKEY LEAGUE (NHL)
LICENSING TRENDSLICENSING TRENDSFASHION LICENSINGFASHION LICENSING::
$911 MILLION IN ROYALTIES$911 MILLION IN ROYALTIES
$15.5 BILLION IN RETAIL SALES$15.5 BILLION IN RETAIL SALES
LICENSING TRENDSLICENSING TRENDSART LICENSINGART LICENSING::
$147 MILLION IN ROYALTIES$147 MILLION IN ROYALTIES
$2.5 BILLION IN RETAIL SALES$2.5 BILLION IN RETAIL SALES
LICENSING TRENDSLICENSING TRENDSLICENSING AT RETAILLICENSING AT RETAIL::
DIFFICULT FOR SMALLER DIFFICULT FOR SMALLER PROPERTIES TO GET NOTICEDPROPERTIES TO GET NOTICED
LICENSORS NOW WORKING LICENSORS NOW WORKING DIRECTLY WITH RETAILERSDIRECTLY WITH RETAILERS
LICENSING TRENDSLICENSING TRENDSKEYS TO RETAIL RELATIONSHIPSKEYS TO RETAIL RELATIONSHIPS::
UNDERSTAND THE RETAILER AND HIS UNDERSTAND THE RETAILER AND HIS CUSTOMERSCUSTOMERS
UNDERSTAND WHERE YOUR UNDERSTAND WHERE YOUR PROPERTY FITSPROPERTY FITS
HOW WILL IT DRIVE TRAFFIC?HOW WILL IT DRIVE TRAFFIC?
WILL IT BRING NEW CUSTOMERS?WILL IT BRING NEW CUSTOMERS?
WILL IT SELL MORE PRODUCT?WILL IT SELL MORE PRODUCT?
LICENSING TRENDSLICENSING TRENDSOTHER TRENDSOTHER TRENDS::
GUARANTEES GETTING GUARANTEES GETTING SMALLERSMALLER
ROYALTY RATES STABILIZINGROYALTY RATES STABILIZING
LICENSING TRENDSLICENSING TRENDSOTHER TRENDSOTHER TRENDS::
CROSS LICENSING GAINING CROSS LICENSING GAINING POPULARITYPOPULARITY
LICENSING TRENDSLICENSING TRENDSINTERNATIONAL LICENSING MARKETSINTERNATIONAL LICENSING MARKETS::
U.S./CANADAU.S./CANADA 65.0%65.0%WESTERN EUROPEWESTERN EUROPE 22.0%22.0%JAPANJAPAN 9.8% 9.8%AUSTRALIA/N. ZEALANDAUSTRALIA/N. ZEALAND 1.3%1.3%SOUTH/CENTRAL AMERICASOUTH/CENTRAL AMERICA 0.7% 0.7%SOUTHEAST ASIASOUTHEAST ASIA 0.5% 0.5%OTHEROTHER 0.7% 0.7%
LICENSING TRENDSLICENSING TRENDSSUGGESTIONSSUGGESTIONS::
ATTEND NEW YORK LICENSING ATTEND NEW YORK LICENSING SHOWSHOW
CONSIDER ATTENDING LICENSING CONSIDER ATTENDING LICENSING SHOWS IN LONDON AND TOKYOSHOWS IN LONDON AND TOKYO
LICENSING TRENDSLICENSING TRENDSSUGGESTIONSSUGGESTIONS::
JOIN AND SUPPORT ABRALJOIN AND SUPPORT ABRAL
JOIN LIMAJOIN LIMA
LICENSING TRENDSLICENSING TRENDS
THANK YOU!THANK YOU!
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