“Time’s up for the Hamster Wheel workplace” – Lesley Jane Seymour

Last evening’s ScreenSide chat featured Lesley Jane Seymour and Maura J. Regan. Lesley is a veteran of the publishing business and an accomplished leader having run magazines like Marie Claire and More. She consults with industry leaders from various verticals including banking, fashion, beauty, publishing and businesses who want to speak directly to the consumer through events, advertising and digital products.

She also founded the CoveyClub.com an online-offline organisation for life long learners who are re-inventing themselves and grow their businesses. Lesley spoke freely about her early years in the publishing business where she had to deal with dual bosses who were not on the same page. In such situations her advice is to approach personnel and have a free and frank discussion with them instead of being coy and sweeping stuff under the carpet. She advised leaders in organisations to protect and fight for their teams. Thats the least they could do for all the hours they put in. Being a working mum herself, Lesley understood first hand how difficult it is for working women to manage home and work. She felt post the pandemic it’s unlikely that the workplace will be the same again. Employers might want to consider offering their employees a more flexible routine which could actually lead to improved productivity. On asking her about her One Big prediction for the post Covid Workplace, she said people from all departments and silos would need to come together and re-define the “hamster wheel” type scenario, because that is surely passe. Lesley and her team are keen to convene a think tank around the same. Stay tuned to Licensing International for more. To view the full webinar head to the webinars section of licensing international.org

Licensing International Launches in the Nordics

Licensing International, the leading trade organization for the global licensing industry, will establish a new office in the Nordics in cooperation with the Association of Agents and Managers in Creative Industries of Finland (AGMA), a professional association supporting the creative industries in Finland and the Nordics. The new Licensing International Nordics joins Licensing International’s network of global offices, which also includes locations in the UK, Germany, Australia, France, China, Japan, India, Russia, Brazil and Italy, in addition to the head office in New York City.

Licensing International Nordics will serve eight countries – Denmark, Finland, Sweden, Norway, Iceland, Estonia, Lithuania and Latvia. Combined, these countries accounted for nearly $4.8 billion in retail sales of licensed merchandise in 2018, according to Licensing International’s annual industry survey*, making the region a significant player in the global brand licensing marketplace.

Licensing International Nordics will be headed by Kati Uusi-Rauva, AGMA Director, and Heikki Laaninen, AGMA chairman and Head of Licensing at boutique licensing and publishing agency Ferly Co. Under the Licensing International banner, Uusi-Rauva and Laaninen will work with other local executives to develop events, educational programs, business outreach, networking opportunities and localized news and resources for the benefit of licensing professionals in the Nordics region.

“I’m thrilled to bring the benefits of Licensing International membership, alongside our network of resources and influence, to industry executives throughout these key countries in the Nordics,” says Maura Regan, President, Licensing International. “This region is home to a vibrant creative and professional community that has given rise to powerhouse brands and products, so I’m pleased to offer executives in these countries the resources to further grow their business and expand their connections within the global licensing industry.”

“We have seen a rise of interest in brand licensing possibilities in the Nordics during the last few years,” says AGMA’s director Kati Uusi-Rauva. “This has happened especially in the entertainment, content and design industries. Therefore, we are really happy to develop further the Nordic brand licensing community and make it more visible and accessible to the global networks through cooperation with Licensing International.”

*Click here to download your copy of the Licensing International Annual Global Licensing Industry Survey, which is free for all Licensing International members.

About Licensing International:

Licensing International – formerly known as LIMA – is the leading trade organization for the global licensing industry. Licensing International’s mission is to foster the growth and expansion of licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, Licensing International members in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit LicensingInternational.org for more information and to utilize licensing’s definitive online resource.

About AGMA

AGMA, the Association of Agents and Managers in Creative Industries of Finland, represents agencies and managers working in all creative industries such as design and graphics, publishing, photography, performing arts, music, games and media. AGMA organizes events and training, acts as a spokesman of its members and actively takes part in the creative industry business development on a national and international level. Learn more at AGMA.fi.


Media Contact:

Licensing International

Nicole Silberstein

nsilberstein@licensing.org

646-744-3748

“Our new identity is symbolic of both the past and the future”

Interview by Samantha Loveday – LicensingSource.net

Since it was founded in 1985, the industry trade body LIMA has been at the heart of the business, supporting, nurturing and educating not just those within the licensing sector, but the wider business community, too.

But as the industry changes pace, so to must a trade body and in May, we were introduced to its new identity – Licensing International. Its core mission remains the same, however it has changed visual identity and how it articulates its mission to members and the broader business community.

Maura Regan, president, explains: “While our identity as LIMA has been an industry staple for those already in the licensing business, it’s also been somewhat confusing to anyone who didn’t already know us. The capital of Peru? That green bean?

“As we initially looked at merely refreshing the association’s identity, it became apparent that a total rebranding was in order. Our new identity as Licensing International is symbolic both of the changes that have occurred in the licensing business over the past three decades – for example, the rise of experiential and location-based licensing means that we’ve gone well beyond the word ‘merchandising’ – and of the future path the association will forge on behalf of our members.”

The organisation has undergone a complete visual and functional overhaul of its website, unifying its family sub-brands to support the mission such as Licensing University, MindMix and its webinars, as well as its various country-specific identities.

A bumper PR programme helped to communicate the refresh to members and the industry at large including a letter from Maura to current members, as well as press releases, trade ads and signage and branding at its Licensing Expo and Brand Licensing Europe stands.

Maura continues: “We decided on Licensing International after feedback on what our members believed we stood for and expected from us. We reviewed various options with our board of directors and the direction was fully supported.”

Maura explains that the brand marketplace is nothing if not dynamic, and it has to be at least as dynamic to be a valuable resource to its membership.

“There are so many on-going changes in the business – the rise of and brand protection issues related to ecommerce; big increases in such areas as experiential licensing, location-based entertainment and the licensing of services; the increasingly global nature of the business; the rise of influencers; corporate social responsibility, the increased importance of real time data analytics, to name a few – that we must constantly work to identify these and other trends, and give our members the tools and knowledge to deal with them.”

Ultimately, says Maura, brand licensing continues to be a “vibrant, effective tool for brand owners to develop, extend enhance and leverage their IP, and for manufacturers and service providers to use the equity of those brands in creative ways to boost their own businesses.

“And that’s not just us saying it – but is based on all the data out there,” she concludes.

Licensing International: At a glance

The licensing industry trade body has more than 1,250 member companies globally – this includes 120 in the UK.

There are 12 offices and representatives: Australia, Brazil, China, Germany, Japan, Mexico, UK (offices), Canada, France, India, Italy and Russia.

“At our core, we strive to help our members succeed, and to promote the licensing business model to the community at large,” explains Maura.

“Whether in the US, UK or anywhere else among the 12 countries/regions in which we have offices and representatives, we’re committed to convening, designing and developing best in class events and programs to achieve those goals, whether for Young Professionals or the industry at large.

“We’re constantly looking for the most effective platforms – seminars, webinars, networking events or anything else – to get the job done.”

A guiding hand

The brand refresh for Licensing International was guided by Brand Studio CAA-GBG, with chief creative officer, Alice Ann Wilson, telling us that the team was honoured to work on the rebrand and strategy.

“It was important to the client that they put their members in the centre of future needs and communications solutions,” says Alice Ann. “We also heard from key stakeholders that licensing is ever evolving to a brand-first approach – in today’s world, product becomes marketing and experiences become content. It’s exciting that brands are leveraging the power of licensing for equity building in addition to revenue driving objectives. So the power of an international resource is as important as ever, as well as a forward-looking approach.

“The critical moment in the process was when the (LIMA) leadership and board considered all strategic paths forward and were pretty unanimous in supporting the idea of revolution over evolution – hence the decision to embrace a new name as well as branding.”

Alice Ann continues: “The name Licensing International is both strength and simplicity, setting the tone for an organisation that can deliver an unparalleled network of information and resources globally, while putting the importance of each individual member and each territory at the core of its purpose.”

Ultimately, the new brand identity is a “clean and modern visual system” says Alice Ann, which communicates Licensing International’s “commitment to innovation and thought-leadership within the industry”.

This feature originally appeared in the summer 2019 edition of Licensing Source Book. To read the full publication, click on this link.

Global sales of licensed products reach $280.3 billion

Global retail sales of licensed merchandise and services grew to $280.3 billion in 2018, a 3.2 percent increase over the $271.6 billion generated in 2017, according to topline results of the  5thAnnual Global Licensing Survey, released today by Licensing International. Royalty revenue for brand owners leapt to $15 billion, an almost 4 percent increase from 2017.

2019 Licensed Sales by RegionThe U.S. and Canada accounted for 58 percent of worldwide consumption of licensed goods and services with $162.6 billion (up 3.1% from the prior year), while the Latin America, Northern Asia and Southern Asia/Pacific markets experienced the strongest year-over-year increases in licensing business, each showing growth of more than 5% for the year.

Licensing International – known previously as the International Licensing Industry Merchandisers’ Association (LIMA) – commissioned Brandar Consulting, LLC to conduct the survey for the fifth consecutive year. The survey results have shown steady growth year-over-year, with a 16 percent leap in revenue over the course of the five years the survey has been conducted.

Despite the ascendance of ecommerce and the impact it has inevitably had on the business of brand licensing, survey respondents reported that an average of 79 percent of their business came from brick-and-mortar stores in 2018, compared to 21 percent from online sales. Those are the same average percentages reported in the prior two years.

2019 Licensed Sales by Property TypeThe entertainment/character sector was by far the largest category, accounting for $122.7 billion, or 43.8 percent of the total global licensing market. The second-largest sector – corporate brands – showed the highest growth rate (5.5 percent year over year) of the top four sectors with $58.8 billion (21 percent) of the overall business, attributed to the staying power of name brands in today’s challenging retail environment. Fashion was the next largest ($32.2 billion, 11.5 percent), followed by sports ($27.8 billion, 9.9 percent).

Apparel (15 percent), toys (12.6 percent) and fashion accessories (11.5 percent) continued to lead in the breakdown by product category, though the global toy sector experienced the largest decline, down 2.1 percent from 2018, in part due to the market disruption caused by the bankruptcy and ultimate liquidation of Toys R Us in the U.S. and some other world markets.

“The 2019 Global Licensing Survey drives home the fact that licensing continues to be a vital part of the consumer marketplace, and a versatile tool for brand owners and licensees to creatively build their businesses,” said Licensing International President Maura Regan. “This year’s results highlight licensing’s wide reach, value and potential in both developed and growth markets. It’s an exciting time to lead the licensing business into its promising future.”

The complete report, including regional and country-by-country breakdowns for major markets, will be made available free to all Licensing International members this summer. Non-members will be able to purchase the survey for $975 at www.LicensingInternational.org.

 

LIMA Relaunches as Licensing International

World’s leading brand licensing organization unveils brand refresh, reflect a new era in the industry and a renewed commitment to the future

The International Licensing Industry Merchandisers’ Association (LIMA) – the world’s leading brand licensing trade organization – announced today that it will be known as Licensing International moving forward, marking a new era for the professional licensing community. This new, purposeful name, identity and visual language are designed to better reflect the current state of the licensing industry and where it’s headed in the future.

 

As Licensing International, the organization will place renewed importance on its key goals, including fostering the growth and expansion of licensing globally; raising the level of professionalism of licensing practitioners; and generating greater awareness of the benefits of licensing in the business community at large.

At its core, the Licensing International name prioritizes simplicity and impact – and immediately conveys the organization’s purpose to the broader business community. The name also emphasizes the trade body’s identity as a global organization, with a presence on the ground in 12 countries around the world, and acknowledges the increasingly global scale of the industry itself. When the organization was first formed in 1985, around 70 percent of the world’s licensing revenue was produced in North America, but today, international markets claim over 40% of the roughly $270 billion that licensing generates each year.

The Licensing International name also signifies the broader scope of the modern brand licensing industry, which now reaches well beyond the realm of merchandising. In an increasingly competitive and complex retail landscape, licensing is now being utilized in creative and innovative ways that touch new and growing categories – from media companies launching into experiential services, to concept shops within large retail chains, to the revival of iconic brands in new formats.

 

After taking the helm in July 2018, President Maura Regan recommitted the organization to its mission as the champion of licensing around the world and led the transition to the new Licensing International brand identity, a nearly year-long process of research and reflection. Under this new banner the organization will continue and enhance its efforts on behalf of the industry it serves, including developing key research and reports; sharing industry news and job opportunities; and offering seminars and educational programming for market leaders around the world.

“As the leading facilitator in the licensing industry, we serve a growing, global community by connecting members and diverse brands across the world to invaluable insight and resources,” said Licensing International President Maura Regan. “Our debut as Licensing International symbolizes a new chapter for the community, and demonstrates our dedication to the licensing industry of tomorrow.”

In its transition to Licensing International, the organization has also launched a new website and member portal – LicensingInternational.com – designed to provide a more sophisticated user experience, improve communication and increase engagement with the current and next generation of licensing professionals. The organization can also be found on all major social platforms under its new name.

 

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About Licensing International:

Licensing International – formerly known as LIMA – is the leading trade organization for the global licensing industry. Licensing International’s mission is to foster the growth and expansion of licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, Licensing International members in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit licensing.org for more information and to utilize licensing’s definitive online resource.

 

Media Contact:

Licensing International

Nicole Silberstein

nsilberstein@licensing.org

646-744-3748

 

Double Forte

Natalie Nicolson

nnicolson@double-forte.com

510-730-9370