The essentials
of brand licensing
From characters on toys to fashion collaborations and branded experiences, licensing turns brand equity into exciting products people love – and creates value for everyone.
The global opportunity
Licensing is a powerful, resilient and growing global industry:
What is brand licensing?
Brand licensing is when the owner of a brand or intellectual property gives another company permission to use that IP on agreed products, services or experiences. The brand owner, known as the Licensor, retains ownership of the IP. The company receiving the rights, the Licensee, uses the brand to develop and sell approved products or experiences, usually in return for royalties.At its best, licensing does much more than put a logo on a product. It brings brands into consumers’ everyday lives in new and relevant ways.
What can be licensed?
Why license?
Licensing creates value for both brand owners and licensees.
How does licensing typically work?
Agree commercial terms and plan
Where does Merchantwise fit in?
Merchantwise sits at the centre of the licensing ecosystem - connecting brand owners, licensees and retailers. We help shape licensing strategies, identify the right categories and partners, manage product development and approvals, and support programs through to retail launch and beyond.
Our role is to make licensing work for everyone involved: protecting and growing brand equity for licensors, creating strong commercial opportunities for licensees, and bringing products and experiences to market that consumers genuinely want.
From strategy and partnerships to retail execution and ongoing growth, Merchantwise helps turn ideas into lasting commercial and cultural impact.
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