What is licensing

License is a temporary transfer of rights on to the licensee to use the name, image, brand or logo that have been officially registered and that are protected by law. Licensing takes place when an image, logo or reserved characters have been used directly or when they have served as inspiration.

Why licensing?

Licenses help to differentiate from the competition in the market

Licenses evoke positive emotions and transfer positive attitude towards the brand onto the licensed product or a service. They increase interest and establish a unique bond with the consumer and allow to reach new consumers – most frequently families with kids.

Licenses as a medium help the positive image of the brand, and a very effective marketing tool

Every character has its own story and is strongly personalized. This is well received by the consumers as they can easily identify with their favourite character and purchase products promoted by these characters.

Stability and effectiveness as a marketing tool

Unlike celebrities, licensed characters do not change their behaviour and guarantee stable and consistent image.

Licensed product

Using licensed character on the product and/or product packaging. The product may be promoted using licensed artwork, each design being approved by the licensor.

Co-Branded Licensed Products

Licensed character is used on the product and/or packaging but co-exists with the licensee’s own branding.

DTR deal

It's a direct relationship between licensor and retailer in which the retailer becomes the licensee as well as the seller of the product. In a nutshell: licensee sells their licensed products in their own stores.


The licensee may or may not use the license on the packaging of the product, but they use licensed premiums in the promotion of the product/service.

Loyalty programs

Using licensed premiums and other tailor-made marketing solutions that use license in order to stimulate or reward the most faithful customers and attract new ones.

Clip Licensing

Usage of fragments of movies, cartoons, film music or film motives for the promotion of a product or service.

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