licensing industry in Europe alone is worth billions of dollars. In simple terms it works
by manufacturers buying rights (the license) to use the intellectual property of others
(artwork, characters, graphics, brands, logos, sports, even movies and TV shows) on their
products. From the basic application of a cartoon character to a T-shirt, right through to
original high-tech creations of video games or complex toys, licensing can help all
manufacturers boost sales and profits, and build awareness and profile with both consumers
how do we go about this licensing business? How does it work, what are our basic steps?
Licenses deal in intellectual property and a good analogy is with real
estate property. Suppose you want to buy a house. To find one, you go and talk to an
estate agent. The estate agent will have lots of houses on his books, good, bad and
indifferent. So you choose two or three likely properties and go and view them to decide
which one is right for you. Make your choice, agree the price with the agent, get the
legal side sorted, and its all done. Simple!