What is Licensing?


Licensing explained

Licensing is the process of leasing a legally protected (trademarked or copyrighted) entity – a name, likeness, logo, trademark, graphic design, slogan, signature, character, etc. The entity, known as the property or intellectual property, is then used in conjunction with a product.

Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to the smallest of small business. Entertainment, sports and fashion are the areas of licensing that are most readily apparent to consumers, but the business reaches into the worlds of corporate brands, art, publishing, colleges and universities and non-profit groups, toys, games and beyond.

Licensing can extend a corporate brand into new categories, areas of a store, or into new stores overall. It's a way to move a brand into new businesses without a major investment in new manufacturing processes, machinery or facilities. In a well-run licensing program, the property owner maintains control over the brand image and how it's portrayed (via the approvals process and other contractual strictures), but eventually reaps the benefit of additional revenue (royalties) and exposure in new channels or store aisles.

Get started and learn more

You've come to the right place! Licensing Expo is the largest, most influential licensing trade show in the world. Thousands of brands got their start in licensing at our show.

To learn more about whether the Expo is a good fit for you, contact an account representative.