A note from Charles M. Riotto, LIMA President
June 16, 2008
What an exciting time this is for the licensing industry! In recent years we have witnessed an ever-widening universe of companies embrace licensing, not merely as a revenue generator but as an integral component of their brand marketing strategies.

2008 LIMA Finalists
June 16, 2008
See the full listing of LIMA finalists here.

Art Brand Licensing
June 16, 2008
WHAT'S GOING TO TAKE OFF? What's going to flop? As with anything in the realm of art, it's hard to predict which art brands will click with consumers. But the most successful ones right now are the ones with retail savvy and broad design perspective. And while art licensing remains a niche business, the limited number of strong art properties in the current marketplace can command royalty rates on par with big entertainment licensors.

Character Brand Licensing
June 16, 2008
BUNNIES, BEARS AND DINOSAURS have moved a massive amount of product over the years, to be sure, but success in this category isn't about "character slapping" any more. There's been an evolution in the field that requires property owners and licensees to ramp up their game to please retail and snag consumers.

Corporate Brand Licensing
June 16, 2008
"EVERYONE'S A BRAND," pronounced a Brandweek story published in the late 1990s, when it seemed that anyone- the President, you, me-could be considered a "brand." Today, the same story might be updated with the following headline: "Everyone's A Corporate Brand."

Film, TV and Entertainment Brand Licensing
June 16, 2008
FOR YEARS, ENTERTAINMENT LICENSING has looked like this: product, product and more product. But that's so yesterday.  Welcome to entertainment licensing 2.0, which looks like this: DreamWorks Animation's Shrek has a home at Build-A-Bear Workshop through a direct-to-retail deal with the specialty chain, where kids can create their own keepsakes; Fremantle's American Idol creates a groundbreaking charity drive that raises $76 million; and Fox launches an immersive attraction called The Simpsons Ride in Hollywood and Orlando.

Sports and Sports-Themed Entertainment Licensing
June 16, 2008
MOVE OVER, MAJOR LEAGUES. The field is opening up to new players. While the NFL, NBA, MLB and NHL still account for the majority of the approximately $825 million in sports licensing royalty revenues,* the growing popularity of non-traditional sports and entertainment-based sports has widened the playing field for licensed merchandise.

Retailer Licensing Programs
June 16, 2008
WHEN THE ECONOMY IS SPUTTERING, retailers have to go the extra mile to attract and retain customers. Lately it looks like some are getting ready for a 10K run. Target, for instance, caused a stir last month when it presented its new high-end line of eco-fashions by Rogan Gregory at Barneys stores in Los Angeles and New York. Shoppers (or were they gawkers?) snatched up as many items as they could before the collection was transferred back to Target shelves for a limited run.

Licensed Promotions
June 16, 2008
ASK MARKETERS what makes a great licensing program, and they'll tell you it starts with a great property. Ask them what makes a great licensing promotion, and they'll tell you it starts with a great marketing partnership. But what makes a great partnership?