The Licensing Letter

Automotive/Motor Vehicle

Shell Hires Beanstalk As Global Licensing Agent

Beanstalk scored a major new client, becoming the licensing agency for Shell, one of the world's largest energy and petrochemical companies, operating in 70 countries and boasting 80,000 employees worldwide. Beanstalk announced this week its partnership with Shell to extend the company's brand into a range of consumer products and services. The program will look to leverage … [Read more...] about Shell Hires Beanstalk As Global Licensing Agent

Corporate TM/Brands Up 2.7% in 2016; Food/Bev & Tech Lead

By: Karina Masolova, karina@plainlanguagemedia.com Retail sales of corporate trademark/brand-based licensing were up 2.7% worldwide in 2016, according to The Licensing Letter's Annual Licensing Business Survey. The U.S./Canada made up almost 80% of retail sales worldwide in 2016, and, in fact, grew at a faster rate than the rest of the world. The U.S./Canada counted $28 … [Read more...] about Corporate TM/Brands Up 2.7% in 2016; Food/Bev & Tech Lead

Roundup: Promotional Partnerships

Real Madrid's official console partner is Xbox. To celebrate, Xbox will host a series of events at Microsoft Stores throughout the U.S. during Real Madrid’s U.S. Summer Tour. Betty Boop is the new face of Foulbi Co., Ltd.'s J-esthetic—over 100 esthetic salons and day spas. The campaign includes a commercial as well as print and digital ads. The Goodyear Tire & Rubber Co. … [Read more...] about Roundup: Promotional Partnerships

Video Games in the Pipeline: 40% Sequels, 30% Licensed, 20% New IP

Over the next two years, releases of video games based on original IP are going to take a backseat to sequels, reboots, and licensed titles. Just 20.6% of titles are based on original IP—sequels comprise 43% of the list, followed by licensed titles at 30%. VR titles follow at 11%, with reboots making up 8% of the list. See the complete update to TLL's list of planned video … [Read more...] about Video Games in the Pipeline: 40% Sequels, 30% Licensed, 20% New IP

Licensing in the $40.4 Billion Theme Park Business

The amusement/theme park business is ramping up, and for licensed brands, it's only getting better. Global theme park spending totaled $40.4 billion in 2015, up 7.4% from 2014, according to the Intl. Association of Amusement Parks & Attractions (IAAPA). The IAAPA points to a 5.2% increase in attendance, the largest gain during the past five years, as the biggest reason for … [Read more...] about Licensing in the $40.4 Billion Theme Park Business

TLL Survey: Corporate Licensing Up 3% in 2015 Fueled by Food/Beverage & Automotive

By Karina Masolova At $27.6 billion, corporate trademarks and brands accounted for 27% of all retail licensed sales in the U.S. and Canada in 2015, the most of any segment (followed by fashion at 20% and sports at 14%), according to The Licensing Letter's Annual Licensing Business Survey. But while it may be big, the corporate segment was also devoid of drama growing at a slow … [Read more...] about TLL Survey: Corporate Licensing Up 3% in 2015 Fueled by Food/Beverage & Automotive

Licensing By The Numbers

Scandal Costs VW $10 Billion in Brand Value Earlier this year, the VW brand was calculated to be worth $31 billion, the third most valuable auto brand in the world. But the recent emissions scandal has tarnished the "people's car" company's longstanding reputation for reliability and trust. By the time the dust settles, VW is expected to lose an estimated $10 billion in brand … [Read more...] about Licensing By The Numbers