The Licensing Letter

Articles

Unlicensed Use of Trademark Brands in Video Games

EA shows Bell Helicopters in its Battlefield 3 video game Activision depicts the "Delta Force" logo in Call of Duty: Modern Warfare 3 In Sony's Gran Turismo 6, race cars pass under a bridge displaying the Virag® trademark Video games look and feel more realistic when they depict brands from real-life. But using a trademark brand without a license can also result in … [Read more...] about Unlicensed Use of Trademark Brands in Video Games

The Colorforms Revival: A Convergence of the Business & Social Trends Driving Licensing

Colorforms is the perfect paradox. In an era of computer gaming and digital toys, the new Colorforms that hit the shelves of Toys 'R Us this week is unapologetically low-tech and faithful to its 64-year-old roots. Equally paradoxical is how the relaunch of a brand as old-fashioned as Colorforms reflects so many of the trends driving modern licensing. Brand Revival: … [Read more...] about The Colorforms Revival: A Convergence of the Business & Social Trends Driving Licensing

King, Patterson are America’s Favorite Authors

The J.K. Rowling-created world of Harry Potter has been licensed for everything from pajama pants to theme parks (already in Orlando, Fla, and Japan, the newest Wizarding World of Harry Potter will open at Universal Studios Hollywood in 2016). Yet, the powerful author ranks only No. 3 on the list of the 10 most popular authors with U.S. readers. The only other author on the … [Read more...] about King, Patterson are America’s Favorite Authors

Licensed Digital Celebrities

By Karina Masolova The licensing industry is looking towards digital celebrities as the new frontier. For the first time, a YouTube celebrity is set to lead the keynote address at Brand Licensing Europe 2015 (BLE) on October 13, 2015. Fitness guru Cassey Ho will take the stage alongside YouTube's Global Head Top Creators, Benjamin Grubbs. You might recall that Grubbs had also … [Read more...] about Licensed Digital Celebrities

Lucky Brand Joins Bands

With its recent deal to develop a national apparel and accessories program around classic rock bands KISS, Journey, Def Leppard and others, apparel company Lucky Brand is plugging into a harmonious spot in the more generally discordant market for music licensed products. Lucky's deal with licensing agency Epic Rights will put music brands KISS, Journey, Def Leppard, Billy … [Read more...] about Lucky Brand Joins Bands

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

Are Licensed Toys in Fast-Foods Kids’ Meals an Endangered Species?

This week, Wendy's announced that it will no longer offer licensed toys as part of its kids' meals. In so doing, Wendy's became the third fast-food chain since 2011 to discard the proven business model of using licensed toys in kids' meals to generate buzz and restaurant traffic. What's going on? Licensing Toys for Kids' Meals In 1973, the now defunct Burger Chef became the … [Read more...] about Are Licensed Toys in Fast-Foods Kids’ Meals an Endangered Species?

Full Licensee Roster to Back N.A. Launch of Japanese Anime Hit

BY MARCY MAGIERA Yo-Kai Watch, the hottest kids’ property in Japan over the past 18 months, will land in North America on Oct. 5, when cable’s Disney XD will begin showing the animated half-hour five days a week. The TV premiere marks the beginning of a licensing campaign that will see a legion of mischievous Yo-kai spirits unleashed across video games, comic books, toys, … [Read more...] about Full Licensee Roster to Back N.A. Launch of Japanese Anime Hit