By Gary Symons
TLL Editor in Chief
Greg Battersby and Danny Simon have released their latest book, Fundamentals of Licensing.
The how-to guide covers every aspect of developing and managing a licensing program from inception to execution, aiming to maximize profitability. Designed for both newcomers and experienced professionals, the book provides insights into best practices and key industry trends.
Battersby and Simon are both long-time licensing industry veterans and members of Licensing International’s Licensing Hall of Fame.
Greg Battersby is the managing member of The Battersby Law Group, specializing in intellectual property law. With over 50 years of experience, he has served as General Counsel for Licensing International and authored over 60 books on licensing and IP. He is also the inventor of a patented computerized baseball pitching simulator used by MLB teams and commercial training facilities.
Danny Simon has more than 40 years of experience in licensing, having built licensing divisions for major studios, including Lorimar Productions, 20th Century Fox, and Carolco Pictures. He was instrumental in developing licensing programs for MASH*, Rambo, Baywatch, and Mortal Kombat. A founding member and past president of Licensing International, Simon also co-developed the organization’s Certificate of Licensing Studies (CLS) program with Battersby.
Licensing International has also endorsed the book.
Fundamentals of Licensing features contributions from over 20 industry veterans, including former Licensing International Chairpersons Woody Browne, Peter Van Raalte, and Carole Francesca, as well as Licensing International President Maura Regan.
Other contributors include Francesca Ash of Total Licensing, Roger Berman of Zen Works, Steve Fuller of USC, Steven Heller of The Brand Liaison, Arlene Scanlan of Moxie, Matt Holt of the NBA, Vince Leoni of Miller Kaplan, Marty Malysz of Dependable Solutions, Andrew Schenkel of Double Play Agency, Menal McGrath of Dan Dee, and Ray Uhlir of LMCA.
Published by Kent Press, the book is available now on Amazon and Barnes & Noble in paperback ($32.95), hardcover ($52.95), and Kindle ($27.95) editions. An audio version is set for future release. Review copies are available.
Beyond covering licensing fundamentals, the book delves into contemporary industry issues, such as data privacy, artificial intelligence, cyber liability, social media, retail consolidation, and a detailed table of royalty rates. Additional downloadable materials include licensing forms, agreements, and a PowerPoint presentation on The History of Licensing.
Key Chapters Include:
- The State of the Licensing Industry, Today and Tomorrow
- Selecting, Clearing, and Protecting a Licensing Property
- The Licensor/Licensee Relationship
- The License Agreement and Royalty Rates
- Best Practices in Licensing Administration
- Licensing Agents and Consultants
- The Role of the Retailer
- Infringements and Counterfeiting
- Accounting & Tax Issues
Industry leaders have praised Fundamentals of Licensing for its thoroughness and practical insights. Dan Romanelli, former President of Warner Bros. Consumer Products, called it “an excellent guide to every facet of the industry.”
Licensing International President Maura Regan emphasized its value as a go-to reference throughout her career. Mark Fleischer, President of Fleischer Studios, noted its usefulness in managing the licensing rights for Betty Boop and other iconic properties.
Copies are available for purchase online, with additional information at www.kentpress.com.