TLL Staff
The Licensing Letter is pleased to announce we have released our first-ever guide to licensing agencies, available now at no charge at THIS LINK.
If your plans for 2024 include expanding into a new territory or licensing category, TLL has your back, with a guide that features profiles and contacts for licensing agencies of all sizes, in all regions, and including many who specialize in certain categories.
The valuable guide has been made available free to TLL readers thanks to the support of our Diamond Sponsor, Brand Central Group, as well as our Gold Sponsor Broad Street Licensing Group, and Bronze sponsor Licensing Haus. As a result, anyone who is a current subscriber or signs up for our newsletter (also free!), will be able to access the current and future editions of the TLL Licensing Agency Guide.
The first edition of the guide, which is updated quarterly, was just released with a focus on food and beverage licensing. It includes feature stories that reveal how Brand Central, Broad Street and Licensing Haus became three of the largest agencies in the Food and Beverage category, with all three now being among the Top 20 agencies in the world by sales of licensed goods and services. This inaugural issue also includes in-depth features on the world’s third largest licensing agency, Beanstalk, and on one of the world’s top art and design specialists, Jewel Branding.
Each article details the philosophies and strategies that allowed these agencies to succeed and grow their businesses, as well as some of the unique services they offer to licensors and licensees.
But TLL also recognizes that not every licensor is a good fit for a large agency, or for an agency based in the United States. In fact, one of the most frequent questions we get here at TLL is who we can recommend to help with a licensing expansion into a new region, into a new category, or for a new and relatively small licensor. For example, if you’re working in food and beverage, reading the guide will give you a thorough look at the services offered by the big agencies like Brand Central and Broad Street, or how Licensing Haus has worked so successfully with alcohol brands.
Likewise, if you’re a company like ZAG, that recently launched a highly successful expansion into Canada and Latin America through partnerships with local agencies, this guide will give you the information you need on multiple agencies in locations around the world.
Rather than present a simple list of the largest agencies, we made sure to provide verified listings of licensing agencies of all sizes, who work in all regions of world, including Africa, the Middle East, Latin America, Asia and Europe. As soon as a licensing agency opens in Antarctica, we’ll be sure to add them too!
Information provided in The Guide comes straight from the agencies themselves, and thanks to our sponsors, we are able to provide these listings for free. A major reason TLL created The Licensing Agency Guide is to help agencies increase their presence on a global basis. In particular, smaller agencies who don’t have large marketing budgets can struggle in finding the right clients, or having clients find them, even though many of those agencies offer deep experience and bespoke services that are a great fit for many of the licensors we at TLL deal with on a daily basis.
As well, larger agencies often work with smaller companies when their clients need to expand into another region or specialist category, and so the guide is also very useful for those large agencies.
A final note on the guide. This first edition provides listings for several dozen agencies, but it’s just a first step. If you would like to be included in the next edition of TLL’s Licensing Agency Guide, simply send an email to our editor Gary Symons at gary@thelicensingletter.com, and we’ll send you a simple form to fill out.
Again, basic listings are free, but if you’d like to increase your profile while also helping the wider industry, we’d urge you to contact our head of marketing and advertising Ingrid Dilschneider (ingrid@thelicensingletter.com) to discuss sponsorship options. The TLL Licensing Agency Guide is distributed to a massive readership of approximately 42,000 people working in the licensing industry, ensuring major exposure for our sponsors.
We hope you enjoy the guide, and if you have any ideas to improve it, please feel free to forward your comments to the editor.
Wishing you all a happy and successful 2024, from the team at TLL.