The Licensing Blog

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Nitro Circus Extends Partners in Europe

NitroCircusNitro Circus appointed two new licensing agencies to launch a range of new consumer products in several European markets, including License Connection in the Benelux (BLX) countries and The Licensing Locomotive in Spain, Portugal, and Central Eastern Europe. Read the rest of this entry »

Ninety-Eight Percent of Generation Z Still Shops in Brick-and-Mortar Stores

DesNational Retail Federationpite expectations that the first digitally native generation wants to shop online, a new study released by IBM and the National Retail Federation found that almost all members of Generation Z prefer to shop in brick-and-mortar stores. With the global Gen Z population set to reach 2.6 billion by 2020, retailers need to ceate a more interactive engagement around their brands, according to the study. The study is based on findings from more than 15,000 consumers ages 12 to 21 from 16 countries. Read the rest of this entry »

DHX Media, Ipsos Unveil Results From Global Entertainment Content Survey

DHXMedia_IpsosDHX Media and Ipsos announced the results from a survey of 2,700 parents in the U.S., Canada and the UK, that shows how kids ages 0-12 consume entertainment content and brands.

According to the survey, 72% of children’s daily viewing is from streaming services such as YouTube, Netflix and others. When viewing content, 61% of kids use tablets, with 78% of households having at least one tablet and 29% having a tablet for use by a child only. Tablets were found to be the most popular screen used by children, who used the devices to watch 45% of their streamed content.

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Licensing Expo 2015 Reports Increase in Retail and Expanded International Profile

licensing-expo-2015Licensing Expo saw its most successful show earlier this month, drawing 16,150 attendees during the three-day event—a 3 percent increase from last year’s event.

This figure includes a 6.6 percent uptick in international attendance with one in three attendees coming from outside the U.S. The countries with the greatest number of attendees were Canada, Japan, Mexico, and the UK, with significant increases from Australia (up 31 percent), Brazil (up 30 percent), and China (up 12 percent).

The show, sponsored by the International Licensing Industry Merchandisers’ Association (LIMA), featured 460 exhibiting companies in 232,000 square feet, an increase of 6.5 percent from last year. More retailers attended than ever before, up 15 percent. The Expo concluded with more than 70 percent of this year’s floor space re-booked for next year.

Press attendance at the Expo increased by 27 percent, with 152 journalists in attendance covering exhibitor news and events live from the show floor.

Licensing Expo 2016 will take place June 21 to 23 at the Mandalay Bay Convention Center in Las Vegas.

LIMA Study Shows Global Retail Sales of Licensed Goods Hit $241.5 Billion in 2014

May27LIMA(2)The International Licensing Industry Merchandisers’ Association (LIMA) has released the results from its first LIMA Annual Global Licensing Study, which quantifies worldwide royalty rates and accompanying retail sales. According to the report, retail sales for products bearing the trademarked names and likenesses of cartoon characters, corporate logos and brands, major sports teams, and more totaled an estimated $13.4 billion in royalty revenues and $241.5 billion in retail sales last year. LIMA commissioned Brandar Consulting to conduct the survey.

The survey showed that the U.S./Canada was the most dominant region with more than $144 billion in retail sales—nearly 60 percent of the worldwide total. Europe accounted for nearly 25 percent of the worldwide total, and Asia nearly 10 percent.

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LIMA Highlights Top Kid Toy Brands in Survey for Back to School Season

A new study by the Licensing Industry Merchandiser’s Association (LIMA) has revealed Britain’s top licensed toy brands amongst British children and what is expected to be seen on back-to-school products such as backpacks, pencil cases, and lunch boxes. The study showed that global brands Lego and Barbie dominate both in the UK and abroad as the brands celebrate their 65th and 55th birthdays, respectively. Read the rest of this entry »

Survey Shows British Cultural Icons Help Sell UK Luxury Brands in Emerging Markets

New research has found that cultural icons like David Beckham and the Royal family help the UK’s luxury brands outperform its global rivals in emerging markets. A survey found that Chinese consumers in Shanghai, Beijing, and those who travel to the UK to shop, use “Britishness” as the reason why they buy certain brands.

The study also showed that Britian’s cultural capital represented unique qualities that American, French, and Italian, for example, products lacked. TV programs and movies like Sherlock and The Harry Potter movies also influenced Chinese perception.

Gwyneth Paltrow Announced as Licensing Expo Keynote Speaker

Gwyneth Paltrow is to deliver the keynote address at Licensing Expo in Las Vegas, on June 18 at 11:30 a.m. As an actress, writer, and entrepreneur, Paltrow also founded Goop.com, a digital media company and lifestyle resource. She is also co-owner of the Tracy Anderson brand.

Her presentation, titled “Brands on the Brink of Global Expansion” will discuss her strategy for global expansion. The presentation will be followed by a question and answer session with her business partner, fitness expert Tracy Anderson. Entry is free for all attendees.

Juniper Study Expects High-Usage Tables to Drive Mobile Ad Spend on Web Search to Reach $12 Billion

A new report from analyst firm Juniper Research forecasts that ad spend on mobile web search will reach $12 billion per annum in five years’ time, three times the ad spend this year. Usage of web search on mobile devices will be driven by continued adoption of high-usage tablets, with the number of these devices in-use reaching 672 million by 2017.

The size of tablet displays makes performing search queries a more comfortable experience than using a smartphone, while the fact that these devices are used more in the home or at work for longer periods also means that users will make more queries per session. Therefore, the report found that tablet users on average make around three times as many queries as smartphone owners, and 10 times the number made by users of other handsets.

Juniper’s report notes that if poor user experience ultimately prevent consumers from going on to make a purchase, ad spend is wasted, therefore brands advertising in this space need to ensure their websites are optimized for mobile clicks. Amazon and Marks & Spencer are among the few brands that have got this right, with many more key brands requiring further optimization to maximize the increasing opportunity from tablets.

Other key findings from the report include: Mobile Search & Discovery Market to generate $15bn by 2017, driven by high-value clicks; augmented reality search is increasingly being deployed as an add-on feature, rather than a stand-alone product; and the adoption of discovery services for apps is driven by the high number of applications on leading storefronts, but faces challenge from big brands (with Apple acquiring Chomp, and Facebook launching app centre).

The whitepaper, ‘A World of Search & Discovery!’ is available to download from the Juniper website  with further details of the study Mobile Search & Discovery: Web, Local, AR & Discovery Markets 2012-2017.

Does Your Product Have a Lasting Story?

By Jim Signorelli

By the late 1960s, Xerox had risen to become a highly successful global brand. Having a Xerox machine in the office became a necessity. Now, with a well-established name, they decided to cultivate other ambitions. Xerox wanted to get into computer technology and data processing. The company spent many years and millions of dollars before it finally threw in the towel.

It should come as no surprise that once a brand is strongly associated with a certain product, it is difficult, if not impossible, to change perceptions. Yet, marketing history is rife with examples of companies expecting their well-established brand names to help them introduce new products. Chiquita had to admit defeat after trying to convince us that Chiquita stands for more than bananas. Country Time Lemonade was forced to stop trying to sell Country Time Apple Cider.   Ponds barely got out of the starting gates with Ponds toothpaste before it quit. There are thousands of stories like these. Read the rest of this entry »

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