THE Benefits of
licensing

There are many benefits to product licensing, from increased growth and reach to testing new categories and markets.

Reach a wider audience

Product licensing a popular brand gives you instant access to a loyal fanbase, without the need to build your audience from scratch. Explore new markets, demographics, product categories and distribution channels by tapping into the trust and goodwill that already exist with the licensed brand.

Impress your customers

As your brand grows, your customers’ expectations grow too, and whatever the size of your company, it can be hard to scale a product line-up that keeps pace. Brand licensing is a way to surprise and delight your existing customer base, making sure they stay engaged with your brand.

Experiment with new categories

Breaking into a new market can be risky. You can do product research, listen to customers and keep an eye on competitors, but you never truly know whether investing in a new product will pay off until you take the plunge. Product licensing deals are a safer way to test a new category, since one element of the equation is already proven.

Build your own brand

Establishing partnerships with reputable licensors helps build trust and visibility for your own brand. Plus, you gain an edge over your competitors by increasing the chance of consumers choosing your product over theirs.

Innovate and adapt

Leveraging the tried-and-tested elements of a licensed brand allows you to take risks in other areas, such as creating more innovative products, entering new distribution channels or exploring additional retailers.