How Licensing works
We work with innovative companies that want to grow their business by licensing third-party brands but don’t have the experience, relationships or resources to do it on their own.
Discovery
To understand which licenses are most suitable, we get to know you and your company first. We develop a deep understanding of your customer base and what matters most to them, as well as the breadth of your business – including the markets you operate in and where your products or services are sold.
Finding the right partner
We always stay up to date with the latest trends in licensing, helping us establish which licenses are most suitable for your product or service – as well as those that aren’t. This might involve developing a longer-term licensing strategy for the next 12-18 months.
Pitching and negotiation
Anyone can reach out to a licensor and ask for a license, but success is much more likely when you pitch in a certain way, provide the right information upfront and present a compelling case. We’ll prepare a pitch and present it to the licensor on your behalf. If the licensor is interested in exploring further, we’ll agree terms including minimum guarantee, royalty rate, product categories, markets and other commercial terms.
Securing the deal
Once the terms have been agreed, the licensor will draft the license agreement. We’ll oversee the entire process and provide support when needed.
Access to assets
We’ll then facilitate the release of assets to ensure you have all the artwork you need to create an incredible licensed product, from style guides and character poses to logos, background images, fonts, patterns and line art.
Brand assurance and
product development
This is one of the most critical and time-consuming stages of the licensing process. Licensors have strict guidelines that must be followed when licensing their brand, and will need to provide approval at various stages of development. This includes packaging and marketing material as well as the licensed product. We’ll manage this process to make sure it goes as efficiently as possible.
Launch
When your product is ready to launch, we’ll be right by your side to help market the product. This might include an approved press release, marketing and advertising, social media content, in-store activations or consumer promotions. We’ll also promote your product on our channels so the licensing industry can see the great things you’re doing!
Reporting
Licensees must send regular reports to licensors, including marketing and royalty reports. These can be complex documents, and you’ll receive our support to ensure the process is as smooth as possible. We’ll also continue to work with you on anything else that might arise from your license, such as new marketing material approvals.
Ongoing support
Our work doesn’t stop when you launch your first licensed product. As your agent, we’ll work alongside you to help plan your journey. Perhaps you want to focus on growth by extending your current license agreement into new product ranges or categories, or explore new markets or distribution channels. You might want to build a portfolio of licenses, which would involve more exploring and pitching.
