PROPERTY SECTORS

• Television and movie licensing:
  Television programmes or series; movies etc



• Sports licensing:
  Individual clubs; championships etc



• Event licensing:
  Sporting events; Film or music events; calendar dates e.g. Millennium etc



• Art & Design licensing:
  Photographs; paintings; designs etc



• Food and Drink licensing:
  Food retail outlet promotions; on pack promotions; individual products or ranges etc



• Personality licensing:
  Individuals, dead or alive, in all fields from Sport, Music, Film to Science.



• Institutional licensing:
  Museums; galleries; tourist attractions; charitable organisations; Cities or regions etc



• Corporate brand licensing:
  Individual corporations or organisations



• Music licensing:
  Individual artists or bands; club nights etc



• Fashion brand licensing:
  Fashion or designer labels etc



• Magazine brand licensing:
  Lifestyle and specialist magazines etc

PROPERTY MODELS

Classic

Classic properties are well known, strong and have heritage - such as Warner Bros’ Tom and Jerry. As ‘classics’ their track record is known and licensees can see a history of associated licensing activity performance. They are considered less risky than unknown properties, with inherently high and favourable awareness and stability. However, conversely they may offer less extreme returns than competing new ‘Hot Properties’. Many will have been the ‘Hot Properties’ of their day.

Classic with a promotional spike

Classic properties often have regenerative periods when they have a burst of new activity – such as a remake of a movie; a character in a book or comic is made into a film; there is an exhibition of work. This increases the property’s awareness and may rejuvenate it.

Hot properties

Hot properties mostly have long-term potential and are often future ‘classics’. Many are carefully marketed with sequential releases or with the introduction of new characters over time. Licensing and merchandising may be strictly directed and controlled to ensure maximum return for licensors. They are obviously highly competitive for licensees and difficult to become involved with.

Short-term promotional licensing opportunities (STEPLOs)©

STEPLOs©,as the name suggests, are conceived with limited longevity. This may surround a one off movie/character or event. Licensors will seek maximum exposure during the short time period. As a result, whilst there may be many opportunities for Licensees there can be saturation in the market across product categories. Merchandise after this short period is likely to become worthless.