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TOTAL LICENSING
‘Better than a Yellow Pad,’ which,
comments John Spotts, Senior
Vice-President of International
of Franklin Covey Products, “has
revolutionized plain legal pads by
organizing the pad into sections
that include date, subject, to do,
call and notes, along with punch
holes for inclusion in a Franklin
Planner. This is just one example
of a product innovation that im-
proves people’s lives and work.”
Spotts describes the brand as a
“lifestyle office” brand, combin-
ing highly functional products
that offer the world’s best plan-
ning system, along with fashion
that fits today’s consumer. Ac-
cording to Spotts, “our products
can and do change people’s lives
for the better, and this creates a
real emotional connection with
and loyalty to our brand and
Franklin Covey has two divisions and Asia, signing licensees to cover products.”
- the training side of the business, Australia and New Zealand, as well as Retailers and potential distribu-
and the product side, operated Central and Eastern Europe in recent tors or licensees have shown
by separate companies but highly months.The company considers high interest in the brand around
connected. itself the leader and innovator in the the world, with the next steps
Outside of North America, the time management and organizational being to move the company
training business has strong roots, products category. As an example, a forward into China, India, Middle
particularly in Europe and Asia, new product from the company is the East and South America.
with total international training
business under license equal-
ing $59 million last year. As an
example of the brand’s scope and
impact, Franklin Covey trains one
million people in the year world-
wide, with half a million of these
people being outside of the US.
Following on the success and
strong acceptance of Franklin
Covey principles offered in the
training courses, the product
side of the business has recently
embarked on a push into Europe
swap and play games.
low the quality and safety standards of
est and largest international art design
The Lego Group regards licensing
the company. Therefore partnerships
and licensing firms in the industry, the
as an opportunity to strength-
are established with companies who
company provides its customers with
en the Lego brand by offering
have a similar ethos.
a range of products and services in-
Lego fans the opportunity to
The Lego Group has licensed products
cluding licensing concept design and
experience the brand in
in a number of different categories,
facilitating cross marketing opportuni-
other ways than through
among others video games, apparel,
ties.
the core toys.
accessories, footwear and publishing.
For the first time in 2009, JCC Yard
It is of central impor-
Intercontinental Licensing has for
– the retail and licensing arm of Al
tance to the Lego Group
over 40 years been bringing designs
Jazeera Children’s Channel JCC
that licensed products fol-
to the marketplace. One of the old-
will make its debut at Brand Licens-
110
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