This page contains a Flash digital edition of a book.
TOTAL LICENSING
By Martin Brochstein
SVP Industry Relations and
Information
International Licensing
Industry Merchandisers’ It’s been a very
Association
www.licensing.org
challenging year...
The global licensing community con- Committee, and a logical time to take We’ve consulted with several member
tinues to confront the challenges pre- a look at some key accomplishments of companies about how to improve the
sented by fallout from the economic the past year – first steps toward mak- program, and incorporated many of
meltdown which reared its head about ing LIMA a more valuable relevant tool their suggestions into this year’s CLS
a year ago. It’s been a challenging year, for the licensing community. course. We’re also expanding the LIMA
to say the least, with struggles in many We launched our totally redesigned webinar series, incorporating both
countries only slightly leavened by en- and updated website (www.licensing. comprehensive looks at individual in-
tertainment-based successes such as org) shortly before Licensing Interna- dustry segments as well as topics of the
Twilight, In the Night Garden and Ba- tional Expo, expanding the range of re- moment. While this program has been
kugan, among others. sources it makes available and making U.S.-centric, we’re looking at ways to
And there have been several uniquely it easier to use. As anyone who has establish webinar programs in other
interesting developments, such as the ever launched a website knows, it will parts of the world. These sessions are
tussling surrounding the Michael Jack- continue to evolve and improve, as the free to all LIMA members, $99 for non-
son license – a matter that virtually no- information sharpens and new features member companies. We invite anyone
body had cared about for several years are added. We invite your comments to offer suggestions for future topics.
until he suddenly passed away on June and suggestions for further improve- Obviously, one of the major develop-
25. In the first couple of days after he ments. ments of the past year was the stag-
died, most of the general media want- ing of Licensing International Expo in
ed to know from us and others about
All in all, it’s been a
Las Vegas for the first time. In addi-
how sales of Michael Jackson licensed tion to doing all we could to support
merchandise would fare.
somewhat hair-
a smooth transition to a different site
We had to point out to reporter after
raising 12 months...
as the show’s sponsor, LIMA-led initia-
reporter that Michael Jackson hadn’t tives included the first ever Opening
been a measurable figure in the licens-
In a difficult business year in which
Keynote Session (free to all show at-
ing business in several years, given his
companies generally sent fewer people
tendees) and a first-ever retail tour of
lack of new music and the nature of
to the show, attendance at the 30-plus
Las Vegas, which drew 35 show attend-
his well-publicized alleged personal is-
seminars of the Licensing University™
ees – many of them, by design, from
sues. Any merchandise that suddenly
were close to what they had been the
outside the U.S. - for a series of store
appeared was obviously unlicensed, at
year before in New York, and most
visits, lunch and a “State of the Indus-
least until Bravado International, via
rated the experience extremely highly.
try” presentation. We intend to build
a standing deal with AEG regarding
We’ll soon put out a call for submis-
on those efforts going forward.
merchandise developed for Jackson’s
sions by those who would like to sug-
Results of an extensive LIMA-com-
“This Is it” concert series in London.
gest topics and moderate panels in
missioned attendee survey – when
Later, Bravado reached an agreement,
Las Vegas next June; watch your email,
compared with a similar survey con-
approved by the court, to market a
various news outlets and our website
ducted at Licensing International Expo
range of Michael Jackson merchandise
for more information. Moderating or
in New York in 2008 – found notice-
unconnected to the concert series.
appearing on a panel is a great way
ably increased exhibitor and attendee
It remains to be seen whether the
to put forth new ideas, generate new
satisfaction with a vast array of aspects
Michael Jackson licensing arc will re-
business relationships and participate
of attending the show, including hotels
semble that of Elvis (which MJ’s heirs,
in the industry dialogue. LIMA mem-
and transportation options and the
creditors and others fervently hope),
bers get discounted rates to attend the
costs of attending the show. While at-
or that of other celebrities who shine
sessions.While it stands on its own, the
tendance was off from the prior year,
like supernovas due to some news
Licensing U. program is only one ele-
we expect that an improvement in
event, then burn out nearly as quickly.
ment of the CLS course of study – a
the business climate, combined with
All in all, it’s been a somewhat hair-rais-
year-long series of seminars, webinars
improvements in some aspects of the
ing twelve months since LIMA began
and independent study aimed at de-
show that met with less favor, will lead
acting upon the recommendations put
veloping the professional skills of the
to an even more vibrant experience in
forth by the board-designated Strategy
next generation of licensing executives.
2010.
174
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188
Produced with Yudu - www.yudu.com