Let’s start at the beginning.

Licensing is the process of legally granting the right to a third party to use a name, likeness, logo, graphic, saying, signature or character in connection with a product, service or a promotion.

It typically involves an agreement between the owner or agent of the property, known as the licensor; and the licensee, who may be a retailer, manufacturer or distributor.

In exchange for granting the rights for a certain property to the licensee, the licensor receives a percentage of the licensee’s sales. In addition to generating new revenue from an existing property, licensing is a powerful form of consumer marketing and brand extension for companies in many industries.

And the most important of these agreements are made at Licensing International Expo.

Licensing International Expo is the most influential event in the worldwide, $187-billion-a-year licensing industry.

A global marketplace for leveraging properties and brand equity to develop merchandise, Licensing International Expo 2009 promises more than 525 exhibitors representing more than 6,000 brands and properties in entertainment, sports, fashion, lifestyle, publishing, art and design, and more.

Exhibitors include Fortune 500 consumer brands, Hollywood’s top movie studios, publishing houses and creative giants. More than 25,000 attendees from 82 countries represent the world’s leading retailers, manufacturers, distributors, agents and brand owners.

Licensing International Expo 2009 is an opportunity to enter new markets, network among who’s who in the industry, catch trends before they’re hot, build strategic partnerships, and ink merchandising deals to drive sales and brands across the world.

For more information, contact:

Melanie Berkowitz
+1 (212) 951-6612
mberkowitz@advanstar.com