Character and Personality Licensing….What’s the Difference?

December 4, 20120 Comments
SB Character ChairCharacter licensing is acquiring the rights to use of fictional entertainment characters to manufacture, promote and sell products or services.  Personality licensing involves acquiring the rights to use real persons, usually well known celebrities and sports personalities.  Some examples of character licensing include toys based on a movie or TV character, such as Bugs Bunny and Batman.  MM HandbagAn example of personality licensing would be products based on a popular celebrity such as Elvis Presley or Marilyn Monroe.   Character and personality licensing is used to increase the appeal of these products or services to potential customers who have an affinity with a particular character or personality.  In many cases, consumers will purchase products not because of the product itself, but because of the name or image of the celebrity or fictional character that is reproduced on the product (or service).

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Rand is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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