Licensing Characters for Fortune over Fame

July 5, 20160 Comments

Monster Cartoon CharacterCartoon CharacterIf you manufacture products for kids and young adults,  you should consider licensing a cartoon character to use on your products.  Among the benefits of licensing a character  is a much higher volume of sales as opposed to having no character licensing in place. A suitable-looking character used on the right merchandise will often boost the aesthetics of the product and drive sales.

One strategy to consider is lesser known characters. Rather than focusing on the major well known characters that appear on TV or in movies, which are typically more expensive to license (which by the way are not necessarily guaranteed to sell), owners of lesser known characters are much more flexible in the deals.  It’s likely that a deal can be negotiated without paying an advance or incurring a large minimum guarantee, as long as there is a fair upside.

The key to this strategy is knowing who is the demographic target for the licensed products. If your product is for a more matured audience, then chances are they would not be as character-conscious as their younger counterparts, and would be more interested in product quality, functionality and aesthetics.  If your product is targeted at infants and toddlers, parents would be more concerned with its looks, suitability and safety.

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About the Author ()

Rand Brenner 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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