Brand Licensing

What is Brand Licensing?

Brand licensing allows a company that owns a legally protected brand or trademark such as a name, logo, slogan, or character to rent out their brand or trademark to another company to use with their product or service for a specific period of time. The company that owns the brand is the licensor and the company using the brand name or trademark is the licensee. Brand licensees pay regular royalty fees to a brand licensor for the privilege of using the licensee’s brand.

What are the Benefits of Brand Licensing?

Brand licensing is mutually beneficial to both companies. The brand owner or licensor benefits from generating a new revenue stream, increasing their brand awareness, and expanding into new product segments. The licensees of the brand or trademark benefit from generating a new revenue stream, having the association with the brand name, and differentiating from their competitors.

Brand and Trademark Licensing Companies:

The list of brand and trademark licensing companies is provided as a resource and is not considered an endorsement for any company. 

4Kids Entertainment
Key Licensing Brands: Cabbage Patch Kids, Word World, Yu-Gi-Oh

20th Century Fox Licensing & Merchandising
Key Licensing Brands: The Simpsons, Family Guy, Glee

American Greetings Properties
Key Licensing Brands: Strawberry Shortcake, Care Bears, Madballs

The Beanstalk Group
Key Licensing Brands: Jaguar, Old Spice, Ford, Harley Davidson Motorcycles, DeWalt, Land Rover, Mr. Clean, Jack Daniel’s, Mary-Kate and Ashley

Brand Sense Partners
Key Licensing Brands: Shabby Chic, Armor All, Brita, Britney Spears

CBS Consumer Products
Key Licensing Brands: CSI, 90210, Star Trek, America’s Next Top Model, I Love Lucy, The Twilight Zone

Cherokee Group
Key Licensing Brands: Cherokee, Laila Ali, Sideout Sport, All That Jazz

Chorion
Key Licensing Brands: Paddington Bear, Max & Ruby, Olivia, Beatrix Potter 

The Coleman Company
Key Licensing Brands: Coleman

Collegiate Licensing Company
Key Licensing Brands: Boston College, Cornell University, Duke University, University of Texas, UCLA, Washington State University

Copyright Promotions Licensing Group
Key Licensing Brands: Strawberry Shortcake, Caillou, Richard Scarry, Harlem Globetrotters

Disney Consumer Products
Key Licensing Brands: Disney Channel, Disney Fairies, Disney Princesses, Disney/Pixar’s Cars, Toy Story, Mickey Mouse, Winnie the Pooh, Hannah Montana, Pirates of the Caribbean, Little Einsteins

Dr. Pepper Snapple Group
Key Licensing Brands: Dr. Pepper, Snapple, 7-Up, A&W, Canada Dry, Hawaiian Punch

Entertainment Rights
Key Licensing Brands: Archie, Casper, Gumby, He-Man, Richie Rich, Rudolph the Red Nosed Reindeer, Where’s Waldo

Equity Management Inc.
Key Licensing Brands: La-Z-Boy, Hummer, Chevy, Whirlpool, 7-Up, Nissan, Goodyear, Lockheed Martin

Ferrari
Key Licensing Brands: Ferrari

FIFA
Key Licensing Brands: FIFA, World Cup

FremantleMedia Enterprises
Key Licensing Brands: American Idol, Britain’s Got Talent, America’s Got Talent, The Price is Right, Family Feud, The X Factor

Global Icons
Key Licensing Brands: Cold Stone Creamery, Acura, Honda, Hershey’s, Spic and Span, Chuck E. Cheese

Goodyear Tire & Rubber Company
Key Licensing Brands: Goodyear

Harley Davidson
Key Licensing Brands: Harley Davidson

Hearst Magazines
Key Licensing Brands: Cosmopolitan, CosmoGIRL, Seventeen, Car & Driver, The Oprah Magazine, ESPN

Hewlett-Packard
Key Licensing Brands: HP, Hewlett-Packard

HIT Entertainment
Key Licensing Brands: Thomas & Friends, Bob the Builder, Barney, Pingu

Iconix Brand Group
Key Licensing Brands: Joe Boxer, London Fog, Rocawear, Mossimo, Starter, Peanuts, Danskin, Material Girl

IMG Worldwide Licensing
Key Licensing Brands: Canadian Football League, PGA Tour, Harvard University, Frank Sinatra, EA Sports

International Brand Management
Key Licensing Brands: Everlast, No Fear, Dunlop Sport

ITV Studios
Key Licensing Brands: Dancing on Ice, I’m A Celebrity… Get Me Out of Here, Coronation Street, Thunderbirds

The Joester Loria Group
Key Licensing Brands: Care Bears, Jeep, Pepsi, Mountain Dew, Amp Energy, South Park, Discovery Channel

John Deere
Key Licensing Brands: John Deere

LMCA Leveraged Marketing Corporation of America
Key Licensing Brands: Energizer, Bailey’s, Mott’s, Oreck, Samsonite, San Diego Zoo, Smith & Wesson, Stihl, Winnebago 

The Licensing Company (TLC)
Key Licensing Brands: Jelly Belly, BIC, Mercedes Benz, Umbro, Welch’s

Licensing Link
Key Licensing Brands: White Castle, Dippin Dots, Lemonhead, Dubble Bubble, Sea Monkeys

Lisa Marks Associates
Key Licensing Brands: Mike & Ike, Hot Tamales, Warheads, Peeps

Major League Baseball
Key Licensing Brands: MLB, New York Yankees, Boston Red Socks, Seattle Mariners, Chicago White Socks, Toronto Blue Jays

Mars Retail Group
Key Licensing Brands: M&M’s, Snickers, Skittles, Starburst

Mary Engelbreit
Key Licensing Brands: Mary Engelbreit

Marvel Entertainment
Key Licensing Brands: Spiderman, The Incredible Hulk, Iron Man, X-Men, Fantastic Four

MGA Entertainment
Key Licensing Brands: Little Tykes, Bratz, Moxie Girlz

Moda International Licensing
Key Licensing Brands: Tour de France, Champion, Mack Trucks, Snap-On

Nascar
Key Licensing Brands: Nascar, Dale Earnhardt, Jimmie Johnson, Danica Patrick, Jeff Gordon

National Basketball Association
Key Licensing Brands: NBA, Dallas Mavericks, Miami Heat, Chicago Bulls, Boston Celtics, NY Knicks, Toronto Raptors

National Football League
Key Licensing Brands: NFL, SuperBowl, Dallas Cowboys, New Orleans Saints, Philadelphia Eagles, Pittsburg Steelers, NY Giants

National Hockey League
Key Licensing Brands: NHL, Boston Bruins, Vancouver Canucks, Pittsburg Penguins, Chicago Blackhawks, Toronto Maple Leafs

Peanuts
Key Licensing Brands: Charlie Brown, Snoopy, Peppermint Patty

Sanrio
Key Licensing Brands: Hello Kitty, Keroppi

Sesame Workshop
Key Licensing Brands: Sesame Street, Elmo, Bert & Ernie, Cookie Monster, Big Bird, Oscar the Grouch

Source Interlink Media
Key Licensing Brands: Hot Rod Magazine, Motor Trend

Sunkist Growers
Key Licensing Brands: Sunkist

Synchronicity
Key Licensing Brands: Tootsie Roll, Junior Mints, Blow Pops, Slip N Slide, Hacky Sack

Trademarketing Resources
Key Licensing Brands: GM, Polaris Industries, Saleen, Mopar

Trump Organization
Key Licensing Brands: Trump, Donald Trump

Universal Studios Consumer Products Group
Key Licensing Brands: Curious George, E.T., Jurassic Park, Woody Woodpecker

Warner Bros. Consumer Products
Key Licensing Brands: Looney Tunes, Harry Potter, Scooby-Doo, DC Comics, The Flintstones, The Jetsons, Tom & Jerry, Gone with the Wind, and The Wizard of Oz

Winchester
Key Licensing Brands: Winchester

WWE
Key Licensing Brands: WWE, Andre the Giant, Hulk Hogan, Randy ‘Macho Man’ Savage, The Rock, Bret Hart

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