Hasbro’s Post

The Rise of Licensing Business: Opportunities & Challenges In today's dynamic business landscape, licensing has emerged as a powerful strategy for brands seeking to expand their reach without significant capital investment. This model involves a brand owner (licensor) allowing another company (licensee) to use its intellectual property (IP) in exchange for royalties or other forms of compensation. Notable Brands in Licensing: Disney: Licenses its characters & properties across various industries. Coca-Cola: Licenses its brand to a wide range of products. Nike: Licenses its brand to apparel, footwear, and sports equipment. Marvel: Licenses its superhero characters to numerous products. Hello Kitty (Sanrio): Licenses its characters to a vast array of products. Advantages of Licensing Business For the Licensor: Revenue Generation: Generate significant revenue through royalties. Brand Expansion: Enter new markets and product categories without direct investment. Risk Mitigation: Minimize financial risks associated with new product launches. Brand Awareness: Enhance brand recognition through increased visibility. For the Licensee: Established Brand: Benefit from the licensor's established reputation & customer base. Market Entry: Easier entry into competitive markets by leveraging brand equity. Revenue Sharing: Generate revenue by selling products under a well-known brand. Disadvantages of Licensing Business For the Licensor: Quality Control: Risk of losing control over product quality. Brand Dilution: Over-licensing can dilute brand value. Legal Issues: Complexity & cost of ensuring compliance and protecting IP. For the Licensee: Royalty Payments: Royalties can affect profit margins. Dependence: Success is heavily dependent on the licensor's brand reputation. Contractual Obligations: Challenging & costly to adhere to licensing agreements. Trends in Licensing Business The licensing business model is becoming more prevalent, driven by: Globalization: Cost-effective way to expand globally. Digital Transformation: Easier to license IP & distribute products. Consumer Demand: Increasing demand for products aligned with favorite brands. Economic Uncertainty: Lower-risk way to expand & enter new markets. In conclusion, while the licensing business model offers numerous advantages, it also comes with its own set of challenges. The trend towards licensing is likely to continue, driven by globalization, digital transformation, and consumer demand. What are your thoughts on the rise of licensing in business? Share your insights and experiences below! #LicensingBusiness #BrandExpansion #Globalization #DigitalTransformation #ConsumerDemand #BusinessStrategy #IntellectualProperty #BrandManagement #MarketEntry #RevenueGeneration #RiskMitigation #BrandAwareness #QualityControl #LegalIssues #RoyaltyPayments #ContractualObligations #LinkedIn #BusinessGrowth #Innovation #MarketingStrategy #Ecommerce #Retail #ConsumerGoods #BrandLicensing #IPProtection

From food to toys and fashion, from digital to live experience and real estate, brand licensing applies to all industries! Blossoom helps companies secure licensing deals featuring IP-based products, services or promotions. #licensing #brandlicensing #consulting #licensee #intellectualproperty

As a trademark licensing/brand IP geek and #girldad on the morning of #oscars2024 and on the weekend of International Women's Day 2024, of course I would look for connections to brand value. So, here we go...Mattel, Inc. is one of the Top 10 brand licensors in the US. In 2022, merch featuring licensed Mattel brand IP (Barbie ®, Fisher-Price, Inc., Thomas & Friends, Hot Wheels, Matchbox, American Girl, etc.) generated over $8 Billion. As you can see below, it was more than the revenue Mattel generated on their own that same year. While I don't how much of that $8B in overall licensed sales was Barbie merch, the below chart shows how much the Barbie brand is worth to Mattel's overall direct revenue...BEFORE the #barbiemovie. Can't wait to see what these numbers look like for 2023 and beyond. In fact, I'd bet the two most influential people in the trademark licensing and brand IP business in 2023 were easily Barbie and Taylor Swift.

This article is a great primer on the power of brand licensing - specifically in the automotive industry. Octane5 is proud to support these incredible teams as they work to protect, promote and extend the power of their brands. Contact an O5 team member to talk about how BrandComply and Verity can help empower your brand licensing program!

Cutting 50% of SKUs will save this famous brand. Hasbro is making a great and strategic move that will do wonders for the brand. By creating further clarity for the brand and its products, this move will drive the brand further into better marketing, product development, and the digital expansion of its IP. As Trader Joe's has proved time and time again, when it comes to products, quantity is not key. Clarity and focus are some of the most vital aspects of a brand finding its true potential in the market because it fuels a natural positioning and uniqueness factor in the market. This is brand. #brand #retail #marketing #strategy

What's a well-known Trademark? We all have heard about well-known brands like Mercedes, Coca-Cola, Adidas, etc Such brands have their trademark filed and after a period of time such brands becomes well-known trademark and which makes it quite difficult for other brands to create or grow any brand with a similar sound or name of this well-known trademark. 🙌 For eg:- If Mercedes Benz is the car developer, then no other can create or do anything similar with the name and logo of the brand If someone creates a soft drink brand and names it Frezcedes Benz then the owner i.e. the well-known trademark Mercedes Benz can sue the brand because this will mislead the audience, and they will start relating it to Mercedes Benz. 👍 So, this is what a well-known trademark is defined as ✋ #iprlaws #trademark #wellknowntrademark #mercedes #mercedesbenz

ADIDAS AG V. KESHAV H TULSIANI, CS(COMM) 582 OF 2018, DECIDED ON 19-07-2024 In a suit filed by Adidas AG (‘Adidas’) to secure their rights against the use of an identical mark by the defendants for various classes of goods, including textiles, a Single Judge Bench of Sanjeev Narula, J. granted permanent injunction to Adidas and restrained the defendants from manufacturing, trading, selling, marketing, offering for sale or dealing in any way in textile piece goods under the ‘Adidas’ marks or any other marks deceptively similar to Adidas’ marks. ISSUES 1. Whether the Court had territorial jurisdiction to try and entertain the present suit? 2. Whether the suit filed by Adidas was barred by delay, acquiescence, and laches? 3. Whether Adidas’ trade mark had trans-border reputation in India before 1987? 4. Whether the defendants were the prior users of the trade mark in India, and if so, to what extent? 5. Whether the use of the mark in respect of textile pieces by the defendants resulted in infringement or passing off? The Court opined that considering that the defendants had abstained from participating in the court proceedings from the stage of leading their evidence, as well as the overall facts of the case, Adidas was entitled to nominal damages of Rs. 3,00,000/-. The Court lastly stated that Adidas was found to be entitled to cost of litigation amounting to Rs. 11,22,060/- which was to be paid to the Local Commissioner for recording evidence as per order dated 31-10-2018. #pnp #IPR #Infringement #Litigation

Great piece on corporate strategy and unlocking the value of your assets by using lateral thinking and relevant product extensions. There can be risk in the strategy as the extensions become a multiplier of the hit driven nature of the business. Will Barbie be a one-hit wonder? Or will the other Mattel, Inc. properties that are on the books for movies have similar success? Will they overuse the Barbie IP and churn out sequels that are less authentic, but hoping for the same incredible results? Managing IP carefully as trends and interests change is work. Just look at Hasbro. Hasbro started leveraging their IP across media in the '80s. As a Disney licensee from 1954 they had a good view of the value of IP across media. GI Joe relaunched with Marvel Comics and Transformers launched with a TV show in 1982 (some might argue that the media were just ads for the toys but it worked). Transformers and My Little Pony movies followed in 1986. However, the amplification of being hit driven affected them just a couple of weeks ago, as their Q4'23 results saw a -31% full year decline in their Entertainment segment (source: Hasbro press release). IP have to be nurtured to stay fresh. That's the magic. Will be exciting to watch.

In response to the evolving market landscape, Hasbro recently made a noteworthy decision to streamline its product offerings, eliminating 50% of SKUs. This strategic shift prompts an intriguing dialogue on the complexities of industry recalibrations—what challenges and opportunities might arise, and how can businesses effectively adapt to these changes? 🌐💼 #BusinessStrategy #IndustryTrends #Adaptability https://lnkd.in/ewMykBY9

Good brands CAN survive bad management. Toys R Us is making a comeback with WHSmith, and it got me thinking. I always tell people: build a brand, not just a business. A strong brand will always hold value. If I offered you the chance to buy the Toys R Us brand today, you’d probably jump at it. You just wouldn’t open up physical stores. The brand still holds value, even after the challenges it faced. But here's the interesting part: think of your business as a brand. What does it stand for? How can you make it resonate? We all know Toys R Us had a great brand but suffered from poor management, leading to its downfall. Now, the brand is making a comeback. The big question is, can they make it work this time?