LICENSING

Licensing is  “renting” a legally protected entity – a name, likeness, logo, trademark, graphic design, slogan, signature, person, animated character, or a combination of several of these elements.  This entity, known as intellectual property (IP), is then used to promote or sell a product or movie or restaurant or live show. That becomes a licensed product.  Sales from licensed products generates royalties for the licensor.  Because the licensee is responsible for the investment in the licensed product, the licensor enjoys significant ROI without risk of investment or significant overhead. The licensee benefits by generating new revenue.