When your brand needs taking to the next level is a blockbuster video game or high viewed TV show the best route to go? Although every brand would ideally like both, either can be incredibly tough to get off the ground. So which route is the best to go? And

Whether you’re a licensing veteran or looking to dip your toe in the water for the first time, deciding which brands to partner with can be tricky. Licensing allows you to create new audiences and windows for driving sales of your products. For example partnering with a theatrical movie

Often traditionally seen as ‘the goody bag department’ or a good way to make downstream revenue, are studios finally waking up to the fact that working with their licensed products team can deliver an important part of adult focused movie marketing campaigns? Long used for kids' films, with Disney leading

Collaborations between entertainment brands and fashion houses seem to be a mainstay of the licensing industry with a steady stream of them coming out on a regular basis. But are they becoming cookie cutter and almost background noise in an industry that is innovating in so many other new and