Global Licensing Group Launches Creative Campaign to Illustrate the $369.6 Billion Licensing Industry

Marketing aims to extend understanding of the applications and emotional connection of brand licensing as a business strategy by encouraging businesses to think creatively, beyond traditional means challenging viewers to think "water is just a water until it is not".

LAS VEGAS, NV / ACCESS Newswire / June 4, 2025 / The Global Licensing Group (GLG) at Informa Markets, the leading platform advancing the business of brand licensing and IP extension worldwide, shares the launch of its latest marketing campaign emphasizing how brand licensing helps companies boost consumer engagement, reach wider audiences and create new revenue streams through strategic partnerships. Licensing remains a key competitive strategy for brands and retailers to tap into opportunities for deep consumer connection with emotional impact. The message is designed to answer the fundamental question: "What exactly is brand licensing?"

"Brand licensing is a powerhouse business strategy that operates behind the scenes while producing the market's most beloved products. Though often invisible to consumers, it is the creative force connecting the brands they love with new experiences and products they did not know they needed. Consumers interact with licensed products daily, often unaware of the collaborative partnerships that created them. As the industry continues its remarkable growth trajectory, we are pulling back the curtain on how the world's most iconic products come to be, revealing the journey from concept to consumer through strategic licensing partnerships. One of our goals is to break down the barriers between brands and audiences, telling the story of how licensing breathes new life into beloved properties." Anna Clarke, Senior Vice President of the Global Licensing Group at Informa Markets.

Foto: Accesswire

The multi-platform initiative launches a conversation on the benefits of brand licensing that will continue throughout the year, with new educational on-demand training powered by Licensing Unlocked, the first-ever platform to offer online sessions to bridge the knowledge gap and provide ongoing education into brand licensing, partnerships and IP extension. The campaign aims to demystify the world of brand licensing through engaging content, informative resources and interactive experiences and provide tangible examples of how beloved characters and properties end up on everything from t-shirts and books to toasters and cereal boxes. The promotion launched at the close of the biggest and most impactful Licensing Expo to date in the event's 40+ years, marking the milestone of the industry's evolution. The video highlights the three key players in the licensing ecosystem, licensors, brand owners that hold the intellectual property; licensees, manufacturers or service providers who license the brand; and sellers, retailers and distributors who bring licensed products to consumers.