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Brand licensing occurs when one company lets another company use legally protected (trademarked or copyrighted) intellectual property (IP) on products, services, or experiences. As a business, brand licensing has seen significant growth since the beginning of the 2000s. Consumers have transformed into fans of brands, and the Internet has supercharged the business of brand licensing through globalization, speed to market, ecommerce, and new forms of digital engagement. The fascinating world of brand licensing currently represents $365 billion per year in retail sales of licensed consumer products and experiences and is growing at a rate of 4 percent a year. From cradle to grave, brand licensing reaches into every area of consumer products, services, and experiences. If you’re reading this, you’re on your way to becoming a licensing insider. The business of IP licensing is still relatively young, and opportunities abound for entrepreneurs looking to cash in on famous brands for their products and services. In uncertain times, brands have become the trusted anchors for consumers — the one trustworthy constant that keeps them moored in safe harbors. This status is why brand licensing continues to grow. More and more brands are recognizing the power of brand licensing and jumping on board. This growth provides significant opportunities to companies interested in brand licensing. You can find quite a few books published on the topic, but they tend to be dry and technical. We’ve written Brand Licensing For Dummies to provide an easy-to-understand overview of the licensing business to help you in your journey. Brand Licensing For Dummies is your guide to successfully navigating the world of brand licensing. We’ve written this book to help you to quickly and easily understand the ins and outs of brand licensing and make your licensing journey smooth and successful. From understanding the requirements necessary to acquire a license to finding a retail partner to sell your licensed products, this book covers it all.