July 9, 2020
Whether you call it Influencer Marketing, User-Generated Content, or Content Creation, partnering with real people who can share real stories,…
February 9, 2023
SilverSneakers® by Tivity Health®, the nation’s leading fitness program for older adults, has appointed IMC Licensing as its exclusive brand…
January 4, 2023
Almost every industry in America has been wondering what it should do about NFTs, and the brand licensing industry is…
December 8, 2022
At IMC, we believe that negotiating and executing licensing deals requires a unique approach. Our deals aren’t hammered out between legal…
October 31, 2022
Brand licensing is brand marketing. It’s that simple. We live in a marketplace where brands dominate. And then extend themselves…
September 7, 2022
It’s been just two weeks since we attended Licensing Expo 2022 and we’re still reveling in the excitement of seeing…
June 8, 2022
Licensing a brand can be a highly strategic tool for brand owners, so it’s no wonder many look to the…
May 19, 2022
IMC Licensing just turned 25, an anniversary that offers a good time to take stock on everything we’ve done and…
April 7, 2022
IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List. We’re honored to have our…
March 18, 2022
Signs of economic recovery are emerging. As we’re eager to move on from the pandemic, companies are still managing many…
February 25, 2022
Why license? Our list of reasons could go on and on, but today, we’re starting with the top 5 reasons…
December 12, 2021
Are you a brand owner who is considering a licensing program for your brand? While many think it’s a quick…
October 28, 2021
Join us this week for a new episode of The Brand Licensing Podcast! The IMC team will be taking a closer…
September 14, 2021
The potential for licensing a brand is exciting! Marketers and business owners often have an inkling that their brand could…
August 24, 2021
Ready to take a look at licensing through a data-driven lens? Today, we’re digging into the data behind the licensing…
August 4, 2021
Being the dynamic tool it is, licensing can be tailored to fit the needs of any brand. But which is…
July 15, 2021
We’re ringing in our new season of The Brand Licensing Podcast with the President of Licensing International, Maura Regan. On…
July 12, 2021
Today marks one year of The Brand Licensing Podcast! To celebrate, we’re looking back at our first season and the incredible insights our guests have…
July 6, 2021
IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List for 2020. We’re honored…
June 30, 2021
For digital media firms, licensing has become a secret weapon. Group Nine Media’s VP of Brand Development, Taylor Carlson, is talking with us about…
June 18, 2021
What are your international capabilities? It’s a common question we get from CPG brand owners when evaluating brand licensing agents.…
June 15, 2021
Mono-branded vs. co-branded – what’s the difference? And how do you know which approach is right for your brand or…
June 7, 2021
Today, we’re welcoming Timo Olkkola to the podcast! As CCO and Co-founder of Flowhaven, Timo will be sharing his insights on international licensing and…
May 28, 2021
In 1975, Lip Smackers licensed the iconic Dr. Pepper brand for their flavored lip balm line, being the first to combine a food/beverage flavor profile with a health and beauty product. I myself remember having several different Lip Smacker flavors…
May 26, 2021
Worried that licensing is too risky for your brand? Host of The Brand Licensing Podcast, Emily Wickerham Randles, is walking through the steps…
May 14, 2021
With brand licensing, the possibilities are endless. With endless opportunities come endless questions on the best way to approach licensing…
May 10, 2021
Today, we’re welcoming our first-ever duo to The Brand Licensing Podcast! Michelle Lamb of The Trend Curve and Leigh Ann Schwarzkopf of Project Partners…
April 30, 2021
We’re welcoming Julie Brown to The Brand Licensing Podcast! As IMC’s VP of Client Services, Julie is bringing her expertise in deal negotiation and…
April 16, 2021
On this episode of The Brand Licensing Podcast, we’re getting the inside scoop on RFPs with Luka Erceg of GEP. About…
March 29, 2021
Our team has been busy working on some exciting new client projects. In between the pitches and licensing 101 projects,…
March 22, 2021
Ready for a new episode of The Brand Licensing Podcast? Tune in next week to hear the latest and greatest on…
March 1, 2021
We saw many new product trends take flight in 2020, and they are here to stay in 2021 and beyond.…
February 22, 2021
From royalties to GMRs, the financial side of licensing can feel overwhelming. But no need to fear! This week’s episode…
February 1, 2021
Recently on our podcast, we had an exciting conversation with Lauren Fields Conlon, VP of Licensing and Merchandising at Loaded…
January 27, 2021
This week on The Brand Licensing Podcast, we’re sitting down with digital marketing maven, Natalie DiBlasi. Bringing her brains as…
January 18, 2021
From Ninja to Shroud, the gaming industry’s top content creators are reaching new levels through licensing. On The Brand Licensing Podcast, we’re taking a…
December 16, 2020
It’s easy to focus on all the craziness when looking back on 2020, but here at IMC, we honed-in on…
December 14, 2020
Get ready for today’s guest on The Brand Licensing Podcast, Terése Whitehead! While Terése is currently keeping score at the…
November 18, 2020
Debunking licensing myths is a familiar topic of conversation for the IMC team. From prospective client pitches to onboarding a…
November 16, 2020
Using a licensing agency versus building a licensing program in-house is similar to a house project – you can take the DIY approach…
September 21, 2020
IMC Licensing is thrilled to be recognized by License Global as a Top 25 Global Licensing Agent. On this year’s…
September 10, 2020
On the latest installment of The Brand Licensing Podcast, we’re sitting down with Lauren DeLapa from IMC Licensing. As an Associate Account Manager,…
September 9, 2020
Wading into the licensing pool can be pretty intimidating. On one hand, you think you should understand every aspect, but on…
August 19, 2020
On the latest episode of The Brand Licensing Podcast, we’re sitting down with Steven Shweky, President of Fetch for Pets,…
August 10, 2020
So, you’re looking for a brand licensing agency. Congrats! Jumping into licensing is an exciting endeavor, but now, you’re facing…
July 23, 2020
On the latest episode of The Brand Licensing Podcast, President of Spark Your Brand, Randy Golenberg, sat down to discuss the nitty-gritty of retail marketing. Randy…
July 23, 2020
On this episode of The Brand Licensing Podcast, we are joined by Partner and Creative Director of StyleWorks, Tom Froberg. Our conversation dives deep into…
July 23, 2020
Joining us on The Brand Licensing Podcast is co-founder and CEO of Brainbase, Nate Cavanaugh. On this episode, we take a closer look…
July 23, 2020
It’s launch day! The Brand Licensing Podcast is officially live to listeners, and we couldn’t be more excited. Check out our first three…
July 23, 2020
We’re counting down the days until the launch of The Brand Licensing Podcast and can’t wait to share our upcoming…
July 23, 2020
Our team is excited to announce the launch of The Brand Licensing Podcast. The podcast will be available across streaming platforms on July…
July 23, 2020
Once we’ve executed a thoughtful licensing strategy and connected you with the perfect licensee via our solicitation services, we don’t ghost. We’re in it…
July 23, 2020
We recently spoke with a leading casual dining restaurant chain about licensing their brand. They wanted three things: Big deals Product on…
May 27, 2020
So, you’re looking to jump into licensing solicitation and start your search for potential partners. Where do you begin? This is where we come into the picture! At…
May 19, 2020
As experts a top brand licensing agency, IMC offers three core services: licensing strategy services, partner solicitation, and program management.…
April 22, 2020
CONTACT:Emily Wickerham RandlesIMC Licensingerandles@imclicensing.com1-502-272-2406 IMC Licensing Announces Representation of ELEVENPARIS Fashion Brand IMC Licensing is proud to announce its representation…
April 21, 2020
As a licensor, you have high expectations of your licensees. And you should! You manage a leading brand and business…
March 31, 2020
Originally from RapSnacks.net. New York, NY (December 6, 2019) – This January, Rap Snacks, the official “Snack of Hip Hop,”…
March 26, 2020
We recently attended the 70th Outdoor Retailer show in Denver, CO. Outdoor Retailer happens twice a year. There is a…
February 28, 2020
We get several calls from start-up companies and entrepreneurs about utilizing licensing to launch their product. The conversation usually goes…
January 28, 2020
Royalty accounting can be somewhat complex, especially depending on the contract terms that are negotiated. However, once you have an…
May 3, 2019
It’s fairly common, a licensee’s legal or executive team negotiates and signs the licensing agreement and then hands the reigns…
May 1, 2019
Today, most businesses prefer not to guarantee results in a contract — let alone guarantee sales results. This is what…
April 10, 2019
Inevitably one of the first questions asked is how much will we earn in royalty revenue. As an industry expert…
March 21, 2019
Some consider licensing out their brand very risky, while others would argue that licensing out their brand is a low-risk…
February 14, 2019
One of our clients is looking for new partners in the outdoor space. With Outdoor Retailer happening down in Denver, I jumped…
December 3, 2018
We stopped exhibiting at the licensing show when it moved from NY to Las Vegas. That seems like ages ago,…
May 29, 2018
Like many industries, once a year the licensing community descends on Las Vegas, Mandalay Bay. The show offers something for…
June 5, 2017
Disruption: The Only Constant Did you ever think you would buy toilet paper on your phone? Neither did supermarkets. Did…
May 1, 2017
It was our first year attending the 2nd annual Licensing Summit in New York and we’re so glad we added this conference to…
March 7, 2017
2016 was another great year for us here at IMC. We enjoyed working with our licensing partners and meeting with…
February 6, 2017
I can’t believe there hasn’t been a funny movie made about the trade show experience. You know you can relate!…
January 15, 2017
As a licensing program manager, I always get excited for a new product launch at retail. Licensees, licensors, agents, manufacturers,…
March 28, 2016
Baby’s Journey and AT&T Enter the Baby Monitor Category to Provide Parents a New, Convenient and Secure View into Baby’s…
February 16, 2016
Is cheesecake the new tobacco? That’s a question asked that has highlighted both good news –the New York Times last week, Americans Are…
August 5, 2015
At this year’s Cannes Lions International Festival of Creativity only one campaign won two Grand Prix Awards (in Design and Promo/Activation), and…
July 15, 2015
Last year Facebook’s Sheryl Sandberg came to the Cannes Lions Festival of Creativity, and boy did she make a difference. …
June 29, 2015
Five years ago many of our licensing clients (global CPG brands among them) weren’t even using digital marketing and social…
June 26, 2015
For all the lessons technology teaches us, did you ever feel like it also ignores some of the most important…
June 26, 2015
Though it’s a few years old, I recently re-read “The Biggest Business Comebacks of the Past 20 Years” shared the stories of…
May 6, 2015
Brands are constantly seeking the loyal consumer. Not the one who buys occasionally, but the one who follows through on…
April 24, 2015
Batman and Robin. Brin and Page. Ben & Jerry. Some business partnerships are so great that they appear to happen…
January 13, 2015
This year’s CES (bigger than ever, and more interesting than usual) failed to offer one show-stopping piece of technology, but…
January 8, 2015
Since Jerome McCarthy laid out the Four P’s in 1962, we’ve been able to take for granted that a successful…
December 8, 2014
When you make your shopping list, do you think about buying a category or a brand? Even if you think…
November 4, 2014
When Orchard Supply Warehouse, a California based home improvement and gardening retailer, was purchased by Lowe’s last year, its employees…
November 4, 2014
My friend called me from Target last week. “I am standing between the Halloween costumes and Christmas decorations, what is…
November 4, 2014
Chiquita Brands, a former IMC client, found itself in play this year, with competing offers from the Ireland-base Fyffes, the world’s…
October 30, 2014
Only a decade ago, it was not easy to use the terms “private label” and “brand” together. But private label…
October 13, 2014
Gil Phillips, Vice President of Corporate Brands at Kroger told the Cincinnati Enquirer about their house brand strategy, “We’re not offering…
October 7, 2014
The beginning of the end of storytelling, announced David’s Berkowitz’ piece in Ad Age last week. The end of storytelling? The…
September 25, 2014
Every business that has ever developed a product dreams of getting on shelf at a Walmart or Home Depot. Big…
September 18, 2014
Our CEO, Carla Dearing, recently wrote about what makes an innovative product disruptive. Thanks to technology, we assumed for many years that…
September 4, 2014
Kraft Foods recently entered into a license agreement with McDonald’s to deliver McCafé Coffee to a supermarket near you. While…
September 3, 2014
I have something I have to get off my chest. I don’t drink coffee. There I said it. I don’t…
August 24, 2014
Licensing restaurant brands into supermarket products is nothing new. Brands like Marie Callendar’s (in pies and frozen dinners), TGI Friday’s…
August 11, 2014
Less is more. So the theory goes with “disruptive innovation.” A new product is disruptive innovation if it has something…
July 16, 2014
Licensing a company to expand your trademark into other product categories can be rewarding to your bottom line and strengthen…
July 15, 2014
Is there any product that doesn’t come in a scented version? Today you can buy not just scented candles but…
June 12, 2014
Since 1997, IMC has been helping the owners of global iconic brands find ways to grow through new products and…
April 3, 2014
While I was at International CES earlier this month I had a chance to meet with leaders of the hearing aid business…
January 28, 2014
When it comes to business, the talented male professional is perceived as “boss” while the talented woman professional in the…
January 17, 2014
Last week I was one of the 150,000 people swarming around Las Vegas for International CES. While the show has never…
January 15, 2014
If you want to develop great products that actually sell at retail, you are probably already thinking about how to…
January 2, 2014
Last week’s LIMA Bottom Line featured an article I wrote about the recent resolution of a long-running dispute between Starbucks…
December 23, 2013
IMC’s hometown hosted the Louisville Innovation Summit last week Aging care is a growth industry for Louisville (headquarters for companies like Kindred,…
November 18, 2013
Kraft Foods recent announcement of its intent to test market McCafe packaged coffee adds a deep, new wrinkle to the already interesting…
November 15, 2013
Licensors with iconic brands often have to make tough choices about extending their brands in new markets through licensing versus…
November 4, 2013
On vacation this summer I needed to get my sunglasses repaired. While waiting, I was surprised to look in the…
September 16, 2013
One of IMC’s most deliciously licensed products is Kellogg’s Rocky Mountain Chocolate Factory cereal. The coco-brown box features the names…
September 4, 2013
In my hometown of Louisville – a city proud of its food culture in a state proud of its farming…
August 8, 2013
Two large-scale lawsuits in the licensing world have recently been stopped by injunctions. After spending millions of dollars on legal…
August 1, 2013
Paula Deen, as a brand with great licensing potential, seems almost beyond repair. While I can imagine strategies that would…
July 30, 2013
I was recently reviewing some notes from a talk I heard almost two years ago – one that continues to…
July 24, 2013
Often times we describe a licensing partnership much like a marriage. The Licensee and Licensor meet, are engaged by signing…
June 27, 2013
The partnership between Purina Tidy Cats and Glade Tough Odor Solutions has developed a scented cat litter which has customers…
June 20, 2013
Demands on new product development have greatly increased over the last decade with increased need for speed to market, lowering…
June 17, 2013
The cliche is that pets look like their owners- but will they use the same products? The theory at IMC…
June 10, 2013
The pet industry is one of our favorites, and not just because most of us at IMC have pets of…
June 5, 2013
Pet owners are passionate about their furry little friends and they spend over $50 billion annually to prove it. They…
April 4, 2013
I’ve read lots of articles about Martha Stewart’s recent bout of litigation, but none of them addresses why someone would…
March 21, 2013
The 2013 International Home and Housewares Show in Chicago is the largest housewares-only fair in the world with 60,000 home goods professionals…
March 14, 2013
When I saw that Cracker Barrel, the southern-fried restaurant chain, had recently licensed its brand to John Morrell Group, a…
February 6, 2013
In the licensing world, most royalty payments are made on a quarterly basis. Any licensing professional can immediately tell you…
December 20, 2012
Truly successful brand extensions are the result of pairing leading consumer brands with products that enhance the brand’s reputation and…
November 26, 2012
As advertising is faced with a rapidly changing environment, brand owners and brand managers are looking for smart and new…
November 1, 2012
Some licensed products are very much like the brand’s core product itself. They may be used the same way (like…
October 15, 2012
Wherever industry regulars gather, they’re sure to discuss the world’s largest licensor; the world’s citizenry buys more than $23 billion…
July 27, 2012
Brand licensing agencies and consultants can play a central role in the development of an effective licensing program. Whether your…
November 22, 2010
Even if your company has an in-house licensing director or staff, there are several reasons to hire a brand licensing…
May 10, 2010
During a panel discussion about product innovation at the 2009 Grocery Manufacturers Association’s Merchandising, Sales and Marketing Conference, one participant…
April 15, 2010
As a brand and product licensing agency that develops and manages licensing programs for our clients’ trademarks and brands, we…
November 8, 2009
Every day the list of victims of the faltering economy grows longer. Circuit City (#32 on National Retail Federation’s, Top…
September 25, 2009
In recent surveys senior marketing professionals say that accountability for marketing services is more important than ever, and that they…
September 16, 2009
In the licensing industry, attention is typically focused on strategies to license a brand “out,” extending a brand into new…
August 19, 2008
I cannot count the number of times I have heard companies talk about whether they should hire a “licensing professional”…
February 19, 2008
One of the needless mysteries of the licensing industry is the topic of agency compensation. Although talented professionals neither gain…
February 19, 2007
Food and beverage licensing is everywhere. A quick trip to the supermarket will produce Nesquik chocolate milk, Oreo ice cream, and…
August 28, 2006
An experienced reader of license agreements would know exactly where to find what I call the “bankruptcy clause” (about three…
March 1, 2003
If anyone doubted that trademark licensing has become an essential part of brand management, the recent Annual Meeting of the International…
September 8, 2002
Most form license agreements assume that licensees pose greater threats to licensors than the other way around. Aside from the…
August 8, 2002
As all IP counsel know, registration of a trademark depends on that trademark’s use. A trademark cannot be reserved indefinitely…
July 9, 2002
Many years ago, companies that made a branded consumer product thought they did only one thing: make that product. Their…
March 9, 2002
Hiring the best trademark counsel – and getting them to draft the best possible license agreement – will not alone…
March 9, 2002
As the licensing industry frets about whether the biggest event of the year will be the performance of Harry Potter…
November 9, 2001
Whenever you see a licensor and licensee in litigation with each other you should assume that something has gone wrong…
September 9, 2001
Because so many brand owners fail to appreciate how important licensing can be for their brand, many of those who…
August 9, 2001
Last month I described how companies find themselves distributing or authorizing branded products that either weaken the protection of their…
July 14, 2001
If you looked to a corporation’s internal licensing department for evidence of trademark usage and enforcement, as well as development…
May 20, 2001
As someone who runs a licensing agency for the owners of brands and trademarks, I can be expected to argue…
February 19, 2001
Licensing is a relationship not merely between brands, but among people. At IMC, we build and nurture both of those relationships while delivering top-notch customer care that treats — and protects — your brand as if it were our own.
We’re committed to fostering dynamic brand alliances. Often those alliances are born from one brand’s need and another’s ability to meet that need. The IMC team are experts at recognizing and creating those opportunities, but our real expertise is people. Standing side by side, as consultants, partners, peers, and as friends, we’re driven by a singular purpose: creating a smart idea.