IMC’s Stephen Reily Shares Why Licensing Works for Corporate Brands

Food for Thought (on Food and Beverage Licensing)

Food and beverage licensing is everywhere. A quick trip to the supermarket will produce Nesquik chocolate milk, Oreo ice cream, and…

5 Ways to Evaluate a Potential Licensee

Utilizing licensing to expand your trademark into other product categories can be rewarding to your bottom line and strengthen your…

“Food and Beverage Licensing Stays Hot” – Stephen Reily featured in License Global Magazine Again

Consumers spend more time, more often, with food and beverage brands, which puts them among the most impactful, long-term licensing…

“Forever” Partnerships in Food & Beverage Licensing  

Traditionally, licensors do not want to grant long contract terms to licensees. It deprives the licensor of both the ability…

Royalty Accounting – Guaranteed Minimum Royalties (GMR)

Guaranteeing results for any business certainly comes with risks, but guaranteeing sales in an inflated economy is even more audacious.…

Licensing Expo 2024: What a Show!

Last week the IMC team took our annual trip to Las Vegas to attend the world’s largest licensing tradeshow, Licensing…

IMC’s Stephen Reily Shares Why Licensing Works for Corporate Brands

IMC believes in the power of licensing for our corporate clients, which reaches far beyond the royalty revenue.

IMC Again Named Top 20 Global Licensing Agent 

IMC Licensing is proud to once again be recognized as a top 20 agent by License Global.

Licensee’s Feeling the Pressure to Adapt to Sustainable Business Practices

By now, sustainability is more than a corporate buzzword or trend—it is a priority more than ever as it reflects…

Is Your Brand Ready for Licensing?

Licensing a brand can be a highly strategic tool for brand owners, so it’s no wonder many look to the…

Promotion announcement

IMC is excited to announce the promotion of Jacky Kuerzi to the role of Director of Client Services.

Licensing Trends to Watch in 2024 

2023 brought us lots of surprises. The almost guaranteed recession didn’t actually come to fruition, despite the prolonged hike in…

Everyone’s Shopping, but No One is Taking Risks

Licensing is always complicated by the number of different parties required to get a branded product into a consumer’s hands…

IMC believes continuing education is such an important tool to keep abreast of the ever-evolving licensing industry. After nine months…

Building a new Licensing Program? Why the Agency Model May be Right for You

The world of brand licensing can be complex and vary greatly depending on the brand and the business’s goals and…

Fewer, Bigger, Better. Stephen Reily Featured in License Global Magazine

Fewer, Bigger, Better. This is IMC’s approach to licensing as our CEO and Co-Founder, Stephen Reily, evolved with the industry…

Debunking Corporate Brand Licensing Myths

Debunking licensing myths is a familiar topic of conversation for the IMC team. From prospective client pitches to onboarding a client’s…

Licensing Expo 2023 Recap: We’re Back! 

This show is always an industry favorite, but this year just seemed so much better!

Lamaze International Appoints IMC as Global Licensing Agency 

Lamaze International, a nonprofit organization and trusted global leader in ensuring all parents make confident and informed decisions for over…

IMC Licensing Once Again Named a 2023 Top Global Licensing Agent

Brand licensing agency IMC Licensing is honored to be certified once again as a 2023 Top Global Licensing Agent by…

Why IMC: Our Unique Difference Told Through Our Case Studies

We recently refreshed the case studies on our website, and it reminded us of our love for these programs and…

#1 Marketing Trend for Brand Licensing in 2023: Let Influencers Do Your Talking

Whether you call it Influencer Marketing, User-Generated Content, or Content Creation, partnering with real people who can share real stories,…

IMC Licensing To Help SilverSneakers Engage More Seniors In Healthy Activities

SilverSneakers® by Tivity Health®, the nation’s leading fitness program for older adults, has appointed IMC Licensing as its exclusive brand…

Brand Licensing and NFTs: A Great Idea, For a Few

Almost every industry in America has been wondering what it should do about NFTs, and the brand licensing industry is…

IMC’s Licensing Deal Negotiation & Contract Execution Services

At IMC, we believe that negotiating and executing licensing deals requires a unique approach. Our deals aren’t hammered out between legal…

Licensing: Bobbleheads or Brand Marketing?

Brand licensing is brand marketing. It’s that simple. We live in a marketplace where brands dominate. And then extend themselves…

That’s a wrap on Licensing Expo 2022

It’s been just two weeks since we attended Licensing Expo 2022 and we’re still reveling in the excitement of seeing…

Lessons from 25 years of Brand Licensing

IMC Licensing just turned 25, an anniversary that offers a good time to take stock on everything we’ve done and…

IMC Licensing Named Top 20 Global Licensing Agent

IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List. We’re honored to have our…

Trends in Royalty Rates and Guarantees

Signs of economic recovery are emerging. As we’re eager to move on from the pandemic, companies are still managing many…

The Top 5 Reasons You Should License Your Brand

Why license? Our list of reasons could go on and on, but today, we’re starting with the top 5 reasons…

How to Resource your Licensing Program

Are you a brand owner who is considering a licensing program for your brand? While many think it’s a quick…

The 5 Pillars of Successful Licensing

The potential for licensing a brand is exciting! Marketers and business owners often have an inkling that their brand could…

Long-Term Licensing vs. Short-Term Licensing: Which is Right for You?

Being the dynamic tool it is, licensing can be tailored to fit the needs of any brand. But which is…

IMC Licensing Named on License Global’s Top 20 Global Licensing Agent List

IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List for 2020. We’re honored…

Interested in Licensing Your CPG Brand in International Markets? It’s Not as Easy as You May Think.

What are your international capabilities? It’s a common question we get from CPG brand owners when evaluating brand licensing agents.…

Breaking Down Licensing Models, Part Two: Mono-Branded Vs. Co-Branded Products

Mono-branded vs. co-branded – what’s the difference? And how do you know which approach is right for your brand or…

Food and Makeup Brands are Hungry for Buzzworthy Brand Collaborations

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…

Breaking Down Licensing Models, Part One: Inbound Licensing vs. Outbound Licensing

With brand licensing, the possibilities are endless. With endless opportunities come endless questions on the best way to approach licensing…

The Top Retail Trends You Need to Know | Michelle Lamb and Leigh Ann Schwarzkopf

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…

Negotiating Licensing Contracts That Last | Julie Brown, IMC Licensing

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…

Brand Licensing Basics: What You Need to Know

Our team has been busy working on some exciting new client projects. In between the pitches and licensing 101 projects,…

The 3 Licensing Trends We’re Watching in 2021

We saw many new product trends take flight in 2020, and they are here to stay in 2021 and beyond.…

Opportunities in Gaming Licensing

Recently on our podcast, we had an exciting conversation with Lauren Fields Conlon, VP of Licensing and Merchandising at Loaded…

The Next Level in Gaming Licensing | Lauren Fields Conlon, Loaded

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…

IMC Licensing’s 2020 Year in Review

It’s easy to focus on all the craziness when looking back on 2020, but here at IMC, we honed-in on…

Why Do I Need a Licensing Agency?

Using a licensing agency versus building a licensing program in-house is similar to a house project – you can take the DIY approach…

IMC Licensing Named Top 25 Global Licensing Agent

IMC Licensing is thrilled to be recognized by License Global as a Top 25 Global Licensing Agent. On this year’s…

A Fresh Perspective on Licensing | Lauren DeLapa, IMC Licensing

On the latest installment of The Brand Licensing Podcast, we’re sitting down with Lauren DeLapa from IMC Licensing. As an Associate Account Manager,…

IMC’s Proven Brand Licensing Deal Process

Wading into the licensing pool can be pretty intimidating. On one hand, you think you should understand every aspect, but on…

Pet Licensing in the Pandemic | Steven Shweky, Fetch for Pets

On the latest episode of The Brand Licensing Podcast, we’re sitting down with Steven Shweky, President of Fetch for Pets,…

Why Work With IMC Licensing?

So, you’re looking for a brand licensing agency. Congrats! Jumping into licensing is an exciting endeavor, but now, you’re facing…

IMC’s Program Management Services

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…

Restaurant Licensing: Product Extension Strategy Approach

We recently spoke with a leading casual dining restaurant chain about licensing their brand. They wanted three things:  I was really struggling…

IMC’s Licensing Solicitation Services

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…

IMC’s Strategy Services

As experts a top brand licensing agency, IMC offers three core services: licensing strategy services, partner solicitation, and program management.…

In The Press: IMC Licensing Announces Representation of ELEVENPARIS Fashion Brand

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…

Are you a Good Licensor? Tips to Maximize your Partnership with Licensees

As a licensor, you have high expectations of your licensees. And you should! You manage a leading brand and business…

In the Press: Biggie Smalls Launches Snack Line Through Licensing Deal with Rap Snacks

Originally from RapSnacks.net. New York, NY (December 6, 2019) – This January, Rap Snacks, the official “Snack of Hip Hop,”…

Trends in the Outdoor Industry & How Brand Licensing Can Help Fuel Growth

We recently attended the 70th Outdoor Retailer show in Denver, CO. Outdoor Retailer happens twice a year. There is a…

Brand Licensing vs. Patent Licensing – How to launch a new product through Licensing

We get several calls from start-up companies and entrepreneurs about utilizing licensing to launch their product. The conversation usually goes…

The Basics of Royalty Accounting: What You Need to Know

Royalty accounting can be somewhat complex, especially depending on the contract terms that are negotiated. However, once you have an…

Don’t make this common mistake with your license agreement

It’s fairly common, a licensee’s legal or executive team negotiates and signs the licensing agreement and then hands the reigns…

What Should My Licensing Royalty Rate Be?

Inevitably one of the first questions asked is how much will we earn in royalty revenue. As an industry expert…

Mitigating Your Brand Licensing Risks

Some consider licensing out their brand very risky, while others would argue that licensing out their brand is a low-risk…

Outdoor Retailer

One of our clients is looking for new partners in the outdoor space. With Outdoor Retailer happening down in Denver, I jumped…

Licensing Show 2018

We stopped exhibiting at the licensing show when it moved from NY to Las Vegas. That seems like ages ago,…

Licensing Show 2017

Like many industries, once a year the licensing community descends on Las Vegas, Mandalay Bay. The show offers something for…

Licensing During Disruption: How Licensing Can Serve the Auto Industry as it has Served Others

Disruption: The Only Constant Did you ever think you would buy toilet paper on your phone? Neither did supermarkets. Did…

2nd Annual Licensing Summit in New York

It was our first year attending the 2nd annual Licensing Summit in New York and we’re so glad we added this conference to…

Brand Licensing 2016 Update

2016 was another great year for us here at IMC. We enjoyed working with our licensing partners and meeting with…

2017 Licensing Trade Shows – Tips and Tricks

I can’t believe there hasn’t been a funny movie made about the trade show experience. You know you can relate!…

A product launch hits close to home: Introducing the new line of AT&T mhealth Baby Monitors

As a licensing program manager, I always get excited for a new product launch at retail.  Licensees, licensors, agents, manufacturers,…

Connect and Share with New AT&T Baby Monitors, Available Exclusively at Babies “R” Us

Baby’s Journey and AT&T Enter the Baby Monitor Category to Provide Parents a New, Convenient and Secure View into Baby’s…

It’s Cool To Be Healthy: How Marketing Saved Wellness’ Business Model

Is cheesecake the new tobacco?  That’s a question asked that has highlighted both good news –the New York Times last week, Americans Are…

When Products do the Talking: Volvo Life Paint Says it All

At this year’s Cannes Lions International Festival of Creativity only one campaign won two Grand Prix Awards (in Design and Promo/Activation), and…

The 5 Hottest Topics at Cannes Lions 2015: Women, Girls, Girls, Women, and Girls

Last year Facebook’s Sheryl Sandberg came to the Cannes Lions Festival of Creativity, and boy did she make a difference. …

4 Reasons Why Licensing Needs Digital Marketing

Five years ago many of our licensing clients (global CPG brands among them) weren’t even using digital marketing and social…

Stories Beat Data: And Other Marketing Insights from Cannes Lions 2015

For all the lessons technology teaches us, did you ever feel like it also ignores some of the most important…

3 Proven Ways to Save Your Brand from the Brink: Business Comeback Stories

Though it’s a few years old, I recently re-read “The Biggest Business Comebacks of the Past 20 Years” shared the stories of…

Earned Social Media = Earned Consumer Trust

Brands are constantly seeking the loyal consumer. Not the one who buys occasionally, but the one who follows through on…

Four Things Great Brand Licensing Partners Do

Batman and Robin. Brin and Page. Ben & Jerry. Some business partnerships are so great that they appear to happen…

My 3 Lessons from CES: How Tech Makes Great Products Happen

This year’s CES (bigger than ever, and more interesting than usual) failed to offer one show-stopping piece of technology, but…

Rethinking the 4 P’s for a Digital World

Since Jerome McCarthy laid out the Four P’s in 1962, we’ve been able to take for granted that a successful…

Do you buy “Charmin” or “Toilet Paper”? Category Managers Know, Even if You Don’t

When you make your shopping list, do you think about buying a category or a brand? Even if you think…

Lowe’s OSHbot: The Robot Holiday Sales Associate

When Orchard Supply Warehouse, a California based home improvement and gardening retailer, was purchased by Lowe’s last year, its employees…

Why Mobile Matters this Holiday Season

My friend called me from Target last week. “I am standing between the Halloween costumes and Christmas decorations, what is…

Are you ready to buy a Chiquita-brand orange?

Chiquita Brands, a former IMC client, found itself in play this year, with competing offers from the Ireland-base Fyffes, the world’s…

Private Label Means Growth – Even for Brands

Only a decade ago, it was not easy to use the terms “private label” and “brand” together. But private label…

4 Keys to a Knockout Private Label Program

Gil Phillips, Vice President of Corporate Brands at Kroger told the Cincinnati Enquirer about their house brand strategy, “We’re not offering…

The rise of consumer as chief storyteller – and brands’ new supporting role

The beginning of the end of storytelling, announced David’s Berkowitz’ piece in Ad Age last week. The end of storytelling? The…

Retail development isn’t just about getting into Walmart

Every business that has ever developed a product dreams of getting on shelf at a Walmart or Home Depot. Big…

New channel strategies: Sometimes disruptive innovation is a where, not a what

Our CEO, Carla Dearing, recently wrote about what makes an innovative product disruptive. Thanks to technology, we assumed for many years that…

McDonalds and Starbucks: How Both Get Coffee Pricing Wrong (and Dunkin Doesn’t)

Kraft Foods recently entered into a license agreement with McDonald’s to deliver McCafé Coffee to a supermarket near you. While…

From Budget Friendly to Premium: Will Consumers Buy Into a Premium Priced McCafe?

I have something I have to get off my chest. I don’t drink coffee. There I said it. I don’t…

5 Top Licensing Trends for Restaurant Brands at Retail: Which Chains Should be in Supermarkets Now?

Licensing restaurant brands into supermarket products is nothing new.  Brands like Marie Callendar’s (in pies and frozen dinners), TGI Friday’s…

Disruptive Innovation: Products That More People Want

Less is more.  So the theory goes with “disruptive innovation.” A new product is disruptive innovation if it has something…

Consumers Followed Their Noses: How Fragrance Ended Up Everywhere

Is there any product that doesn’t come in a scented version?  Today you can buy not just scented candles but…

The Omni-Product Brand

Since 1997, IMC has been helping the owners of global iconic brands find ways to grow through new products and…

Backing into Innovation: Capturing New Consumers for Hearing Aids

While I was at International CES earlier this month I had a chance to meet with leaders of the hearing aid business…

Lean In to Cause Marketing?

When it comes to business, the talented male professional is perceived as “boss” while the talented woman professional in the…

CES 2014 – Innovative Partnerships, not Products

Last week I was one of the 150,000 people swarming around Las Vegas for International CES.  While the show has never…

What an Omnichannel World Means for Brand Licensing

If you want to develop great products that actually sell at retail, you are probably already thinking about how to…

Starbucks, Kraft and the $2.7 Billion Divorce

Last week’s LIMA Bottom Line featured an article I wrote about the recent resolution of a long-running dispute between Starbucks…

7 Most Inspiring Products for Old People are Great New Products for You, Too.

IMC’s hometown hosted the Louisville Innovation Summit last week  Aging care is a growth industry for Louisville (headquarters for companies like Kindred,…

More than Just a Hill of Beans

Kraft Foods recent announcement of its intent to test market McCafe packaged coffee adds a deep, new wrinkle to the already interesting…

Keeping Your Options Open in Licensing

Licensors with iconic brands often have to make tough choices about extending their brands in new markets through licensing versus…

Licensing at Tiffany’s: Not a One-Way Street

On vacation this summer I needed to get my sunglasses repaired.  While waiting, I was surprised to look in the…

What Licensing Agencies Can Do For You: A Tale of Chocolate Cereal

One of IMC’s most deliciously licensed products is Kellogg’s Rocky Mountain Chocolate Factory cereal. The coco-brown box features the names…

What does the Local Food Movement Mean for Food Licensing?

In my hometown of Louisville – a city proud of its food culture in a state proud of its farming…

Licensing by Litigation: A Bad Business Plan

Two large-scale lawsuits in the licensing world have recently been stopped by injunctions.  After spending millions of dollars on legal…

Paula Deen and Food Licensing: Why Didn’t She have More to Lose?

Paula Deen, as a brand with great licensing potential, seems almost beyond repair.  While I can imagine strategies that would…

What’s Your Innovation Reality?

I was recently reviewing some notes from a talk I heard almost two years ago – one that continues to…

Just Married

Often times we describe a licensing partnership much like a marriage. The Licensee and Licensor meet, are engaged by signing…

Purina Tidy Cats® and Glade™ Tough Odor Solutions: A perfect match

The partnership between Purina Tidy Cats and Glade Tough Odor Solutions has developed a scented cat litter which has customers…

Integrating New Products with Licensed Properties

Demands on new product development have greatly increased over the last decade with increased need for speed to market, lowering…

The Humanization Of Our Pets: Key Survey Findings

The cliche is that pets look like their owners- but will they use the same products? The theory at IMC…

What Do Pet Owners Want Next?

The pet industry is one of our favorites, and not just because most of us at IMC have pets of…

Sharing the Love of Brands with Your Pet!

Pet owners are passionate about their furry little friends and they spend over $50 billion annually to prove it.  They…

What Makes Martha Stewart Such a Bad Partner?

I’ve read lots of articles about Martha Stewart’s recent bout of litigation, but none of them addresses why someone would…

2013 Housewares Show: Forging New Partnerships

The 2013 International Home and Housewares Show in Chicago is the largest housewares-only fair in the world with 60,000 home goods professionals…

A Tale of Two Cracker Barrels

When I saw that Cracker Barrel, the southern-fried restaurant chain, had recently licensed its brand to John Morrell Group, a…

Why Does Licensing Love the Holidays?

In the licensing world, most royalty payments are made on a quarterly basis. Any licensing professional can immediately tell you…

The Slow Death of Commission-Only Deals

Truly successful brand extensions are the result of pairing leading consumer brands with products that enhance the brand’s reputation and…

The Benefits of Brand Licensing: Quickly Explained

As advertising is faced with a rapidly changing environment, brand owners and brand managers are looking for smart and new…

Reinforcing Your Brand Through Licensing

Some licensed products are very much like the brand’s core product itself. They may be used the same way (like…

A Primer on Licensing

Wherever industry regulars gather, they’re sure to discuss the world’s largest licensor; the world’s citizenry buys more than $23 billion…

Working With Licensing Agents and Consultants

Brand licensing agencies and consultants can play a central role in the development of an effective licensing program. Whether your…

Why Use a Brand Licensing Agency?

Even if your company has an in-house licensing director or staff, there are several reasons to hire a brand licensing…

National Brands, Private Label and Licensing

During a panel discussion about product innovation at the 2009 Grocery Manufacturers Association’s Merchandising, Sales and Marketing Conference, one participant…

Brand Licensing 101

As a brand and product licensing agency that develops and manages licensing programs for our clients’ trademarks and brands, we…

Retail Strategies Beyond the Top 10

Every day the list of victims of the faltering economy grows longer.  Circuit City (#32 on National Retail Federation’s, Top…

Beyond Royalty Revenue: Measuring ROI from Licensing

In recent surveys senior marketing professionals say that accountability for marketing services is more important than ever, and that they…

Trends in Inbound Licensing

In the licensing industry, attention is typically focused on strategies to license a brand “out,” extending a brand into new…

The Brand Licensing Professional – Not One Size Fits All

I cannot count the number of times I have heard companies talk about whether they should hire a “licensing professional”…

Licensing Agency Compensation: The Inside Story

One of the needless mysteries of the licensing industry is the topic of agency compensation.  Although talented professionals neither gain…

The Bankruptcy Clause in a Licensing Agreement: Comforting but Useless

An experienced reader of license agreements would know exactly where to find what I call the “bankruptcy clause” (about three…

When Trademark Licensing looks like Franchising: Avoiding Legal Risk

If anyone doubted that trademark licensing has become an essential part of brand management, the recent Annual Meeting of the International…

The Risks a Licensor Poses to a Licensee: How Can They Be Limited?

Most form license agreements assume that licensees pose greater threats to licensors than the other way around.  Aside from the…

Licensing to Preserve Trademark Ownership

As all IP counsel know, registration of a trademark depends on that trademark’s use.  A trademark cannot be reserved indefinitely…

Trademarks Around the Edges

Many years ago, companies that made a branded consumer product thought they did only one thing: make that product.  Their…

Watch What the Licensor Does, Not What it Says

Hiring the best trademark counsel – and getting them to draft the best possible license agreement – will not alone…

How Accountants Will Change the Face of Trademark Licensing

As the licensing industry frets about whether the biggest event of the year will be the performance of Harry Potter…

License Agreements: Partnerships Worth Getting Right

Whenever you see a licensor and licensee in litigation with each other you should assume that something has gone wrong…

How Many People Does it take to Screw in a Trademark Licensing Agreement

Because so many brand owners fail to appreciate how important licensing can be for their brand, many of those who…

Developing Branded Consumer Products like Consumer Products

Last month I described how companies find themselves distributing or authorizing branded products that either weaken the protection of their…

Why Most Companies Have Too Many Licensors

If you looked to a corporation’s internal licensing department for evidence of trademark usage and enforcement, as well as development…

Licensing Corporate Brands and Trademarks: Knowing What it Should Cost

As someone who runs a licensing agency for the owners of brands and trademarks, I can be expected to argue…