Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to small businesses. Spanning entertainment to sports to heritage brands, all categories can be incorporated into a licensed product to increase brand exposure into consumers' day-to-day lives.
Licensing can extend a brand into new categories, areas of a store or into new stores entirely. Brand licensing is a way for brand owners to increase their current fan base and move into new businesses categories without major investment in new manufacturing processes.
It allows retailers and manufacturers to stand out from the competition and offer consumers the hottest brands as well as drive sales.