Brand Licensing Explained

What is brand licensing?

Brand licensing allows you to ‘rent’ a well-known brand and use it on your products. Connecting a powerful brand to an in-demand product helps to increase sales and drive your revenue growth. Retail sales of licensed goods reached £280.3bn according to the 2019 Licensing International Survey. This is a growing industry that helps to bring consumers the brands they love - with Brand Licensing Europe at the heart of the European licensing industry.

Getting Started

Licensing is a marketing and brand extension tool that is widely used by everyone, from major corporations to small businesses. From entertainment to sports and heritage to corporate 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 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. 

Find out more about the licensing industry

Access essential information on the lucrative licensing industry in this free download, The Brand Licensing Handbook. Discover the size of this growing industry, the latest trends, how to build a successful licensing deal and the pitfalls to avoid.

Additional Resources

Not all brands are the same - check out the links below to see what the brand licensing industry can specifically do for your business.

Animation Brands


Art and Design Brands

Art & Design

Sports Brands




Toy Brands


Gaming and eSports

Gaming & eSports

Heritage and Non Profit

Heritage & Non-profits

Corporate Brands

Corporate Brands