New!
TOTAL Art Licensing
For every artist who is famous and whose name has be-
come a well-paying brand, there are many deserving ones
who are only half-way or just starting out on the rocky
path to success. This feature, written by George Medina of
Intercontinental Licensing, with its detailed nuts-and-bolts
report of actual cases is factual and designed to give insight
in the hope to be instructive.
Thumbnail Case Histories from the Art and Photo Licensing Notebook
On page 28 of the Spring Issue of Total Licensing, I wrote about the ABC of Book
Publishing as an Artist’s Road to Licensing. I would like to continue with the recent
typical thumbnail case histories that took place in the last twelve months. (Yes, it can
take that long—and sometimes longer!) I will continued these stories in subsequent
issues of Total Art Licensing and Total Licensing.
Artist “S” from the mid-west displays in
her own booth at Surtex 2007 and has
already clients that keep her pretty busy
with assignments. Seeing the display fea-
turing different styles and lines, Intercon-
tinental selects one line only - 8 designs
- and in extensive conversation estab-
lishes understanding and trust between
us. Upon reflection by “S”, conditions
Trade Fair stand
for contract and exclusivity are clearly
outlined. Intercontinental involves three persons from its Art and Marketing
Management who must vet the line and also agree to proceed to verify the
series’ appeal.
“S” furnishes Intercontinental the selected designs in digital form to start off
with and further agrees to provide a specific quantity of additional designs
for the series and to design onwards later as needed when given reasonable
timeframes.
Now Intercontinental starts its work and seven months later, Intercontinent-
al’s author has written a children’s story. Based on the first designs, Intercon-
tinental is able to sell to a European publisher a children’s story book. “S” has
finished illustrating the story in the interim. The book will be printed and “S”
will receive her share of the modest minimum advance and, of course, of the
later royalties.
In the meantime, a greeting card contract has been signed by Intercontinental
because its six Marketing Managers have been showing the first 8 designs
to their clients. Now when the book designs are ready, some of those same
designs are culled, and a few added under Intercontinental’s Art Direction. 24
greeting cards will now be published and, again, “S” will receive its share from
the advance minimum guarantee and royalties.
In addition, now that Inter has its first body of design, it has made a booth-high
banner of designs by “S” and will display it at the 16 world-wide tradeshows
where Inter exhibits. Inter has made brochures and has made a presentation
of mock-up products that Marketing have in their computers. This leads to
the creation of a second banner. “S” is featured in Intercontinental’s advertis-
ing and now the real work of licensing for 2009 products can begin.
So far the financial compensation to “S” has not been large, but importantly
“S” has also continued to earn from her other work respecting, however, the
exclusivity of Intercontinental’s selected formula which features a distinctive
name and, of course, identification of “S” as the designer.
By 2009 there should be 6-12 licensees on their way and income to “S”
should be a second independent stream into her finances.
Elliott Landy
's A LITTLE ABOUT
s Woodsto
ck Butterflies
1000’ Visit Us
of Images Visi
on
TM
Cheeky dog is inspired by my dog louis, but it is a collection of captured
moments that I think all dog owners can relate to.Edibles
THREE DAYS -Vanessa, artist
OF MUSIC
* He is a sneakyTHAT ROCKED , cheeky, charmer!
* He lives to be
A DECADE. loved and adored.* He keeps me comp
Dogs * He snores.
any all the time. . .no matter how late
Cats * He barks soft
I sta
2009.
y up.
ly in his sleep.
Frogs * His biggest enem
Chicks * He has big dog
y in the house is th
envy . . until the big doe vacuum.
Rabbits CELEBRATE* He is afraid of wrapping paper and g gets closer! at Surtex!
Horses * He is quite the the dvd player.
Turtles 40 YEARS.drawer on a sock h
accidental adventu
ness ... the tissue ounting expedition or
rer, often getting h
risking it all for hisimself stuck in a
A Goa
ts
* He has got hims r toilet roll. other big weak
YONEO MORIT Seals low case, almost inelf stuck in a plastic c
-
oat hanger, under fFounder of TM
UB Pigs shower with the w the washing machine, in the fridge on a urniture, in a pil-
HANADEKA CL FerretsOriginator of
raphy” * He is loved!
ater running. hot day and in the
ye photog Ducks“Pet fishe
Guinea Pig
Hampster Booth #2407,
Iguana
Mice
OVER 100
in
LICENSEES
terny@inter
continental- Flowers
.com
ltd.com winterny@intercontinental-lt
d.com
ww.intercon
www.intercon
tinental-ltd tin Holidayen
tal-ltd.com
2409, 2411
“There is a little bit of
‘cheeky dog’ in every dog
and I believe every dog
owner would agree!”
OVER 100 IMAGES TO CHOOSE FR
OM
TM features Bits & BaublesHanadeka iverse
more than 30 d different books in 16 inter
languages. cont
Promo Leaflets
ny@intercontinental-ltd.com ininter ental
www.intercontinental-ltd.com licensing ltd.
and many MANY MORE... interny@intercontinen
www.intercontinentaltal-ltd.com-ltd.com
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