TOTAL LICENSING
Where estates have a murky history,
certain unscrupulous licensors may
claim they have the exclusive rights
to a set of images, when in fact those
images may be in the public domain,
or may be primarily owned by anoth-
er party who should actually be the
licensee’s main point of contact.
Further complicating the matter is the
fact that laws governing the ‘rights of
publicity’ for celebrities and legends
have changed over the years, and can
vary from state to state. For example,
California, Indiana and Tennessee have
passed laws that retroactively assign
the ‘rights of publicity’ to the desig-
nated heirs of a celebrity or legend.
In commoner’s terms, this means that
the designated heirs own the right, in
part or whole, to grant licenses for
that individual’s name or image.
Fear not, however! The remedy to
this sticky situation is simple. At the
outset of your discussions with a li-
censor, ask for written verification of
their right to grant the license. This
could be as simple as copyright, trade-
mark or other documentation sub-
great marketing hooks, they also can help you coordinate your co-branding
stantiating their proof of ownership.
be the focus for specialized products efforts with our other licensees.
Legal judgments resolving disputed
tied to the anniversary, such as limited
rights are also of value.
edition collectibles. Go Seasonal
Another wise remedy is to choose a
Seasonal merchandise can present
company that has developed a reputa-
Boutique-ing wonderful opportunities for licens-
tion for carefully vetting the proper-
Obtain a contact list of other licens- ing - Marilyn Monroe beachwear and
ties they represent, and for not playing
ees from your licensor. Work with apparel, for example, is a natural fit.
‘fast and loose’ with the law. Here at
them to reach out to retailers to help Wines, usually issued when weather
Legends Licensing, we always carefully
them ‘boutique’ a wider collection of is cooler, is a better match for the
vet all our image libraries prior to of-
product in stores. Retailers like this autumn months, and gift sets are per-
fering them to our licensee partners.
approach because it gives them a dis- fect for the holiday season. Plan well
We also offer our licensees the right
play to build around, but they often ahead to maximize the potential for
to request proof of ownership in ev-
don’t have the time to pursue all the seasonal sales, and stay sensitive to
ery contract. Choose your licensor
licensees. If you can organize your- retailer’s buying cycles for these sea-
partner carefully, and you most likely
selves and then approach retailers, sonal items.
will never run into a rights problem.
either directly or via the trade press,
you will have a better chance of suc-
The Feedback Loop
Getting the Most out of cess at boutique-ing, and in reaping the
Perhaps most importantly of all, re-
Your Celebrity and
rewards of the enhanced sales that can
gard your licensor as your business
Legend License
accompany this approach. Consider
partner. Like any good business part-
co-oping the cost of banners, signage,
There are a number of marketing
nership, communication is key. Stay
Gary Saal is Director of
cardboard standees and other retailer
opportunities represented by celeb-
in close contact with your celebrity
Licensing for Legends
point-of-purchase display items to fur-
rity and legend licensing that licensees
and legend licensor agency, letting
Licensing LLC, a business-
ther encourage retailer participation.
should keep in mind when doing prod-
them know what’s working for you
friendly, one-stop shop
uct development, and when laying out
in the marketplace. Expect them to
for licensees seeking the
Co-op Advertising and
their marketing plans:
share with you what they’re hearing
rights to a wide range of
Co-Branding
from other licensees working with the
celebrities and other
Team up with other licensees on co-
Anniversaries
same property, and to keep the chan-
legendary figures.
op advertising and co-branding op-
Anniversaries are great hooks for
nels of communication open for you
The company is
portunities. Because Legends Licens-
products. Look at birthdays, death
with those other licensees as well. We
headquartered in Santa
ing has extensive in-house product
dates, and other hallmark watersheds
at Legends Licensing particularly enjoy
Rosa, CA, with offices in
development support, comprehensive
throughout that individual’s career
working with licensees who are look-
Florence, Oregon, and
photo restoration facilities, fast-turn
– launch of a first film, date a major
ing for a co-creation partner, and it is
Los Angeles.
around on approvals, and electronic
award was granted, even a distinct
our experience that, when it comes to
To contact Gary, call
image delivery, not only do we help
era that punctuated that individual’s
celebrity and legend licensing, these li-
707-566-7825 or visit
you produce your own products
career. Not only do these make for
censees are the most successful of all!
www.legendslicensing.com.
quickly, you can also count on us to
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