Licensing 2019:  Up Sales, Up Demand, Up Counterfeiting

Today marks the opening of yet another Licensing Expo in Las Vegas.  And personally speaking, it represents my 17^th show.  When I first` started attending, kids were asking their parents to go find Nemo, the SuperSonics were in Seattle, 50 Cent was “In da Club” and my flip phone didn’t have a single picture on it.  (I was still a few months from getting my Blackberry.)  My, how times have changed.

But nowadays, we’re talking about Avengers, the Las Vegas Raiders, Billie Eilish, and the latest slew of smartphone games with the never-ending debate of iPhone versus Android.  But what hasn’t changed?  The demand for licensed products.  The lastest trends and fads have created an emotional attachment to our buying habits that does not appear to be slowing down.

Today, Licensing International released its 5^th Annual Global Licensing Survey.  While it’s astonishing to recognize that global licensed retail sales have reached over US$280 billion, the more interesting takeaway is that it continues to grow over every year the survey has been conducted.  Licensed merchandise is a growth market.

However, that increased demand comes at a significant cost… counterfeiting.  Counterfeiters have, can and will pounce on the opportunity to sell cheaply made goods based on stolen intellectual property.  As the industry continues to grow, it’s more important than ever to be diligent in the best practices of authentication, licensing management, and online brand protection.  And that’s why we actively participate in Licensing Expo.  We’re here to help brand owners build a brand by protecting it.

If you’re in Las Vegas, please stop by and see us in the Mandalay Bay Convention Center at K226.  If you didn’t happen to make it to the show, then visit with us in China from July 24^th to July 26^th as we exhibit with our new partner Maxim Label and Packaging.  Or it’s never too early to make an appointment to see us at Brand Licensing Europe in London from October 1^st to October 3^rd.

As a brand owner, you need to strike before your property gets hot… or the counterfeiters will.