C31

If you have seen any product, DVD, television program or movie concerning the Three Stooges in the last 50 years, C3 Entertainment had a hand in its licensing, production or distribution. Founded by the Stooges themselves in 1959, the company has since broadened its scope to include chefs, magicians, rock-and-roll legends, celebrities, artists and properties such as Grizzly Adams.

 “We are a media company in three major operating areas,” points out Eric Lamond, vice president of brand management and strategic planning. “We do the licensing, the production and the distribution. Not every licensing agency will do entertainment production, and I can guarantee you not every licensing agency does content distribution – that is very rare. But we do all of it, and we do it very well. We’re a small company, but we get a lot done. That’s good for us and our licensees.”

Aalmg1

With its enormous beach, five-star restaurants, shark reef and other world-class amenities, a stay at the Mandalay Bay resort is no ordinary experience, even by Las Vegas standards. Naturally, when it came time for the resort to find an operation that could help it develop its own line of sun care products, Mandalay Bay needed to find an extraordinary partner. Thanks to the help of Mandalay Bay’s licensing agency, All American Licensing (AALMG), the resort found that extraordinary partner in New York-based PakLab, one of the world’s leading providers of turnkey solutions for the health and beauty sectors. 

Through the combined efforts of Mandalay Bay and PakLab, the Bay Soleil line of skin and sun care products debuted earlier this year at the resort. Like the resort itself, Bay Soleil is no ordinary sun care line, combining spa-like luxury with exceptional protection from the sun. The resort believes the high-end look and feel of the Bay Soleil products make them ideal for the Mandalay Bay experience, and they also offer guests the opportunity to keep a little bit of that experience with them even after they return home. 

Sony1

Successful licensing is a multidisciplinary activity that requires extensive experience and expertise in creating and producing products. “There’s no rule of thumb or set formula,” asserts Gregory Economos, Sony Pictures Consumer Products senior vice president of Global Consumer Products. “Yes, there is a strategy but also a gut experience based on the group’s collective thinking on what could work.”

In the case of Sony, that is a highly experienced “collective gut.” Economos has been in the licensing business for 20 years representing a diversity of properties. His team also comes with a highly knowledgeable background. “We probably have hundreds of years of experience collectively on the team,” Economos calculates. “The experience of the group as a whole varies, but it’s a really good group of people.”

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For more than a century, Rawlings Sporting Goods Co. Inc. has evolved along with the game of baseball, Mark Kraemer says. “[We’ve] been able to grow with the game to the highest level, and adjust and change with the times,” he says.

This ranges from sporting goods to products visible in video games for players, “whether they’re on the field or in the seats,” he says. Rawlings strives to stay “in tune with what the players’ needs are, as the games are getting quicker and faster.”

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Long gone are the days when getting his photo on the front of a cereal box was the best exposure an NFL player could receive off the field. The business of licensing and marketing the likenesses of professional sports stars has become incredibly sophisticated in a world of social media and increasingly broad licensed product categories. This is magnified when talking about the NFL, America’s most popular professional sports league.

The stars of the NFL are some of the most recognizable athletes in the world, and there are more ways than ever for fans to connect with their favorites. Making sure fans have those opportunities is the responsibility of NFL Players Inc., the licensing and marketing subsidiary of the National Football League Players Association (NFLPA). According to Vice President of Licensing and Business Development Steven Scebelo, NFL Players Inc. has agreements with nearly 80 licensees who develop and market products featuring the likenesses of approximately 2,000 current NFL players. These products include apparel, trading cards, video games, collectibles and toys. 

Nba1

The licensing arm of the National Basketball Association (NBA) is looking forward to another winning season. “We have expectations for another very successful year in terms of licensing and retail sales,” says Lisa Piken Koper, vice president of licensing. “The growing popularity of basketball and interest in the NBA globally continues to fuel our merchandise business.”

Founded in 1946, the National Basketball Association is a global sports and media business with offices in 13 markets worldwide, and games and programming in 215 countries and territories broadcast in 47 languages. 

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When people think of the Major League Baseball Players Association (MLBPA), they may think first of what is arguably the most high-profile players union in all of professional sports. What they may not realize, however, is the major role that licensing and marketing play in MLBPA’s operations. Simply put, the licensing and marketing aspects of MLBPA are key parts of its mission to best serve the rights of the players.

 “We look to protect and serve the players’ rights while we work to get product in front of the fans and the serve the functions of the organization,” says Evan Kaplan, director of licensing and business development.

Carroll1

As a renowned racecar driver turned successful auto designer and manufacturer, Carroll Shelby revolutionized high-performance auto designs both for the racetrack and for street vehicles for collectors.

Today, his logos grace products including die-cast cars, clothing, video games and golf carts – as well as automobiles. In fact, there are more than 150 Carroll Shelby licensees worldwide. 

“There are people out there who know the brand but cannot afford one of these cars,” says Ari Kopmar, executive vice president of consumer initiatives. “These products give people access to the brand and an opportunity to show their support. It shows their advocacy for the brand and the man. Carroll Shelby was a true American icon.”

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