Guinness1 ThumbThanks to its enviable brand strength, the undisputed expert on record-breaking feats has spent the past few years ramping up its licensing activities. Not only is Guinness World Records the world’s leading expert on breaking records, it has one of the most recognizable brands on Earth. The company started 55 years ago in London after the managing director of the Guinness Brewery had a debate over what game bird was the fastest and decided to create a definitive book with answers to similar questions. The first edition of the book was bound in August 1955, immediately reflecting the promise of the concept when it became the number one best seller by that Christmas. 

Licensinglink1 ThumbWith 45 years of expertise in its pocket, this 15-year-old licensing agency is taking its industry by storm. Karen Spitz, founder and president of New York-based licensing agency Licensing Link Ltd, states two concepts about licensing as though they are fact. One: it is never boring because everyday is different. Two: it isn’t rocket science to figure out. 

Ncaa1 ThumbThis organization not only governs the athletic programs of US colleges and universities, it governs the licensing potential of its multiple brands and events. The licensing program at the National Collegiate Athletic Association (NCAA) was once housed within the organization’s brand and promotions team. Today, primarily the corporate and broadcast alliances group and the organization’s strategic partner, Collegiate Licensing Company (CLC), handle it, but the purpose behind the licensing arm of the national organization remains the same. 

Pinkalicious1 ThumbThis HarperCollins book series captured the imagination of millions of young girls and will continue to delight fans with a collection of consumer products inspired by more magical adventures and a unique style. The Joester Loria Group was appointed as the global licensing agent for Pinkalicious, the hugely successful children’s book series illustrated by Victoria Kann, in October 2009 as pent up demand for licensed product was becoming apparent, according to Debra Joester, president of Joester Loria.

Precious1 ThumbSam Butcher’s message of honoring the goodness in others isn’t lost even after 30 years due to a focused licensing approach. We recognize his figurines instantly: those teardrop eyes, cute little faces, and inspirational messages that fit the character’s actions all too well. It’s been more than 30 years since Sam Butcher began drawing these Precious Moments for family and friends, but the sentiment he hoped to convey with his creations then remains the same today.

Remington1 ThumbAs an industry leader in the firearms, ammunition, and accessory industry, this 194-year-old company has hit its mark in the world of licensing. Several years ago, Remington Arms Company, Inc. stood independent as the largest and oldest firearms, ammunition, and accessory company in America. Founded in 1816, the NC-based company is known for its Pump Action Model 870 shotgun, 10 million of which have been made, and its Bolt Action Model 700 rifle, among others. 

Brandgenuity1 ThumbA smart team and a slow-and-steady mindset have helped this dynamic licensing company reach the top and are fueling its plans to grow its international presence. In the last five years, some big changes have come to Global Icons, the global licensing firm Jeff Lotman founded 14 years ago. The company, which has an annual growth average hovering around 25%, completed a major acquisition of another licensing firm in 2005 that brought in a few significant clients, specifically Build-A-Bear Workshop.

Brandgenuity1 ThumbBy taking a business development approach to licensing that focuses on the strengths of each brand and understanding consumer desires, this licensing agency has seen a lot of success in just seven years. When senior-level, experienced people in any industry have a vision and an action plan, good things often result. At Brandgenuity, a licensing agency founded in 2003, its four founders had a vision of creating a turnkey licensing agency that intimately understood all of the pillars of licensing. Judging by its client list and success stories, those founders not only dreamt big, they executed their plan. 

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