When trademark licensors grant a licensee exclusive rights to manufacture and sell licensed products, they often reserve the right to engage in negotiations with one or more potential replacement licensees during a certain period of time before the conclusion of the exclusive license agreement.
Are we about to say farewell to Geoffrey the Giraffe, the Toys R Us mascot? Are we never again to be serenaded by the jingle “I’m a Toys R Us kid”? Or is this just adieu (until we meet again)? Toys R Us filed for liquidation on March 15, 2018, seeking to shutter its 735 stores and sell off its inventory.
When a brand takes a position on an important issue, that position becomes associated with not just the core product or service of the licensor, but the licensed products as well. We need to understand how and why brands often feel compelled to take a stand. That brings me to The Power of Licensing #3.
Licensing relies on the strength and integrity of brands and how brands communicate their message to consumers and other stakeholders. Indeed, licensing is one of the marketing tools that brands can utilize. It is essential for those of us in the licensing community to understand the equities of brands and how brands can strengthen those equities but also how brands can damage those equities.
LONDON, UK, FEBRUARY 20, 2018 – Global confectionery manufacturer, Perfetti Van Melle, has partnered with leading European food group, Vandemoortele, to create a range of doughnuts under the iconic international lollipop brand, Chupa Chups®.
This is my first post on BeanTalk, under the heading “The Power of Licensing.” I’ll write about things happening in the licensing industry, the marketing/communications industry, business in general, and our culture that are or will have an impact on licensing.
October 19, 2017 | By Oliver Herzfeld | An old quip that is widely misattributed to the famous movie producer Samuel Goldwyn states “a verbal contract isn't worth the paper it's written on.” The truth is, with only a few exceptions, oral agreements are legal, valid and binding. However, oral agreements present other difficulties and challenges apart from enforceability. A lawsuit recently commenced by the Estate of Thelonious Monk against North Coast Brewing Co. provides an excellent opportunity to explore some of the issues raised by oral agreements.
September 29, 2017 | The legal saga between Snyder’s-Lance, the maker of Pretzel Crisps, and PepsiCo’s Frito-Lay, maker of Rold Gold’s Pretzel Thins, may already have seven years under its belt, but it’s seems to be only beginning. While the final chapter is yet to be written, the ongoing court proceedings are already serving as a cautionary tale to emerging food and beverage brands.
SHANGHAI (AP) — It is no secret that the bulk of Ivanka Trump’s merchandise comes from China. But just which Chinese companies manufacture and export her handbags, shoes and clothes is more secret than ever, an Associated Press investigation has found.
September 18, 2017 | By Oliver Herfeld, Chief Legal Officer, Beanstalk
A well-functioning corporate licensing program can help a brand to expand into new categories and territories, adapting to new trends and a changing marketplace. However, setting up such a program takes hard work and ongoing care.