In the world of Licensing of brands, driven by the need to offer a 24/7 brand engagement, last year was lead by the major global brand Licensor’s strategising not just to build brands, but to build licensed franchises.
As a case study of the 360 Degree Licensed Franchise phenomenon, then a quick recap of Disney’s work with the Star Wars brand. Episode VII: The Force Awakens flew past the $1 billion mark at the box office faster than any other in film in history.
But wait, there’s more. To continue the franchise royalty revenue, the studio plans to release a new Star Wars film every year from now until 2020. This is in conjunction with other licensed experiences including television, live events and the dominating range of consumer products.
Case Study Two: Marvel’s Avengers: Age of Ultron continued mighty power of the superhero genre, raking in $1.4 billion worldwide. More Marvel movies (2 a year for the next 5 years), attractions, products, experiences contributing to the 360 degree strategy of consumer engagement.
Case Study Three: Universal’s revival of the Jurassic Park franchise with Jurassic World delivering $1.6 billion in box office sales worldwide. Universal also continued the franchises of Furious 7 and Minions, both of which enjoyed a healthy return at the box office and reinvigorated retailer support with refreshed consumer products.
A 360 Degree Licensed Franchise programme seeks to attain full brand leverage into royalty revenue across multiple platforms. Licensing is not linear, it is not just consumer products, but now includes licensed promotions, services, events, attractions, animation and interactive gaming to continue to touch new and reward loyal consumers.
Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.