The evolution of licensing

Abstract

Looks at recent changes in licensing in the UK: these reflect awareness the increase in child obesity and changing consumer attitudes and lifestyles. Traces the rise in family licensing over the last five years, following “Toy Story” and other computer animated blockbusters, and this reflects the value that families now put on shared entertainment experiences: “The Simpsons” for example appeals to parents and children alike. Shows how this has also led to the rise of the franchise: Hollywood has increasingly built film licences into brands in their own right, and coordinated licensing campaigns are another trend. Moves on to the rise of sports licensing, which is a response to the trend towards healthier lifestyles to combat obesity: brands are linking themselves to bodies like the Lawn Tennis Association or promoting active living, such as Sainsbury’s Get Active campaign. Concludes with the changing way that TV characters like Bart Simpson and Spongebob are being used: again, they are now being associated with healthy brands.

Citation

Parkhouse, B. and Beswick, A. (2005), "The evolution of licensing", Young Consumers, Vol. 7 No. 1, pp. 34-38. https://doi.org/10.1108/17473610610681270