What is toy brand licensing
In today's rapidly developing toy market, brand licensing has become a common business model. Whether it is classic anime characters, popular movie IPs, or well-known game characters, brand licensing has injected new vitality into the toy industry. This article will introduce in detail the definition, process, advantages and recent popular licensing cases of toy brand licensing to help you fully understand this field.
1. Definition of toy brand authorization
Toy brand authorization means that the brand owner (authorizer) authorizes its brand, trademark, image or other intellectual property rights to the toy manufacturer (authorized party) for use. The authorized party pays a certain authorization fee and produces and sells related toy products as agreed. This model can not only increase the added value of toys, but also quickly open up the market with the help of brand awareness.
2. Toy brand authorization process
Brand licensing usually includes the following steps:
| steps | content |
|---|---|
| 1. Find an authorized party | Toy manufacturers need to contact the brand owner or their agency to express interest in working together. |
| 2. Negotiation and signing | The two parties negotiated terms such as the scope of authorization, fees, and terms, and signed an authorization agreement. |
| 3. Product development | The authorized party designs and produces toy products according to the brand image. |
| 4. Marketing | Both parties jointly promote authorized products and enhance market influence. |
| 5. Sales and sharing | After the product is sold, the authorized party will receive a share according to the agreed proportion. |
3. Advantages of toy brand licensing
Brand licensing brings multiple benefits to toy manufacturers and brand owners:
| Advantages | Description |
|---|---|
| Improve product added value | With the influence of well-known brands, toy products are more easily recognized by consumers. |
| Reduce market risk | A brand's existing fan base can make it easier to market new products. |
| Expand sales channels | Authorized products can often enter more sales channels, such as brand stores, theme parks, etc. |
| Enhance brand interaction | Through toy products, brands can establish closer emotional connections with consumers. |
4. Recent licensing cases of popular toy brands
The following are toy brand licensing cases that have been hotly discussed on the Internet in the past 10 days:
| Brand/IP | Authorized Party | Licensee | Authorized products |
|---|---|---|---|
| "Ultraman" | Tsuburaya Production Co., Ltd. | Bandai | New version of movable model series |
| "Spider-Man: Across the Universe" | Marvel Entertainment | LEGO | Movie themed building block set |
| "Original God" | miHoYo | POP MART | Character blind box series |
| "Barbie" | Mattel | ZARA | Co-branded children’s clothing and accessories |
5. How to choose the right toy brand authorization
For toy manufacturers, choosing the right brand license is crucial. Here are some suggestions:
1.target market match: Ensure that licensed brands are aligned with the interests and needs of target consumers.
2.Brand influence: Prioritize brands with high visibility and fan base.
3.Reasonable licensing fees: Evaluate the ratio of licensing fees to expected revenue to avoid overinvestment.
4.Long-term cooperation potential: Choose a brand with lasting vitality to avoid the risk of short-term popularity fading.
Conclusion
Toy brand licensing is an important business model in the toy industry, which can bring a win-win situation to manufacturers and brands. By rationally selecting authorized brands and efficiently executing the authorization process, toy companies can quickly improve their market competitiveness. In the future, as more popular IPs emerge, brand licensing will continue to play a key role in the toy market.
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