A license is an agreement through which a licensee leases the rights to a legally protected piece of intellectual property from a licensor – the entity which owns or represents the property — for use in conjunction with a product or service. Licensing is defined as the process of leasing a trademarked or copyrighted entity (known as a “property”) for use in conjunction with a product, service or promotion. The property could be a name, likeness, logo, graphic, saying, signature, character or a combination of several of these elements.

Brand licensing

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Netflix

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H&M ties up with Netflix to launch 'To All The Boys I've Loved Before'-inpired line

The latest collection has been launched on the fast-fashion retailer's online store.

Cartoon Network unveils free gaming app for kids

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Cartoon Network unveils free gaming app for kids

Cartoon Network GameBoxis a virtual toy box with Cartoon Network web games inside.

Mattel

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Mattel Launches 'Mattel Playroom' Digital Resource for Parents, Caregivers

New online hub also offers play-from-home information and tips for parents and caregivers.

Overwatch League

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Overwatch League announces HyperX as the Official Memory Partner

HyperX has collaborated with companies across the esports industry.

Magic Gaming, RIOTORO

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Magic Gaming partners with RIOTORO for gaming tech

This deal will be making RIOTORO the official gaming peripheral partner of Magic Gaming.

Ricky Zoom

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eOne Revs Up Broadcast Launch of Ricky Zoom in UK on Channel 5's Milkshake!

eOne is backing its latest pre-school property with an investment in PR and digital marketing activity to drive tune-in.

Kohl’s

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Kohl's Extends Store Closures Indefinitely, Furloughs 85K Employees

Kohl's continues to serve millions of customers through Kohls.com and the Kohl's App.

Canada Goose

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Canada Goose, Gap to produce medical gear amid COVID-19 pandemic

Canada Goose, known for its luxury parkas, will be making patient gowns and scrubs in order to aid in the battle against the pandemic.

Cambria

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Room & Board, Cambria tie up for Pren collection

The new line is available in all of Room & Board's showrooms.

McLaren

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Logitech G renews Esports Partnership with McLaren

Both companies will release a new esports challenge.

Kathy Ireland

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Kathy Ireland Worldwide Partners with Tech-Startup Brainbase to Drive Licensing Business into The Future

As part of the strategic partnership, Ireland will also join Brainbase as Global Chief Brand Strategist, with kathy ireland Worldwide providing Brainbase with global brand building and licensing industry expertise.

Angry Birds

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"Angry Birds" animated series to soon premiere on Netflix

The 40 x 11 episode series will launch globally in 2021.

Madewell, Crocs

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Madewell collaborates with Crocs

This is the first time for Crocs to make a shoe with Madewell.

A Shaun the Sheep Movie: Farmageddon

Baidu, Aardman tie up to feature "Shaun the Sheep" stickers

Baidu has tied up with Aardman to feature “Shaun t...

Emoji

Undergarment brand Handcraft to introduce Emoji collection

The agreement has been brokered by Retail Monster,...

Rilakkuma

Blanc Cerise to develop bed linens inspired by Rilakkuma

The Japanese bear cub character is one of the top ...

Hard Candy, Marilyn Monroe

Hard Candy unveils Marilyn Monroe beauty collection

Hard Candy x Marilyn Monroe collection will includ...

HYKE, Adidas

HYKE, Adidas team up for another collaboration

In 2016, they both partnered for the first time, d...

Disney, ColourPop to bring “Mulan”-inspired cosmetics line

Disney, ColourPop to bring "Mulan"-inspired cosmetics line

The new collection is valued at $99, featuring nin...

Penguin Random House

Penguin Random House teams up with Rebellion for Sci-Fi Audio

The audio books will start being published this mo...

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