BLOG: Celebrity licensing, the dos and don'ts

Why you should choose your celebrities and licensees carefully.
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Celebrity licensing has taken off in a big way in the past decade making it one of the most lucrative sales avenues for licensors of recent times, and it looks set to stay this way.

The world we live in is consumed with celebrity status. It’s become a way for licensors and retailers to target pre teens and teens, a notoriously difficult audience to reach. As a result of this, licensing agreements and celebrity image rights have become big business in terms of generating revenue. Such agreements might involve granting third parties the rights to use a celebrity’s name, image and brand in connection with product endorsement and related commercial ventures.

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