LIMA welcomes “new era of licensing” with Licensing International rebrand

LIMA, the International Licensing Industry Merchandisers’ Association is marking the new era of the professional licensing community, rebranding itself as Licensing International from today.

The new name, identity and visual language has all been designed to “better reflect the current state of the licensing industry and where it’s headed in the future.”

As Licensing International, the organisation will place renewed importance on its key goals, including fostering the growth and expansion of licensing globally; raising the level of professionalism of licensing practitioners; and generating greater awareness of the benefits of licensing in the business community.

The name also aims to emphasise the trade body’s identity as a global organisation, with a presence on the ground in 12 countries around the world, and acknowledges the global scale of the industry itself. The organisation was first formed in 1985, when around 70 per cent of the world’s licensing revenue was produced in North America. Today, international markets claim over 40 per cent of the around $270 billion that licensing generates each year.

The modern licensing industry has also taken on a broader scope, reaching beyond merchandising, and in an increasingly competitive retail landscape, it is being used in ways to touch new and growing categories, such as experiential services, concept shops or brand revival.

“As the leading facilitator in the licensing industry, we serve a growing, global community by connecting members and diverse brands across the world to invaluable insight and resources,” said Licensing International president, Maura Regan.

“Our debut as Licensing International symbolises a new chapter for the community, and demonstrates our dedication to the licensing industry of tomorrow.”

In its transition to Licensing International, the organisation has also launched a new website and member portal – – designed to provide a more sophisticated user experience, improve communication and increase engagement with the current and next generation of licensing professionals.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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