Smaller licensing agencies are attracting more bigger brands than before, says Bulldog Licensing.
MD Rob Corney told Licensing.biz: "Before, smaller agencies were only getting pitched small brands and the larger firms were getting the bigger ones. I think the absolute opposite is true today.
"As licensing firms grow, the head count inevitably grows. As a result, the number of brands grows as you have to cover the cost of the headcount. Then you have to bring in more junior people to manage the sheer workload.
"It’s kind of an ever-decreasing spiral and I think the industry is recognising this about licensing agencies.
"I think the future of this industry will see larger licensors, like the Disneys and Warners of the world, only get bigger. Conversely, I think licensing agencies will probably be smaller.
"There’s a recognition that smaller agencies with fewer brands give greater space for a brand’s growth."
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