Product licensing allows a business to use an established brand, character, game, artwork or other intellectual property (IP) to create and sell officially licensed products.

The process can seem complicated if you have never done it before. It typically starts with identifying the right IP and developing a product concept that fits both the brand and its target audience. The proposal is then presented to the licensor or licensing representative for consideration.

Once a licensing agreement is in place, the product development process normally involves multiple stages of approval, including product design, artwork, packaging, samples and final production. Commercial considerations such as royalties, minimum guarantees, territories, sales channels and product pricing also need to be carefully planned.

Having a great product doesn’t automatically mean it will succeed in a new market.

For brands entering the UK or European market, understanding how distribution works, which retailers to target, how products should be positioned and priced, and what local customers expect can be just as important as the product itself.

This is where PLF can help.

With experience working across manufacturing, brands, distributors and retailers, together with teams based in both the UK and China, PLF helps bridge the gap between international brands and the European market.

With our UK and China teams working together, we can also reduce language, cultural and time-zone barriers, creating smoother communication between brands and their European partners.