Licensing Through The Decades

LICENSING DECADES THROUGH THE Over the last 40+ years, brand licensing has evolved from primarily a legal discipline to a versatile and effective marketing tool for brands across all categories. There were key moments in history that revolutionized the industry, helping licensors and licensees recognize that creatively licensed consumer products could extend, revive and often immortalize brands. 070 • 1968 •1968 • 1972 • #1 FLNTSTONES VITAMINS HANNA-BARBERA PIERRE CARDIN THE 1970s SESAME STREET Flinstones Vitamins are still Sesame Street discovers High-end fashion enters licensing, extending into multiple categories, including accessories, furniture and food. Fashion and entertainment characters are early a critical licensing recognized today as an iconic product, immortalizing the characters and sustaining pioneers in licensing. strategy, engaging preschoolers and their parents through consumer products. awareness among consumers who may never have even watched the show on television. 80 • 1978 • • 1974 • HELLO KITTY •1978 • THE 1980s RALPH LAUREN STAR WARS HELLO KITTY What began as three highly popular movies grew quickly through consumer products into Corporate brands Starting with male and female fragrances, Japan-based Hello Kitty recognize licensing as a valuable tool to quickly became an Ralph Lauren quickly grew his fashion line into a cross-category lifestyle brand. international brand extend beyond their core products. through one of the first global licensing programs. an empire that sold to Disney for $4B in 2012. • 1980 • 1980• • 1982 • 1984 • -TMOTORZ HARLEY-DAVIDSON