So 2 years after this business launched, it appears that the corporate brandowners are finally waking up to the potential of licensing to generate serious revenue and brand equity.
Harpic's owner Reckitt Benckiser recently hired the ex-head of licensing for Sesame St. which makes you think that they've developed a business function for licensing , although from what I understood in a recent conversation with the ex-head of licensing for Kellogg's winning internal support for licensing initiatives is the hardest part of the job. Not really that surprising when you think that all resources are devoted to increasing market share and profit, not supporting licensees.
Brandowners are happy to take the revenue from licensing but loathe to support licensees but they're also desperate to maintain competitive advantage so perhaps the tide is turning.
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