Licensing International’s Steve Manners on why the industry should focus on education to create a new generation of brand owners, manufacturers and retailers that can help brand licensing grow with purpose – on purpose.
So many people find the business of brand licensing by accident. Most of the leaders in our industry will tell you they ‘fell into’ the world of licensing and then fell in love with this global community. And while there is no doubt future executives will discover our business by chance, it’s crucial that we focus on education to create a new generation of brand owners, manufacturers and retailers that can help brand licensing grow with purpose – on purpose.
Licensing International works with educational programmes at colleges and universities to help students understand the industry and make plans to join our ranks. One crucial way we support this new generation is through the Licensing International Foundation’s scholarship programme, which supports students at all stages of their educational journey seeking degrees in business, marketing, design, engineering, entrepreneurial studies, eCommerce and other brand licensing industry-related programmes.
But it’s also crucial that we provide learning opportunities for executives at every stage of their career, to help them grow within their positions and ultimately take on new roles to push licensing forward.
Our Young Professionals Network (YPN) supports those aged 35 and under to expand their skill base, their network, and their horizons through educational and social events. Here in the UK, we have several YPN events scheduled in the coming months.
In conjunction with LI & The Light Fund, Universal will host a Coffee & Connect event for YPNers in London on Thursday 1 May. In addition to creating new connections, attendees will also gain insights into the strategy behind the licensing programme for the blockbuster film Wicked. There will also be a YPN networking event at Brand Licensing Europe in London on Wednesday 8 October.
In the US, meanwhile, young professionals are invited to a networking event at Licensing Expo in Las Vegas on Wednesday 21 May. There was also a tour of the Ground Up showroom in New York City on Wednesday 9 April. After a tour of the space, the Ground Up team discussed some of its most successful collaborations and share how the partnerships came together. Later in the month, on Wednesday 30 April, Licensing International will host a Sip & Socialise event for young professionals in our headquarters in the Empire State Building.
But ongoing education is necessary for every member of the brand licensing industry, no matter how much expertise they have developed over the years. Our industry is constantly evolving, and it’s crucial to stay on top of trends and emerging technologies. To that end, we are very excited to partner with Stobbs to host the UK AI & Licensing Summit. This in-person event, which will take place in London on Wednesday 30 April, will shed light on the evolving role of artificial intelligence and its impact on the licensing industry. Experts will help attendees better understand the legal aspects of AI as well as how it can be applied to brand protection, research and creative applications.
This industry never ceases to surprise me, and that ever-changing nature is why so many of us have stayed in licensing for so long. By focusing on educational programming, I hope we inspire new leaders to not only join us in this community but to push the limits even further.
If you have any questions regarding Licensing International and how we can help you, don’t hesitate to contact me.
Steve Manners is head of global marketing and UK managing director at Licensing International.
Founded in 1985, more than 1,500 Licensing International member companies in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events.
Visit www.LicensingInternational.org for more information.
