LICENSING

The $250+ Billion Business!

With this kind of sales volume, it's no wonder that licensing has become a critical component of the marketing equation for manufacturers, developers, creators, and retailers alike.

Gary Caplan, Inc. is a licensing consulting firm who for over 35 years has been providing clients with valuable insight, information, and advice about licensed properties and licensing as a business.

Just as the licensing business itself has changed, GCI’s approach to the business has changed over the years, . Gone are the days of “label slapping” marketing. What has emerged is a more sophisticated and considerably more challenging business. The industry now requires a more seasoned, rational, and creative approach.

We are committed to staying at the forefront of the licensing business and making a meaningful difference to our client companies and the licensor / property owners with whom we work.

What is licensing? Is it a legitimate long-term marketing strategy? Or, is it simply an easy way for licensors and licensees to make a few quick bucks?

The truth is that both statements are valid, but there is a lot more to the story.

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ASK THE COACH

Since 1984, Gary Caplan has helped hundreds of marketing executives, manufacturers, brands, rights holders, retailers, and entrepreneurs – from seasoned industry experts to novices just entering the industry – navigate the complex world of licensing. Thus, over the years, he has become known as ‘The Licensing Coach ®.

Have a question? Gary loves to help when he can. Fill out the form below and Gary will do his best to answer your question, or at least get you pointed in the right direction.