Licensee Survival Handbook

Greg Battersby and Danny Simon, long-time licensing veterans, Licensing International’s Licensing Hall of Fame members, and previously published authors of a wide range of licensing books, have launched their latest licensing work, entitled Licensee Survival Handbook which is a how-to book expressly for manufacturers and licensees on how to seek and find the best license and how best to manage and administer the licensing program from start to finish to obtain maximum profitability. It targets manufacturers looking to take their first license and veteran licensees who want to improve their profitability.

The book, which the relevant trade association, Licensing International, endorses, includes a special contribution from members of Browne, Gordon & VanRaalte, LLC, plus contributions from more than 20 industry veterans, including former Licensing International (“LI”) Chairperson Carole Francesca; LI’s president, Maura Regan; Francesca Ash of Total Licensing, Roger Berman of Zen Works, Steven Heller of The Brand Liaison, Charles Schnaid of Miller Kaplan, Marty Malysz of Dependable Solutions, Andrew Schenkel of Double Play Agency, Menal McGrath of Dan Dee, and Ray Uhlir of LMCA.

Kent Press has published this book as part of its Licensing Trilogy, including the recently published Language of Licensing and Fundamentals of Licensing. It is available now on Amazon in paperback, hardcover, and a Kindle version. Future distribution will include an audio version, which will soon be carried at Barnes & Noble, B-A-M, and other major book retailers. Review copies are available.

The book also encompasses a variety of relevant subjects, including extensive “Licensee Tips,” data privacy, artificial intelligence, advertising and social media issues, infringements and counterfeiting, and an interview with Changes’ Will Thompson about what retailers are looking for in licensed products. It also includes a valuable table of today's average and median royalty rates, plus an extensive library of licensing forms and agreements.