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#174 - Licensing’s Growth Opportunity episode artwork

EPISODE · Apr 23, 2025 · 28 MIN

#174 - Licensing’s Growth Opportunity

from Circana Unpacked · host Circana

Globally, licensing is a $365 billion business. The U.S. comprises about 60% of the market. Kristen McLean, senior executive director, The Circana Entertainment Knowledge Group, takes listeners into the world of licensing. Hear insight into the elements of successful licensing deals and what to consider when partnering with another brand. Highlights: There are four main types of licensing: character, personality or lifestyle, co-branded, and limited-time offer (LTO). 11% of licensing involves food, both CPG and foodservice. Successful licensing should include brands that overlap in appeal, but also work to expand the audience for both brands. Before diving into licensing, validation is critical. Consumer research can help ensure a licensing idea resonates with the target audience.

What this episode covers

Globally, licensing is a $365 billion business. The U.S. comprises about 60% of the market. Kristen McLean, senior executive director, The Circana Entertainment Knowledge Group, takes listeners into the world of licensing. Hear insight into the elements of successful licensing deals and what to consider when partnering with another brand. Highlights: There are four main types of licensing: character, personality or lifestyle, co-branded, and limited-time offer (LTO). 11% of licensing involves food, both CPG and foodservice. Successful licensing should include brands that overlap in appeal, but also work to expand the audience for both brands. Before diving into licensing, validation is critical. Consumer research can help ensure a licensing idea resonates with the target audience.

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#174 - Licensing’s Growth Opportunity

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Frequently Asked Questions

How long is this episode of Circana Unpacked?

This episode is 28 minutes long.

When was this Circana Unpacked episode published?

This episode was published on April 23, 2025.

What is this episode about?

Globally, licensing is a $365 billion business. The U.S. comprises about 60% of the market. Kristen McLean, senior executive director, The Circana Entertainment Knowledge Group, takes listeners into the world of licensing. Hear insight into the...

Can I download this Circana Unpacked episode?

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