Licensing Impact on Consumers

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Presentation transcript:

Licensing Impact on Consumers How do you think the concept of licensing might impact the prices of products purchased by consumers? Let’s explore…

What is Licensing? Licensing refers to an agreement which gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee

What is Licensing? How might the licensing process impact product price? Let’s look at some examples…

What is Licensing? Remember “pillow pets”? At the height of their popularity, the cost for a regular pillow pet retailed at $19.99.

A Sponge Bob or Dora licensed version of the same product? $29.99. What is Licensing? A Sponge Bob or Dora licensed version of the same product? $29.99.

What is Licensing? The University of Oregon? The cost of a Ducks branded pillow pet was $12 more than a ‘regular’ pillow pet toy.

Licensing What about fidget spinners? When they were popular, a generic fidget spinner could be purchased for $5 or less…

Licensing Team licensed versions of the same toy? Those were selling at 2-3 times the price ($14.99 for a Cubs or Yankees version)!

Licensing What about something a little less trendy or popular than toys? How about something like duck tape?

Licensing Even every day consumer products like Duck Tape see a price hike when it features your favorite team. In this case, a nearly 234% increase (price per yard).

Top Licensors Which U.S. sports leagues sell the most licensed merchandise at retail? Can you guess which league sells the most merchandise?

Which U.S. sports leagues sell the most licensed merchandise at retail? Top Licensors

What is Licensing? After reviewing these slides, how do you think the concept of licensing might impact the prices of products purchased by consumers?

What is Licensing? What other examples of licensed products can you think of? Can you list 10 examples? How do you think licensing impacts the price of those products?

What is Licensing? Why do you think licensed merchandise costs more than other non-licensed products?

What is Licensing? Are you surprised which U.S. sports league sells the most licensed merchandise? What could other leagues do to sell more licensed merchandise?