1. 1 Chapter 17 Licensing Copyright © Nelson Australia Pty Ltd 2003

2. 2 Outline 1.The nature of licensing arrangements 2.Types of licences 3.Technology transfer agreements 4.Trademark licence agreements 5.Celebrity and character licensing agreements

3. 3 17.1 The nature of licensing arrangements

4. 4 What is a licence? A contractual arrangement whereby the owner of intellectual property (the licensor) grants to another party (the licensee) the right to use the intellectual property (IP): in a particular place for a particular time for a particular price subject to particular conditions.

5. 5 What is a licence? The licence may be: Exclusive – No other person may use the IP in that territory. Sole – The licensor can also use the IP in that territory. Non-exclusive – The IP can be licensed to other persons in that territory.

6. 6 17.2 Types of licences

7. 7 Technology transfer agreements Trademark licence agreements Celebrity licensing agreements Character licensing agreements

8. 8 17.3 Technology transfer agreements

9. 9 The licensor grants a licence to the licensee to establish a manufacturing facility for the purpose of producing a product using the licensor’s technology.

10. 10 17.4 Trademark licence agreements

11. 11 Trademark licence agreements The licensor grants to the licensee a licence to use the licensor’s trademark in connection with the distribution of a product or the performance of a service.

12. 12 17.5 Celebrity and character licensing agreements

13. 13 Celebrity and character licensing agreements A celebrity or the owner of a character grants a licence to use their name and likeness in connection with the distribution of a product or the performance of a service.