Asia IP

The Asian Licensing Conference held today and tomorrow (9 to 10 January), gathers 27 global licensing experts to share industry insights.

The two plenary sessions held this morning focused on the licensing industry’s prospects in the digital age. The first session featured senior executives from the International Licensing Industry Merchandisers' Association (LIMA), YouTube, BANDAI NAMCO Entertainment Inc (represented brands: Pac-Man, Taiko no Tatsujin, Dragon Ball, Street Fighter) and Rovio Entertainment Ltd (represented brand: Angry Birds), who shared their winning licensing strategies in extending their virtual success to the physical marketplace.

Speaking at the session, Charles Riotto, President, LIMA, said according to the LIMA Annual Global Licensing Industry Survey 2016 Report, there is an increased focus on licensing digital properties and the personalities emerging from apps and other platforms. He added that companies are eager to find brands that target the millennial market.

Makoto Asanuma, Managing Director, BANDAI NAMCO Entertainment Inc added that along with video game releases, various media activities such as a TV anime and movies help accelerate licensing business of PAC-MAN. The property has explored various categories, including digital and non-digital, which resulted in expansion of the brand.　

The second plenary session brought together representatives from Viacom International Media Networks (represented brands: MTV, Nickelodeon), Discovery Global Enterprises and Beanstalk (the world’s third-largest licensing agent in 2016). The speakers discussed ways to use innovative technology to transform licensing strategies and operations to expand customer base, increase market share and enhance competitiveness.