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LIMA relaunches as Licensing International

Trade body unveils brand refresh to reflect new era in the industry and renewed commitment to the future.

Licensing industry trade body LIMA has relaunched as Licensing International.

The brand refresh – and the new Licensing International name – is designed to better reflect the current state of the licensing industry and where it is headed in the future.

As Licensing International, the organisation will place renewed importance on its key goals, including fostering the growth and expansion of licensing globally; raising the level of professionalism of licensing practitioners; and generating greater awareness of the benefits of licensing in the business community at large.

The new name also immediately conveys the organisation’s purpose to the broader business community and emphasises its identity as a global organisation, with a presence on the ground in 12 countries around the world, as well as acknowledging the increasingly global scale of the industry itself.

When the organisation was first formed in 1985, around 70% of the world’s licensing revenue was produced in North America, but today, international markets claim over 40% of the roughly $270 billion that licensing generates each year.

The Licensing International name also signifies the broader scope of the modern brand licensing industry, which now reaches well beyond the realm of merchandising.

“As the leading facilitator in the licensing industry, we serve a growing, global community by connecting members and diverse brands across the world to invaluable insight and resources,” said president, Maura Regan. “Our debut as Licensing International symbolises a new chapter for the community, and demonstrates our dedication to the licensing industry of tomorrow.”

A new website and member portal – LicensingInternational.org – has been designed to provide a more sophisticated user experience, improve communication and increase engagement with current and next generation licensing professionals.

The trade body can also be found on all major social platforms under its new name.

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