2008-05-20 23:36:47 -

- 5W Public Relations Clint Cantwell, 212-584-4318 ccantwell@5wpr.com From Latin America to Eastern Europe and from China to India, the demand for Western popular culture continues to be a major avenue of growth in an otherwise struggling US economy, according to several top executives present at "The Globalization of Western Brands through Licensing" panel discussion held earlier today.

Led

by Steven Ekstract, Group Publisher of License! Global magazine, the group took an in-depth look at the markets, brands and trends driving this global marketplace. Among the participants were Georgiann Decenzo, Executive Vice President, Advanstar Communications; Charles Riotto, President of International Licensing Industry Merchandisers' Association (LIMA); Maura Regan, Vice President and General Manager of Licensing for Sesame Workshop; and Debra Joester, President and CEO of The Joester Loria Group (representing Jeep, Chrysler, Planet Earth and others).

"Adversity breeds opportunity," noted Mr. Ekstract. "While US brand owners continue to feel the effect of a weakened domestic economy, expansion of their business internationally through licensed product can be a tremendous avenue of growth. In Western Europe alone, the licensed product market is estimated to be worth in excess of $26 billion, while markets such as Latin American, Eastern Europe, China and India are poised for significant growth over the next three to five years."

"For brand owners, new markets mean new product and revenue. For consumers, it's the familiarity and comfort of popular cultural icons and brands. And for thousands of licensees and licensors worldwide, it's a $187 billion global industry," added Mr. Riotto.

Among highlights of today's discussion were:

-- Utilizing the export of intellectual property in order to offset continued weakness in the US marketplace. "Walk the streets of any major international city and you'll likely discover the reinvigoration of many American heritage brands, whether it's Playboy's store on London's Oxford Street, the introduction of IZOD in India through Arvind brands, or Estee Lauder fragrances in China," stated Mr. Riotto.

-- Reducing risk when taking a brand global, from quality control to combating counterfeits. "There are several companies out there today that have proven the business model. Take someone like Iconix Brand Group, for example, who take classic Western fashion and home brands such as Ocean Pacific, Royal Velvet and Rocawear and partner with a local sourcing agent such as Li & Fung in order to gain instant market penetration and lessen their liability," stated Mr. Ekstract.

-- Emerging markets driving the International growth of licensing today and in the future. "Take a look at markets like India, Latin America, China, or Eastern Europe. You have three billion plus consumers all hungry for Western brands, whether its lifestyle products, sport, entertainment or otherwise. The key is figuring out how to successfully tap into it," stated Ms. Decenzo.

-- Brands that are successfully proving the business model. "As the single largest informal educator of young children, local Sesame Street programs are produced in countries as diverse as Northern Ireland, Indonesia and India--making a difference in over 120 nations. We utilize local experts and educators to create custom content for each region that extends beyond just a television show to include market specific licensing initiatives as well as outreach opportunities. Great examples of that is the success of Plaza Sesamo in Mexico, now celebrating its 35 year anniversary, and the creation of Galli Galli Sim Sim in India," stated Ms. Regan.

-- Trends to watch for on the streets of Boston, Beijing and beyond. "Exclusive direct-to-retail deals have really heated up in the past year as a means of increasing foot traffic, including Marvel partnering with Carrefour, Chorion bringing its Mr. Men characters to Marks & Spencer, Gap Inc.'s alliance with Chorion Entertainment, and Nickelodeon teaming SpongeBob SquarePants with New Look, among others," stated Mr. Ekstract.

Speaking on behalf of the annual Licensing International Expo, to be held at New York's Jacob Javits Convention Center from June 10-12, Ms. Decenzo stated, "2008 is shaping up to be another banner year for the global licensing industry, as evidenced by the growing number of new exhibitors and attendees registered for this year's show. In total, we will have some 6,000 properties and brands represented and in excess of 25,000 visitors from 82 countries. The real excitement, however, are the deals that will made, providing a glimpse into the products and properties that will drive consumer sales in 2009 and beyond."

About Licensing International Expo

Now in its 28th year, Licensing International Expo 2008 (www.licensingexpo.com) is the most established and dominant licensing event in the world. The show is the global marketplace for leveraging brand and property equity and for developing new licensed consumer products. The expo features 600 exhibitors, which represent more than 6,000 properties for consumer products, in categories including corporate brands, entertainment, sports, lifestyle, publishing, art and design and much more. Exhibitors include Fortune 500 consumer brands, Hollywood's top movie studios, publishing giants, artists and designers, which all introduce their properties to the marketplace at the show. With 25,000 attendees from 82 countries representing the world's leading retailers, manufacturers, agents and brand owners, Licensing International Expo 2008 is an opportunity for business expansion, whether the business is a new property, an exciting popular character or a classic brand. Licensing International Expo 2008 provides a unique and diverse platform to judge the viability and compatibility of existing brands at a show which represents the worldwide licensing marketplace.

About LIMA

Founded in 1985, LIMA is the worldwide trade organization for the licensing industry. LIMA's main objective is to work together with licensors and licensees for the advancement of professionalism in licensing through research, national and international seminars, trade events and publications. With members in 26 countries, and offices in New York, London, Munich, Tokyo and Shanghai, members enjoy access to a wide variety of activities, information and benefits. LIMA is a proud sponsor of the annual Licensing International Expo (New York), Brand Licensing Europe (London), LIMA Licensing Market (Munich), Licensing Asia (Tokyo), Shanghai Licensing Show and the Hong Kong Licensing Show. In addition, LIMA offers a Certificate in Licensing Studies (CLS) program, the only educational course specifically designed to prepare professionals to succeed in the ever-changing licensing industry. For more information please visit www.licensing.org.

- Leading Experts Discuss Trends in the Globalization of Popular
Products and Brands -