Brand Licensing Is Big Business

Product licensing is big business around the world. According to a recent issue of License Global Magazine in the US, the top 150 global licensors reported $272.2 billion (€227 billion) in retail sales of licensed merchandise in 2016, up from $262.2 billion (€219 billion) in 2015.

Michelin were ranked 89th in the list for 2017 with sales of $320 million (€267 million). The No. 1 spot was again taken by Walt Disney Co with recorded sales of $56.6 billion (€47 billion)

“Licensing is a global business for Michelin, and we offer hundreds of products in several categories,” said Tom Jupena, director of North American brand licensing for Michelin.

Michelin is heavily involved in the development of all its licensed products, and has a robust process in place to ensure its licensees meet company standards. Tom added “Our licensees are truly partners and we expect them to develop and manufacture innovative and differentiated products that contribute to better mobility. They invest the time to understand our customers to develop a product that meets their unique wants and needs”

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