There's always a bit of friendly competition in licensing due to the vast range of different properties out there—everything from entertainment and brands to art, video games, social media, and beyond. This competition can create a dynamic marketplace, where innovative ideas and unique products can truly shine. Generally, the more popular the property, the more competition you'll encounter, leading to a bustling environment where creativity thrives.
Take entertainment, for instance. When a popular kids' movie comes out, you'll see lots of big companies—from toys to apparel to home goods—snapping up those rights. These companies often scramble to secure licensing agreements, aiming to produce a wide array of products that can capture the attention of young audiences. While they might secure rights across a broad spectrum of merchandise, they can't take everything, since no single company has the capacity to produce all the available options. This creates opportunities for diverse players in the market.
During my time on the studio side of licensing, we struck some big deals with major toy manufacturers. These companies, despite their size and influence, didn't control the entire toy category. They managed to secure a substantial portion of the market, but there remained plenty of room for second and third-tier companies to carve out their own niches. Even small businesses and startup entrepreneurs with unique products or niche ideas found opportunities to snag licenses, proving that creativity and originality could compete in a crowded marketplace.
Here's a friendly tip about licensing: if you've got a proprietary product or technology, that's a golden opportunity to chase after rights for a popular entertainment property or consumer brand. While the big players do lock down a significant number of licensing rights, they don't get them all, leaving ample space for smaller players to step in and license those well-known properties. Moreover, both licensors and retailers are always on the lookout for fresh, innovative products to keep their licensing programs exciting and profitable. They know that introducing new and unique offerings can capture consumer interest and drive sales.
So, if you're a small business with a new innovative product, I totally encourage you to reach out! Give them a call and introduce yourself. That's exactly what they're searching for—new and exciting ideas that can invigorate their existing product lines. It could be your ticket to licensing a well-known intellectual property (IP) and gaining visibility in a competitive market. Don't underestimate the power of a unique concept; it could lead to fruitful collaborations and incredible growth for your business.
Got a question about licensing? Send an email to askRand@licensing4profits.com, and I'll answer it in a future post.
About the Author
Rand Brenner is a licensing strategist, dealmaker, and founder of the IP Licensing Coach Academy. For more than 30 years, he has helped founders, startups, and operating companies turn intellectual property into scalable revenue through structured licensing campaigns, strategic partnerships, and commercialization agreements.
His work spans consumer products, medical devices, software, entertainment, and emerging technologies, with licensing programs that have generated millions in product sales and royalty income. Throughout his career, he has worked with both large brands and small innovators, showing how the right licensing strategy can open markets faster than building alone.
Rand is the founder of the IP Licensing Coach Academy, a platform that helps IP owners build deal-ready licensing campaigns step-by-step, without relying on guesswork, endless outreach, or one-off deals. His approach focuses on practical execution, real-world strategy, and turning intellectual property into long-term business assets.
