Licensed Merchandise Market Driven by Rising Importance of Global Box Office, Outlook 2017-2021
Licensing is the process of buying a copyrighted or trademarked property such as name, logo, character, or any other element. It involves two parties, a licensor and a licensee. The licensor owns the property and the licensee buys the license. The use of copyrighted or trademarked property is subjected to certain terms and conditions agreed upon by both the parties. Licensed merchandise refers to the merchandise manufacturers licensing the right to use the name and likeness of artists on the...
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