Increasing International Demand for Western Properties Drives $187 Billion Industry

- Leading Experts Discuss Trends in the Globalization of Popular
Products and Brands -
NEW YORK--(Business Wire)--
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.

5W Public Relations
Clint Cantwell, 212-584-4318
ccantwell@5wpr.com

Copyright Business Wire 2008