The “Russian licensing forum” – a powerful impulse for licensed sector of the economic development

The Organizing Committee of the «Russian licensing forum”, which was held from 13 to 15 March 2013 at the IEC «Crocus Expo», sums up the results of the main license site operation of the country, which for the first time united the exposition and business program. The forum has become an effective platform for business:  within three days it was visited by more than 10 thousand people, 91% of whom are the market professionals. The participants of the exhibition were more than 20 leading international and Russian companies, among which ELC, Plus Licens, The Walt Disney Company, ICON Promotion, ZeptoLab, Brand Extensions, Nickelodoen, Animaccord, Megalicense, GK «Ricky». The exhibition became a notable event in the international market of licensing: 33% of the exhibitors are the leading foreign licensors and licensees[1].  

In the frameworks of the business program more than 80 speakers reported, in parallel in 3 conference halls were held 15 thematic sessions, covering 55 of the most pressing topics of the industry, particularly, licensing in sport, food, fashion, retail, footwear, publishing, museum, cinema, animation, games and toys.

In spite of the fact that the speakers and participants of the business program of the Forum touched upon in the speeches  various market niches and category licensing they were unanimous in one thing: Russia is one of the most promising licensed markets in the world. According to the forecast of Disney Consumer Products, the  volume of the licensing characters market in Russia in the period from 2012 to 2022, will grow from 1.5 up to $ 5 billion.  Increase of the market will provide such categories of goods as clothes, footwear, accessories (40%), housewares (9%), newborns goods (8%).

In favor of the industry development support  evidence the forecasts related with the development of the main channel of distribution of the licensed products - retail market. The experts, who spoke at the Forum, expect the retail market growth in 2011-2017 years from 549  to 941 billion $. By 2022 share of 25  largest retail networks will amount to 22%.

Stepwise interest to the licensed product is awaited in Russia in the near future also in the context of sport events: up to 2018 in the country will be held 6 major sporting competitions. It will affect the interest to the licensing products, because the goods with sports symbols - conductor, giving to a simple man the opportunity to join to the big sport. According to the ELC company forecast, from 2013 to 2018 Russian will become one of the leading countries for the football licensing goods sales volume.

In «Russian licensing forum» another driver of the licensing market growth was actively discussed - creation and promotion of the Russian national brands inside and outside the country. About the interest and readiness of the Russian consumers to buy products with domestic brands have repeatedly said the participants of the Forum.

So, according to the Synovate Comcon company research, which was held in 6 cities with over a million population, about 30% of children and/or parents in 2012 selected dairy products with the image of the character of Russian cartoon «Smeshariki». The real breakthrough on the market in categories such as clothing, cosmetics, food products, office products has become  “Masha and the Bear” brand: on its share 19% of all purchases of licensed characters goods are accounted.

Discussion on the media role in creating and promoting a successful brand took a special place in the business program of the Forum. Animation, cinema, the Internet, computer games will dictate in the forthcoming years «face» of the products, which is in demand among the customers.  World starts shared their practical cases on how to effectively use the popular character, particularly, the ZeptoLab company with mega populate game Cut the Rope.

The Forum participants also were able to get acquainted with the other star of the Apple Store and the Android Market - the phenomenon of the Angry Birds, by using this brand is produced clothing, toys, books, soft drinks and Bank cards. The characters of both games have already become paradigmatic examples of how fast cult heroes transfer from gadgets to the supermarkets shelves.

According to the leading market players, the new format of the “Russian licensing forum”, which united the exhibition and the business program, the most comprehensively contributes to the strengthening and development of the Russian licensing products market. With its help foreign participants can demonstrate the most non-trivial examples of licensed products, to get acquainted with the prospects of joining the young licensing market of Russia, Russian companies – to get information about new sales sources.

To participate in the next “Russian licensing forum”, which will be held from 12 to 14 March 2014, please kindly apply by phone \ fax: +7 (495) 234-50-68, 234-50-67, 234-50-61, e-mail: info@licensingforum.ru.

Supplemental information

«The Russian licensing forum» (RLF) is the only annual forum, which represents all participants of the licensed activities, ranging from producers of goods and services to right holders and representatives of Russian and international brands. The purpose of the «Russian licensing forum» to create conditions for the promotion of national brands and national cultural image of Russia both within and outside the country.

RLF history began 7 years ago, when the business platform for the players of the Russian market of licensing was organized for the first time. A few years ago and now it was initiated by ACGI (Children’s Goods Industry Enterprises Association), which unites more than 180 Russian and foreign companies.

License (from lat. liсentia - law, resolution) - a document (the agreement), giving the right to perform certain actions.

Licensing - the process of issuing a special permit (license).

Licensor - one of the licensing agreement parties, giving to the other side (licensee) the right to use the object of the license (inventions, technology, technical expertise and other forms of industrial property).

Licensee - a legal entity or individual entrepreneur, having the license for the execution of a concrete kind of activity.

Licensing conditions - conditions, subject to which the license is valid.