The celebrity side-hustle

Licensing 101: Our guide to celeb licensing

Celebrities have been crossing genres to increase their exposure and personal brands for decades. But while it used to be that only the most captivating personalities could cultivate an impactful brand, the modern world of influencer marketing has changed how we define celebrity. And while it has never been easier to become an influential figure, it has also never been more essential for influencers to license their inner celebrity.

What Is Celebrity Licensing?

Celebrity licensing is when an existing business licenses the image and naming rights of a celebrity. The result is a product that appears to be fully backed and promoted by an influential celebrity personality.

An easy example to show how celebrity licensing can work effectively is the George Foreman grill. Do we think George Foreman was tinkering away in his garage building a plug-in panini maker? Of course not, but the product appeared to be George Foreman’s baby, and it was a massive sales success.

While the implementation of celebrity licensing sounds simple on its face, the execution can vary wildly depending on the celebrity’s participation level. In most cases, the licensee already has existing designs, ideas, and supply chain to facilitate, while the celebrity has the power of final approval.

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