LICENSING VISION & PROPOSAL
by Jewel Branding & Licensing, Inc.
Prepared
May 5, 2022
THE OPPORTUNITY
Partner with Jewel Branding & Licensing to leverage the creative vision of The House That Lars Built to develop engaging, on trend products. Together, we will build brand awareness, maximize consumer touch points, drive revenue, and introduce The House that Lars Built to new global audiences and retail channels.
POWER OF THE BRAND
The House that Lars Built is a trusted authority in trend forward, colorful design. Known for clever craft projects, beautiful inspiration, and a whimsical aesthetic, Lars appeals to an engaged audience of creatives through their website, blog, and social media platforms.
Colorful Whimsical Creative
BRAND EQUITY Imaginative Trusted Trendsetter
Teacher
Content Creator Influencer
OUR APPROACH
Jewel Branding & Licensing believes that a strong brand with a distinct presence and unique point of view is the winning combination for a profitable licensing program.
Unlike other agencies, Jewel has a keen understanding of the intricacies of developing and managing licensing programs for design based brands. We carefully analyze the equity and attributes of a property, evaluating public perception, market positioning, and commercial potential to develop a long term licensing strategy that aligns with an existing legacy of success.
Our turnkey suite of services offers support along every phase of a brand’s growth to prioritize visibility, steadily increase royalty income, and solidify a leadership position in the marketplace. As stewards of an important brand identity, we holistically support our clients from start to success.
CATEGORY EXPANSION
Expansion of the Lars licensing program requires a gradual approach. We will carefully examine the strengths of the existing program, do a competitive review and retail audit, and then develop a strategy to target the most appropriate categories for long-term, steady growth at retail.
Our preliminary analysis suggests the following category path:
Craft & DIY
Goods
Furnishings & Decor
& Paper Goods
1.
2. Entertaining 3. Party
4. Home
5. Stationery
6. Gift 7. Experiential 8. Juvenile 9. Toys & Games 10. Apparel & Accessories
RECOMMENDATIONS
To ensure that The House that Lars Built receives full, ongoing support for its licensing program, Jewel Branding & Licensing recommends the following services:
• Licensing Analysis & Strategy
• Turnkey Licensing Representation
• Management of Existing and New Licensees
• Financial & Legal Services
LICENSING ANALYSIS & STRATEGY
At partnership commencement, Jewel will conduct due diligence as follows:
Client immersion session: review of equity, assets, and trademark
Competitive review: best practices and key considerations
General retail audit: category analysis and in store merchandising opportunities
Jewel will use this data to develop a growth plan for the Lars licensing program that includes strategies for product category expansion and retail collaborations.
TURNKEY LICENSING REPRESENTATION
As agents of the Lars brand, Jewel will: Actively source new licensing opportunities and market the brand to key contacts
Exhibit at Licensing Expo and other shows TBD
Manage the licensing contract process and deal flow from beginning to end
Manage digital assets with Jewel’s proprietary software
Organize and deliver Lars proprietary assets to licensees
Conduct regular program reviews to ensure brand alignment across products, marketing initiatives, and launch plans Deliver regular progress updates
LICENSE MANAGEMENT
Jewel will provide ongoing licensee management for existing and new partners. Services include:
Facilitating communication between The House that Lars Built and licensees
Management of product development & product approval processes
Royalty tracking and collection
Contract negotiations and compliance
Licensee business reviews
Assistance with marketing and launch plans
FINANCIAL & LEGAL SERVICES
As representatives of The House that Lars Built licensing program, Jewel will:
Negotiate and secure favorable deal terms and license agreements
Generate and present contracts to Lars for review and execution
Administer relationships with licensees to assure agreement compliance
Collect and manage amounts owed under all license agreements
Ensure quality and timely royalty reporting and payments
Monitor and verify licensee sales and royalty reports for accuracy
Recommend licensee audits when appropriate
Assist with managing property rights as needed
CREATIVE SERVICES
Jewel's creative division is available to support the creative needs of the Lars licensing program, as necessary. These customized services are invoiced separately, and can include:
Style guide for licensing
Brand brochures for pitches and sales
Trend analysis and reporting
Creative direction
Artwork development
Product concepts & mock ups
Targeted retail presentations
Trade show graphics Marketing materials
PROPOSAL
Jewel Branding & Licensing (JBL) will be the exclusive licensing agency for The House That Lars Built, providing these services as outlined.
Term: Three year contract with renewal option*
Territory: Worldwide
Compensation:
Commission rate for existing licensees 20% of gross royalties; commission increases to 25% of gross royalties for renewed agreements 40% of gross royalties for new license agreements $3,500 marketing fee (includes pro rata share for exhibiting at trade shows)
*If JBL has not signed or is not in the final stages of negotiations for at least 3 new licensing opportunities after eighteen months from the start of contract, either party shall have the right to terminate the agreement.
NEXT STEPS
1. Schedule follow up call to discuss licensing strategy and proposal
2. Align on services to be provided by Jewel Branding & Licensing and refine proposal as needed
THANK YOU
Julie Newman CEO and Founder 678.733.0400 julie@jewelbranding com
Ilana Wilensky President 404.698.3350 ilana@jewelbranding com
Jewel Branding & Licensing, Inc | jewelbranding com