Licensing gurus Steven Ekstract (pictured left) and Stu Seltzer (pictured right) have teamed up with New York-based publisher Wiley to publish a new Brand Licensing For Dummies book. 

This 256-page how-to guide for navigating the US$356-billion global licensing business is scheduled to roll out on Amazon, Barnes & Noble and eBook platforms on May 19. Key chapters cover topics like hunting for potential franchises to leverage, signing deals, expanding into new markets and building collaborations with partners, presented in an easy-to-read style for both industry newcomers and people interested in learning more about the business. 

“As the entertainment business has shifted and changed, it’s become much harder to get broadcasters to buy programming,” says Ekstract. “I think licensing has become part of the lifeblood of kids entertainment because it’s very hard to survive without it. Everyone is looking for a franchise that can be translated into everything from books, music and toys, to new experiences that continue the brand’s adventures off screen.” 

Ekstract originally brought Seltzer on board as a technical editor, but that plan changed as the scope of the project grew, requiring both of them on board as co-authors. The co-founder of License Global magazine and founder of X Tracks Licensing Forums, Ekstract has more than 30 years of experience in the licensing business, while Seltzer heads up Seltzer Licensing Group and has taught brand licensing at New York University (NYU) for more than 20 years. 

Other For Dummies books have covered licensing in the past, but Seltzer notes that a modern update was required to bring this material to a wider audience. “When I started teaching licensing 20 years ago, nobody had heard of it, and the knowledge was locked to people already working in the industry,” he explains. “Now it’s become a big buzzword everywhere, because over the past decade, social media has increased the visibility of licensed consumer products and experiences to the point that people want to learn more about them.” 

Interestingly, the evolution of the book’s cover illustrates how licensing can bring value to a product early on. Originally, the cover image provided by Wiley was deemed too generic, so Seltzer leveraged his network to license iconic Peanuts mascot character Snoopy for front-and-center placement.

“Peanuts has existed for 75 years, and the brand’s hotter now than it’s ever been,” says Ekstract. “We wanted to put our knowledge into action here and show that we understand the power that timeless characters have to help boost sales.”