Licensing 2001 International Puts Power Behind the Paintbrush in Thriving Artist and Design Categories

Art Business News, April, 2001

NEW YORK--With a $4 million increase to $234 million in royalty revenues and corresponding retail sales in the past year, art and design licensing has become a burgeoning business. For the artists and designers licensing their work, one way to build that business is through L!CENSING 2001 International, the 21 st annual trade show for the multi-billion dollar worldwide business of consumer product licensing, marketing and merchandising, held at the Jacob K. Javits Convention Center in New York, June 12 to 14, 2001.

"The opportunity to negotiate and network with manufacturers and retailers from around the world has made the annual Licensing Show a focal point for the expansion of this piece of the worldwide licensing pie," said Diane Stone, group show director for Advanstar Communications, organizers of the show. "It is the only show that presents a global perspective of the industry to players on both sides of the aisle, whether they be licensors or licensees."

Since 1992, artists and designers have found success at the show in the Art and Design Licensing Gallery, which draws the attention of more than 17,000 consumer product manufacturers, retailers and media who attend the annual Licensing Show. With 180 booths already mapped out for the Gallery, up from 121 in 2000, show organizers say the venue is on track to surpass all expectations.

Last year, at L!CENSING 2000 International, Interart Licensing exhibited on the main floor after being a part of the Gallery for five years.

"This year we are moving back to the Gallery (to exhibit) because we have found that it exposes us to more art-and-design interested manufacturers" said Peg Copenhaver, graphic designer for Interart Licensing. "With the art and design category growing, manufacturers look to us for a variety of leading-edge art. They seek out those exhibitors with a track record of knowing the trends and that is why the Gallery is so effective and beneficial."

"The impact of licensing on the livelihoods of artists and designers cannot be understated," said Charles Riotto, president of the International Licensing Industry Merchandisers' Association (LIMA), show sponsor. "It is licensing that has put the power behind the paintbrush enabling artists and designers to better control the sale of their work."

The Licensing Show has become a catalyst for emerging exhibitors to become key players in the licensing world.

"I began exhibiting at the Licensing Show in 1996 and had only one license. Now I have expanded to more than 50 licenses throughout the world," said exhibitor Marco, founder and creator of Marcoart.

The Gallery attracts individual artists, designer representatives and even design firms like Olika, that want to expand and license their own creations. Having designed themes for companies such as Bath & Body Works and Target, Olika will be exhibiting in the Gallery this year for the first time.

"We have a wealth of designers and artists with unique styles, and we want the opportunity to branch out into the licensing world and make a connection with manufacturers," said Lori Siebert, principle and creative director at Olika.

Robbin Rawlings, founder of Robbin Rawlings Design and artist for Natural Life Collections and Havoc Publishing, has had a variety of experiences within the art and design licensing business. Exhibiting her creations at the Natural Life Collections booths at stationery and gift shows inspired Rawlings to exhibit on her own.

"After exhibiting my work with Natural Life, I recognized the wide range of possibilities within the industry, and I wanted to continue to develop my client base. I decided that the best place to do that would be at the Licensing Show Gallery," Rawlings said.