Copyright licensing agreements are often used for consumer goods, as are brand licenses. They are also used for distribution, for example. B with musical works or films. The Stanley Works licensing program continues to expand throughout the equipment industry, with 23 licensees in the U.S. and abroad. In 2008, Stanley has strengthened its image, increased its brand appeal and established itself as an authority in the hardware category as the holder of the best-in-class expanded license in a variety of categories, including work gloves, ladders, gardening tools, power tool accessories, power and tape cables, safety wear, windows, industrial fans, industrial heaters, books and safes. The licensed product distribution channels reflect Stanley`s own channels: The Home Depot, Walmart, Lowe`s, Menards and Ace Hardware in the U.S., B-Q, Carrefour and Screwfix in Europe. New licensees in the United States have also introduced 12V car accessories, lighting, outdoor power equipment, wet and dry spaces, tapes and adhesives, work socks and, through their three new European licensees, workwear, toys, work headlights and power accessories. This year, Stanley licensing programs will continue to expand into new categories such as car outlets, hand trucks, knives, lawn and gardening tools, paint applicators, toys and work boots. Walmart remains a strong advocate for Stanley`s core products and licensed products, and this relationship is expected to intensify in 2009. Brands are significant commercial sources, namely brands, logos or slogans.
Brand licensing agreements allow trademark holders to let others use their IP. Headquartered in Germany, Melitta is one of the world`s leading coffee and coffee products. The brand symbolizes the consumption of high-end coffee, and its licensed line of coffee machines has obtained a strong retail and sales distribution. Melitta will continue to expand into new categories of products and services that complement the company`s core business. In a difficult economy, licensing partners are more critical than ever. For retailers, a licensed product may be the reason a buyer chooses one store through another. For consumers, this means opening their wallets because a product combines the value and positioning of the right trend. In May 2018, Nestlé and Starbucks entered into a $7.15 billion coffee licensing agreement. Nestlé (the licensee) has agreed to pay $7.15 billion in cash to Starbucks (the licensee) for exclusive rights to sell Starbucks products (single serving coffee, teas, beans, etc.) through Nestlé`s worldwide distribution network. In addition, Starbucks receives royalties from coffees and packaged teas sold by Nestlé. As the La Z Boy licensing program continued to expand in retail, the main objective was to use La-Z-Boy`s ownership in Home Comfort and its other well-established components in the areas of quality, durability, relaxation, design and intelligent style.
Licensing in the casual outdoor furniture category continued to show strong growth at several big box retailers. This ongoing initiative will be complemented in 2009 by a series of high-end outdoor collections for outdoor retailers. In addition, the overall growth of the retail trade has been strategic licenses of universal remote controls, outdoor spas and hot tubs, hammocks, household sheets and sheets, recreational shoes and furniture covers. Recently, a large strategic license for home seats has been developed, which has generated strong acceptance by the retail trade of office super doors and chain clubs/warehouses. In 2009, the focus will be on continuing to use La-Z-Boy`s property in Home Comfort and extending the brand to new and relevant consumer product categories.