By Ingrid Süßmann
‘A 360-Degree Use of Content’Founded in 1985, the New York-based International Licensing Industry Merchandisers’ Association (LIMA), is the key trade organization for the global licensing industry.
It represents the interests of entertainment, lifestyle, and media companies, more than 200 of which are based in Germany. LIMA has made it their mission to promote growth and expansion of licensing worldwide, raising professionalism among licensing specialists and heightening awareness of the benefits that licensing and merchandising can offer to publishing and other communities.
The new cooperative agreement with Frankfurt Book Fair is aligned with such engagements as the exclusive sponsorship of the Licensing Expo in Las Vegas (May 23-25) and other trade events in London, Hong Kong, and Shanghai.
Initial projects are expected to be rolled out soon, not least because many LIMA members have been active trade visitors and/or exhibitors at Frankfurt for years.
The focus of the partnership is to be on character, entertainment, sports, and lifestyle.
“A 360-degree use of content is omnipresent within the publishing industry,” says Markus Gogolin, Frankfurt’s head of strategic marketing, echoing a talk on “360-Degree Revenue Models” given in October at Frankfurt’s Business Club by industry consultant Richard Nash.
“That’s why we’re intensifying our collaboration with LIMA,” says Gogolin, “which represents various members of the licensing industry.”
Peter Hollo, who leads the German LIMA office, says, “I’m happy that we’re working more closely with the Frankfurt Book Fair than ever before.
“And I imagine that even more might be possible in the future, including a distinctly more engaged licensing industry at the Frankfurt Book Fair with clearly increased visibility.”
Tag der Lizenzen (Licensing Day) on April 27 in Cologne marks the official start of the cooperation with the fair. Publishing Perspectives will have more on plans for the collaborative effort between LIMA and the fair in October.