Published in the February 2013 issue of Intellectual Property Magazine.
Food and beverage licensing is big business in the US, Europe and other developed countries. It is done with a variety of different strategies, from the canning and distribution of beverages to the manufacturing and distribution of branded products in both the food and nonfood product categories. In the US, this category accounts for half of the total licensing revenues. The category has also experienced significant regulatory changes (in the US and Europe) in the children’s market, requiring manufacturers and licensors to provide healthy options for products aimed at kids.
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Rand Brenner is an IP professional whose passion is helping inventors, startups, and businesses of all sizes use licensing to turn their IP into income-producing products, services, and technologies. His decades of experience run the gamut from medical devices to food technology to consumer products. He’s licensed some of the biggest Hollywood entertainment blockbusters including the Batman Movies (1 and 2), and the number one kid’s action TV show, the Mighty Morphin Power Rangers. Rand speaks about licensing and is a featured speaker at investment conferences, trade shows, colleges and startup events. He’s a published writer with articles appearing in several prestigious trade magazine including The Licensing Journal, Intellectual Property Magazine, and License India. Rand also mentors at the Cal State Fullerton School of Business and Economics and is a judge for their startup business plan competitions.