You don’t get the licensing deal you deserve, you get the licensing deal you negotiate.


Negotiating is about coming to an agreement for a long-term relationship with your licensing partners. The goal is to make it a win-win for both of you. You and your licensing partner should feel the negotiation is a win-win situation so it leaves you both motivated about the licensing deal.

Your negotiation actually begins once you make contact with your licensing partner. It begins with sharing information, and continues with back and forth discussions. Sometimes it’s a short process; sometimes it’s lengthy.

Before starting your negotiations, you must know what you want and what you’re willing to give on. Often times it’s best to use a third-party, such as a licensing agent or attorney. They are more objective and have more negotiating experience. Most importantly they keep you out of trouble.

One of the best ways to learn about a successful negotiation is to be part of it. I did an interview with Andrew Berger, an intellectual property attorney with the New York firm of Tannenbaum Helpern Syracuse & Hirschtritt LLP. He’s a legal IP expert with lot’s of experience negotiating licensing deals.

As part of this webinar, we did a quick role play. We are negotiating a deal for a new kids character, the Mighty Marshmallow Monsters. After the role play, we discussed the negotiation pointing out some of the key issues and how to resolve them.

Here’s what you’ll learn during this webinar:

  • Key terms for the licensing deal – you’ll hear our mock negotiation on product rights, distribution channels, and licensee capabilities.
  • The benefits of using a third-party negotiator and why it’s a good negotiating tactic.
  • Tips on Negotiating Strategies including asking the right questions, knowing when to walk and making the deal work for both partners.

The goal at the end of the negotiations is to walk away with a clear understanding of all the terms and a win-win agreement for both partners.

Sign-up below to view this webinar.

Mr. Brenner has over 30 years IP management and licensing experience with various industries including consumer products, food, entertainment, software,health technology, medical devices and digital media. He has led international licensing programs as both licensee and licensor, and through consulting projects focused on strategy and management, outbound / inbound licensing initiatives, and IP audits and due diligence.. He has developed and managed deals with Fortune 1000 companies including Universal Studios, Fox Interactive, Sony Pictures, Dow, Cargill, SmithKline Glaxo, Ranir, Coca Cola, Kellogg’s, Hasbro, Mattel, and others. He is a public speaker and published writer, and has taught classes at the university level. His speaking events have included UC Irvine, Tritech/SBDC, Irvine Chamber, Fast Start Studios, ICFO Investors Conference, San Diego Investment Conference, Westlaw Legal Center (NYC), National Speakers Association, and the Hong Kong FilmArt Expo. He has written several articles on licensing intellectual property which have appeared in the Licensing Journal, Intellectual Property Magazine, and License India.

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