SOURCE: Holland & Bonzagni, P.C.

November 01, 2006 10:00 ET

Holland & Bonzagni: Successful Trademark Licensing

LONGMEADOW, MA -- (MARKET WIRE) -- November 1, 2006 -- Ever wondered why there is a Monopoly® sticker stuck to your large Diet Coke®?

Trademark licensing is a creative way to increase visibility and sales by allowing other companies to market products and services using your brand. Licensing creates a royalty stream for new products or services which the trademark owner is unable, or unwilling, to market itself.

McDonald's® is licensed to distribute Monopoly® game pieces at their restaurants. Sales of the Monopoly® game increased exponentially due to the exposure at the popular fast-food chain.

Holland & Bonzagni has helped businesses around the world achieve desired licensing results through trademark counseling, negotiating and drafting contracts, and protecting the marks via registrations and litigation, arbitration or mediation. As Don Holland noted, "Licensing is a $70 billion industry annually." Holland feels that companies should know how to take advantage of this lucrative opportunity.

For example, Holland & Bonzagni worked with TAGGIES®, a brand of children's blankets (featuring loops made of various materials that are tactilely stimulating for children), to license their brand to Scholastic, Inc., a U.S. book publisher. Scholastic created a TAGGIES® book, and sold out the first 120,000-copy printing within three months. TAGGIES® sales increased by over 25%. There is now a series of TAGGIES® books by Scholastic and subsequently, sizeable quarterly royalty checks for TAGGIES®.

Holland shared a few tips for successful licensing of products and services:

--  Register your brand early as a trademark.
--  Conduct trademark availability searches for projected areas of
    expansion to avoid future infringement problems.
--  Determine in advance which products and services you want to license.
--  Use a licensing agent to find potential licenses.
--  Negotiate contracts with an agent and an IP counsel to secure the best
About Holland & Bonzagni

Holland & Bonzagni, P.C. is a full-service Intellectual Property (IP) law firm, based in Longmeadow, Massachusetts, just south of Springfield. Don Holland founded the firm in 1981. Holland & Bonzagni deals exclusively with patents, trademarks, copyrights, trade secrets, computer law, cyber law and related matters, including joint ventures, technology transfers, licensing, and litigation. The firm protects its clients' interests in over 50 countries. Seminar information, and the Corporate Primer regarding current laws involving patents, trademarks, copyrights and trade secrets are available on their website at

Contact Information

  • Contact:
    Bonnie A. Anderson
    Holland & Bonzagni, P.C.
    Longmeadow Professional Park
    171 Dwight Road
    Longmeadow, MA 01106-1700
    Tel: (413) 567-2076
    Email Contact