Marja Konttinen 'brand-marketing-pg-connects' Rovio

Rovio © 2014 Confidential

Turning Your IP Into a Nest Egg – The Rovio View of Licensing

Marja Konttinen


License to… IP (intellectual property)

“The practice of allowing a manufacturer (“licensee”) to affix or associate the idea, character, design or other representation owned by another (“licensor”) to his products.” Pat Upton, Make Millions in the Licensing Business

Why licensing?

Licensor: •Build and boost your brand and business, extend your brand outside your core medium•Partners: Outsource manufacturing, Work with established, trusted partners•Marketing: Get visibility outside your own core field and channels

Licensee: •More sales through recognisable name/characters, and relevant marketing support


Brand marketing

“As more companies—from Fortune 500 ones to startup companies – incorporate licensed products into their lines, licensing has become the marketing strategy of the future.” Vanessa L. Facenda, Supermarket Business

No marketing budget?

Licensing out your brand to partners can also be an effective marketing tool:•Increased visibility and awareness •Unexplored channels and reach •New local markets•Business opportunities – barters, collaborations or monetary deals


Leveraging partnerships: 1+1=3

1. Brand fit – partnership makes sense and offers new experiences for both2. Common goals – align audiences, timings and targets3. Fan fit – final product should be fun for the end user









Marja Konttinen 'brand-marketing-pg-connects' Rovio

Presentations & Public Speaking