Hardware Podcasts

081: How To License Major Brands and Celebrities

Product Startup · 23 Jun 2021 · 43m

What this episode covers

Rhett Silverstein, founder of Hegemon, explains inbound licensing, where manufacturers partner with major brands and celebrities to leverage existing recognition. He contrasts this with traditional endorsements, highlighting how licensing allows startups to gain instant retail access and consumer trust by applying a known brand to their own innovative products. Silverstein details the deal structure, emphasizing that manufacturers must prove execution capability and often guarantee minimum royalties to secure these partnerships. He uses the success of a modernized Teddy Ruxpin toy as an example of how a small startup can achieve massive scale by combining innovation with accessible legacy IP.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Hegemon, Beanstock, Lagardeer, Omnacom, Procter & Gamble, Mako Design + Invent
Products
Teddy Ruxpin, Mr. Clean, Hamilton Beach
Also
Andy Rodic, Walmart, Amazon, Target, Toys R Us

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