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Licensing Could Be the Growth Hack Your Business Has Missed [TBS 28, Sponsored by FLAsia 2025]

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Are you ready to unlock new revenue streams and elevate your brand? Join us as we dive into the fascinating world of brand and character licensing—and why it might just be your next big growth strategy. We’re joined by an all-star panel of industry insiders who don’t just talk about licensing—they live it:

  • Lily Park, CEO of BMSMILE Singapore, on how a vibrant lifestyle IP is breaking into Southeast Asia with bold collaborations—from airlines to K-pop.
  • Edmund Low, GM of Licensing Division at Avex Asia, a global entertainment powerhouse, revealing how mega-brands like Pokémon, Sonic, and FC Barcelona are strategically expanding in Asia through licensing.
  • And Dr Bryan Tan, Senior Business Advisor at COL Group, sharing behind-the-scenes insights on taking a massive Chinese IP global—starting with a box office sensation.

Sneak peek of this episode:

  • How licensing goes far beyond logos on products—it can open doors to entirely new markets.
  • Royalty structures, minimum guarantees, and what SMEs need to know before entering a deal
  • Why licensing isn’t just for massive brands like Pokémon or Hello Kitty—midsize businesses can play this game too.
  • Common pitfalls that can land you in legal hot water—and how to avoid them

Whether you're a seasoned brand owner or an SME looking to level up, this conversation will change how you see partnerships forever.

Tune in now to unlock the secrets of licensing—and discover how your business can ride the wave of the next big IP.

And here’s the best part: you can meet all our guests in person at FLAsia 2025—Asia’s leading franchising and licensing event!

📍Mark your calendars: FLAsia 2025, September 18–20 at Marina Bay Sands

👉 Score a Free Visitor Pass : https://qr1.be/CR6O

👉 Or use code [FLA25_TFC_20] for 20% off conference tickets! (Partner events excluded). See you there!

What We Discuss:

  • 00:40 — When you work with a K-pop brand, do you pay them or do they pay you?
  • 04:15 — Do you license his brands in Singapore or in the region?
  • 05:36 — Why do you need a distributor-type arrangement with them?
  • 07:04 — What’s the thought process for entering this market directly?
  • 09:25 — How does a brand or character licensing discussion begin, and how should people think about it?
  • 11:05 — Under what scenario did you need to pay licenses to both Sesame Street and Adidas, and what were you doing?
  • 16:21 — Is there a typical royalty range in the market?
  • 16:44 — How does wholesale-based licensing work?
  • 17:40 — Is it usually inverse that bigger projects get lower rates?
  • 19:26 — When you work with a K-pop brand, do you pay them or do they pay you, and how does it work?
  • 20:54 — In a joint venture, do licensors also put up merchandising capital, and where does it stop?
  • 24:07 — As an agency representing many brands, is your partnership scope narrower than a vertically integrated brand owner?
  • 24:35 — Can you share an example?
  • 26:16 — Beyond theaters, what other brand and retail activations work around a movie launch?
  • 28:36 — For mature SMEs with stable cash flow, what kinds of licensing partnerships have you seen work?
  • 31:42 — What are common mistakes or problems to avoid when establishing a licensing deal?
  • 34:00 — Do contracts usually include a required marketing spend, and how much?
  • 35:00 — If supply costs go up or down, do we come back to adjust pricing or royalties?
  • 36:19 — Can we include clauses for outside-impact events in the contract?
  • 37:08 — What do those force-majeure or doomsday clauses typically look like?
  • 39:02 — How long do negotiations typically take?

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