The Complete Guide
Licensing & Co-Promotions
How brands partner with films, series, characters and artists to create licensed products, capsule collections and promotional campaigns that sell at retail.
Quick answer
IP licensing gives a brand the right to put a film, series, character or artist on its own products, from capsule collections to packaging and merch, usually in exchange for royalties. A co-promotion is a promotional partnership where a brand uses its own media, retail and packaging to promote a release in exchange for using the property in its marketing. This guide covers how both work, licensing partnerships that delivered, movie and series promo campaigns, and collabs, capsules and merch.
Updated October 2026 · By Stacy Jones, Hollywood Branded
FAQ
Frequently Asked Questions
What is IP licensing in entertainment marketing?
IP licensing gives a brand the right to use a film, series, character, game, band or artist's name, logos and imagery on its own products and packaging. The brand (the licensee) typically pays the rights holder (the licensor) a royalty on sales, often with an advance or minimum guarantee, and the licensor approves the products and creative.
What is a co-promotion?
A co-promotion, also called a promotional partnership, is when a brand uses its own advertising, social channels, retail displays and packaging to promote a film or series release. In return the brand gets to use the property's characters, footage or key art in its marketing, timed to the release.
How are licensing, co-promotions and product placement different?
Product placement puts a brand inside the content. IP licensing puts the content on the brand's products. A co-promotion puts the release in the brand's marketing. Many campaigns combine them, for example a placement in the film backed by a promotional campaign and a licensed capsule collection.
What does each side get from a co-promotion?
The studio or network gets marketing reach it does not pay for directly, through the brand's media, stores and packaging. The brand gets the attention and emotional pull of the release. The best deals are built for Mutual Benefit, with clear terms on assets, approvals, timing and categories.
What kinds of products come out of entertainment licensing?
Apparel and capsule collections, footwear, beauty, food and beverage, toys and collectibles, home goods, limited-edition packaging, tour and fan merch, and experiences such as theme park lands and pop-ups.
How far ahead should a brand plan a licensing deal or movie promotion?
Major film promotions are commonly agreed many months ahead of release, often a year or more, because product development, packaging, retail sell-in and media all need lead time. Licensing deals for evergreen characters and brands can move on a different timeline. Rights, categories and exclusivity should never be assumed until contracted.
Does Hollywood Branded work on licensing and co-promotions?
Yes. Hollywood Branded structures IP licensing partnerships and promotional partnerships between brands and entertainment properties, including St. Dalfour's IP licensing partnership with Emily in Paris. The work runs through the same system as every HB campaign: Playbook → Radar (Awareness) → Unlock Access → Produce → Amplify → Grow.
How Hollywood Branded works
One System, Every Category
01PlaybookStrategy built on your goals, audience and budget.
02Radar (Awareness)Live opportunities across film, TV, music, talent and events.
03Unlock AccessIntroductions and negotiation with the right partners.
04ProduceExecution of the integration, content or event.
05AmplifyPR, social and retail activation once the content exists.
06GrowMeasurement and the next, smarter round.