ABSTRACT
Trademark licensing is often spelled with dollar signs. That is because licensing is big business. Whether it is transferring logos to merchandise or granting franchise rights to third parties who make their business by using a popular mark, well-managed trademarks can generate substantial revenue. While the film trilogy Star Wars netted almost $3 billion in box office and home video sales, licensing and merchandising Star Wars characters and products grossed over $4.5 billion. For colleges and universities, licensing can be a vital source of supplemental revenue. With large student bodies and loyal alumni, state universities garner millions of dollars by simply putting school colors and mascots on T-shirts and coffee mugs and almost anything else that is not nailed down.
