Brand Licensing

What Brand Licensing does

Brand Licensing, Inc. (BLI) is a privately held, U.S.-based licensing and product development company founded in 1994 by Doug Polumbaum and headquartered in Danbury, Connecticut. The firm operates with a lean team of 1–10 employees and creates and implements brand licensing and corporate sponsorship programs for three core client types: direct-to-retail brands (e.g., Better Homes and Gardens at Walmart, Car and Driver at Target, Road & Track at Walmart), non-profits (e.g., the American Lung Association Health Partner Program), and Fortune 500 companies (e.g., Nationwide Insurance paired with Guideposts, Woman's Day Eyewear).

BLI's service offering spans strategic planning, category and competitive landscape analysis, brand architecture, sales and marketing program implementation, contract term optimization, quality control and compliance review, and an international network of licensing sub-agents. The company monetizes through licensing royalties and program management fees tied to the retail performance of the licensed product programs it structures.

The track record disclosed by the firm is concentrated in a small number of marquee programs that have cumulatively generated over $2.5 billion in retail sales across kitchen/bedding/bath, automotive, toys, and health-related categories. Leadership includes Founder/CEO Doug Polumbaum, EVP Peter Van Raalte (former LIMA Chairman and Madison Square Garden SVP Retail & Licensing), and SVP Risa Korris (former producer at Interpublic, Grey, and Lowe + Partners). No technology platform, AI/ML capabilities, or external funding are referenced in available materials, and the firm's website carries copyright dates between 2017 and 2019.

Name

Brand Licensing

Legal name

Brand Licensing, Inc.

Website

https://brandlicense.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Brand Licensing, Inc. is a privately held U.S. licensing and product development firm that creates and manages direct-to-retail, non-profit, and Fortune 500 brand licensing and corporate sponsorship programs for clients such as Better Homes and Gardens at Walmart, Car and Driver at Target, and the American Lung Association.

Ownership category

akta.pro rank

Product category

Brand Licensing Services

NAICS

Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) (533)

akta.pro primary industry

Merchandising, Character & Brand Licensing (MPADALAF)

akta.pro secondary industry

Branded Content & Sponsorship Licensing (Integrations, Product Placement) (MPABANAH)

Keywords

• Brand licensing services
• Direct-to-retail licensing
• Corporate sponsorship programs
• Brand extension strategy
• Licensing program management

Headquarters

HQ city

Danbury

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Licensing Program Management: BLI creates and implements licensing and corporate sponsorship programs for brands, generating revenue through licensing fees and program management services. Programs include brand extensions into new product categories and distribution channels.

Distribution channels2 records

Core offering

Brand Licensing, Inc. is a licensing and product development company that creates and implements brand licensing and corporate sponsorship programs for direct-to-retail, non-profit, and Fortune 500 clients. The firm develops brand extension concepts, structures licensing deals, manages program implementation, and provides quality control, while leveraging an international network of licensing sub-agents.

Product overview

Brand Licensing, Inc. is a licensing and product development company that creates and implements brand licensing and corporate sponsorship programs for direct-to-retail, non-profit, and Fortune 500 clients. The company operates a portfolio of licensing programs including Better Homes and Gardens at Walmart, Car and Driver at Target, Road & Track at Walmart, Woman's Day Eyewear, and the American Lung Association Health Partner Program. Services include strategic planning, category and competitive landscape analysis, brand architecture, program implementation, contract optimization, quality control, and international licensing support through a network of sub-agents.

Differentiator

Problem solved

Functional benefit

Products and services

• Better Homes and Gardens at Walmart Program Direct-to-retail licensing program featuring Better Homes and Gardens branded products at Walmart across Kitchen, Bedding, Bath, Tabletop, Lawn and Patio categories, with over 3,000 products generating $1+ billion in retail sales in its fifteenth year. For media brand owners and Walmart as the retail partner.
• Car and Driver at Target Program Direct-to-retail licensing program in which Target branded its entire automotive department with Car and Driver, including motor oil, wiper blades, wheel covers, floor mats, and spark plugs. The eight-year program generated over $1 billion in retail sales. For media brand owners and Target as the retail partner.
• Road & Track at Walmart Program Direct-to-retail licensing program at Walmart featuring Road & Track branded vehicles, play sets, and electronic toys across more than 100 SKUs. The six-year program generated over $500 million in retail sales. For media brand owners and Walmart as the retail partner.
• Woman's Day Eyewear Program Licensing program extending the Woman's Day media brand into eyewear products. For media brand owners and retail licensees in the eyewear category.
• Nationwide Insurance with Guideposts Program Corporate sponsorship program pairing Nationwide Insurance with Guideposts. For corporate brand owners seeking sponsorship-driven brand alignment.
• American Lung Association Health Partner Program Non-profit health partner licensing program generating millions of dollars in revenues to support the American Lung Association's not-for-profit missions. Fortune 500 partners include 3M, Emerson Electric, IQ Air, Bank of America, and MetLife. The program is in its sixth successful year. For non-profit organizations seeking licensing-based revenue and awareness.
• Strategic Planning and Brand Licensing Services End-to-end brand licensing and corporate sponsorship services including strategic planning, category and competitive landscape analysis, brand architecture, program implementation by a proven sales and marketing team, client advice on deal terms and contract language, and quality control and compliance review. For brand owners and corporate partners entering or expanding licensing programs.
• International Licensing Sub-Agent Network International network of licensing sub-agents enabling global reach for brand licensing programs. For brand owners seeking to extend licensing programs outside the United States.

Quantifiable outcome

• Better Homes and Gardens at Walmart generates over $1 billion in retail sales with 3000+ products
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• 3M Filtrete FilterscoreStrategic or Co-development PartnerHealth Partner in American Lung Association Health Partner Program. Part of Fortune 500 partner network generating revenues and awareness for ALA's not-for-profit missions.
• IQ AircoreStrategic or Co-development PartnerHealth Partner in American Lung Association Health Partner Program. Part of Fortune 500 partner network generating revenues and awareness for ALA's not-for-profit missions.
• MetLifecoreStrategic or Co-development PartnerHealth Partner in American Lung Association Health Partner Program. Part of Fortune 500 partner network generating revenues and awareness for ALA's not-for-profit missions.
• ProTeam (Emerson Electric)coreStrategic or Co-development PartnerHealth Partner in American Lung Association Health Partner Program. Division of Emerson Electric and part of Fortune 500 partner network generating revenues and awareness for ALA's not-for-profit missions.
• Bank of AmericacoreStrategic or Co-development PartnerHealth Partner in American Lung Association Health Partner Program. Part of Fortune 500 partner network generating revenues and awareness for ALA's not-for-profit missions.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Beanstalk: Global brand licensing agency that creates and manages direct-to-retail and corporate brand licensing programs for major brands and retailers — directly comparable to BLI's service offering and target client base.
• Brandgenuity: Independent global brand licensing agency focused on building long-term licensing programs for brands, retailers and manufacturers — comparable direct competitor in licensing intermediation.
• The Joester Loria Group: Brand licensing agency representing corporate and entertainment brands in direct-to-retail and promotional licensing programs — closely comparable boutique licensing intermediary business model.

Emerging players

• Marquee Brands: Brand management and licensing company that acquires and grows consumer brands through licensing programs — overlapping in retail brand extension capability but structured as a brand owner rather than pure intermediary.
• WildBrain: Entertainment and brand management company that licenses children's and consumer brands into consumer products — partial overlap in consumer brand licensing, especially in toys and kids categories where BLI has done Road & Track toys.

Broad incumbents

• Iconix Brand Group: Brand management company that owns and licenses a portfolio of consumer brands — comparable in brand licensing monetization but with materially greater scale and owned IP.
• Authentic Brands Group: Large brand owner and licensing conglomerate that manages a portfolio of consumer and media brands via licensing partnerships — operates at significantly greater scale and across multiple verticals where BLI operates.
• IMG (Endeavor): Global sports, entertainment and licensing powerhouse with a brand licensing division — comparable in monetizing IP through licensing, but embedded in a much broader portfolio of services.

Others

• Licensing International (LIMA): Industry trade association for the licensing industry, formerly LIMA, where BLI's EVP Peter Van Raalte served as Chairman — provides industry context and signals BLI's standing within the licensing community rather than direct competition.

Regional players

• Bulldog Licensing: UK-based brand licensing agency representing entertainment, sports, and corporate brands — comparable licensing intermediary but primarily serving UK/European brands and retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brand Licensing