A growing number of Japanese businesses are eager to license their products, not just for royalties but because they see licensing as an effective marketing strategy, according to a licensing association official.
"Through licensing products, companies can raise awareness of their brands," said Fumihiko Kusama, managing director of the Japan office of the International Licensing Industry Merchandisers' Association.
"America has been at the forefront of using licensing as a marketing tool. By contrast, Japanese companies are not fully aware of the strategy or view giving outsiders the rights to their brands as a risk," he said.