The industry as seen by top designers.
CHA Show's Programs for Designers,
Licensing will be a major topic.
by CHA (November 21, 2005)
Event #D500: Licensing Fundamentals
Speaker: Carol Eldridge ... Sun., Jan. 29, 5:00 – 7:00pm ...
This seminar addresses what you will need to know about licensing
your artwork. In addition, we will discuss the fundamentals and
concepts of licensing as well as how to build a solid foundation for
protecting and marketing your designs.
You need to know the basics: What is a licensing agreement ...
How to manage your artwork ... How to communicate with your clients
... How to manage your licensed artwork and control your own
This session will provide you with tips on how to license your
work in an effective and successful manner.
Event #D501: Effective Marketing Strategies for the Art
Speaker: Joanne Fink, President, Lakeside Design ... Mon., Jan.
30, 7:30 – 9:00pm ... Fee: $25
Let art licensing expert Joanne Fink teach you how to prepare
your artwork for maximum success in licensing, as well as how to
market yourself and your work. If you want to know:
How to create a licensable body of artwork ... What types of
products you can license your art on ... How to find companies to
publish your work ... How to have your designs produced on multiple
products ... What types of marketing materials you’ll need ... If
you should use a licensing agent
Then this is the seminar for you! Joanne will discuss how to
develop artwork specifically for licensing, and how to present the
work once it is developed. She will cover cost effective marketing
methods, ways to find and contact a manufacturer, as well as how to
make an effective presentation. Lastly, the pros and cons of agents
will be discussed.
Event #D502: Protecting Your Artwork and Concepts
Speaker: Tammy Browning-Smith, Intellectual Property Attorney ...
Tues., Jan. 31, 6:00 – 7:30pm ... Fee: $25
This seminar will teach you how to protect your valuable business
assets. We will discuss copyrights, trademarks, and patents –
what they are, when you need them, and how to go about registering
them. Also, the use of professionals will be discussed – when
to use an attorney and when it is best to do it
yourself. Finally the seminar will cover key concepts in the
licensing of your intellectual property. Attendees will explore
issues such as confidentiality agreements, non-competes, royalty v.
one-time payment, and key licensing contract provisions.
Event # D503: Tips of the Trade: Licensing Your Artwork in
Speaker: Moderator Joanne Fink, President, Lakeside Design ...
Wed., Feb. 1, 7:30 – 9:00pm ... Fee: $25
This panel of successful licensors, manufacturers, and agents
from the gift, stationery, and craft industries will share their
stories and answer questions about how to succeed in art licensing.
Meryl Taylor has experience in many facets of the gift, craft and
stationery industries. She began her career as an artist, and then
worked as a retailer, product developer, and marketing manager for
major manufacturers. Since joining C. R. Gibson two years ago as
Director of Marketing for Markings (the mass market
division), Meryl helped to pioneer the company’s newly launched
scrapbooking division, Tapestry by C. R. Gibson, and serves
as Tapestry’s Director of Marketing as well. She frequently
works with licensing agents and freelance artists, and has recently
licensed designs from well known industry names including Kathy
Davis, Beth Cote, BJ Lantz, and Judy Melvin.
Ray Markow. Ray is the owner and product development manager for
Santa Barbara Ceramic Design. An art school graduate, he founded
SBCD in 1976 after working briefly as a studio potter. SBCD has
grown into one of the leading suppliers of licensed design giftware
products. Ray has overseen the creation of thousands of products,
each based on the artwork and designs of independent artists such as
Mary Engelbreit, Anne Ormsby, Jill Seale , Michael Godard, and
Kathleen McKenna. Ray is recognized for his ability to spot trends
and attributes his success to his passion for promoting talented
BJ Lantz, Talented illustrator and award-winning graphic designer
BJ Lantz has become one of the industry's rising stars of licensing.
Her versatile style, easy-to-work-with manner, and knowledge of
production-related issues has made her a favorite with art directors
and manufacturers. More than 20 years experience in design,
marketing, and freelancing combine to give BJ a unique perspective
on succeeding in art licensing.
Suzanne Cruise. Suzanne is a well established licensing agent
whose career includes a staff position as an illustrator at Hallmark
Cards, founded her company more than a decade ago. She has built her
business on a thorough understanding of the creative process, the
marketplace, design trends, and clients' needs. Today Cruise
Creative represents the highest caliber of creative talent.
Licensees commend her dedication to understanding and meeting their
needs, as well as her unique ability to create a perfect match
between artist and manufacturer.
Event #D504: How to Work With A Licensed Artist
Speaker: Joanne Fink, President, Lakeside Design and Tammy
Browning-Smith, Intellectual Property Attorney Tues., Jan. 31, 6:00
- 7:30pm ... Fee: $25
This seminar is aimed at manufacturers who want to understand the
advantages of licensing art, and learn how to do it successfully.
Topics to be covered include where to find good art, what to expect
from an artist, what you should expect to pay, appropriate royalty
rates, and how to have a good long-term working relationship with
Manufacturers will also learn how to work with artists and product
development from a legal framework. This part of the seminar will
specifically address how a manufacturer should deal with creative
talent and work. Seminar participants will uncover secrets (and the
pitfalls) to handling unsolicited ideas, competition, secrecy,
in-house talent, and contracts. The topics will cover not only
artists, but also product development and independent contractors.
Tammy Browning Smith is an attorney who focuses her practice
primarily in the Intellectual Property specifically for the Arts
& Crafts Industry – focusing on copyrights, trademarks, and
licensing. Her practice includes all facets of representation
including infringement litigation, registrations, appeals, and
program development. Tammy brings an extensive wealth of experience
in corporate law to her clients as well having served as in-house
counsel and corporate counsel to many companies and manufacturers.
Joanne Fink, noted designer, consultant, lecturer, and writer,
founded Lakeside Design after graduating from the University of
Pennsylvania in 1981. A prolific designer and three-time Louie
award winner, Joanne has lectured and given seminars throughout the
world. She is the author of several books, including Greeting
Card Design, Lettering Arts (with Judy Kastin), and the
22nd and 23rd Editions of the Speedball Textbook; she is
currently working on a new book for Sterling Publications. As Design
Editor for Greeting etc. magazine, Joanne identifies the
latest industry trends. Founding President of the Association for
the Calligraphic Arts, Joanne is an active member of the Greeting
Card Association Board of Directors.
Carol Eldridge is a licensed artist who trained as a printmaker
and illustrator and has been creating successful designs since she
graduated from Massachusetts College of Art in Boston. Her whimsical
and colorful design themes reflect the wondrous pleasures of
everyday life. Playful and happy, her designs are cutting edge. Her
work is licensed on a wide range of products from giftware to
tabletop to fabrics and more. Carol's designs have won many awards,
appeared in national magazines. Products with her designs are sold
in major stores and gift shops around the country and are featured
in numerous catalogs. Carol is a trend-setter.
Inspiration and Design Fair Reception
Sun., Jan. 29, 6:00-7:00pm
An opportunity for designers and manufacturers to mingle
socially. Appetizers and cocktails will be served. the reception is
open to designers, exhibitors, publishers, and members of the press.
(Note: To read previous Designing Perspectives articles,
click on the titles in the right-hand column.)