As a licensing agency, we represent intellectual property owners such as artists, illustrators, and owners of trademarks and brands (licensors) who want to see their properties reproduced on consumer products such as apparel, home furnishings and textiles. As a consultancy, we work with manufacturers and brands to help them build their business through the acquisition of appropriate licensed properties and partnerships with retailers.

Art & Design Licensing

• At MHS Licensing, we take a comprehensive approach to licensing. We work hard to manage all aspects of the business for our clients, and to structure deals that maximize their revenue. At the same time, our licensee partners (the companies that acquire rights to use our client's properties) benefit from the use of unique images and the equity of our clients' names. This ensures healthy profits for our partners as well as for our clients.
• With over 250 active licensees and relationships with hundreds of additional manufacturers across a multitude of product categories we are able to work directly with the decision makers and get deals done.
• Through our dedicated staff of account managers, and our art production and accounting personnel we take care of all the daily tasks required to build a successful licensing program, including creating style guides, accounting, artwork distribution, product compliance, contract negotiation and more. This allows our clients to concentrate on doing what they do best - being creative.
• The International Licensing Industry Merchandisers' Association (LIMA) has nominated several of our client's licensing programs in such categories as "Best Overall License of the Year" and "Art License of the Year" at its annual Excellence in Licensing Awards.

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Brand Licensing

• We recognize that the success of a brand is highly dependent on the equity or perceived equity that brand holds. We endeavor to create and build that equity by leveraging our extensive experience in building brands from fine art properties and applying that knowledge to non-fine art property brands.
• We work with brand owners to help them identify or create brand attributes, isolate key demographics of the ultimate consumer and to develop a plan to maximize the potential for revenue, through licensing and retail partnerships.
• We direct the development of the tools necessary to have a successful brand such as style guides, merchandise roll out strategies and publicity efforts.
• We present the brands in their best light to our vast network of manufacturing and retail contacts.

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Consulting

Our growing consulting practice covers three facets of the business:

• Retail Business Development: We serve as a resource for major companies and brands, by providing them strategic direction including selecting channels of distribution, identifying product category opportunities and counseling on effective retailer presentations. Capitalizing on the more than 25 years of retail experience in department stores such as May Company and mass merchants such as Target Corporation, MHS Licensing's relationships with retailers and licensors provide an invaluable conduit for getting business done. Our services range from making presentations at Licensee Summits for General Mills, to complete management of a leased shop in Marshall Field's flagship State Street Store for the international brand, Designers Guild.
• Direct to Retail Licensing: MHS Licensing has expertise in the development of direct-to-retail licensing arrangements, a growing trend in the industry. We are often retained as a representative for major brands to counsel them and introduce them to appropriate retailers. As just one example, MHS Licensing facilitated an agreement between Isaac Mizrahi, the famous clothing designer and Target Corporation, resulting in a full roll out of Isaac Mizrahi apparel in all Target Stores in Fall of 2003. MHS Licensing also negotiated and manages the Target Corporation exclusive brand Fred is Red, covering categories from backpacks to apparel.


• Acquisition of Properties for Manufacturers: Manufacturers that seek opportunities in non-art based properties such as, sports, entertainment, trademark and other sectors of licensing depend on MHS Licensing to advise them in the search, evaluation, and acquisition of appropriate properties and brands. When they outsource their licensing operations to MHS Licensing, they immediately save time and money, thanks to our 25 years of experience and contacts. We are intimately familiar with our clients' businesses, so we can ensure their licensed products stand out on store shelves and attract consumer attention and sales. In addition, we negotiate financially advantageous deals, maximizing our manufacturing clients' profitability. Our clients include the leaders in sportswear, gift and home textile industries. We have successfully negotiated deals on behalf of our clients with such major licensors as; Marvel, Sanrio, Scholastic, Nickelodeon, Hasbro, Mattel, DIC Entertainment, National Hockey League, Major League Baseball, National Football League, Anheuser-Busch, Polaris, Colligate Licensing Company, and many others.

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Marty Segelbaum
President, MHS Licensing
11100 Wayzata Blvd, Suite 550
Minneapolis, Minnesota 55305
Phone: (952) 544-1377
FAX: (952) 544-8663
E-Mail: marty@mhslicensing.com