Licensing Italia interviewed Laurent Taieb, President and board member, Licensing International France, to explore one of the most relevant topics in today’s industry: the role of fandom in today’s business.
LI: Why is this topic so relevant for today’s licensing industry, and how can adopting a “fan-first mindset” reshape the way companies approach their audiences?
LT: Today’s licensing industry is no longer driven by product placement but by emotional connection. According to Licensing International Global Licensing Industry Laurent Taieb on the role of fandom in today’s businessStudy’s 2025 report, licensed products remain resilient precisely because they build on fans’ emotional bonds — consumers want to express identity and nostalgia through what they buy.
A fan-first mindset means designing every element — from storytelling to merchandising — around how fans live, share, and interact. It pushes companies to listen more deeply to communities, embrace co-creation, and respond in real time to fandom data. This approach transforms audiences into brand advocates, unlocking a cycle of sustained engagement and long-term value.
LI: Engaging fans beyond traditional marketing can strongly benefit IP creators and owners — do you believe licensees also play an active role in this process?
LT: Absolutely. Licensees are no longer just manufacturers — they are creative collaborators and cultural translators they are the funnel between the property and the fan. In 2025’s fan economy, product success depends on credibility with fan communities. The most successful brands pair licensors’ storytelling power with licensees who are fans themselves, ensuring authenticity in product design and marketing.
Licensees today actively help co-develop fan-centric campaigns, collect engagement data, and localize products for different fandoms. This partnership model blurs traditional lines, turning every stakeholder in the licensing chain into a participant in community-building rather than a passive distributor.
LI: Licensing International plays a key role in professional education and community building. How does the organization foster dialogue and learning opportunities across the industry?
LT: Licensing International continues to lead global professional development through its year-round programs — from the Licensing Essentials courses to regional and local workshops, webinars, summits, and university partnerships. Its mission is to advance global licensing practices and connect professionals across 40+ markets.
The organization acts as both educator and convener, promoting cross-sector collaboration between entertainment, fashion, art, and sports.
Through initiatives like webinars, regional chapters, and thought-leadership content, it enables the industry to exchange insights on new business models, technology-driven innovation, and fan engagement strategies.
LI: Why should industry professionals make sure not to miss this webinar?
LT: This session isn’t theory — it’s a masterclass in fan-driven innovation. Paul Bufton, Sophie Bloomfield, and Jon Spalding bring exceptional perspectives across entertainment, creative development, and music licensing, highlighting how fandoms define the new blueprint for growth.
Attendees will gain actionable frameworks for how to listen to, measure, and mobilize fan communities; apply fandom insights to portfolio and product strategies; and build brand experiences that feel authentic and collectible.
With the global fan engagement market projected to grow nearly 20% annually, this webinar is a timely roadmap for anyone managing IP in today’s passion-driven economy.
