Maura Regan is the President and CEO of Licensing International, the leading trade organization of the global brand licensing industry. In her role, she leads a global team that fosters the growth and expansion of licensing worldwide and creates greater awareness of the benefits of licensing to the business community at large.

Below, Maura answers a few questions about her organization, her varied career, and how Licensing International is partnering with NYWICI to support and develop the next generation of business talent and future leaders.

1. Your career in licensing spans several different types of firms. Can you give us a quick definition of licensing and why it’s a vital business?

Brand licensing is a smart business model that drives significant topline revenue and is an important marketing and brand expansion tool. In addition to providing a measurable impact for intellectual property owners, manufacturers, and retailers, licensing also grows brand affiliation and engagement. Companies that want to deepen consumer loyalty and expand to reach new demographics, territories, property types, or product categories should consider brand licensing.

2. What led you to Licensing International and your current role?

I became a member of the Licensing International (then LIMA) board of directors while working at Sesame Workshop, where I experienced first-hand the value of the association. I then became president in 2018, after more than 20 years of experience in the industry with organizations including Sesame Street, Scholastic, MTV, and The Jim Henson Company.

3. Licensing International is a strong supporter of the NYWICI scholarship program which is designed to support and encourage emerging talent. How did LI become involved and how has it benefited your organization?

The business of communications – including marketing, PR, and advertising – are key components of licensing. We are thrilled to partner with NYWICI because they are equally committed to developing the next generation of business leaders. We believe that our industry is only made stronger by working with like-minded organizations such as NYWICI.

4. How does the Licensing International Foundation support emerging talent, and is there an opportunity for LI members to get involved in mentoring and other support?

The Licensing International Foundation supports our Scholarship Program, which grants scholarships to deserving individuals around the world who are interested in a career in brand licensing. Those scholarships are available to students seeking degrees in brand licensing industry-related programs like business, marketing, design, engineering, entrepreneurial

studies, and eCommerce. Students include aspiring executives at all stages of their educational journey, from high school seniors to undergraduate students to those seeking to expand their skillset later in their careers. Last year, 23 students from around the world were awarded scholarships.

Once young talent enters the industry, we also offer mentorship opportunities. We know that strong relationships empower great careers at every level, and work to match mentees with mentors that can support them personally and professionally as they grow within the world of brand licensing. This program is available exclusively to LI members, and our community impresses us every year with the number (and expertise) of seasoned professionals that volunteer to mentor the next generation.

Additionally, we host scholarship winners at key trade shows in Las Vegas and London. At these events, the young professionals meet with senior executives at companies such as BBC, Beanstalk, Netflix, NFLPA, Paramount, and Warner Brothers to gain insights and expand their networks.

5. Please tell us about a professional achievement that you’re especially proud of.

While working at Sesame Workshop and serving on the Licensing International board of directors, I established the Rising Star Awards to recognize the future leaders of the brand licensing community. All these years later, the program is bigger and better than ever.

6. Why did you become a NYWICI member and what do you love about being part of this community?

I became a NYWICI member because I have been lucky enough to collaborate with some incredible women throughout my career and I know that our businesses become stronger when more voices are part of the conversation. The NYWICI community is supportive and collaborative, and full of professionals at the top of their game that are pushing each other to break new ground.

7. What are your personal ‘words to live by’?

“Assume the positive.” I believe that people’s intentions are good, and it is something that has been proven repeatedly by members of the licensing community.

8. Please tell us one thing about yourself that your fellow NYWICI members would be surprised to learn.

Every January 1, I kick off the year in New York City with a polar plunge into the freezing Atlantic Ocean.