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Expert Panel Tackles All You Need to Know About Royalty
Rates at Licensing Expo

Brandgenuity co-founder Adina Avery-Grossman leads panel
of licensing industry experts to de-mystify royalty rates.


NEW YORK (May 25, 2011) – The Royalty rate is one of the most important terms in a license agreement. Industry veteran, Adina Avery-Grossman will moderate a panel of licensing experts and explore how setting the right rates can take a licensing agreement (and a licensee-licensor relationship) from good to g’rate! The session, “From Good to G’Rate: What Every Licensing Professional Should Know About Royalty Rates” will be given as part of Licensing University™ at the Licensing International Expo 2011 on June 15th at 10 A.M. at the Mandalay Bay Convention Center in Las Vegas.

The session, which is accredited under the Certificate of Licensing Studies (CLS) program offered by the International Licensing Industry Merchandisers’ Association (LIMA), will feature the following industry experts on the panel:

  • Elise Contarsy, Vice President of Brand Licensing, Meredith Corporation
  • Lori Gould, Associate Director of Licensing, Kraft Foods
  • Jennifer Richmond, Managing Director, Richmond Management Group
  • Tammy Talerico, Director of Licensing, Church & Dwight, Co. Inc.

The course will take a 360º look at royalty rates; what they are, how they differ by category, how they relate to margins and cost of goods, and how they relate to other business terms. In addition to discussing traditional licenses and DTRs (direct to retail programs) and how royalty rates vary in these very different approaches, the session will explain the risk/reward effect, demystify the “net sales definition”, explain when to escalate or de-escalate, and how F.O.B (Freight on Board) plays a role.

“I’m thrilled to be moderating this panel,” said Avery-Grossman. “We’ve assembled 4 knowledgeable and outspoken women in the licensing industry to shed light on royalty rates – a vital element in each and every licensing agreement. These ladies are going to make it a fantastic, fun and informative session!”

Adina Avery-Grossman is a founding partner of Brandgenuity LLC, a trademark licensing agency based in New York City. Brandgenuity manages licensing programs for brands including Food Network, Church & Dwight, Pabst Brewing Company, MGM Studios, Harlequin Enterprises, The Juilliard School, Kathy Davis Studios, World Poker Tour, FX, Laura Mercier and The Really Useful Group (The Phantom of the Opera) among others. Prior to starting the agency, Adina was SVP Business Development and Client Services at another leading licensing agency. She began her marketing career at Kraft Foods where for 10 years she managed cereal businesses and lead product development on wholesome snacks. She is an alumna of Princeton University and Columbia Business School. She is an active volunteer and trustee of several area non-profits.

About Brandgenuity, LLC

Brandgenuity, LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Turnkey licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. Brandgenuity’s clients include: MGM Studios (Pink Panther, Rocky and the film library), Food Network, Pabst Brewing Company (Pabst Blue Ribbon, Colt 45, Old Style, Lone Star, Schlitz), World Poker Tour, Chris Madden, Inc., Church & Dwight (Arm & Hammer; OxiClean), FX Networks (It’s Always Sunny in Philadelphia, Archer), Kathy Davis Studios, Harlequin Enterprises, The Juilliard School, The Really Useful Group (The Phantom of the Opera), Rodgers & Hammerstein, Pella Corporation and Laura Mercier, among others.

For more information please visit us at

About Licensing University™

Licensing University™ encompasses the ongoing educational programs of the International Licensing Industry Merchandisers’ Association (LIMA), including the 30 seminars being conducted at Licensing International Expo 2011, the world’s premier licensing event, which will be held at the Mandalay Bay Convention Center in Las Vegas, June 14 – 16.

The 30 seminar sessions cover a wide variety of topics, including: retail and distribution strategies; staying ahead of consumer trends; and expanding your licensing business internationally – including for the first time, a session for international attendees on how to enter the U.S. market. Additionally, the conference program offers a strategic look at virtually all major industry segments, including corporate branding, art, sports, and food and beverage licensing.


Rachel Humiston
Brandgenuity LLC
(212) 925-0730