Das ELMA

MUNICH: The European License Marketing & Merchandising Association (ELMA), founded in July, aims to make the German licensing business more professional. 'A main target will be to fight the aversion to licensing,' says Wolf-Tilmann Schneider, director of new business development for...

September 1, 1998

MUNICH: The European License Marketing & Merchandising Association (ELMA), founded in July, aims to make the German licensing business more professional. ‘A main target will be to fight the aversion to licensing,’ says Wolf-Tilmann Schneider, director of new business development for broadcaster Sat 1. ELMA is meant to serve both companies that license merchandising rights, and agencies that license TV rights to broadcasters. The German licensing market generates an estimated volume of US$3.38 billion, and it’s growing fast. There are currently 40 licensing agencies in Germany, but at press time, the three most important ones-EM.TV & Marketing, Bavaria Sonor and Merchandising München-had not joined ELMA.