The Licensing Division has three basic activities :
Firstly, the Selling Agency activity of purchasing of licenses for subsequent re-sale. This includes comic publishing rights, as well as the sale of rights across a whole range of sectors (including TV and DVD rights as well as merchandise rights) relating to various other third party characters as well as the exploitation of Panini’s own brands. This activity has been formalized under the brand “The Licensing Machine”.
Secondly the Purchase Agency activity where Panini buys rights on behalf of others. Currently this area is responsible for multi-year worldwide partnerships with major video game companies, assisting them in the acquisition of soccer related licenses for arcade and console games.
Thirdly the Newspaper Promotion activity where Panini acquires comic licenses on behalf of various newspapers, who then sell the comic books (on a weekly basis) as a supplement to their newspaper.