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[Music] welcome to Londons Olympia at the home of brand license in Europe 2017 hey little fax for you did you know that this little fella Peter Rabbit was the first example of brand licensing dates back to the 1930s now obviously brand licensing is a much bigger affair now and one man who knows all about it is Steve Nates track from that license Global magazine just how big is it according to our industry organization Lima its a two hundred and sixty two billion dollar US dollar a year industry and growing about about five percent rate per year suffice it licensing a huge industry in its own right now who who are the big winners for this so the big winner the largest licensure in the world is Disney they are do about fifty two billion dollars a year in retail sales of licensed merchandise which by far eclipses any other license or are out there and interestingly the second largest license or according to our data is a company called Meredith Corporation which is a magazine publishe