The Licensing Division has three basic activities :
- The Selling Agency activity is where licences are acquired for subsequent re-sale. For example Panini represents worldwide comic book publishing rights for many best-selling comics companies, such as Marvel Comics and Sergio Bonelli Editore (Panini Comics' Licensing-Out – web: licensingout.paninicomics.com). Panini also sells rights across a whole range of other 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, and this activity has been formalised under the brand “The Licensing Machine”.
- 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 and mobile app companies, assisting them in the acquisition of licenses for apps as well as arcade and console games
- The Newspaper Promotion activity where Panini acquires publishing licences on behalf of various newspapers, who then sell the books, including comic books, (ususally on a weekly basis) as a supplement to their newspaper