Panthera and Happiness announce Tiger Royalty: an innovative marketing program that enables brands to support wild tiger conservation through the sale of their tiger-inspired products. Happiness conceived Tiger Royalty as an “artistic rights fee for tigers.” The program is built on the notion that tigers - whose power and mystique inspire some of the world’s best-known brands, and thousands of consumer products from diapers to sneakers to handbags - should benefit from the perpetual demand for items bearing their iconic image. Companies who join the Tiger Royalty program agree to donate a portion of the proceeds from the sale of their tiger-inspired products to fund Panthera’s Tigers Forever program, an industry-leading initiative to rebuild wild tiger populations.