This is a heavyweight licence agreement for merchandising rights in any product or work of intellectual property. The key element is the exploitation of a creative work in a different application or market. It is most likely to be connected with children's entertainment, as for example creating toys from a popular television advertisement. However, this licence agreement also could be used in the same industry, for example to sell shampoo under a name well known for cosmetics.
This is a licence agreement for your piece of software and layout to be incorporated in one or more other software systems or applications. It may facilitate use of a record-keeping process or facilitate compliance with statutory requirements. The range of possibilities is without limit. You license for single use only, not for re-sale or for use in a product for mass sale. Initial payment, with option for annual payment for support.