LICENSEE may assign its license under this Agreement, license or sub-license any of the Licensed Materials and Intellectual Property, or any other rights granted under this Agreement, while this Agreement is in effect. LICENSOR shall be consulted 30 days prior to any assignment or sub-license any of the Licensed Materials and Intellectual Property, or any other rights granted under this Agreement and shall have the right to approve or deny any assignment or sub-license, while this Agreement is in effect and consent shall not be unreasonably withheld.