customizable

A company selling customizable products has an interactive site where a customer would select the colors/designs and add custom text (with multiple fonts to choose from) to the product. Think something along the lines of what Converse has going on here where they are offering customized text with the choices of Arial and Monotype Corsiva.

The question I have is, what kind of font licensing needs to be in place for a company to use fonts in this manner? I'm speaking more in the viewpoint of the company who is in the process of selecting fonts for this purpose.

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