An approach that redistributes licensed items in a virtual universe is described. In one embodiment, there is a marketplace facilitation tool for use in a virtual universe. A database is configured to store information relating to the virtual universe. A receiving component is configured to receive a request for an item within the virtual universe. An inventory search component is configured to search the database for other avatars within the virtual universe that may possess the requested item. A transfer component is configured to establish a transfer of the item between at least one avatar determined to have possession of the requested item and an avatar requesting the item after there has been a manifestation of an assent to transfer the item. An intellectual property enforcement component is configured to specify and enforce any intellectual property rights restrictions with the item to the transfer component for the transfer to the avatar requesting the item.