Israel–the little licensing market that could

Given that its total population is just six million and that its economy is suffering in the face of current geo-political turmoil, Israel may not appear to offer international licensors a wealth of opportunity at first glance. But considering that kids ages zero to 12 comprise 25% of the population, command US$5 million in personal spending power and influence another US$2.5 billion in family purchases (according to 2001 research conducted by Gitam), Israel suddenly begins to look a lot more interesting. Licensors need to keep in mind, however, that for such a small market, Israel poses some formidable challenges.
By
September 1, 2002

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