Toys play a little left of center stage in developing merch markets
In the well-established economies of North America, Western Europe, Australia and Asia-Pacific, toys are often pegged as the driving category of entertainment-based merch programs. But how does this conventional franchise leader stack up in countries where consumer and retail markets are still developing? Do toys play the same role, or are there financial and cultural factors that force rights owners to adopt different approaches that lean more heavily on other categories.
November 1, 2003
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