Gary Pope on why consumer products pros need to break the mold
It's a truism that when times get tough, people tend to gravitate towards what makes them feel safe and secure. And times are certainly getting tougher when it comes to licensing kids products. With shrinking shelf space and relatively static industry sales, retailers are looking for a sure, safe thing, and licensors and licensees are continually trying to figure out how to provide it. But playing it safe with a licensing program can be dangerous for a property's longevity.
June 1, 2005
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