Paring Down and Powering Up: Portfolio licensing deals streamline merch strategies

Like most property owners, Marvel Entertainment used to approach licensing on a per-property basis. But dealing with a library of 5,000 characters, this system resulted in a bewildering number of relationships and led to untold duplications and inefficiencies. 'Everybody was competing with everybody,' says Tim Rothwell, president of Marvel's consumer products group. 'It was just confusing!'
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November 1, 2005

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