Plugging in: Video game properties make a play for kids licensing

With video game hardware and software sales sitting at a cool US$21.33 billion in 2008, and a console or Nintendo DS occupying the spare time (not to mention hands) of most kids over eight right now, it's not surprising that industry IP owners and creators are making a serious play for traditional licensing territory currently dominated by character- and entertainment-driven properties. In fact, a video game-filled interactive section is gracing the floor of Licensing Show for the first time. Several game publishers, including giant Electronic Arts, are exhibiting in one area in the hopes of convincing licensees and retailers that the next licensing hit need not come from a movie or TV show.
By
June 1, 2009

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