Lucas Licensing locks in on kid demo

After playing a major role in evolving the modern licensing industry, Lucas Licensing's greatest challenge remains keeping its 33-year-old Star Wars IP fresh and relevant in the minds of young audiences, not just the fanboys who grew up with the saga.

April 1, 2010

About The Author

Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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Lucas Licensing locks in on kid demo

After playing a major role in evolving the modern licensing industry, Lucas Licensing's greatest challenge remains keeping its 33-year-old Star Wars IP fresh and relevant in the minds of young audiences, not just the fanboys who grew up with the saga.

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