Cracking co-branding: The benefits and risks for entertainment licensing

In a risk-averse climate, co-branding can often be the answer to landing retail placement and driving revenue. And when it works, it really works - just look at February's The Lego Movie. But what about when it doesn't?

By Gary Rusak

June 17, 2014

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TAGS:

co-branding, Disney, Domo, Hello Kitty, Licensing, marketing, Star Wars, The LEGO Movie, toys

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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Cracking co-branding: The benefits and risks for entertainment licensing

In a risk-averse climate, co-branding can often be the answer to landing retail placement and driving revenue. And when it works, it really works - just look at February's The Lego Movie. But what about when it doesn't?

READ THE FULL STORY

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