Making Lemonade
IN these times of economic uncertainty, tight margins and increasingly frugal consumption, crafting a strategy that can best weather the tempest is pretty much priority one for the US licensing industry. There's the obvious stress on churning out lower price-point product (See 'Is the price right?', p. 56), however, after surveying some licensing heavyweights operating State-side it's apparent that hatching a one-size-fits-all solution is not realistic. The strategies and opinions are as varied as the market itself, but there is some common ground to be staked, particularly around seasonal merchandising and evergreen properties.
March 27, 2009
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