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!'
November 1, 2005
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