Lunar New Year is a big opportunity for limited-edition merchandise and collaborative marketing campaigns. Global marketers, in particular, often launch initiatives aimed at consumers in China and the rest of Asia, as well as worldwide, with many property types and product categories involved. One active segment this year — as in most years — consists […]
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Corporate Culture
During and after the global recession that began in 2007, the trend in corporate licensing was for branded products to serve as key complements to the core business—true brand extension—rather than falling under the heading of awareness-generation. But the pendulum definitely seems to be swinging back these days, as marketers create merchandise that is primarily […]