One way to keep a licensing program alive over time is to regularly release new characters, storylines, or art styles that licensees can use to freshen their product assortment. Increasingly, licensors are enlisting their licensees in this effort by facilitating the sharing of licensee-developed assets for new merchandise collections in other categories. NBCUniversal partnered with […]
Archive | Strategy
Measuring Success in Decades
Last month, Popeye Magazine, a Japanese men’s fashion periodical published by Magazine House under license from King Features, celebrated its 40th anniversary. The milestone serves as a reminder that, despite all the focus these days on short-term collaborations and limited editions, there is still a place for traditional, long-lasting licensing partnerships. Other examples include: Elizabeth […]