FEATURE: Licensing, but not as we know it

Licensing.biz looks at the rise of non traditional brands in the licensing arena.
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Traditionally, licensing has been largely used to promote entertainment properties, in particular in the children’s market, by surrounding the launch of a new film or series with a range of products including toys, food and drink, stationery and more.

However, more recently, there has been an influx of brands that have made industry veterans stop and take notice. No longer is the latest animation or kids’ drama drawing attention, instead, it’s the construction brands, police departments, car manuals and even soap operas that are getting us talking.

It’s licensing, but not necessarily as we know it…

To read the full feature, click here.


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