There is a perception among some entertainment companies that compelling kids entertainment equates to toyetic appeal, and should therefore lead to massive licensing revenues.
Although that’s part of the formula, it’s not quite that simple.
Here’s five top tips for creating a toy-friendly brand and licensing programme:
1. Create an entertaining, immersive and compelling entertainment experience
Yes, this is a critical part of the formula. You need to deliver entertainment or you have nothing, but that is merely the foundation.
Steve Reece runs Virtual World Licensing, a brand consultancy whose mission is to facilitate offline commercialisation of virtual worlds. You can find out more at www.VirtualWorldLicensing.com or email firstname.lastname@example.org.
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.