TERRITORY REPORT: Central and Eastern Europe

The first in a three-part look at the emerging regions and how they're becoming more vital to the licensing market.
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With the Licensing Forum: Central and Eastern Europe show fast approaching, Licensing.biz has asked three industry experts for their views on the challenges faced by companies looking to move into the territories.

First up is Morten Geschwendtner, chairman of brand marketing agency Kidz Entertainment, who explains how rather than treating it all as one region, we should treat it as many different territories all with their own unique cultural, social and economic drivers.

"We could no more treat Eastern Europe as one territory than anyone would lump continental Europe together," he said.

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