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Licensing ’98 International Intro

As the kids entertainment industry prepares to descend on New York for this year's convention, the collective sense of expectancy will be palpable. In the U.S. market, a glut of licensed kids properties and a batch of event pictures that fizzled...
June 1, 1998

As the kids entertainment industry prepares to descend on New York for this year’s convention, the collective sense of expectancy will be palpable. In the U.S. market, a glut of licensed kids properties and a batch of event pictures that fizzled at the box office have caused retailers to be more discriminating with their purchasing decisions. Overseas, the European market is growing, and a flood of newcomers, particularly in the U.K., are testing the waters.

In our special report, we look at the U.S. and European markets for licensed products aimed at children, as well as new properties that will be vying for kids’ attention in the months ahead, and two industry insiders suggest ways to build retail support for properties and how to create a licensed property from scratch.

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