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Positively charged

What better timing than the week of Licensing International to get our panel of international consumer products peeps to weigh in on the positive industry trends to watch out for in the next 12 to 18 months. Today we've got Shelley Kerridge, head of licensing, Target Entertainment and Lisa Marks, president, Lisa Marks & Associates.
June 10, 2008

What better timing than the week of Licensing International to get our panel of international consumer products peeps to weigh in on the positive industry trends to watch out for in the next 12 to 18 months. Today we’ve got Shelley Kerridge, head of licensing, Target Entertainment and Lisa Marks, president, Lisa Marks & Associates.

Shelley Kerridge

Head of licensing, Target Entertainment.

There is a positive upturn in the quality of boy’s brands and a resurgence in both TV and film of powerful, adventure- based brands that are unapologetic in their pursuit of fast-paced action and humour. The continuation of Star Wars, with the new Clone Wars project, and the latest offering from Indiana Jones, along with fantastic TV properties such as Storm Hawks and Ben 10 has raised the bar for boy’s licensing. Now all we need are a few innovative girls’ brands to keep the balance!

Lisa Marks

President, Lisa Marks & Associates

One of the more interesting and fun aspects of our business is the wonderful way that our industry adapts to the changing moods of the marketplace and consumer and an important trend we see is a move away from what we’ll call ‘commercialism’ toward more lifestyle brands, designer properties and brands that allow the consumer to express their own spirit of individuality and creativity. Within this context, we believe that music will continue to be a hot button. We also expect to see more emphasis on brands and properties that reflect our multi-cultural society.

About The Author
Lana Castleman is the Editor & Content Director of Kidscreen and oversees all content for Kidscreen magazine, kidscreen.com and related kidscreen events. lcastleman@brunico.com

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