Dawn Wilensky
Taking a bite out of retail?
NEWSIn a year described as challenging at best, North American entertainment licensors and their partners are digging even deeper to maintain, if not expand, retail distribution. To be sure, cracking mass-market giants like Walmart continues to be the goal for most, however, many IP owners are redoubling efforts to reach alternative channels.
Charting New Waters
NEWSStanding out from the crowd is the premise of The Blue Ocean Strategy, a book written a few years back by W. Chan Kim and Renee Maubourgne. It challenges companies to go where the profits and growth are – and the competition isn’t – by identifying unique opportunities to hatch non-traditional products and services to sidestep the crowded waters already reddened with the ‘blood’ of failed also-ran concepts. And in an industry where properties are fighting for shelf space, often with competing products manufactured by the same shared group of core-category licensees, it’s a concept worth exploring. Read on to find out how a number of IP owners and manufacturers are getting to that end of the ocean.
Walking Tall costume characters make for marketing might
NEWSAs many licensors get set to once again have the oversized walk-around models of their characters roam the halls of Javits, it’s hard not to notice that these larger-than-life costumes have become an integral part of any good L & M marketing strategy. These giant versions of characters transported from a movie or TV screen to meet-and-greets with their fans at live shows, autograph signings, theme parks, parades and shopping centers are indispensable. And the question remains for IP owners without some costume characters in their arsenal – what are you waiting for?
The care and training of costume characters
NEWSWe’ve all been there. You’re nearly at the front of a long line waiting for that special character to meet your child when someone whisks them away. While frustrating, the reason is simple: Walk-around characters must adhere to a strict set of protocols that direct how and for what length of time they interact with fans. In fact, there are several restrictions surrounding the proper care and training of these prized creatures that many may not even think about.
The definitive kids ent resource.Photos
Kidscreen Summit 2010 -