By Karina Masolova The language of licensing is slowly shifting to reflect new practices and perceptions. To this end, TLL surveyed our readers to gauge the extent of these changes—and while the implications for the business are not necessarily immediate or obvious, they run deep and true. Walking the floor of Licensing Expo 2016, it was clear that there exists a strict … [Read more...] about The Language of Licensing
LEGO
Activision Latest to Launch TV/Movie Studio
By Karina Masolova Activision Blizzard made its latest move in a series set to position the company as a multi-platform entertainment franchise power. The video game development company launched its own TV and movie studio, Activision Blizzard Studios. It joins companies like Mattel and Hasbro, whose in-house studios are set grow their overall business. On the other side of the … [Read more...] about Activision Latest to Launch TV/Movie Studio
Disney Opens 15 Week Merchandise Window for Star Wars
By Marcy Magiera When The Licensing Letter spoke to entertainment executives for our Annual Licensing Business Survey back in the spring, several sources predicted that movie-based licensed merchandise this fall would begin to appear in stores earlier than ever, with end-of-year movies loading merchandise into stores as soon as September. The expected leader of that trend: … [Read more...] about Disney Opens 15 Week Merchandise Window for Star Wars
Lego Robotic Arm Takes Build-Your-Own Toys to the Next Level
The trend is to make dynamic and adaptable toys that kids can fashion any way they want. Ironically, the purest example of the modern build-your-own trend is the venerable Lego building block. For Lego, build-your-own is not fad but DNA. And now Lego has extended the approach to the field of prosthetics. It began a few years ago, when Lego Future Lab, the company’s R&D … [Read more...] about Lego Robotic Arm Takes Build-Your-Own Toys to the Next Level
Licensed Properties Steer Touring Shows
Experiential licensing is not limited to theme parks. Touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. For example, Feld Entertainment, producer of Disney on Ice, reportedly expects to sell more than three million tickets for the full run of its Frozen version of the ice show, … [Read more...] about Licensed Properties Steer Touring Shows