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EXPERIENTIAL LICENSING

Interactive Branding

Experiential licensing, including theme parks, touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. Here are some of the latest deals…


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LICENSING

Who’s News

Follow the latest hires, promotions, and departures.

Featuring: Warner Bros., Fermata Partners, DHX Brands, Sanrio, Cherokee Global Brands, Vandor and more…


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MOVIE LICENSING 2016–2020

Star Wars Demonstrates Power of Franchises for Licensing, Theaters

As this story was being written and The Licensing Letter’s semi-annual chart of movies with licensing potential compiled, Star Wars: The Force Awakens was breaking advance ticket sales records two months ahead of its Dec. 18 opening. It’s testament to the power of what may be the world’s most recognizable franchise, but also to the power of franchises in general, who maintain their dominance in our latest chart of upcoming movies with licensing potential…


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EXPERIENTIAL LICENSING

WestJet Plane Takes “Frozen” to New Heights

Last week, WestJet rolled out a very special airplane, a Boeing 737 featuring images from “Frozen” on the fuselage, overhead bins, headrests and even bathroom mirrors…


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Experiential Licensing

Variations on a Retail Theme

Five years ago, Toys ‘R’ Us opened 350 holiday express pop-up stores during the fourth quarter. The program was vastly scaled back the following year and has pretty much disappeared. And while TRU wasn’t the first to implement a pop-up concept, its efforts in 2009 gave rise to a wide array of much smaller—often single-unit pop-ups—that have been as much about promotion as sales…

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