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EXPERIENTIAL

With VR, Top Entertainment Properties Weave a Web Around Fans

Virtual reality technology is giving entertainment licensors a way to immerse fans more fully in their favorite franchises, with perennial properties including…


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LOCATION-BASED LICENSING

Place-based Strategy Getting DreamWorks Where it Wants to Go

DreamWorks Animation (DWA) must be as happy as, well, an ogre in a swamp with its strategy to exploit Shrek, Hiccup, Oh, Alex and other characters in…


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FAITH-BASED LICENSING

Philadelphia Flooded with Pope Products

With less than three weeks until Pope Francis arrives on his first apostolic journey to the U.S., Philadelphia is reportedly becoming awash in papal products, both licensed and unlicensed. Pope Francis is traveling to the U.S. for The World Meeting of Families–Philadelphia 2015, which appointed…


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Hello Kitty Hits the Road

Hello Kitty, one of the properties widely believed to have been squeezed by Frozen’s wild popularity in 2014, is taking to the road to defend her turf. The Sanrio property, an almost $4 billion globally licensed brand in 2013, is at the center of…


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EXPERIENTIAL

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…

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