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Article: Licensing expands its role in the specialty toy market.(Frankly Speaking)(Editorial)
- Article from:
- Playthings
- Article date:
- July 1, 1996
- Author:
CopyrightCOPYRIGHT 1996 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Blockbusters or not, licensing remains a crucial part of toy industry marketing and merchandising. Toys and games accounted for $7.46 billion in retail sales in 1995, down slightly from the $7.77 billion-registered in 1994, according to The Licensing Letter. The business of toy licensing is undergoing a fundamental change as what used to be primarily a mass market phenomenon is deepening its penetration of the specialty sector. Toymakers and retailers discussed this development at the PLAYTHINGS Breakfast seminar during Toy Fair '96.
Many specialty companies on both sides of the business, who used to shun licensing as strictly a game for the big guys, now seek out ...