Licensing Wizardry.
Playthings, February, 2001 by KELLACHAN, LAUREN
Will newcomers have what it takes? Without a bonafide hit driving the market, the licensing industry is cautiously optimistic about 2001. Nothing's a given anymore, no matter how big the budget or how popular the property. The fast-paced, licensing arena is akin to the multifaceted Rubik's cube, with everyone from the licensors, manufacturers, merchandisers and retailers trying to figure out where they fit in the complex puzzle.
This labyrinth has become even thornier of late. Announcement late last year that Hasbro has taken the licensing helm from Mattel for upcoming Disney-branded film properties sent ripples through the industry. Hasbro will now market toys and games based on Disney films, starting with the animated feature, Monsters, Inc., slated...
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