A '96 FOUR CAST

Entertainment licensing will be a blockbuster hit in 1996.What's driving the business is the desire of major movie studios, television companies and publishers to generate increasing income, along with retailer demand to stock hot products to generate traffic."Licensing is not a new trend, but it is trending up. Many people have seen how licensing augments a brand by bringing it to other distribution

Entertainment licensing will be a blockbuster hit in 1996.

What's driving the business is the desire of major movie studios, television companies and publishers to generate increasing income, along with retailer demand to stock hot products to generate traffic.

"Licensing is not a new trend, but it is trending up. Many people have seen how licensing augments a brand by bringing it to other distribution channels and other products," says Susan Miller, president of Momentum

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