CHARACTER LICENSING TURNS BAKERY INTO A STAR

Promotional talent scouts have discovered a licensing star they overlooked until a couple of years ago, and it's bakeries in supermarkets.A case in point: a radioactive lizard called Godzilla, the dinosaur movie from Sony that opens May 20 across the nation. Expected to be one of the most heavily promoted entertainment properties of 1998, the Godzilla blockbuster is being counted on by suppliers of

Promotional talent scouts have discovered a licensing star they overlooked until a couple of years ago, and it's bakeries in supermarkets.

A case in point: a radioactive lizard called Godzilla, the dinosaur movie from Sony that opens May 20 across the nation. Expected to be one of the most heavily promoted entertainment properties of 1998, the Godzilla blockbuster is being counted on by suppliers of cake decorations to keep revenues from licenses roaring ahead in double digits.

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