DIGITAL FORCING LICENSING INNOVATION

NEW YORK - Digital media is raising the bar for licensed products.As a result, traditional retailers like supermarkets should be aware of an overall higher expectation of what defines a fun experience, even for classic toys and products, said industry experts at the Licensing 2006 International show here last month."Kids don't care if a game or toy is digital or not, just if it is a fun experience,"

NEW YORK - Digital media is raising the bar for licensed products.

As a result, traditional retailers like supermarkets should be aware of an overall higher expectation of what defines a fun experience, even for classic toys and products, said industry experts at the Licensing 2006 International show here last month.

"Kids don't care if a game or toy is digital or not, just if it is a fun experience," said Jim Davey, senior vice president, global marketing and strategic p

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