HOLDING POWER

Licenses are a part of the integral weave of the social-expressions mix. However, retailers caution that sales success can be a crap shoot.Greeting-card companies are investing in licenses that go beyond the latest hot movie hit. While classic properties from Disney, Warner Bros. and other popular children's stories remain evergreen, it's the niche licenses tied to artists, poets, photographers and

Licenses are a part of the integral weave of the social-expressions mix. However, retailers caution that sales success can be a crap shoot.

Greeting-card companies are investing in licenses that go beyond the latest hot movie hit. While classic properties from Disney, Warner Bros. and other popular children's stories remain evergreen, it's the niche licenses tied to artists, poets, photographers and best-selling authors that add versatility and provide a special cachet to the greeting

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