TAKING LICENSE

Licensing has become so much a part of our lives, whether in managing brands or managing retail, that we have to be increasingly aware of future trends and current properties. In this column, I hope to provide snapshots and offer insights and information that will prove relevant to the industry. With more than 25 years in the licensing business, I believe it has become an integral part of many consumer

Licensing has become so much a part of our lives, whether in managing brands or managing retail, that we have to be increasingly aware of future trends and current properties. In this column, I hope to provide snapshots and offer insights and information that will prove relevant to the industry. With more than 25 years in the licensing business, I believe it has become an integral part of many consumer sales strategies, and is an effective sales promotion tool as well.

First, it might

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