Grocers: Creative Frontier for Licenses

Supermarkets, a highly sought-after channel in the licensing world, have the freedom to be more creative than mass merchandisers, said speakers at the Licensing International Expo 2007, held late last month. In discussing licenses for children's merchandise, toy industry executives said there are a number of licenses and products kids relate to that aren't represented at mass merchandisers.

NEW YORK — Supermarkets, a highly sought-after channel in the licensing world, have the freedom to be more creative than mass merchandisers, said speakers at the Licensing International Expo 2007, held here late last month.

In discussing licenses for children's merchandise, toy industry executives said there are a number of licenses and products kids relate to that aren't represented at mass merchandisers.

“Mass-market channel gatekeepers are stringent, but other kinds

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