Characters Count

So should entrepreneurs fear for their own safety in the tricky world of trend-tracking? If our foray into children's licensing sends chills down your spine, then allow us to reassure you: Yes, there really is profit to be made from gauging what's hot. The secret to success seems to rest in targeting a good audience with an even better product.

"If you have a truly great product, it will find its way to the shelves," maintains Felton. "You may have to fight to get it there, but it will eventually happen."

This article was originally published in the June 1999 print edition of Entrepreneur with the headline: Characters Count.