Characters Count
In a more discerning market, not any old character will do.
It's harder to grab the attention of consumers today. Or
maybe it's just harder to keep their attention.
Whichever is true, tracking trends--and capitalizing on them--is
anything but easy. What's hot one day could turn ice cold the
next--and vice versa.
Nowhere is this shifting landscape more apparent than in the
world of licensed properties for children. Who, for instance, could
have envisioned the buying stampede triggered by those oh-so-rotund
Teletubbies? On the flip side, last year's Babe sequel
failed to live up to merchandising expectations. With so much
riding on the hits, how do entrepreneurs know where to place their
bets? We went looking for answers.
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