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It's A Wrap

This fall, kids could turn the new cartoon series "Mummies Alive" into a licensee's dream.

This story appears in the September 1997 issue of Entrepreneur. Subscribe »

It happens every fall. A slate of new TV programs for kids hits the airwaves accompanied by a flurry of expectations and promotional build-ups. The stakes are high, the competition plentiful. And for those shows that catch on, the proverbial pot of gold at the end of the rainbow is the money to be made from licensed merchandise.

Of course, picking the winners from among the also-rans is anything but easy. Would you have bet on the appeal of, say, a band of warrior turtles from the sewers of Manhattan? Or what about a pair of lovable bananas decked out in striped sleepwear?

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