Posted
9:00 AM
by Gene
You wonder USAOKAY!!!!! doesn't have a booth at this big licensing convention -- it does enough SELLING.Oops:
"There will continue to be breakout properties," says Debra Joester of licensing agency The Joester Loria Group. "But it takes a lot more work and strategic vision than ever. Logo slapping (on merchandise) doesn't excite consumers."
Sales results seem to bear that out. Total licensing revenue grew less than 1%, to $5.85 billion, last year, according to a study out today from the International Licensing Industry Merchandisers Association (LIMA).
Most of the gains came from entertainment, which benefited from movie sequels led by Spider-Man 2
and Shrek 2
.
Fashion and sports brands generated less excitement.Translation: it's the same old same old; but part of the fun of BIG MEDIA is packaging the same old same old in the same new same new bottles.