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Playthings - June 01, 2006

Cover Story

Creative Licenses
It's the 21st century and brands are inescapable. In the toy and related children's entertainment markets, licensing has been ubiquitous—about a third of annual toy sales have involved licenses since at least the late 1970s—and the question has long since passed the point of “why license?” Today, licensing is a business no-brainer, and the essential questi...

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