"Long before the debate over Las Vegas vs. New York, the Licensing Show was held at the Hilton Hotel," recalls Debra Joester, president and owner of The Joester Loria Group. "In 1991, as the recently appointed president of Hamilton Projects, I acquired the rights to a live-action teen targeted series, which had just debuted on the newly formed Fox network. We introduced 'Beverly Hills 90210' at the Licensing Show 1991 at the New York Hilton and hosted a party worthy of that zip code in the presidential suite of the New York Hilton. Live-action? For teens? Fox? (Does the world need a fourth network?) While most of the industry wasn't sure what to make of 'Beverly Hills 90210,' the party, complete with margaritas and SoCal hors d'oeuvres drew more than 300 guests. Two years later, Beverly Hills 90210 fragrances, publishing and fashion were top sellers in more than 20 countries while major brands such as Noxzema were using the property in their promotions. The property had generated more than $500 million in sales and live-action teen licensing had become a hot commodity."
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