One of the key factors in "Disney's New Character," the exclusive cover story in License! Global's annual Licensing Expo issue, is the formation of a new integrated retail team that changes Disney Consumer Products' fundamental approach to the marketplace and could lead to other global licensors following the leader.
As part of an overall restructuring that now organizes the group by key franchise groups across the Walt Disney Company, the new retail organization will effectively streamline the licensor-retailer relationship and foster better communications, as well as the ability to shorten the overall development process, getting products to market faster and more efficiently.
Disney Consumer Products' new retail structure will also allow for the first time the licensor to have one retail team execute a totally integrated Disney program exclusively for one retailer across all company divisions, versus having several teams negotiating separate deals.
The retail group will also place a greater focus on store level merchandising in order to enhance storewide franchise statements and maximize impact to consumers.
In addition, the new retail structure will also encourage a better understanding of consumer shopping patterns that could lead to the development of new merchandising and promotional programs.
While this is only part of the changes being implemented at Disney Consumer Products, it underscores just how important the retail relationship is to all brand licensors.
The need to know the latest trends and brand strategies and, of course, new properties, also carries over to other key articles as well in this issue including:
- "Invasion of the Apps," a special report that looks at how the most popular apps, from the top ranking Angry Birds franchise to the newest apps, are all the rage in brand licensing;
- "Flick Pics" looks at major new theatrical releases through 2014 that offer significant licensing potential;
- This issue features several exclusive articles on new properties including The Oogieloves from Kenn Viselman, Umigo from Wildbrain Entertainment, the return of fashion brand Von Dutch and SO SO Happy from Art Impressions, among others;
- Several other articles feature the expansion of well-known properties such as Barbie's extensive apparel push, Saban Brand's Paul Frank growth plans, Joester Loria's plans for The World of Eric Carle, SMC's new initiatives, Studio 100's global push, plus BBC Worldwide's celebration of Doctor Who's 50th anniversary, Classic Media's celebration of Where's Waldo's? 25th anniversary and Totally Spies' 10th anniversary.
The need to know and the demand for information also applies to all of the advertisers and sponsors as well. With more than 410 pages in the May and June issues of License! Global, plus the three editions of the Licensing Expo Daily, they reinforce the importance of marketing and communications in the official publication of Licensing Expo, as well as the fact that print is still a viable tool.
So whether you are reading the cover story about Disney Consumer Products or one of the many other feature articles, perusing the creative advertisements, reading the show Dailies or walking the aisles of the exhibit floor at Licensing Expo, your need to know will be fulfilled.