Warner Bros. Consumer Products' Pam Lifford talks to License Global about what makes the powerhouse studio's licensing division hum, as well as gives us a glimpse into innovations on the horizon.

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Warner Bros. Consumer Products has some tricks up its sleeve. With major milestones this year (Harry Potter turns 20!), as well as evergreen and new properties in its portfolio, it's easy to understand why Pam Lifford, president, Warner Bros. Consumer Products, is bullish on the future.

Lifford took the helm of WBCP just two short years ago, and since then, has moved the studio's product group forward, strengthening its global team and integrating the division more deeply into the infrastructure of Warner Bros.

With a pedigree that includes senior roles at both Disney and Nike, Lifford is focused on making this year one of the best yet for WBCP and continuing to grow the business' 365-day core strategy.

So what's that plan?

Focusing on specific programs to drive excellence across WBCP's key franchises is integral to Lifford's blueprint–she understands that extending the fan experience through engaging products is critical in supporting and increasing franchise longevity and in offering that 365-day consumer product business that most shoppers have come to expect from brands.

"The goal for our 365 program–the very definition–is to better manage the flow between content and film releases," says Lifford. "We have evolved the traditional Warner Bros. model to not only create year-long programs at retail, bridging theatrical and home entertainment releases as well as new programming, but to also create a deeper consumer connection to those franchises through innovative product and touchpoints that allow fans to continue the storytelling long after they leave a store."

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