LMT Preview: Brand Extensions, "League of Legends" and Gaming Retail with CAA-GBG

Season 2 continues with an exclusive interview with Robert Schwartz, vice president, sales, business development, CAA-GBG.

License Global

March 18, 2021

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A new episode of The Licensing Mixtape is coming.

Speaking with Robert Schwartz, vice president, sales, business development, CAA-GBG, Patricia DeLuca, managing editor, License Global and Ben Roberts, content editor, License Global, delve into the world of brand extensions behind games like "League of Legends" and "Minecraft," as well as how to bring those properties to the players.

Gaming faces an astronomical rise in popularity and increases creativity and engagement through technical capabilities, next-generation consoles, and a growing gaming community.

"There's an amazing group of people creating these products from the coding side to the animators, it's just an amazing universe of talents, and that's exciting," says Schwartz. "We're seeing more female gamers getting involved – the platforms are all consoles, so you have PC games, you have mobile – so games are now everywhere and on all different devices. It's interesting watching the fans and how they play. 'League of Legends and their championships, these ratings rival the NFL Super Bowl."

To get to grips with how CAA-GBG explores genuine brand extensions for the world's most popular esports PC game and how those extensions translate to retail, tune into the Licensing Mixtape, March 22.

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About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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