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Newspaper
Ottawa Herald
Location
Ottawa, Kansas, United States of America
Date
Dec 10, 1983
Page
9
The article explains licensing as obtaining permission to use others property in products. It cites Strawberry Shortcake introduced in 1980, Garfield licensing success with over 2000 items in five years, and Ralph Lauren naming on diverse goods from perfume to luggage. It highlights licensing as a growing big business driven by character trademarks and art rights.
Licensing is risky for sticker companies. If a movie fails to attract buyers, the licensee could incur heavy losses and be stuck with large quantities of unsold stickers.
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