Word: licensor
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...Every major publishing house has either got their whole foot or their big toe in this pool right now," says Calvin Reid, a co-editor of the trade magazine PW Comics Week. It makes sense, considering the $5 billion global manga market. Tokyopop, the largest U.S.-owned creator and licensor of manga, with $40 million in sales last year, signed a co-publishing deal with HarperCollins. The 11-to-21-year-old market is huge, says CEO Jane Friedman, who predicts steady growth for the category. The Princess Diaries' Meg Cabot will publish Avalon High next spring; additional young-adult...
Marvel soon replicated that model with hundreds of its heroes, now bringing in nearly $230 million annually from more than 500 licensing partners. Today the Marvel brand adorns everything from toys, games and apparel to hotels and theme parks. "Marvel has the best array of characters of any licensor in the business," says Brian Goldner, president of Hasbro's U.S. toy division, whose company in January guaranteed Marvel at least $205 million for its toy licenses over the next five years...
...launched the hugely successful Dockers brand in 1986. Siegel left Levi's to run Stride Rite, then headed south to Charleston, S.C., to contemplate retirement. But, he says, "those thoughts lasted like two minutes." He took on a few consulting jobs. Among them was Devanlay, the global apparel licensor of Lacoste, a brand that had been so badly managed in America that it was eventually withdrawn from the U.S. market, even though it had ruled fashion for a while...
...save what was left, Lacoste (which is still family owned) partnered with clothing licensor Devanlay to buy back the U.S. rights in 1992, and then got out of town. Lacoste returned to Palm Beach and Bal Harbor, Fla., three years later and attempted to reclaim its upper-class cachet. But the next six years were a struggle for the brand...
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