Managing Expectations In Licensing
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Peter Yoder, Vice President, Cartoon Network Enterprises does not think that there is a formulaic way of looking at a brand licensing. He has also noticed that every show team or Executive Producer believes that their character is going to be the next SpongeBob or Star Wars. “My role is trying to figure out what the right license is for the right product.” The industry is constantly changing, and Star Wars and SpongeBob are from a different era when there was a lot less competition. Retailers were also a lot stronger and most importantly there was no digital element. Instead, Yoder chooses to focus on “who the customer is, where they’re shopping and what their purchase pattern is.”
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