Author: Marty Brochstein

Marty Brochstein

A Global Business Needs Local Knowledge

This post appears in the current issue of Total Licensing The notion that “all politics is local” is most often credited to a former Speaker of the U.S. House of Representatives, Thomas “Tip” O’Neill, accentuating the idea that politicians need to intimately understand the nuances of what makes their constituents tick in order to win elections and stay in office.

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Marty Brochstein

Halloween Brings Pop Culture Knocking on the Front Door

This article originally appeared in CommPro.biz Halloween is like a deep dive into the pop culture mindset. All you have to do is open your front door to trick-or-treaters, or attend a Halloween party to see what’s resonating with consumers today. Preschool characters, superheroes, videogame protagonists, movie and comic book villains, political figures, life-size candy bars and more will be

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Marty Brochstein

Keep Calm and Carry On? That Seems To Be Early Post-Brexit Consensus

Much of the licensing industry was literally leaving Las Vegas as Britons voted and the ballots were counted on the “Brexit” referendum whose results point toward the UK leaving the European Union in 2018. It’s no overstatement that since the media began calling the results at about 9:30 pm Vegas time – just before a host of industry executives were

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Marty Brochstein

Licensing and Videogames: An Ever-Changing Story

Licensing is an ever-changing business, and perhaps no merchandise category reflects that statement as much as video games. Before we talk about the current climate, let’s take a step back in time – 30 years or so — to reflect on a single category that illustrates how completely a business can change in a relatively short period. In late April

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Marty Brochstein

Is YouTube Spawning the Next Wave of Properties?

Bethany Mota. Michelle Phan. Rosanna Pansino. Are these the next big licensing stars? I have to admit that until YouTube began a fullscale TV and print campaign this past spring, featuring these three prominent personalities from among the many on its channels, I hadn’t heard of everyone in this trio. I recalled reading that Bethany Mota had signed a deal

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Marty Brochstein

Can Your Brand Image Be Too Strong?

The commercial, which has run periodically on television in the U.S. since last February, opens with an actress directly addressing the camera: “When I say Xerox, I know what you’re thinking,” as she pushes the print button on the office copier. But that’s when it takes a turn. Out of the machine pops an urban subway map, and she exclaims:

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Marty Brochstein

Macy’s Parade Balloon and Float Lineup

The Macy’s Thanksgiving Parade has always been a prime exposure vehicle for properties new and classic (and somewhere in between). Here’s the list of floats and balloons with licensing connections (according to the Macy’s website) Balloons: Diary of A Wimpy Kid (Abrams Books) Finn & Jake (Cartoon Network) Elf on the Shelf (CCA&B) Buzz Lightyear (Disney/Pixar) Toothless (Dreamworks) Spider-Man (Marvel)

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Marty Brochstein

NPD’s Cohen On Retail Environment, Consumer Patterns

NPD Group’ Chief Strategist Marshal Cohen gave a thought-provoking talk over breakfast to a LIMA-hosted group of about 50 licensing executives last week in New York, giving insights and opinions about a host of consumer, marketing and retail trends. A few topline points from among many subjects that he broached: • While there’s been lots of attention paid to the

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Marty Brochstein

Movement in the Collegiate Sports Legal Battle

Shortly after EA Sports announced yesterday that it won’t develop its licensed college football game beginning next year – a major development in its own right – came the really big news that settlement papers had been filed in U.S. District Court in Northern California in the lawsuit by a raft of former collegiate athletes against EA Sports and the

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Marty Brochstein

Keynote Panel, Part 2: Dealing With Supply Chain Issues

A pair of tragedies in Bangladeshi apparel factories in November and April once again brought attention to the subject of how, where and under what conditions a wide variety of consumer products are manufactured. Supply chain has increasingly become a topic of conversation, whether concerning such social issues as worker safety and environmental impact (along with how the brands and

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