Ted Mininni: "The Business of Marketing Superheroes"

Design Force, Inc. proudly announces that its president, Ted Mininni’s latest article on how to leverage licensed properties, “The Business of Marketing Superheroes”, has been published in the June 2012 issue of The Licensing Book. The publication is an integral resource guide for licensors, licensees, and retailers, focusing on licensed properties and brands and their applications across the full spectrum of consumer products.

In his article, Mr. Mininni observes that superheroes have enduring appeal for fans if the properties are extended thoughtfully. Since many are being introduced to new fans and reintroduced to old ones, thanks to entertainment platforms like movies and digital games, there is naturally a push toward new licensing opportunities. In a recent interview, Mr. Mininni stated: “There are secrets to developing visual assets for these properties that make the difference between mediocre or great performance in licensed consumer products.”

As his article progresses, Mr. Mininni discusses the value of pre-design research to uncover the nuances of each superhero and those specific attributes that are endearing to fans. “Getting to the core essence of the property is vitally important for authenticity. This enables deepening relationships that draw out emotions among fans. Before developing verbal and visual design assets to underpin a licensing program with a style guide, research is crucial. So is flexibility to accommodate consumer products in every conceivable category.”

Mr. Mininni emphasizes the importance of the character’s backstory being brought forward even as it is contemporized with modern story lines for today’s audiences. He states in the article: “Developing an iconic visual hook for the property helps to establish immediate recognition, but it’s ongoing storytelling integrated into consumer products and packaging that cements relationships”.

“A superhero property may be hot, but it’s tough to get consumer dollars in this competitive licensed products industry. Even hot properties have been known to fail or have been met with lukewarm responses. Building long-term success, loyalty and equity in the brand depends upon getting it right”.

To read the entire article, visit thelicensingbook.com, then advance to page 142.