August 24, 2012
Design Force, Inc. proudly announces that its president, Ted Mininni’s latest article : “What It Takes to Create Licensed Property Blockbusters at Retail”, has been published in the August 24, 2012 issue of Media Post’s Marketing newsletter, which is read by over 100,000 marketing and media professionals.
In his article, Mr. Mininni discusses that the licensing of properties: sports heroes, pop cult and entertainment icons, is hotter than ever. “Little wonder that consumer product companies are flocking in record numbers to ink potentially lucrative, even game changing, licensing deals. Especially for properties that make it big in the movies.”
As the article progresses, Mr. Mininni observes that pop culture is responsible for blockbuster properties that are emerging from unlikely sources lately: toys, games and even Disney theme park rides. Noting that critics’ reviews often pan these properties as sources of inspiration in the movie industry, Mr. Mininni points out that pop culture has long been a source of inspiration for artists, songwriters, designers, TV shows and the like. He questions: “Isn’t there room for all kinds of entertainment inspired by pop culture?”
Yet not all entertainment properties translate to licensing success—in spite of their popularity. Mr. Mininni explains: “With so many properties’ storylines in the pipeline one after the other, some of the buzz and excitement they generate fizzles quickly. Others disappoint; failing to live up to expectations of dazzling success. Both scenarios cut short the potential for successfully licensed consumer products.”
Mr. Mininni then shares his insights on how to leverage the power of licensed properties for consumer products and packaging. He concludes: “A well-designed licensing program will achieve immediate recognition and relevance, eliciting those all-important emotional responses. That’s what creates blockbuster consumer products at retail at a time when most licenses seem to lose their power far too soon.”