The Benefits of Offline Merchandise in Brand Building
The global merchandise market is worth $300 billion and is expected to continue growing at a steady rate. Seven of the ten top players in this industry relate to character licensing, and five directly associate with developing and utilizing fictional characters. From Pooh and Peter Rabbit to BT21 an...
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| Format: | Thesis |
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Massachusetts Institute of Technology
2022
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| Online Access: | https://hdl.handle.net/1721.1/140373 |