Big licences are big business.

Led Zeppelin

TRENDS come and go, with customer preferences ebbing and flowing as often as the seasons change.

What never falters, however, is their unwavering focus on and loyalty to big-name brands. Famous licences are big business – take one look at a company like Disney, which invests billions of dollars in the acquisition of licences and further billions in the retention of them, and you can get an idea of the value that recognisable, familiar characters have.

Read the full article in the May issue of InterGame

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