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<br /> April/May 2010<br /> <br /> April/May 2010<br /> LICENSINGBOOK<br /> THE<br /> BUILDING BUSINESS THROUGH PARTNERSHIPS<br /> CONTENTSAPRIL/MAY<br /> 04-05/10 vol.27 no.4-5/10<br /> Tribute to Television<br /> 13<br /> BBC, CBS, Real Housewives of NJ, Dora the Explorer,<br /> iTV, Sesame Workshop, Classic Media, Bella Sara,<br /> Lucasfilms, Fox, Showtime, Animal Planet, and more<br /> <br /> Corporate Brands<br /> 48<br /> Corporate licensing focuses on brands we can trust,<br /> even when we can't trust the economy. Featuring<br /> Lexani, Arm & Hammer, Burger King, M&M's, and more<br /> <br /> Licensing For Lassie<br /> 56<br /> Pets are important members of the family, and who<br /> doesn't like dogs in clothes?<br /> <a title="The Licensing Book April/May 2010 page 1" href="http://viewer.zmags.com/publication/5ffecae8?page=1"> April/May 2010</a> <a title="The Licensing Book April/May 2010 page 2" href="http://viewer.zmags.com/publication/5ffecae8?page=2"> </a> <a title="The Licensing Book April/May 2010 page 3" href="http://viewer.zmags.com/publication/5ffecae8?page=3"> </a> <a title="The Licensing Book April/May 2010 page 4" href="http://viewer.zmags.com/publication/5ffecae8?page=4"> CONTENTSAPRIL/MAY 04-05/10 vol.27 no.4-5/10 Tri</a> <a title="The Licensing Book April/May 2010 page 5" href="http://viewer.zmags.com/publication/5ffecae8?page=5"> </a> <a title="The Licensing Book April/May 2010 page 6" href="http://viewer.zmags.com/publication/5ffecae8?page=6"> LICENSINGBOOK THE www.licensingbook.com t ® </a> <a title="The Licensing Book April/May 2010 page 7" href="http://viewer.zmags.com/publication/5ffecae8?page=7"> </a> <a title="The Licensing Book April/May 2010 page 8" href="http://viewer.zmags.com/publication/5ffecae8?page=8"> NEWS ZONE >>> New Inductees to the Licensin</a> <a title="The Licensing Book April/May 2010 page 9" href="http://viewer.zmags.com/publication/5ffecae8?page=9"> MORE NEWS AT >>WWW.LICENSINGBOOK.COM > ···· Can</a> <a title="The Licensing Book April/May 2010 page 10" href="http://viewer.zmags.com/publication/5ffecae8?page=10"> HOW TO TRAIN YOUR DRAGON How to Train Your Dra</a> <a title="The Licensing Book April/May 2010 page 11" href="http://viewer.zmags.com/publication/5ffecae8?page=11"> >>HOW TO TRAIN YOUR DRAGON > On collaboration: </a> <a title="The Licensing Book April/May 2010 page 12" href="http://viewer.zmags.com/publication/5ffecae8?page=12"> HOW TO TRAIN YOUR DRAGON DreamWorks Anne Glob</a> <a title="The Licensing Book April/May 2010 page 13" href="http://viewer.zmags.com/publication/5ffecae8?page=13"> TRIBUTE TO TELEVISION Tribute to </a> <a title="The Licensing Book April/May 2010 page 14" href="http://viewer.zmags.com/publication/5ffecae8?page=14"> BBC WORLDWIDE ···· BBC Takes Planet Earth by </a> <a title="The Licensing Book April/May 2010 page 15" href="http://viewer.zmags.com/publication/5ffecae8?page=15"> >>BBC WORLDWIDE > ZingZilla 1. A musical soun</a> <a title="The Licensing Book April/May 2010 page 16" href="http://viewer.zmags.com/publication/5ffecae8?page=16"> BBC WORLDWIDE spanning the many global religi</a> <a title="The Licensing Book April/May 2010 page 17" href="http://viewer.zmags.com/publication/5ffecae8?page=17"> </a> <a title="The Licensing Book April/May 2010 page 18" href="http://viewer.zmags.com/publication/5ffecae8?page=18"> CBS ···· CBS Is NOT in a Pickle (But they'll </a> <a title="The Licensing Book April/May 2010 page 19" href="http://viewer.zmags.com/publication/5ffecae8?page=19"> >>CBS > each </a> <a title="The Licensing Book April/May 2010 page 20" href="http://viewer.zmags.com/publication/5ffecae8?page=20"> </a> <a title="The Licensing Book April/May 2010 page 21" href="http://viewer.zmags.com/publication/5ffecae8?page=21"> </a> <a title="The Licensing Book April/May 2010 page 22" href="http://viewer.zmags.com/publication/5ffecae8?page=22"> CAROLINE'S KITCHEN BY CAROLINE MANZO From l</a> <a title="The Licensing Book April/May 2010 page 23" href="http://viewer.zmags.com/publication/5ffecae8?page=23"> </a> <a title="The Licensing Book April/May 2010 page 24" href="http://viewer.zmags.com/publication/5ffecae8?page=24"> DESIGNS FOR LIFE BY DINA MANZO From l-r: Din</a> <a title="The Licensing Book April/May 2010 page 25" href="http://viewer.zmags.com/publication/5ffecae8?page=25"> </a> <a title="The Licensing Book April/May 2010 page 26" href="http://viewer.zmags.com/publication/5ffecae8?page=26"> DORA TURNS 10 Ten Years with Dora the Explorer</a> <a title="The Licensing Book April/May 2010 page 27" href="http://viewer.zmags.com/publication/5ffecae8?page=27"> >>DORA TURNS 10 > Pinault, John Leguizamo, Sl</a> <a title="The Licensing Book April/May 2010 page 28" href="http://viewer.zmags.com/publication/5ffecae8?page=28"> </a> <a title="The Licensing Book April/May 2010 page 29" href="http://viewer.zmags.com/publication/5ffecae8?page=29"> </a> <a title="The Licensing Book April/May 2010 page 30" href="http://viewer.zmags.com/publication/5ffecae8?page=30"> ITV Pocoyo Brings Cuteness to New Heights BY </a> <a title="The Licensing Book April/May 2010 page 31" href="http://viewer.zmags.com/publication/5ffecae8?page=31"> </a> <a title="The Licensing Book April/May 2010 page 32" href="http://viewer.zmags.com/publication/5ffecae8?page=32"> ITV free to use the breadth of their </a> <a title="The Licensing Book April/May 2010 page 33" href="http://viewer.zmags.com/publication/5ffecae8?page=33"> </a> <a title="The Licensing Book April/May 2010 page 34" href="http://viewer.zmags.com/publication/5ffecae8?page=34"> ···· Sesame Street Still Fresh at 40 Sesame Stre</a> <a title="The Licensing Book April/May 2010 page 35" href="http://viewer.zmags.com/publication/5ffecae8?page=35"> monster appeal For more information about licensi</a> <a title="The Licensing Book April/May 2010 page 36" href="http://viewer.zmags.com/publication/5ffecae8?page=36"> TRIBUTE TO TELEVISION ···· Classic Media: Rein</a> <a title="The Licensing Book April/May 2010 page 37" href="http://viewer.zmags.com/publication/5ffecae8?page=37"> TRIBUTE TO TELEVISION ···· Bella Sara: Going </a> <a title="The Licensing Book April/May 2010 page 38" href="http://viewer.zmags.com/publication/5ffecae8?page=38"> TRIBUTE TO TELEVISION ···· Lucasfilms Launches S</a> <a title="The Licensing Book April/May 2010 page 39" href="http://viewer.zmags.com/publication/5ffecae8?page=39"> >>TRIBUTE TO TELEVISION> ···· National Wildlif</a> <a title="The Licensing Book April/May 2010 page 40" href="http://viewer.zmags.com/publication/5ffecae8?page=40"> TRIBUTE TO TELEVISION ···· Animal Planet Introd</a> <a title="The Licensing Book April/May 2010 page 41" href="http://viewer.zmags.com/publication/5ffecae8?page=41"> ME TO YOU Me To You, From the UK to America The</a> <a title="The Licensing Book April/May 2010 page 42" href="http://viewer.zmags.com/publication/5ffecae8?page=42"> PENGUIN ···· It's All Smiles for A look </a> <a title="The Licensing Book April/May 2010 page 43" href="http://viewer.zmags.com/publication/5ffecae8?page=43"> >>PENGUIN > Penguin ating tattoos; we've done s</a> <a title="The Licensing Book April/May 2010 page 44" href="http://viewer.zmags.com/publication/5ffecae8?page=44"> NANCY BAILEY & ASSOCIATES MISSION... ACCOMPLISHE</a> <a title="The Licensing Book April/May 2010 page 45" href="http://viewer.zmags.com/publication/5ffecae8?page=45"> Our Mission: Unleash The POWER of Your Brand. </a> <a title="The Licensing Book April/May 2010 page 46" href="http://viewer.zmags.com/publication/5ffecae8?page=46"> NANCY BAILEY & ASSOCIATES </a> <a title="The Licensing Book April/May 2010 page 47" href="http://viewer.zmags.com/publication/5ffecae8?page=47"> >>NANCY BAILEY & ASSOCIATES > portion of the proc</a> <a title="The Licensing Book April/May 2010 page 48" href="http://viewer.zmags.com/publication/5ffecae8?page=48"> CORPORATE FEATURE ···· Corporate Licensing: Kee</a> <a title="The Licensing Book April/May 2010 page 49" href="http://viewer.zmags.com/publication/5ffecae8?page=49"> >>CORPORATE FEATURE > down work shirts bearing</a> <a title="The Licensing Book April/May 2010 page 50" href="http://viewer.zmags.com/publication/5ffecae8?page=50"> CORPORATE FEATURE with Isaac Morris, wall co</a> <a title="The Licensing Book April/May 2010 page 51" href="http://viewer.zmags.com/publication/5ffecae8?page=51"> </a> <a title="The Licensing Book April/May 2010 page 52" href="http://viewer.zmags.com/publication/5ffecae8?page=52"> >>CORPORATE FEATURE > Stone America Appointed t</a> <a title="The Licensing Book April/May 2010 page 53" href="http://viewer.zmags.com/publication/5ffecae8?page=53"> MARS RETAIL GROUP Mars Inks Delicious Deals Mars</a> <a title="The Licensing Book April/May 2010 page 54" href="http://viewer.zmags.com/publication/5ffecae8?page=54"> CONSULTANT'S VIEW ···· Why Go Exclusive? BY JOE</a> <a title="The Licensing Book April/May 2010 page 55" href="http://viewer.zmags.com/publication/5ffecae8?page=55"> LOOK INSIDE: BRAND LICENSING TEAM Brand Licensing</a> <a title="The Licensing Book April/May 2010 page 56" href="http://viewer.zmags.com/publication/5ffecae8?page=56"> PET LICENSING Licensing for Lassie BY JENNIFER</a> <a title="The Licensing Book April/May 2010 page 57" href="http://viewer.zmags.com/publication/5ffecae8?page=57"> The Voice Reaching Both Trade and Consumers </a> <a title="The Licensing Book April/May 2010 page 58" href="http://viewer.zmags.com/publication/5ffecae8?page=58"> PET LICENSING mulated to meet all canine-gr</a> <a title="The Licensing Book April/May 2010 page 59" href="http://viewer.zmags.com/publication/5ffecae8?page=59"> >>PET LICENSING > ASPCA Campbell Associates LL</a> <a title="The Licensing Book April/May 2010 page 60" href="http://viewer.zmags.com/publication/5ffecae8?page=60"> SOAPBOX ···· Three Ways to Expand the Licensing </a> <a title="The Licensing Book April/May 2010 page 61" href="http://viewer.zmags.com/publication/5ffecae8?page=61"> >>SOAPBOX > ly proclaim the Tiffany name. W</a> <a title="The Licensing Book April/May 2010 page 62" href="http://viewer.zmags.com/publication/5ffecae8?page=62"> OF COUNSEL WITH JAMES KIPLING ···· Clearing Your</a> <a title="The Licensing Book April/May 2010 page 63" href="http://viewer.zmags.com/publication/5ffecae8?page=63"> >>OF COUNSEL > two marks themselves. If the pri</a> <a title="The Licensing Book April/May 2010 page 64" href="http://viewer.zmags.com/publication/5ffecae8?page=64"> DIRECTORY OF PROPERTIES, PRODUCTS AND SERVICES </a> <a title="The Licensing Book April/May 2010 page 65" href="http://viewer.zmags.com/publication/5ffecae8?page=65"> DIRECTORY OF PROPERTIES, PRODUCTS AND SERVICES </a> <a title="The Licensing Book April/May 2010 page 66" href="http://viewer.zmags.com/publication/5ffecae8?page=66"> PEOPLE > ON THE MOVE > LISA K. WEINER </a> <a title="The Licensing Book April/May 2010 page 67" href="http://viewer.zmags.com/publication/5ffecae8?page=67"> </a> <a title="The Licensing Book April/May 2010 page 68" href="http://viewer.zmags.com/publication/5ffecae8?page=68"> </a>