A License to Drive Revenue
Book Business Extra: How is Highlights for Children incorporating product licensing into its marketing efforts?
Robin Sayetta: Licensing will become an important brand extension for Highlights. Our brand and content [are] appropriate for extension to a variety of products, ranging from video games, games and puzzles, toys, stationery, crafts and more. Right now, our licensing program is in its infancy. It's an integrated effort, so the licensed products will be woven into our marketing efforts, [which] could include something as simple as featuring licensed products on our website and selling them through our proprietary channels, to coordinating [our print publications] with licensed products at retail [locations].