A License to Drive Revenue
Extra: What steps needed to be taken in-house at Highlights to establish a product licensing program?
Sayetta: … The most important step was to ensure that we translated our core values [and] real commitment to children and families into our partnerships and products.
I was hired to initiate the licensing effort for Highlights. My background includes founding the consumer products licensing business at Discovery Communications, and also a five-year stint at Scholastic during the launch of its licensing business. I’ve been able to bring these experiences to bear here, and made recommendations regarding important steps when launching a licensing initiative.