As the back-to-school season heats up this month, supermarket buyers are proceeding cautiously in promoting licensed goods, focusing instead on value-added items. "Licensed items aren't what they once were," said John Massaua, senior vice president of purchasing and merchandising at Millbrook Distribution Services, Leicester, Mass. The distributor is offering its customers fewer licensed goods this season. As far as theatrical hits, "Basically, there was 'Small Soldiers' and 'Godzilla,' ...

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