Entertainment licensing is a fluid process. A brand debuts, gets attention and licensees and then, if it succeeds, moves into new cycles of line extensions and licensees. This process means that brand marketers constantly have opportunities to get involved with entertainment licenses, and licensors stay alert to marketers' interest. "It's an ongoing process of looking for new partners," said Leslye Schaefer, senior vice president of marketing and consumer products at Scholastic ...

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