License Magazine - August 2007 - (Page 36) casestudy Wal-Mart headquarters that now boasts a staff of a 15 people. As the first entertainment company to set up a satellite office in Bentonville, Johnson said it enabled DCP to work with WalMart’s buyers regularly rather than just the obligatory one or two strategy meetings held annually. “We worked on how to manage a brand in different consumer segments and transition from a passive licensing strategy to an active licensing strategy,” Johnson explains. Wal-Mart was obviously receptive to the DCP strategy as “High School Musical” was the only direct product and merchandising program to be featured separately at the company’s annual shareholder’s meeting in June. And Johnson describes it as “the most comprehensive merchandising and marketing program that I have seen Wal-Mart implement.” ‘School’ Chums The “High School Musical” BTS program consists of more than 100 products in apparel, accessories, jewelry, electronics, toys, DVDs, games, books, and cosmetics. 36 www.licensemag.com August 2007 http://www.toy-tia.org http://www.toy-tia.org http://www.toy-tia.org http://www.licensemag.com
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