So Reinvigorating

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It's not every day you are afforded the opportunity to sit among a gathering of more than 500 creative and visual licensing individuals, not to mention film studio and marketing/promotions executives. It's not every day you can wander on to the Warner Bros. lot as the only invited editor to cover and uncover the long-awaited reinvigoration of the Looney Tunes franchise. Such was my good fortune in September and the fortune this month of License! magazine. More than 500 licensees turned out to preview the upcoming initiatives for the beloved animated Looney Tunes characters, which include new theatrical shorts, a feature film, and a new animated series.

Building or re-building a brand or franchise seems to be the theme this issue. Not only are we providing ample coverage to our Warner Bros.' Looney Tunes Exclusive story, but we pay homage to a multitude of companies celebrating anniversary milestones. Decade after decade, many of those in celebration have established a consumer recognition factor to generations old and new. Now, not resting on their laurels, they are playing up their properties' history and/or reinventing their brands with new promotions or marketing tactics, as well as film, TV, and publishing releases. Join us in celebration of anniversaries in 2002, 2003, and 2004, and learn a bit more about each individual property, brand, and character. Retailers can easily utilize the information for open-to-buy (there's always some money left, right?). Exclusive promotions? Exclusive product? You get the picture.

Speaking of retail, part of our anniversary celebration includes that of Macy's 100 years on Herald Square. To think that Macy's Herald Square has been a site to see for national and international tourists and New Yorkers alike, long before Grand Central Station and the Empire State Building. I spent some time talking with Patti Lee, senior vice president and general manager of the famed store, on the retailer's initiatives to hype its centennial year and what it's like to oversee the World's Largest Store. Further, with the Macy's Annual Thanksgiving Day Parade coming up this month, we spoke with Robin Hall and Amy Kule on the behind-the-scenes parade preparations and what will float and fly this year.

Reinvigorating your brand or franchise is no easy feat. I and the License! team can attest. When I joined this magazine back in April, I mentioned changes would be underway. While we have tweaked the design already in place, there is a complete redesign coming up for January 2003. Beyond the new design elements, new features will be added, focusing on retailers, licensors and licensees, and consumers. The publishing team of License! can't wait to unveil our "reinvigoration." Get ready!

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