How to license brand characters in advertising

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

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He-Man and Skeletor, Yoda from Star Wars, The Simpsons and SpongeBob SquarePants. What do these famous characters have in common? They’ve all featured in advertisements for a variety of brands such as Vodafone, Pepsi and Coca-Cola.

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