More significantly, those analysts said, the licensing trend has altered the relationship between manufacturers and casinos.
The licensing trend has shifted the balance of power in the industry.
Though nutritionists note that fruit snacks, often with added sugar, are not health foods, and children's media watchdogs worry about the potential for manipulation, marketers embrace the licensing trend.
Since we observe generational differences in eagerness to get a driver's license and find that driver's licensing attitudes substantially increase delay, this result suggests that cultural changes may be driving the decreased licensing trend.
To explore the causes of the licensing trend in more depth, this study uses retrospective questions asked of respondents to the 2014 15 UC Davis Campus Travel Survey, an annual online survey of students and employees at the University of California, Davis.
They are cutting loose from unprofitable licensing agreements and setting trends with must-have items like a $1,575 black cotton off-the-shoulder peasant blouse that has been widely copied.
Ira Mayer, editor of The Licensing Letter, which tracks trends in merchandising, considered the Lin craze a fad that will continue to generate interest but not at the extreme level it once achieved.
"While we have multi-year deals in place preventing any sudden reduction in content licensing, the long-term trends are clear.
"There's a trend in licensing, as businesses are realizing that brands have some additional neat, leverageable, transferable value," said Johanna Waterous, a retailing expert at McKinsey & Company in London.
Iconix Brand Group, Inc. is a brand management company which is engaged in the licensing, marketing and providing trend direction for a portfolio of consumer brands.
