Toy Brands Dont Play Around in Virtual Worlds

Brand consultant, speaker and writer, Alycia de Mesa has just had an article published on Brandchannel called ‘Toy Brands Dont Play Around in Virtual Worlds’. And it’s even got some quotes from me and .

Extract:

Ask 10-year-old kids about their favorite movie or cartoon character?¢‚Ǩ‚Äùbe it the Incredible Hulk or Bratz?¢‚Ǩ‚Äùand they can identify every brand extension leveraging the characters likeness. However, as both the toy and branding industries expand into virtual worlds, new dimensions of entertainment and branding are emerging?¢‚Ǩ‚Äùrealms that are full of both pitfalls and profits.

While the press has focused much of its attention on the adult versions of virtual worlds such as Second Life and There.com, a boom time has been quietly brewing for virtual worlds with a retail twist aimed at kids and tweens?¢‚Ǩ‚Äùand they are making money amid stagnant and, in many segments, declining toy sales.

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