Why are manufacturers eager to license artwork for their products?
There are several factors that have contributed to this phenomenon. Art-based products can and do appeal to a wide audience, but the demographic is primarily adult women. This same demographic is largely left out of sports, entertainment and character driven properties which tend to appeal to teen, tween, children and male buyers. Artwork also lends itself to a vast array of products. Sometimes the artwork can dictate the development of product lines. Quite often, an image with some tweaking will cross over to be used on a myriad of products. This cross merchandising appeals to consumers who wish to buy a full line of coordinated products. This is a plus for manufacturers who know the image has proven popular among consumers. Since art-based products appeal by virtue of the design their popularity is less likely to be affected by trends, which can be short-lived. Themes and styles drive demand rather than one “hot” image. The shelf life for art based products is longer, which is appeal
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