Licensing: Licensing Authority - Success is finding and building on exclusivity.

By definition, a licensed promotion should have a degree of exclusivity around it: the push is, after all, a partnership from which both parties are looking to profit. So it's only natural to expect that the property will only be used by one manufacturer in each category, especially where characters with a licence are concerned, since the exclusive association helps create a competitive edge for a brand.

But I think this exclusivity may have backfired in some respects. Furthermore, I believe that the unquestioning acceptance of this status quo is leading to potentially damaging and invasive instances of creative inertia. This is particularly noticeable in the case of …