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Disney Is Striking Out On Its Own

2015-09-02 07:29:41| Toys - Topix.net

Eighteen months ago, I wrote an article headed "Disney - is Infinity leading the way?" The fact that Disney had for the first time in history managed a toy-related product soup to nuts rather than just licensing it out to the Mattels or Hasbros of this world, led to the question whether we were looking at a game changer. In the case of Infinity, Disney had designed the product, manufactured it, created the packaging and product designs, managed the supply chain, created the advertising and promotional back-up, and then sold the product directly to the major retailers - which it had never done before.

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