SkyBox International 1991, 1992
SkyBox and NBA Hoops basketball cards
Impact NFL football cards
Marvel Universe trading cards
Garfield trading cards
Disney trading cards
Star Trek trading cards
U.S.A. basketball cards

Objective
Create excitement in collectible market and maximize licensing relationships.

• TV commercial featuring Magic Johnson and his son, Andre.
• Line extensions of Marvel series (X-Men, Marvel Masterpieces, etc.)
• Targeted correspondence with brokers, distributors and hobby stores.
• Integrated PR efforts, advertising and product development.

Key Learning
Value in licensed property is "borrowed interest" and must match desired consumer target audience to help a product or product line.