Faced with continued retail consolidation and shrinking shelf space, non-media-based properties often struggle for consumer recognition and popularity. 'Licensing non-media characters is more difficult because they aren't yet known personalities, whereas a character you've grown to know and love on TV is going to be an obvious candidate,' says Paul Archuleta Whitney, vice president of Japan Publicity, Inc./ARTas1 Licensing. 'Also, large retailers such as Wal-Mart and Target control a huge percentage of, say, preschool items, and only have a limited number of slots on their shelves, so they are going to scrutinize a non-media character more because it's not an automatic sale for them.'
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