Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
NEW YORK – King Features and 11 licensees are betting more than $12 million in marketing expenses that the Berenstain Bears can be as popular in the toy market as they are in children’s books. Debuting at this week’s Toy Fair in New York will be a variety of toys from the 31-year-old bear family, whose advice books sold more than 24 million copies in 1992. It’s not the first time King Features has tried to translate the Berenstain brand equity into toys.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in