An interesting piece on brand licensing but nothing really new here: Walt Disney first licensed the iconic Ingersol Mickey Mouse watch in the 1930’s. The areas that I find increasingly interesting is the development of brands x-platform. Computer games become movies, events become TV shows; sports brands become computer games. The kind of TV show – event brand extensions mentioned in this article are interesting. And for me strike a chord, as I proposed, pioneered and launched a 3-day live event based on a tv show back in 1995! It was one of my first introductions to marketing collaboration and inspired me to focus on marketing partnerships.