Game and Toy Licensing Sucks

Link: Older Toys Seek New Fans With Makeovers – New York Times.

”Our challenge is to continue to make Etch a Sketch exciting for the next generation of kids,” said Martin Killgallon, marketing director for Bryan-based Ohio Art. ”One way to do that is with licensing.”

It seems to me like yet another way would be to invest in, you know, new games and toys, but I suppose it’s less "risky" to bank on established franchises. (Although it sure seems to me like it’d be cheaper to pay six smart college kids $20,000 each to spend three months designing a game or toy than to spend $1M to mindlessly slap Spongebob Squarepants on everything. Isn’t this the kind of thinking that has Toys R Us on the ropes?)