Character Licensing and the Digital Path to Monetization, Case Studies from Thai Creators

Main Article Content

Umparin Boonsinsuk

Abstract

Character licensing business in Thailand was considered a new and emerging industry. This article would look at international success cases of brand licensing and level of marketing effort character designers had invested to ensure licensing potentials. The growth of digital media and technology in Thailand were one important factor that had rendered the growth of Thai characters possible. We will thus look at the timeline of digital media being launched in Thailand and how Thai characters had successfully utilize them to pave their way to licensing income.

Article Details

How to Cite
Boonsinsuk, U. (2019). Character Licensing and the Digital Path to Monetization, Case Studies from Thai Creators. Executive Journal, 39(1), 12–23. Retrieved from https://so01.tci-thaijo.org/index.php/executivejournal/article/view/115876
Section
Academic Articles

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