BK on the Way

Freifeld, Lorri
June 2006
License!;Jun2006, Vol. 9 Issue 5, p90
Trade Publication
The article discusses the decision of Miami, Florida-based fast food chain Burger King Corp. to enter the merchandise licensing sector. The company has hired Broad Street Licensing Group (BSLG) to create a licensing program. BSLG aims to create a licensing program compatible with Burger King's core marketing strategy. Products to be developed will target the 18 to 34 age range.


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