Brand Licensing in Italy
Brand Licensing in Italy started in the seventies with very few Licensing Agencies. Apart from Disney which had its own dedicated office in the market, all the other big Entertainment majors were represented by independent agencies. One of these companies named DIC 2 (Distribution International Characters), founded in 1973 by Mr. Gianfranco Mari contributed to create the licensing business in Italy and set big phenomena as He-Man and the Master of the Universe, Marvel Comics, Star Wars, Hanna & Barbera characters, Zorro, Asterix and so on. DIC 2 is still one of the biggest independent agencies in Italy, representing different cartoon characters and famous brands.
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