Takeaway: Fanatics and UMG Bravado are on a collision course. The “great merch race” will be won by the agencies that value licensing agreements, trademarked products, and long-term partnerships. As “wearable intellectual property” continues to fuel online retail growth for artists, publishers, and everything-in-between, it will be the agencies that develop high-visibility / high sales rosters that will be acquired in the end.
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