When consumers love a character, they want character-branded products.
So brands, being dependent on consumers, need to license.
So licensees supply the products.
And shops sell them.
So far, so easy.

Shops also sell products that are led purely by lifestyle and fashion trends.
These items do not feature character brands.
So they're completely different.
Aren't they?
We disagreed.

Why shouldn't lifestyle and fashion rules be applied to character-brand products?
Don't we already know about future trends anyway?
And don't we understand character brands?
Why don't we do it?
We did. And we do. How about you?