Cartoon heroes selling products

According to Judit Csányi, managing director of Kidz Entertainment Hungary, licensing agreements are still rarely used in Hungary, but the trend is positive. Though using protected figures for advertising campaigns means more work for clients and agencies, these can be very useful, because movies and related promotions mean additional support for the product. Cartoon heroes are used mainly on packaging in Hungary, though they could also prove to be useful for retail chains in image building.