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JUN 2007

How Licensing Helped an Artist Pull a Rabbit out of His Hat†

Wall Street Journal, June 19, 2007 — It's Happy Bunny, in true rabbit fashion, has multiplied quickly.

Thousands of products feature the rude cartoon. His quips have slipped onto socks ("I just realized I don't care"), wafted onto air fresheners ("Let's focus on me"), and slid onto key rings ("It's cute how stupid you are"). The bunny — and his creator — have hippity-hopped into licensing lore.

Category: Marketing Strategy
Tag: Licensing

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