Description
Book SynopsisUsing the Lone Ranger as a case study, this book investigates the transmedia licensing, merchandizing, and brand management of iconic characters from the 1930s through the era of media conglomeration and convergence.
Table of ContentsAcknowledgments
Chapter 1: Hi-Yo Licensing
Chapter 2: Putting on the Mask: Character Licensing before the Lone Ranger
Chapter 3: Building the Franchise One Market at a Time: The Lone Ranger’s Extra-textual Career in the Late 1930s
Chapter 4: The Lone Ranger and the Law: The Construction of Corporate Authorship
Chapter 5: Containing the Ranger: Postwar Cultural (Re)Branding and the Industrial Logics of Containment
Chapter 6: Managing a Legend: The Troubled Career of the Lone Ranger as Heritage Brand
Chapter 7: The Lone Ranger and the Mouse House Together at Last? New Twenty-First-Century Partnerships in the Licensing Biz
Chapter 8: Parting Shots
Notes
Bibliography
Index
