The question for DIC, says Fowler, is not whether it will continue to evolve, but how to evolve effectively to maximize its properties’ potential.
“How do we take it to the next level? How do we manage all that is on our plate and all that will be on our plate and the way the business has changed? Our approach now and how we define ourselves in the industry is as brand managers. We no longer look at a brand from one perspective. We see it as a whole and we manage it that way. Take Strawberry Shortcake as an example. It is covering online, consumer products, home entertainment, publishing, TV and now this year it will cover theatrical release.”
Unlike broadcasters that consider the linear show the “mothership” from which all other platforms arise, Fowler says for DIC, the story is the ship, with each platform a sales and marketing road to travel. “We start with the story. What is really important to Andy is that there has to be a real solid, compelling entertainment equation. So, whether that story comes from television or from a book or from whatever, it has become irrelevant because the focus is the brand itself.”