The Licensing Shop hires Cowan & Company
The Licensing Shop of Toronto has retained Cowan & Company Communications, also based in Toronto, to develop a public relations campaign promoting the Pokémon brand in Canada. The Licensing Shop represents the Japanese toy brand in this country. "Pokémon has resurged with a new generation of fans and it is once again ranked in the top five action figure brands," said Licensing Shop founder Stephen Fowler. "We selected Cowan & Company as our PR partner because we liked that they had high-profile client experience but without all the trappings of a big PR agency. They immediately understood our business." The campaign will focus on word-of-mouth promotion intended to increase sales in 2008. The assignment also includes media relations and consumer promotions.