$ that got me more excited to see it will take them to 100's of millions faster then anything else. It basically ensuring big long term future. I see it this way. SPNG for example calls buyer at a store that already sells Viacom products.
Say they did not have the deal. They call and say to buyer I have new kids bath product puddle pals. I like store to carry it. Buyer says who are you? Okay send me sample. The cycle to get into that store would be hard and long when unknown new product.
Now with Viacom SPNG calls and says I have new spongebob bath product for kids. How many would you like to order. Buyer says okay we usually order this many of other spongebob products per qrt so send me the same. No waiting creditability just by having Spongebob name instead of unknown name. Same product puddle pals but see how much more and faster it will sell.
IT helps all the other products SPNg sells to get into the same stores as well now that they have buyer buying SPNG product. That deal alone made sales grow years faster.
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