I guess as "a leading licensor and global brand management company", CHKE's core competency is not building brands. I find it interesting that they needed to hire...I'm sorry, "partner with" a branding company instead having the skills to do it themselves.

If they can revitalize Asmile (whatever that is) they will get a bigger payout than representing other people's brands. I think it shows they desperately trying to find something since Target is slowly get rid of their brand and representing brands doesnt pay that much.

I'm not too optimistic.

By the way, has anybody seen Sideout?