Diamond Select appears to be pursuing a two-pronged approach to the market place, on the one hand producing comic-related merchandise through licensing agreements with Marvel (see 'Marvel Inks Licensing Agreement With Diamond Select') and other comic publishers, while on the other corralling a number of hoary seasonal licenses such as Peter Cottontail and Rudolph the Red-Nosed Reindeer that appeal to a younger, non-hobby store demographic. While the mass market appeal of well known media properties like Rudolph and Peter Cottontail might possibly open some doors for Diamond's comic-related merchandise with major toy retailers, it is more likely that it just represents an attempt to diversify Diamond Select's product line so that the company can more easily weather a downturn in either side of its business.
