Transmedia brand licensing prior to conglomeration: George Trendle and the Lone Ranger and Green Hornet brands, 1933-1966

Abstract

In this dissertation, I argue for the need to examine the emergence \nof licensing and branding practices prior to media conglomeration. \nThrough an in depth exploration of George Trendle’s licensing \narrangements for the Lone Ranger and Green Hornet brands’, I trace how \ncontemporary licensing practices took root while also arguing for the need \nto analyze licensors as cultural intermediaries with particular occupational \nidentities, attitudes and values that shape their daily business practices. \nThis project uses historical records archived at the Detroit Public Library \nand the American Heritage Center in Laramie Wyoming to re-write the \nhistory of trans-media relations between the years 1933-1966 through the \nlens of one of the most successful independent licensors of his era. \nTrendle not only shaped future licensing practices, but the degree of \nindependent managerial authority he exercised over his brands also \nexceeded the norms of most intermediaries, leading to his eventual \nmarginalization within the emerging media conglomerates of the late \n1960s.

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