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от года к хайпу на канцтоварах приходили «Смешарики», «Трансформеры», «Winx», «Маша и медведь» и так далее. По качеству продукция ничем не отличалась от «небрендированной», но была более ценной за счет сочетания высокой маржи прибыли предпринимателя и спроса потребителя в лице детей, тоннами употреблявших сей телевизионный контент. Как говорили нам в ВШЭ: «Все есть маркетинг и маркетинг есть все».

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