Hi-Yo licensing -- Putting on the mask : character licensing before the Lone Ranger -- Building the franchise one market at a time : the Lone Ranger's extra-textual career in the late 1930s -- The Lone Ranger and the law : the construction of corporate authorship -- Containing the ranger : postwar cultural (re)branding and the industrial logics of containment -- Managing a legend : the troubled career of the Lone Ranger as heritage brand -- The Lone Ranger and the Mouse House together at last? : new twenty-first-century partnerships in the licensing biz -- Parting shots.
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