I'd be interested to see the totality of the Coke (and other) licensed properties in the R2 portfolio including the diecasts, premiums, etc.

As Mark noted, there are a lot of collectors out there who want 'one of everything' and will track down anything with the logo on it. The collectable tins are a particular item, they hold up better over time than cardboard.

To the point, tho, once you get the license, then it's on R2 to do something with it ( particularly if it is an exclusive.)

They want to know if YOUR marketing is doing anything for THEM. There are plenty of other licensed properties in the stores (HL, in particular) and they keep notes of who is doing the best job.

I'd imagine there's probably a manager or two in the R2 system providing summaries to the licensors showing how many retail facings there are, daily impressions, sales projections, and how BRILLIANT they are for partnering in the first place.