Freedman's licensing and retailing experiences focused on improving customer satisfaction, improving the club's own retail shops (to include huge new stores in Dablin, Kuala Lumpur, Cape Town, and Singapore), creating merchandising relationships with other UK retailers, and broadening the product line to include a magazine and videos, air fresheners, and jigsaw puzzles. He also created agreements with banks to use the Rad Devil mascot to promote youth savings accounts. Freedman used licensing and retailing to reach what he called "a large number of untapped Manchester United supporters.