Upload
ep-grupo-agencia-de-conteudo
View
241
Download
7
Embed Size (px)
DESCRIPTION
Brazilian brands go global Hot and trending properties you will definitely hear about
Citation preview
www.licensingbrasil.com Licensing Expo 2015 Special Issue year 6
Brazilian brands go globalHot and trending properties you will definitely hear about
Capa LB6_ING_OK_2.indd 1 5/22/15 3:50 PM
ANUNCIOS-dupla.indd 2 5/22/15 3:54 PM
ANUNCIOS-dupla.indd 3 5/22/15 3:54 PM
Here we have great opportunities for your company!
Come and visit the Brazilian Licensing Fair
SEPTEMBER
AND
REGISTER FOR FREE
Phone: [email protected]
11 5092-5588SHOW ORGANIZER
Untitled-1 4 5/22/15 4:21 PM
Here we have great opportunities for your company!
Come and visit the Brazilian Licensing Fair
SEPTEMBER
AND
REGISTER FOR FREE
Phone: [email protected]
11 5092-5588SHOW ORGANIZER
®
1/2 inch
alteration = .8pt stroke added
the smallest the logo should ever be
1 inch
alteration = 1pt stroke added
2 inch
4 inch
6 inch
alteration = smaller TM
this �ts perfectly withinthe PowerPoint template box
C
M
Y
CM
MY
CY
CMY
K
Untitled-1 5 5/22/15 4:22 PM
4
INDEX
Opinion 10
Licensing short articles 12
About us – Licensing at retail 18
Cover – Brazilian Brands 28
Company – Havaianas 38
On the spot – Food, beverages and other
supermarket items: APAS 2015 40
On the spot – Toys and baby products: Abrin
2015 44
Interview – Mauricio and Mônica de Sousa 48
Special − New Monica’s Park 50
(40)
(44)
(28)
Index-LB_ingY6.indd 4 5/22/15 3:58 PM
Mar/Abr 2008 5
Index-LB_ingY6.indd 5 5/22/15 3:58 PM
6
Year 6 – Special Licensing Expo – 2015Espaço Palavra Editora e Arte Ltda.
‹ Director-General and journalist in charge ›Marici Rosana Ferreira (MTb 36727)
‹ Editorial Board ›David Diesendruck (Redibra), Ênio A. Kohler (Lepper), Kiko Smitas (Fantasias SulAmericana), Ana Amélia de Cesaro e Aurélia Picoli (Play Consultoria Infantil), Marici Foroni (Foroni), Gustavo Bacchi (Riclan), José Martins (Panini), Marcus Macedo (Exim), Edson Sawa (Regina Festas) e Germano Costa (Brandili).
‹ Revision ›Lu Peixoto Marcus Macedo
‹ Editorial ›Kika MartinsLívia de Vivo
‹ Art › Wilson AlvesRening Masuyama
‹ Commercial Department ›Alessandra Aragon FrateDaiane Miranda
‹ Marketing ›Livia Gimenes
‹ Administrative ›Cristina Venâncio
‹ International Sales › Multimedia, Inc. (USA)Tel. +1-407-903-5000 E-mail: [email protected]
‹ Administration, advertising and editorial desk ›Rua Arapapi, 45Indianópolis – São Paulo - CEP: 04516-020Tel. (55 11) 5092-5588/ (55 11) 5094-0403E-mail: [email protected]
[ Subscriptions ]Country code Brazil 11 5092 5588 or www.licensingbrasil.com
The articles contained in this magazine are the responsibility of the authors and may be reproduced as long as the source is cited.The photographs used in this edition belong to the Revista Licensing Brasil image stock and may be reproduced as long as the source is cited.Revista Licensing Brasil is distributed in Brazil to marketing directors and managers and other people involved in the licensing market in advertising, accessories, foods, toys, TV channels, apparel, cosmetics, hygiene and cleaning products, stationary, promotions, technology and IT sectors. Professionals from other sectors may acquire copies through subscription to the magazine.
EDITORIAL
For the sixth year in a row we prepared an edition especially for
international licensing events. We work hard to bring for you
relevant information about what is going on with Latin America´s
largest licensing market, Brazil.
The Brazilian licensing industry is not only increasing on a steady pace
but becoming more professional and conscious of its importance. The
Brazilian Licensing Association estimates retail sales of licensing products at
R$ 13.2 billion (approximately US$ 4.42 billion), 6% higher of total revenues
generated in 2013. This year, despite some major setbacks in the Brazilian
economy, licensors, agents and licensees nationwide predict a 4% growth
over 2014, very good news for a segment that is still to reach its maturity.
Currently there are over 80 active licensors, more than 600 properties
on the market, both local and international, which doubtlessly, make up
for a very strong and solid market experience.
The presence of Brazilian Brands booth in the 2015 Las Vegas
Licensing Expo will cast again the results of a very successful endeavor
between ABRAL and APEX (Brazilian Agency for Promotion of Exports
and Investments) – with the prime objective of giving some important
Brazilian properties even more visibility. Many of them are already on
many consumer goods in Brazil and abroad. Staging in Vegas gives them
a unique opportunity of enriched exchanges of ideas and great deals of
learning. In this issue, you will find out more about these properties and
their licensors.
In the About Us section, we invite you to observe and read about the
Brazilian licensing retail backdrop – its strengths, points of improvements
and business opportunities. The reader will also find a selection of licensed
items that recently launched during some the most important trade fairs
up to this moment in Brazil. Toys, F&B and more.
It is a pleasure to be back!
A little bit of Brazil
Marici Ferreira
[Director]
EDITORIAL-LB#ING_Y6.indd 6 5/22/15 4:01 PM
EDITORIAL-LB#ING_Y6.indd 7 5/22/15 4:01 PM
TO ME, IT IS JUST A MATTER OF WHO HAS
RELEVANCE TO AN AUDIENCE OR NOT —
AND THAT CAN BE A CURRENT STAR, A
LIVING LEGEND OR A DECEASED CELEBRITY.
AS FOR LIVING LEGENDS, THEY OFTEN BRING
IN A LARGE DEMOGRAPHIC APPEAL, AND IN
THE MARKETING ERA OF ‘RETRO’, A LIVING
LEGEND CAN BE ‘COOL’ AGAIN.”
David Schwab, diretor at Octagon First Call
Source: NYSportsJournalism.com
OPINION
WITH THE FIRST TOYS IMPORTED BY SUNNY
TOYS, IT WAS POSSIBLE TO UNDERSTAND
THAT THERE WAS A BIG MARKET NEED FOR
PRODUCTS THAT NOT ONLY AMUSE, BUT THAT
CONTRIBUTE TO KIDS’ DEVELOPMENT AND
EDUCATION. PLAYMOBIL, BEN10 AND POWER
RANGERS LICENSED LINES ALLOW CHILDREN TO
USE THEIR IMAGINATION TO CREATE AND WALK
INTO THE CHARACTERS’ LIVE”
Sharon Czitrom, marketing coordinator at
Sunny Toys
Source: Dezoito.com
CHOCOLATE EGGS WITH HIGHER PRICE WERE
RESPONSIBLE FOR 40% OF SALES LAST YEAR,
WHEN FAMILIES CHOSE PREMIUM PRODUCTS
FOR THEIR KIDS. TOYS AND LICENSED
CHARACTERS ARE IN 9 OUT OF 10 EGGS
GIVEN TO CHILDREN. THOSE CONSUMERS
HAVE INCREASED THEIR DEMAND FOR
QUALITY WHEN IT COMES TO THE TOY
INSIDE THE CHOCOLATE EGG. THEREFORE,
THE PURCHASE IS MORE EXPENSIVE.”
Cesar Moro Tozetto, president at Parana’s
Supermarket Association – Apras
Source: Bem Paraná
IN THE PAST FEW YEARS, MORE PEOPLE THAN
EVER BEFORE HAVE BEEN GOING TO THEIR
LOCAL CINEMAS TO SEE MOVIES MADE BY
FILMMAKERS IN THE UNITED STATES AND
ALL AROUND THE GLOBE. THIS IS NOT JUST
AN AMERICAN STORY OF SUCCESS, BUT A
WORLDWIDE STORY ABOUT THE VALUE OF
CRAFT, CREATIVITY AND THE IMPORTANCE
OF A STORY WELL TOLD.”
Chris Dodd, director at MPAA – Motion Picture
Association of America
Source: LA Times
CONSUMER DAY IN BRAZIL IS TAKING
STEPS TOWARDS BECOMING THE MOST
IMPORTANT DATE FOR E-COMMERCE IN THE
COUNTRY. OUR INTENTION IS TO PROFIT OF
THAT MOMENT TO BRING OFFERS THAT WILL
CERTAINLY PLEASE PARENTS AND MOTHERS
WHO SEEK QUALITY AND LOWER PRICES.”
Lucas Neves, head marketing at Bebê Store
Source: FirstCom Comunicação
WHEN THERE ARE SO MANY NEW AND
IMPORTANT MOVIE LAUNCHES, IT IS ALWAYS
A CHALLENGE. EVERYONE WANTS TO BE ON
THE SPOTLIGHT.”
Marty Brochstein, executive at LIMA (Licensing
Industry Merchandisers’ Association)
Source: Gazeta do Povo/NY Times
opinio Y6.indd 10 5/22/15 4:03 PM
Nov/Dez 2014 11
opinio Y6.indd 11 5/22/15 4:03 PM
SHORTLI
CEN
SIN
GARTICLES
Senninha on Discovery Kids
Ayrton Senna Institute has organized an event to present
the animation series Zupt! with the Formula One world
champion kid character Senninha. The series debut on
Discovery Kids is also its first time on television. Zupt! is a 13
one-minute episode series in 2D animation to be are aired
during commercial breaks. More importantly, its content
reinforces values such as environmental awareness, generosity and perseverance.
Senninha’s licensed products have also been highlighted during the event. According to parents in the
audience, the animation is an opportunity to present the Brazilian idol to the new generation. Mauro
Ratto, from IAS licensing department, explains that there is a strategic plan to increase Senninha’s presence
in consumer products: “To me, it’s a very special day. Finally this year, thanks to the opportunity granted
by Discovery Kids, Senninha is on television. We have ambitious plans and we will focus on toys and F&B
categories where we see great opportunities”.
For those who want to follow the character closely, Ayrton Senna Institute has created an official fanpage
on Facebook: www.facebook.com/SenninhaOficial.
Heroes and fairies in children’s rooms
Lepper has upgraded its licensed products portfolio with the launch of
Avengers, Frozen, Tinker Bell and Marie’s collections. After all, the kids
connection with the characters contributes a great deal on improving
the textile industry. Lepper leads Brazilian national ranking of licensees
in the segment with 24 children characters in its portfolio.
Peppa Pig, the Minions, Hot Wheels, Spiderman, Monster High, Ben
10, Strawberry, Frozen and Barbie are some of the kids’ favorite lines. More launches are expected throughout
the year. The largest Brazilian bed and bath retailers carry Lepper’s products.
For more information, go to: www.lepper.com.br.
Endemol represents Buddy Valastro in Brazil
Celebrity chef Buddy Valastro, responsible for the successful TV show Cake
Boss will host a new reality show made for Brazilian television. Endemol Brazil
will be the producer of the new show that will be aired by free to air network
Rede Record and paid channel Discovery.
Besides spearheading the TV attraction, Endemol Brazil will also manage
Buddy’s career as a publicity talent and the licensing opportunities. The company expects his name and image to
be associated with a myriad of products such as toys and kitchen appliances and accessories.
To obtain more information, contact Endemol at (55 11) 3095-3663 or [email protected].
ShortArticles_lb44.indd 12 5/22/15 4:14 PM
ARTICLES
ShortArticles_lb44.indd 13 5/22/15 4:14 PM
SHORTLI
CEN
SIN
GARTICLES
Casa Claudia signs licensing agreement with Durafloor
A beautiful laminate flooring carrying its brand signature. This is the
latest and newest licensing initiative deployed by Brazil´s #1 home
decor magazine Casa Claudia.
According to Pedro Ariel Santana, content director at Abril Publishing
Architectural & Design Division and the licensing initiative champion,
this is the first time a print magazine associates its name and expertise
with a traditional decor brand like Duratex to develop and sign house
flooring. The new line with six different laminates has been named Marcas do Tempo by Casa Claudia.
The bold idea of using worn-out wood to look alike floor tiles came up after the executive noticed the
effect on international architecture trade shows he visited around the world. “This is a global concept
that Duratex was willing to join in”, says the executive.
Paper Doll
Denise Brandt is the artist responsible for the property
Boneca de Papel® (Paper Doll). She recently announced
a partnership with licensing agency Pro-Enter to work on
consumer products for the brand in Brazil.
For those who are not familiar with Boneca de Papel®,
the brand has made its way by fusing vintage and
contemporary features into the program. A big Brazilian
fad with past generations of youngsters in Brazil when
things were simpler and more naive, Paper Doll seeks to bring back memories from the good old days
along to pass on values for young active and plural girls.
Please, contact Denise and Luisa Brandt to obtain more information at [email protected],
www.bonecadepapel.com.br or Instagram @bonecadepapeloficial.
Worldwide success Pororo arrives in Brazil
The adventure series featuring Pororo the Little Penguin arrived in Brazil last April. Poby,
the polar bear; Eddy, the fox; Loopy, the beaver; and the dinosaur Krong are also in the
series and make up the bunch that inhabits a small village near the woods. Aired on
pay TV, the episodes finally arrived in Brazil after 10 years of success in more than 130
countries. It is also possible to watch some episodes at Pororo’s channel on YouTube.
The initiative to bring the Korean animation to Brazil came from Contents 360 and their
partners, KOCHAM (Brazil-Korea’s Chamber of Commerce, Industry and Culture) and
the Korean Cultural Center, an institution focused on promoting the Korean culture in Brazil.
ShortArticles_lb44.indd 14 5/22/15 4:14 PM
May/Jun 2015
ARTICLES
15
ShortArticles_lb44.indd 15 5/22/15 4:14 PM
SHORTLI
CEN
SIN
GARTICLES
Supermarcas ready for the Terminator
Paramount Pictures Terminator Genisys is expected to open on July 2nd. The
fifth film of the worldwide blockbuster Terminator Series will have its Brazilian
licensing program managed by Supermarcas.
After finding himself in a new time-line, Sgt. Kyle Reese (Jai Courtney) teams
up with John Connor’s mother Sarah (Emilia Clarke) and the Guardian, an
aging terminator played by Arnold Schwarzenegger, to stop the one thing
that the future fears, the “Judgement Day”. The action-packed movie presents
possibilities for many different licensed products.
The new Mission Impossible movie is another movie that caught Supermarcas’
eye for licensing programs.
Brazilians love Frida Kahlo
Frida Kahlo’s Brazilian licensing program is gaining visibility by the day. A
respected artist due to her artwork and history, Frida has also achieved
equal success with her licensing program. The property relies on colorful
style guides inspired by the artist’s lifestyle, creating a full range of
possibilities to explore making product development a lot easier.
Home décor, smartphones covers, ceiling fans and, proving the brand’s
singularity, an exclusive apparel line by Riachuelo – one of Brazil’s largest
fashion retailers − are some of examples of products.
Brand House, which also represents and manages brands such as Pepsi,
The Beatles and Paris Hilton in Brazil, spearheads the Mexican-born artist brand licensing activities.
Brasilflex invests in brand licenses for new toy bubble blowing party
favors
During the last annual edition of Brazilian Toy Fair Abrin in São Paulo, toy
manufacturer Brasilflex presented the licensed versions of its leading product
Big Bolhão. The toy, local version of the Wubble Bubble Ball, is available in four
different characters: Disney’s Frozen, The Avengers, Mickey Mouse and Brazilian
kids’ blockbuster Dottie Lottie Chicken.
It is a fun item to all ages and comes with special bubble mix that guarantees
giant size bubbles for the outdoors.
ShortArticles_lb44.indd 16 5/22/15 4:14 PM
May/Jun 2015
ARTICLES
17
Bob Zoom’s new juice line
Brazilian character Bob Zoom, star of a series of educational
music videos for kids, launched its most recent licensed success.
A line of juices featuring Bob Zoom and his friends premiered
at São Paulo’s Expobev, Brazil’s largest beverage manufacturing
trade show and at Confebras, Brazilian leading beverage
industry conference.
The new licensed product line will join an already successful line
of products comprised of DVDs, school items and party good
supplies. Licensee Saborama and Bob Zoom agent Kasmanas partnered up to manufacture and distribute
the line to all Brazilian regions.
Condor Monica Teen’s toothbrush
Condor, market leader for children toothbrush in Brazil, launches its first products specially
licensed for teenagers. Featuring the characters Monica and J-Five, from Monica Teen, the
products were developed for girls and boys of 7 years old or up.
TMJ licensed toothbrushes come with rubber grips for a firmer and comfortable brushing;
multi-level bristles, which allow more effective cleaning; and a small rubber head. Both
versions come with a protection case and are available in two colors. For more information,
access: www.condor.ind.br.
Bromélia Productions on Global License!’s TOP 150 licensors list
Produced by Bromélia and licensed by Redibra (licensing agency), Lottie
Dottie Chicken is a worldwide phenomenon. Apart from the character’s
huge success on YouTube, with almost 2 billion views between its Spanish and
Portuguese channels, it presents outstanding numbers when it comes to licensed
products present in all major retailers in Brazil.
That is one of the reasons why Bromélia Productions ranks 89 on the last Global
Licence!’s TOP 150 Licensors list. The property is currently present in a number
of countries in Latin America and Europe thanks to the support of local licensing
agencies such as Televisa (Mexico), CPLG (Spain), Character Mix (Agentina/Colombia) and P&L Global
(Peru/Chile) – all managed by Redibra. Today, there are more than 25 international licensees and an increasing
number of fans of Lottie Dottie Chicken’s enchanting rhymes and visuals.
ShortArticles_lb44.indd 17 5/22/15 4:14 PM
LICENSING BRASIL18
ABOUT US
One of the most defying challenges of
modern retail is the so called “shopping
experience”. Getting the consumer to
enter into a dream world by just stepping onto the
shop floor is what makes the buying experience
worthwhile. Licensed characters from a blockbuster
movie or an appreciated sports brands have been
one of the keys retailers find to engage consumers
through thematic shopping areas and entertainment
experiences. A number of focused researches and
studies have proven over time that these initiatives
actually create an important connection with
consumers at the point of sales.
Licensing possibilities for retail are not just
promotions, marketing stunts and store decoration.
In Hong Kong a pioneer project recently associated
a fast food chain combo to Microsoft’s Xbox One
gaming platform. As odd as it may look at a first
glance, Triple-O’s burger restaurants promotional
campaign was a big hit with consumers.
According to the director of Com LicenSa –
Brazilian agency specialized in strategic brand
LICENSING AT RETAILIdeal places to captivate the consumer, retail stores must be explored by the brands to turn imagination into reality!
Source: Olhar Digital – 24/02/2015 – http://olhardigital.uol.com.br/noticia/xbox-one-ganha-lanchonete-fast-food-em-hong-kong/46970.
Xbox One at Chinese fast food chain in China, the first restaurant in the world to offer a personalized combo with Microsoft’s gaming brand. Triple-O restaurants are known for drawing client’s attention through innovative marketing actions.
licencing management and product development
– Gian Catinella, the European market is a bit more
conservative. When the subject is innovation and
branding, North-Americans are miles ahead. “Disney
stores in the US are excellent references for licensed
product displaying at retail. The flagship store at 5th
About us LB#Y6.indd 18 5/22/15 4:31 PM
May/Jun 2015 19
ApArt from the exposure, which influences A lot sAles
results, the interAction consumers Are Able to
experience is key. whether through mirrors, light
effects, sounds or chArActer displAys, one importAnt concept is to lAtch the connection between the consumer And products
avenue in New York has modular spaces to expose
products according to the licensed character, with
a complete portfolio, from clothing to stationery.
Besides, the color combination of the lines is perfect.
Seeing all that makes it almost impossible to resist
buying something”, says Gian.
Brazil has experienced a consistent market
expansion for the past few years with a considerably
increased licensed product offer, especially for children.
On the other hand, limited shelf space drives retailers
to pick only a fraction of available licensed products to
compose their portfolios. With that sort of quandary at
hand, selecting product mix becomes another hurdle,
as much as selecting the best properties for each
product category, choosing display options, promoting
the brand and, equally important, foreseeing inflexion
points on certain character popularity decrease – these
are some of the hurdles retailers have to face on a daily
basis. According to the specialist, another tricky task
is to offer products at the right timing. In the case of
movie-based characters, products must reach shelves
before the movie hits the big screens, which in Brazil
this is not necessarily true in many instances.
The fact is that there are countless possibilities
to be explored besides what is has already been put
into practice by retailers. Brands and characters are
important drivers to consumers, not only to a specific
product but also to all related products of that line.
“Apart from the exposure, which influences a lot
sales results, the interaction consumers are able to
experience is key. Whether through mirrors, light
effects, sounds or character displays, one important
concept is to latch the connection between the
consumer and products”, says Gian. If retailers are
able to work together with suppliers and licensors, the
brands value may increase even more.
In 2014, revenues from licensed products at
retail level in Brazil reached R$ 13.2 billion (around
US$ 4.4 billion at the current exchange rate), a 6%
increase over the previous year. This growth came
majorly from a better understanding of licensing
concepts and the Brazilian retail infrastructure – one
of the most important licensing markets within the
BRICs (Brazil, Russia, India and China). “The right
choice of a property and a creative and innovative
product development are essential factors to generate
increased sales”, says Gian.
PROJECTED RETAIL REVENUES IN BRAZIL FOR
LICENSED PRODUCTS
2012: R$12 billion
2013: R$12.480 billion (4% increase over previous year)
2014: R$13.200 billion (6% increase over previous year)
2015: Projected 4% growth over 2014 to R$13.700 billion.
Exchange rate at R$ 2.98 to US$ 1.00
Source: Abral – Brazilian Licensing Association
About us LB#Y6.indd 19 5/22/15 4:31 PM
LICENSING BRASIL20
ABOUT US
• RETAIL AS AN EXTENSION OF ENTERTAINMENT
– Make sure the “magic” created by the property
is present at the POS, this is paramount to support
consumers buying decision. Disney´s Frozen connected
to its audience at retail by bringing elements of the
animation into the store in different ways. Some
marketing stunts included creating sensations such
as providing scents, lighting effects and music for an
immediate recognition of the brand.
• TOOLS – Use licensed brands and its messages
to entertain consumer. Associating a license to a
product transfers unique values to that object, a part
of the fantasy that surrounds the property. Licensing
is a perfect tool to differentiate products and add
value, especially to commodities in which price
normally is the only perceived attribute. Odd as it
may seem, vendors of these consumer products have
not realized that yet!
• THEMED DISPLAYS – These are a powerful
instrument and still not explored to its limits in Brazil.
In the US, big retail chains use this resource skillfully
on special dates like Christmas. It’s worth mentioning
that this is an excellent opportunity and one of the
most effective resources to increase sales.
• ADULT BRANDS – There are examples of
retailers that properly work the brand concept and the
experience. In Korea, a chain of Discovery Expedition
stores sells radical sports items – besides those articles,
the stores setting presents the perfect scenery of
a radical expedition. They add experiences to the
products and make the selling process a lot easier.
• INTERNATIONAL MARKET – European retail is
classic and usually exhibits licensed products using the
store in store concept, which is, basically, segmented
and separated corners for licensed brands inside a
bigger space. The North-American market, maybe
because it is the home of many licensed brands, tries
out new formats such as modular spaces of exhibition
and color combining, like the one mentioned on
Disney´s flagship store in New York. The appropriate
product coordination flashes out the “AND” collection
effect. This is a retail strategy in which costumers are
driven to buy one specific product “AND” a second one
due to the “pairing effect display”. Inevitably it leads to
higher sales numbers since more items are sold.
• PLANNING – A good promotional campaign
will only be successful if it tells a complete story to
consumers. All items, from gifts to communication
strategies, prices and of course product development,
must be aligned in order to make initiatives effective.
If prizes are part of the promotional stunt, proper
quantity and perceived value must be clear.
• CLIENT PERCEPTION – when it comes to
licensed products, clients understand that characters
add value and therefore they are willing to pay a bit
more for those items – about 20% above the price of
a non-licensed product.
• RESULTS – The best results of licensing
promotions at retail have been achieved when
licensors and licensees join efforts supporting and
developing altogether the campaign, objectives, costs
and expectations.
Source: Com LicenSa.
ATTENTION! FOCUS ON THE POS DISPLAY:
About us LB#Y6.indd 20 5/22/15 4:31 PM
Mai/Jun 2015 21
About us LB#Y6.indd 21 5/22/15 4:31 PM
LICENSING BRASIL22
ABOUT US
LICENSING AT BRAZILIAN RETAIL
“Besides store decoration, resources such as tempo-
rary point of sale material can also be used by vendors
to promote licensed products. Toy retailers are keen on
promoting licensed goods especially when pairing up with
vendors and licensors. A challenge that remains is the pro-
motion of movie-related properties due to the tight win-
dow of opportunity between availability of the marketing
material and the movie release. When it comes to that,
North-American retailers have a greater advantage over
Brazilian ones. Licensing represents a great part of our
business and we strive to keep up with constant improve-
ments, which is our priority and everyday challenge. Effective promotional activities, innovative and exclusive POP
material can make a big difference revenue-wise. An important hurdle to overcome is the presence of too many
similar products even though they are associated to different properties. Definitely, innovation would be a key
solution to that. Costumers perception on licensed products become more relevant when we are able to support
their sales with a focused and specific marketing strategy. That is the reality of the toy market and, inevitably, that
is what the consumer is looking for” – Sandra Haddad, head of commercial operations at RiHappy/PBKids.
“Store decoration is a must and promotional
stunts like travel raffles play a big role on encou-
raging consumers not only to get a better kno-
wledge of the licensed product but to actually
purchase it. At Brascol, teaming up with licensees
and licensors has been the basic strategy to de-
velop dedicated spaces, events and promotions
at the store with very good results. Retailers at
a national perspective would benefit much more
if we all worked with licensors and licensees, joi-
ning resources and capabilities, to strengthen the
business. Every time creative and innovative ma-
rketing initiatives that clearly add value to consumers are done the response in increased sales is perceived. At the
end, consumers like and respond better to marketing communication strategies that focus the customer, and this
response is inevitably increased purchases.” – Antonio Almeida, superintendent at Brascol.
Ri Happy
Brascol
About us LB#Y6.indd 22 5/22/15 4:31 PM
May/Jun 2015 23
About us LB#Y6.indd 23 5/22/15 4:31 PM
LICENSING BRASIL24
ABOUT US
LOOK AT SOME AGENTS/LICENSOR’S EXPERIENCES:
We like to take fun into retail stores with our
interactive spaces, storytelling and characters
visits. To celebrate Maggy’s 50th birthday, we set
up a gastronomic workshop for kids, for instance!
Another big opportunity was Monica’s Gang book
store with Saraiva (Brazilian bookstore chain); we
set up personalized stands at shopping malls to
offer exclusive products. We work directly with each
licensee to promote a good retail performance. We
also focus on the seasonality for each segment,
e.g., holidays, back to school, and children’s day.
Besides, we have a kit of materials for actions with
small retailers. Some campaigns make the difference
increasing sales, they can also help identify strategic
displaying spots in the store, promote its displays and
e-commerce channel, stimulate cross promotions
(e.g., retail, licensee and a cinema chain), product
combos etc. Consumers/fans want to be close to
Monica’s Gang, and when we offer this closeness
through diverse platforms, the choice for a
determined product is a continuity of that experience
– Mônica Sousa, executive at MSP.
The partnership between licensees and retailers can go beyond
store decoration. A good example is the use of e-mail marketing
tools and promotional activities. In such cases, the tradeoff will
greatly benefit with the retailers and licensees/licensors joined
efforts. Besides, the exchange of knowledge about consumer is
extremely important, it helps to improve product development
based on perceived trends and needs. Renner has promoted actions
even with adult brands (on Instagram and Facebook) with excellent
results. At the stores, the focus is on the product. It needs to be
trendy, of high quality and with a strong identity and connection with the licensed property. Another relevant
topic is the importance of product display (visual merchandising), which needs to be impeccable in order to stand
out but leveled with the remaining of the store environment. We cannot display licensed products out of context
on the floor; it is important the collection tells a story and drives consumers’ attention. Take super heroes for
instance, a T-shirt collection must be comprised of at least 3 or 4 characters, coordinating those options to place
the costumer into the helm of the comics world. By correctly doing so the connection between products, brands
and POS is achieved and results will come. I guarantee it! – Henry Costa, product director at Renner.
Renner
About us LB#Y6.indd 24 5/22/15 4:31 PM
Viacom/Nickelodeon motivates retailers to develop,
beyond graphic material for store setting, campaigns
which can deliver to consumers a buying experience, such
as characters Meet & Greets, storytelling, and memorable
destinations trips. International retail, especially in
some categories, need constant licensing launches. The
demand for brands is intense but the cycle of a brand
in the international market goes faster than in Brazil.
Retailers, especially toy magazines, and hypermarkets
can work their settings very well. That can even have
an impact on the consumer who did not intend to buy
anything. The sales volume is so big that allows retailers
to establish direct contact with industries, offering
exclusive lines, especially in the United States. Another
important factor to determine the success of a campaign
is planning, from product buying to their arrival at the
store. Brazilian retailers can innovate in their campaigns
by developing them with companies from other segments,
offering nice prizes and promoting social network content.
Ever since we began our direct business in Brazil, we have
developed many actions with partner retailers of toys,
textiles, accessories and publishing categories.
The costumer who walks into a store with a licensing
campaign tends to develop an emotional connection with
that place. Later on, that person will admire the products
quality, check if they really portrait their experience with
the brand, and check out the advantages offered by the
campaign. This year, we have to focus on being creative,
working closely to retailers and licensees to attract
consumers. – Angela Cortez, senior licensing director
at Viacom/Nickelodeon Brasil.
Recent campaigns: licensing campaigns for the
opening of Ninja Turtles at RiHappy – recognized as “Best
retail campaign of 2014” – and Sponge Bob.
For store setting, we can offer POP material such as
signing displays, cubes, metalized balloons and stickers.
Apart from that, we make promotional campaigns with
prizes and several different formats. We also promote
activities such as Hello Kitty visits to the store and
recreational workshops for kids. Those activities are always
published at our websites and social network profiles.
As for the international market, they use a lot of
POP material and also create special Hello Kitty corners
in their retail chain stores. We evaluate what has been
done abroad with good results for also putting it into
practice in Brazil. In some stores there are too many
licensed products, the same goes for promotional
material, leading to a retail with too much information
and where no brand is well recognized. We have had
great experiences at retail with activities for children
and Hello Kitty’s presence.
We highlight the campaigns that generate extra
benefits to the consumer at the time of the purchase
and also those which lead to a different experience.
The clients’ perception is very positive, because the
campaign made them much more involved with the
character’s world. – Ponciana de Carvalho Lopes,
Trade Marketing cordinator at Sanrio.
Recent campaign – Sanrio is a Japanese company
with offices around the world and Hello Kitty products
selling in more than 100 countries, therefore offering
a very diverse international campaign experience.
®
About us LB#Y6.indd 25 5/22/15 4:31 PM
LICENSING BRASIL26
ABOUT US
According to Gian, it’s necessary to diagnose ma-
rket conditions and from that point on define clearly
the opportunities at hand. “The best campaigns are
those that haven’t been made yet, the ones that sur-
prise consumers and still make good results. Brazilian
licensing is evolving. But it’s necessary to have stra-
tegies in which brands doesn’t cross paths and jeo-
pardize overall results”, he says. Finally, the licensed
product, with adequate pricing, good exposure, and
innovative campaigns may can be the basis for the
creation of new initiatives and growth of licensing in
retail. “As was very well put by Walt Disney, ‘when
we make fantasy, we must not lose sight of reality”
concludes Gian.
IMPORTANT!
At retail, the brand must connect to the digital world.
New physical concept stores can be an effective and aggressive opportunity to face the recent market growth of virtual commerce.
Consumer loyalty will be maximized once retailers are able to simultaneously attract, connect and introduce new buying experiences.
Com LicenSa
www.comlicensa.com
Creating an attractive buying experience is
essential for the satisfaction of consumers as they
became more connected. Technology like QR codes,
augmented reality and holography add new content,
entertainment and brand recognition to retail. Besides,
social networks and online campaigns, with the use
of hashtags and sharing, may be valuable resources.
Important international retail chains take the buying
experience to another level by exploring all five senses.
These businesses work, under the same roof, with
decoration elements, technology and interactivity,
all of that to create a greater connection between
consumers and brands.
The Brazilian retail is very segmented, thus, the use
of for technologies and creativity will not only reach
consumers at the highest level possible but keep costs
under control. Social networking is a good example on
how to engage consumers, just as effective as product
corners with bundled brands and exclusive targeted
e-mail marketing.
Line grouping and scenography bring positive
results. Apart from that, campaigns that bring a
reward desired by the consumer are also quite
successful (e.g.,themed birthday party with the Lottie
Dottie Chicken, trip to New York with Capricho…).
Consumers strive for attention, and customized
promotional campaigns draw buyers to products and
add value to the brand. – Patricia Maria Gomes,
trade marketing manager at Redibra.
Recent campaign: Lottie Dottie Chicken
promotional stunts developed by licensed agencies
across Spain, Argentina, Mexico, Chile, Colombia
and Peru. The activities were executed in important
regional retailers like Falabella and Cencosud, and
local players like El Corte Ingles and Palacio de Hierro.
About us LB#Y6.indd 26 5/22/15 4:31 PM
May/Jun 2015 27
About us LB#Y6.indd 27 5/22/15 4:31 PM
LICENSING BRASIL28
COVER
For the third following year, hot Brazilian
properties have come to Las Vegas to show
what they are made of: creativity, educational
content and captivating characters. They represent
great possibilities to retail, toy and infant products
manufacturers. The Brazilian brands presence in Las
Vegas happens due to the efforts of Abral (Brazilian
licensing association) in partnership with Apex-Brasil
(Brazil’s trade and investment promotion agency).
Bringing all these amazing brands to the expo
floor also results from the work currently being done
in Brazil to promote the licensing business. The effort
is proving its results with a growing market year
after year! One can notice the growing economic
importance of licensing through toys and infant
products trade shows’ increasing attendance and
visibility. We take pride in inviting everyone to visit
the Brazilian Brands booth and take a look on what
Brazilians have to show. Our brands are very happy to
be in Vegas!
Brazilian properties travel to Las Vegas Licensing Show
brazilian_brands.indd 28 5/22/15 4:47 PM
May/Jun 2015 29
www.tycoon360.com.br
Property: Mundo BitaBita is a Brazilian pre-school property with spectacular
growth, which is quickly becoming the new hot property for
kids in the country. It presents unique content with music videos
and animation, and brings a multi-platform approach. Mundo
Bita is on Discovery Kids, online, DVD’s and live shows. Target:
kids from 0 to 6 years old.
Some of the property’s highlights:- Over 27 million views on YouTube (February 15)- Golden DVD awards in 2014 – 1st DVD launched by Sony Music- 2nd best-selling DVD for kids in Brazil (November 14) - Aired on Discovery Kids channel in daily capsules of musical videos
Property: Isabela FiorentinoIsabella hosts the TV show What Not to Wear on SBT channel in
Brazil. She is also a fashion icon, a fashion & beauty expert, a top
Brazilian model and an entrepreneur. Her concept of versatile and
accessible fashion for contemporary women has strong appeal for
young women of age 18 to 35.
brazilian_brands.indd 29 5/22/15 4:47 PM
COVER
www.iguinho.com.br
Property: Gui & Estopa Gui & Estopa is one of the highest-rated series on Cartoon Network,
also exhibited on TV Cultura, Tooncast Latin America (Spanish) and
Boomerang. Through humor, the animation stimulates the audience's
imagination and creativity. The characters are all dogs that behave like
humans. The plots revolve around everyday ordinary and sometimes
not so common situations. Gui & Estopa are the main characters. Gui is
energetic, optimistic and often naive. Estopa is a glutton, good-natured
and unshakable dog. They are friends with Croquet, Rocket, Piti and
Gui's mother. The latter appears in episodes that address the relationship
between parents and kids.
Property: Red NoseRed Nose was created in Brazil back in 1996, and its extreme sport concept was developed to fill in a
market demand for products destined to athletes and lovers of extreme sports. The logo, a pit bull dog,
illustrates the brand’s feeling, packed with attitude, strength, agility and boldness. These are the brand
values to embed products and marketing campaigns featuring Red Nose. The result is a modern brand. “Join
the Red Nose team. Overcome your limits!”
www.rednose.com.br/2015
brazilian_brands.indd 30 5/22/15 4:47 PM
May/Jun 2015 31
brazilian_brands.indd 31 5/22/15 4:47 PM
COVER
Property: Patati PatatáPatati Patatá are Brazil´s most beloved clowns, by far the
most recent preschool property phenomenon in Brazil, with
more than 60 licensing agreement and over 1,500 released
products. They became almost a unanimity with kids with the
largest DVD selling numbers in Brazil. Premieres in October
on Discovery Kids.
Property: JolieThey are cute and romantic characters that came
out of notebooks to charm girls that have delicate
and soft features. The property is the sales leader
in notebooks by Tilibra, is present in more than
30 thousand points of sales, has won four license
awards and has over 800 licensed products in Brazil.
Property: My Big Big FriendIt is one of Discovery Kids most watched series that captivates
kids with music, fantasy and imagination. My Big Big Friend has
104 episodes of 11 minutes; the 2nd season with 52+ episodes
is on air with versions in English, Portuguese and Spanish.
The property is the winner of five international awards and its
characters are on several different platforms such as Netflix,
Youyn, PlayKids, CDs and DVDs by Sony Music and apps. My Big
Big Friend will have its movie opening in 2016.
www.kasmanas.com
brazilian_brands.indd 32 5/22/15 4:47 PM
Property: Snow & StellaSnow & Stella presents two very unlikely friends and
their beautiful friendship story. Many unexpected events will
occur when a cute bear separated from his family runs into
a clumsy star that accidently fell on Earth. Stella helps Snow
get back to his family while she tries to return to the sky.
Property: Dino MundiDino Mundi explores the universe of dinosaurs with an interactive adventure. Through augmented
reality technology, dinosaurs come to life on tablets and smartphones. Kids will be amazed while feeding
and playing with these fun creatures.
www.toystalk.com
Property: SulamericanaSulamericana is the largest costume manufacturer
and distributor of Latin American. Currently the company
manufactures out its two plants in São Paulo (Brazil) and Buenos
Aires (Argentina) and it is in process of building a new plant
in Paraguay. The company carries a wide range of licensed and
generic costumes and accessories for children and adults. This
is the first time a manufacturer joins Brazilian Brands as an
exhibitor and displays its licensed products.
www.sulamericana.com.br
brazilian_brands.indd 33 5/25/15 1:47 PM
LICENSING BRASIL34
COVER
www.tvpinguim.com
Property: FishtronautFishtronaut is an enviro-friendly animated
preschool series that follows the adventures of a
fish that is a secret agent and wears a space suit.
With the help of his two best friends, Marina
and Zeek, this trio will solve mysteries, protect
the environment and learn all about the world
around them. Since its debut on Discovery
Kids in 2009, Fishtronaut has consistently
topped the charts and has branched out into
a wide range of merchandising, iOS apps, live
musicals and events, and is even getting ready
for his very own movie premier.
Property: Earth to LunaEarth to Luna follows the adventures of a
6-year-old girl who is completely passionate about
just one thing: science. For Luna, Earth is a giant
laboratory and she dives into every new experience
with boundless energy and enthusiasm. There is
nothing Luna will stop at until she finds out “why
is this happening?”.
brazilian_brands.indd 34 5/22/15 4:47 PM
May/Jun 2015 35
brazilian_brands.indd 35 5/22/15 4:47 PM
LICENSING BRASIL36
COVER
Property: Que Monstro te MordeuThe show, created by a Brazilian legend in kids’ entertainment,
Cao Hamburguer, is a live-action story about the Monstrous World of
Monsters – where every monster drawn by a child in the real world
becomes alive! Every episode brings a new monster to life and affects
the characters, making them learn how to deal with new emotions
and situations. The show has 50 half-hour episodes for TV that air on
Cultura (open TV) and Rá-Tim-Bum (cable TV) and 50 three-minute
episodes for YouTube.
Property: Lottie Dottie Chicken Lottie Dottie Chicken started out as a YouTube video
clip and soon turned into a phenomenon amongst kids and
parents. Today, with 4 DVDs, over 60 licensees and over 1,7
billion views on YouTube – the first channel to reach this
number in Brazil –, the brand is already considered a classic.
It has become a huge hit in Hispanic countries too, with 800
million views on YouTube and over 25 licensees across Mexico,
Spain, Portugal, Argentina, Colombia, Chile and Peru. The
brand has great plans for the future: a new live show, books
illustrated by famous Brazilian artists, TV campaigns and a
new series with a totally renewed look!
www.redibra.com.br
brazilian_brands.indd 36 5/22/15 4:47 PM
May/Jun 2015 37
Property: FICO SURFINGFico Surfing is a TV cartoon in partnership with TV Pinguim, creator of worldwide hit Fishtronaut.
Targeted for children 0 to 6 years old, Fico Surfing is a radical dive into the waves of imagination. Fico and
his friends Johnny, Sunny, and Sunny’s Hotdoggin’ wiener dog are going to help kids everywhere discover
a world of adventures where nature takes the center stage. Now launching the mobile game, with the
innovation that allows parents to monitor the activities and the development of skills of children through
a control panel. The app is now available for Android system devices on Google Play Store for just $ 2.50
and will soon be released for iOS platform.
Property: FICOSurf is up! With more than 31 years in the market and a tacky-
-sounded name, Fico has set a solid footprint in the Brazilian market.
Present at over 20,000 retail doors, Fico sells over 300 products for both
genders including clothing, backpacks and notebooks. Annual sales
growth exceeds 20% for the past few years, boosted by quality products,
a TV cartoon and Fico Surfing a gaming project with the star character
Fico and his friends.
www.fico.com.br
brazilian_brands.indd 37 5/22/15 4:48 PM
LICENSING BRASIL38
COMPANY
Brand licensing has been
a part of Havaianas
marketing strategy since
2010. Up to that year, its kids’
sandals line displayed generic
exclusive motifs and patterns,
with plenty of colors and
ludic elements. Their first
shot at licensing came from
Warner Bros. properties
such as Pucca, Barney,
Woody Woodpecker and
super heroes. They were a
major hit with kids and the
initiative led Havaianas
Joining top players, Havaianas bets on licensed products
to increase its licensing portfolio at the time.
A long-lasting partnership with Disney was set up
the following year, when new collections included
Mikey, Minnie, Pooh and Tinker Bell’s licensed sandals.
According to Havaianas’ marketing department, the
binding of two market leaders boosted their footprint
at retail and brought the company even closer to
target consumers. Investments on displays and
promotional kits have also stimulated the growing
offer of licensed Havaianas sandals.
Current portfolio – Apart from the worldwide
famous flip-flops, the Brazilian company also
markets other items such as sneakers, towels, purses,
smartphone covers and a complete outfit collection.
CompanyLB#Y6 havaianas.indd 38 5/22/15 4:44 PM
May/Jun 2015 39
The 2014/2015 summer collection hit the market
loaded with best-selling characters and brands. Some
of the licensed highlights are Disney’s Cars, Planes,
Pirates of The Caribbean, Frozen, and the classics
Mickey and Minnie Mouse. This collection has other
all-time hits such as Universal’s Minions and Schulz’s
Snoopy, also available for grown-ups. In fact, many
of the characters targeted to kids play big on the
adult segment – the Minions are a living proof of this
phenomenon, in so much that Havaianas might even
launch new products in the second half of the year.
HISTORY
Havaianas was created by Alpargatas in 1962.
At first, the new brand was set up to offer affordable
flip-flops, and the major inspiration for its design was
Zori, a traditional Japanese sandal made out of braided
fabric slabs and rice stems. In the 1990s, Havaianas had
its brand repositioned, which led to its actual status
of national unanimity in Brazil. Today there are 362
Havaianas stores around Brazil, 81 abroad and offices
in New York and Madrid. According to data provided
by the company, 94% of the Brazilian population has
owned or owns a pair of Havaianas. Approximately 4
billion pairs have been sold since its inception in 1962.
DID YOU KNOW THAT...
In 1963, more than 1,000 pairs of Havaianas flip-
flops were sold every day.
In the 1980s, Brazil’s federal government listed
Havaianas flip-flops an essential consumption item
for the working class and caped its price to help
control inflation.
In 2013, more than 233 million pairs were sold.
In Campina Grande, one of the largest
manufacturing plants of the company, 9 pairs of
Havaianas are made every second.
In order to own all patterns and combinations of
flip-flops available, a consumer would have to buy
454 different pairs.
•
•
•
•
•
CompanyLB#Y6 havaianas.indd 39 5/22/15 4:44 PM
ON THE SPOT – APAS
APAS is one of the most important and traditional retail
trade shows in Latin America. Focused on the food &
beverage market, the show also gathers a number of
vendors related to the supermarket business. The annual show
staged in the city of São Paulo gathers a myriad of visitors that aim
to view and learn about the latest licensing trends for the trade
segment. Check out some of the licensed highlights. To the supermarket shelves
Peppa’s dental hygiene line (Dentalclean)Lottie Dottie Chicken’s apples (Cantu)
Lottie Dottie Chicken’s disposable diapers (Melhoramentos CMPC) Lottie Dottie Chicken’s baby line (Neopan)
Disney Princess’ juice (Maguary)
Powerpuff Girls’ lamen noodles (Renata)Looney Tunes’ disposable diapers (G&B Higiênicos)
On the Spot -Apas.indd 40 5/22/15 4:38 PM
41May/Jun 2015
Monica and Friends’ mini melon and mini watermelon (Itaueira)
Hello Kitty’s candy (Fini) Minions’ chocolate milk (Leco)
Monica and Friends’ mini tomatoes (Trebeschi)
Woody Woodpecker’s cookies (Todeschini)
Peppa Pig’s buttery cookies (Santa Edwiges)
Sponge Bob’s chocolate-coated marshmallow treats (Bel – ZDA Group) Garfield’s toothpaste and toothbrush
(Dentalclean)
Ben 10 and Powerpuff Girls’ cookies (Renata)Pororo’s juices (OG Company)
On the Spot -Apas.indd 41 5/22/15 4:39 PM
LICENSING BRASIL42
ON THE SPOT – APAS
Mickey’s strawberry yogurt (Itambé)
Hello Kitty’s panettone (Santa Edwiges)
Monica and Friends’ baby cup and plate (Kitstar)
Ben 10’s pasta (Renata)
Patati Patatá’s mini easter cakes (Village)
Scooby Doo’s easter chocolate egg (Village)
Adventure Time’s cake formula (Renata)
Penelope Pitstop’s cotton swabs (Bellacotton)
On the Spot -Apas.indd 42 5/22/15 4:39 PM
anuncio.indd 43 5/26/15 9:39 AM
ON THE SPOT – TOYS
Hello Kitty’s tent and swimmies [Braskit]
Earth to Luna game line [Estrela]
Lilica Ripilica’s cooking utensils[Bang Toys]
Crystal Fantasy Disney [Copag]
Pocoyo figure [Cardoso]
Coca-Cola skateboards[Bel Fix]
This years´ ABRIN – Brazil largest toy show – presented over
180 exhibitors and 1,500 product launches. The annual
event in the city of São Paulo got together with an increa-
sed crowd over last years, Brazilian and international manufacturers,
retailers of all sorts, wholesalers, distributors and business people
connected to the toy industry.
The importance of licensing to the toy industry is undeniable
and noticeable with its increased and stronger presence in each new
edition of the show.
Check out some of the licensed players present at the show floor:
On the Spot.indd 44 5/22/15 4:42 PM
Mickey plush [Dican]
Elsa doll [Elka]
Disney pillow line [Fom]
Angry Birds skateboard [Fun Divirta-se/Barão Distribuidora]
Baby Disney cup[Girotondo]
Pou plush[Grow]
Descendent Disney dolls [Hasbro]Frozen magic ice bracelet
[Intek]
Monica and Friends plastic crib mobile [Kitstar]
On the Spot.indd 45 5/22/15 4:42 PM
ON THE SPOT – TOYS
Lottie Dottie Chicken teether [Latoy] Chiquititas kitchen
[Magic Toys]
Dreamworks Home plushes[Long Jump]
George pushing figure[Lider Brinquedos]
Disney Princess Ariel doll and costume [Mimo Brinquedos]
Musical Luna doll [Multibrink]
Lottie Dottie Chicken pillow[Neopan]
Mutant Ninja Turtles figure [Multikids]
Soccer fan figures[Novabrink – Babybrink]
On the Spot.indd 46 5/22/15 4:42 PM
47May/Jun 2015
Frozen’s cash register[Yellow]
Board game Achei! by Luciano Martins[Nig]
Lalaloopsy’s little sewing machine[Play Cis]
Inside Out figures[Sunny]
Baby driver Mundo Bita [Semaan]
Lottie Dottie Chicken baby body[Sulamericana]
Frozen castle [Xalingo]
Doc McStuffings costume [Rubies Fantasias]
On the Spot.indd 47 5/22/15 4:42 PM
INTERVIEW
Mauricio de Sousa was born in Santa Isabel,
state of São Paulo (Brazil), in 1935. Before
turning 25 he created his first character –
the little dog Bidu. This is the starting point of a successful
journey towards building the worldwide known comics
Monica and Friends and the MSP – Mauricio de Sousa
Produções −, the company behind the characters.
Today, the company has grown into a number of
divisions and its properties became a reference to the
Brazilian licensing industry. Mônica Sousa (Mauricio’s
daughter) runs the licensing business at MSP with more
than 150 licensees including games, toys, clothing, house
decoration, books and other works. Check out the chat
between Mauricio, Mônica and Licensing Brasil and learn
some details about his fascinating story.
Licensing Brasil (LB): Have you always been
stimulated towards becoming an artist? What
were the most significant influences from your
childhood?
Mauricio de Sousa – With a poet as a father and
a very sensitive illustrator as a mother, I have learned
that art and creativity are sovereign gifts. One must
Mauricio and Mônica Sousa
not bow to doubt or fear, these are gifts that must run
free, no strings attached! That allows me to sit in front
of my working desk or computer with the certainty
that ideas will flow.
LB – Do you consider yourself a successful artist
or an entrepreneur?
Mauricio – I am an artist who figured out how to
make money.
LB – After so many years publishing comics, how
do you see the so called digital revolution?
Mauricio – It is another wonderful platform for my
creations.
LB – Your work is on many different platforms
– apps, social networks, videos... Do you have any
projects for a feature film on the run?
Mauricio – Movies in themselves are not profitable
at the current Brazilian environment. If developed along
other communication platforms, they can make a bang
for the investment. Based on that, yes, we have two
movie projects on the run.
LB – How do you feel knowing your characters
and licensed products are part of so many people
everyday lives?
Strong licensing friends
Interview_Monica_2.indd 48 5/22/15 4:35 PM
LB – Could you tell us a little bit about MSP’s
brand portfolio?
Mônica – Mauricio de Sousa Production has a number
of characters sets, we call them “gangs”. Since inception,
my father created a multiplicity of characters and we
grouped them together on Monica and Friends, Chucky
Billy’s Gang, Monica Toy, Monica and Friends Baby, Bug-
a-Boo’s Gang, and Young Monica’s Gang to name the
most prominent ones. All of that makes up our brands’
portfolio for a varied range of categories, a large number
of licensees with products for almost all ages.
LB – What are the values most praised by Monica
and Friends characters?
Mônica – Ethics, respect for diversity, family ties, love,
security for children, and citizenship are some of the values
we try to emphasize and work with within our company,
with our partners and coworkers.
It is important to remember that Monica and Friends
is not only a brand for licensed products, but a property
present in hundreds of social campaigns developed by
Mauricio de Sousa’s Cultural Institute. The gang has been
featured in health, educational, cultural and ecology
campaigns for organizations such as the Pan-American
Health Organization (OPAS), WHO, Unicef, Unesco,
WWF, America Heart Association and it has taken place
in governmental campaigns for the ministries of Health,
Education, Culture, Agriculture and Transports, with more
than 70 million institutional magazines distributed for
free. MSP has also produced a series of comics for the
regional office of World Health Organization (WHO).
LB – Can the audience expect new releases with
Monica and Friends?
EB – The app Comic Box we launched in March
generated a great fuzz, likewise the opening of
Monica and Friends’ Park − which is for sure one of
the most expected moments for this year. Another
highlight is the partnership with Agaxtur, a Brazilian
leading travel services agency that will take fans to
Monica and Friends in Bariloche, one of the most
beautiful snow resorts in Argentina.
Mauricio – It gives me the assurance that we are
doing a good job with a good support material.
LB – What is the importance of brand licensing
to MSP?
Mônica – Licensing is one of MPS’s biggest triumphs.
It represents 90% of the company’s revenues. Over 150
licensees/partners have developed more than 3,000
licensed products. We cover most product categories
from editorial to personal care, toys to stationery, food
and beverages and many others. And we are growing our
digital footprint…
LB – What was the very first licensed product
with a Monica and Friends character? When was it
launched?
Mônica – We began to license our brands in the
1960’s with products such as party goods, apparel and
dolls. However, the one with most notoriety at the time
was Thunder the Elephant, a character that for more than
35 years featured on tomato sauce cans.
LB – What are you working policies for the
licensing business and how do you select your
partners?
Mônica – We take great care on selecting our partners.
We seek product developers that have synergy with
our characters, that bring out the fun of our characters’
DNA and that pay close attention to the well-being of all
consumers/fans.
LB – MSP delivered a new series called Monica
Toy. Has this new program been able to expand the
licensing program into new product categories?
Mônica – Monica Toy is a spin-off of Monica and
Friends. It is a 2D comic series comprised of 30-second
animated episodes targeted to a younger audience. It
brings the same Monica and Friends characters on a toy
art style design with an universal language. It is a format
we came up with thinking and aiming the international
market. This gang was inspired at length by the digital
universe and it was launched on Monica and Friends
official YouTube channel. Today, it is present in licensed
notebooks, backpacks and decoration items.
Interview_Monica_2.indd 49 5/22/15 4:35 PM
The new Monica’s Park in the SP Market Mall,
with a footprint of 12,000 square meters
(130,000 sq ft), will be the largest indoor
amusement park in Latin America. Scheduled to open
this coming July 2015 with an expected visitation on its
first year of 650,000 fans, São Paulo city’s most recent
attraction will be able to accommodate 3,000 people
simultaneously. Packed with family attractions, the
park is themed after Brazil’s most beloved characters –
Monica and Friends.
MSP and São Joaquim Group joined forces to
develop the project with a R$ 38 million (US$ 15
million) investment. This is the second Monica’s Park
in São Paulo; the first one was closed in 2010 after
years of success amongst kids. The announcement of
the new complex stirred up fans and created great
enthusiasm and excitement!
São Joaquim Group, a 100% Brazilian company,
owns SP Market Mall and Monica’s Park. Mauricio de
Sousa, cartoonist and Monica and Friends’ creator, is
delighted with the new project: “We chose SP Market
due to its large available area where we´ll be able to
offer all the attractions we anticipated. This park is
50% bigger than the former one and it is our intention
to provide educative interactive attractions for the
whole family, a fun way to support and help parents
and educational institutions on the formation of our
children. We want to surprise and amuse audiences
of all ages”.
Infrastructure – The park will be comprised
with more than twenty very innovative attractions,
free Wi-Fi access, souvenir shop with licensed
products, medical assistance, parking lot and
restaurants. A creative and kids-friendly atmosphere
will guarantee a unique experience for families
and groups of all sorts. At Monica’s Village, visitors
will be able to immerse into the comics world
when visiting the houses of Monica, Maggy and
other friends – scenery of so many exciting stories
brought to reality from the cartoons.
Mauro Sousa, director at Mauricio de Sousa Ao
Vivo, also talked about the importance of the new
park: “It is a great endeavor not only institutionally,
as it will boost brand relevance in the segment of
amusement parks, but also because it will bring
joy and fun to an audience that misses very much
that kind of entertainment. This is the ideal year to
celebrate this big project, after all, it is the year of
Mauricio’s 80th birthday!”.
Website: www.parquedamonica.com.br
New Monica’s Park opening in July
SPECIAL
Especial_ ing.indd 50 5/22/15 4:30 PM
Untitled-2 1 5/22/15 4:29 PM
Untitled-2 1 5/22/15 4:28 PM