www.licensingbrasil.com Special Licensing Expo 2013 year 4
licensing market With an average growth of 14% per year, stability is the hallmark of the sector!
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(18) Licensing short articles Cover
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Brazilian Brands On the spot Company Special Case
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Year 4 – Special Licensing Expo – 2013 Espaço 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 › Heloisa Bruck Pereira
‹ Editorial › Camila Guimarães Kika Martins
‹ Art › Wilson Alves Rening Masuyama
‹ Commercial Department › Alessandra Aragon Frate Daiane Miranda
‹ Marketing › Livia Gimenes Luiz Paulo Ferreira
‹ Administrative › Cristina Venâncio
‹ International Sales › Multimedia, Inc. (USA) Tel. +1-407-903-5000 E-mail: firstname.lastname@example.org
‹ Administration, advertising and editorial desk ›
Brazil stands for stability T
he Brazilian brand licensing market has grown steadily in recent years, averaging 14% a year. The analysis of the licensing context is the subject of our cover story today. Market figures, experts’
analyses and some licensees’ profiles demonstrate how powerful licensing can be as a marketing tool. The new platform “Brazilian Brands” is an evidence of the potential of Brazilian brand licensing. It is the result of a partnership between the Brazilian Licensing Association (Abral) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). This project includes, among other actions, the participation of Brazilian brands sharing a booth at the Licensing Show Las Vegas. In this issue one may check which licenses are available to agents and manufacturers from all over the world. Some notes from different companies and brands, the new Abral board of directors event, the brands featured in the 30th Abrin edition – the Brazilian toy fair, some events celebrating Monica’s 50th anniversary (created by Mauricio de Sousa), as well as the results of Amazonas company with its shoe line licensing are among the topics of this special issue for the Licensing Show! Learn about our market and come to do profitable business in Brazil!
Rua Arapapi, 45 Indianópolis – São Paulo - CEP: 04516-020 Tel. (55 11) 5092-5588/ (55 11) 5094-0403 E-mail: email@example.com [ 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.
Marici Ferreira [Director] firstname.lastname@example.org
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SHORT ARTICLES Hello Kitty portal debut in Brazil Aiming at more interactivity with the audience, mainly with the fans, the character Hello Kitty makes her debut on a new portal in the domestic market. Showing well diversified content and great visibility, the new Hello Kitty portal expands its presence in the never ending range of news from the digital world, to further strengthen its connection with customers. Through a very innovative design, the portal provides various differentials easy to be accessed. Starting with Hello Kitty Brasil fan page providing official channels like Facebook, Twitter and Pinterest. It incorporates the vintage concept encouraging chatting with different age audiences, cultural contests in which fans are invited to take pictures with their favorite Hello Kitty and compete for prizes http://hellokitty.com.br/concurso-cultural/.There is room for the character’s story and other local news, exclusive access to the launches of brand licensees, digital store, and news from Hello Kitty travels in the world of entertainment. Other contents are provided such as “Club of Ambassadors” and “Hello Kitty Studio” (for interactive games). A Japanese culture icon and world famous, Hello Kitty was created by Sanrio in Japan in the 1960s. In Brazil, there are more than 80 brand licensed present in various segments from food to toys, cosmetics, fashion, school supplies, home appliances and digital, among others. Get to know, access: www.hellokitty.com.br, Fan page http://www.facebook.com/HelloKittyBrasil and www.sanrio.com.br.
Official Products Globo Marcas announces the first licensees for FIFA Confederations Cup 2013 and FIFA World Cup 2014™. Altogether, 34 companies are already partners in several official product categories, ranging from the mascot to apparels, balls, books, hats, backpacks, mugs and toys. Other agreements are under review and there are still opportunities in some categories. According to Luiz Bartolo, Globo Marcas licensing director, it is estimated that the market will place around 1,500 different official products. In addition to the companies responsible for the manufacturing of various products, Globo Marcas has signed an agreement with Dufry Sports to operate the official sales points. The company will be responsible for official kiosks inside stadiums and airports, besides official stores in the host cities. Drastosa, Malwee, Amazonas, Bottero, Pralana, Bali Blue, Santino, Lansay, Semax, Sestini, Xalingo, BBR, Copag, Elka, Grow, Capital Trade, Kalciomania, Rapha’s World, Mitraud, Regina Festas, The MKT Store, Dohler, Anabell, Papaiz, Ceramarte, Alumiart, Plascony, Foroni, Bley, Brollo, Imãs do Brasil, Imangel and Newcady are some of the companies which have signed agreements to license these events.
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SHORT ARTICLES Global Licenses announces new license In January, the agency responsible for the brands Ana Hickmann, Bad Boy, X Games and Panico, among others, announced another promising partnership. This time,
Global Licenses will license the brand Rally dos
Sertões, in partnership with Dunas Race, the event organizer and owner of the license. According to Marcelo Nogueira - Global partner, Rally dos Sertões brand for toys and clothing will be launched. Besides that some promotional activities and co-branding projects will be carried out. The initial agreement will last one year.
Chevrolet launches online store for licensed General Motors has just put on the air Chevrolet Fan Store, an online store that will sell licensed products from the brand vehicles. Initially the electronic point of sale will sell about 150 products, such as clothing items, miniature cars and school supplies, all of them inspired by brand models like Camaro, Corvette, Onix, S10 and Sonic. Even a Camaro room is for sale on the site. According to Roger Armellini, Chevrolet marketing manager, the store will offer several new features over the coming months. Some products available in the store were developed by Chevrolet do Brasil design department, one of the five brand vehicles development centers worldwide. Source: Meio & Mensagem - 6/2/2013.
Monica’s Gang – teens line Kimberly-Clark together with Monica’s Gang have developed a line of personal care targeting teen consumers. The packaging of the products is illustrated with characters from “Monica Teen” comics. The launchings are divided into three segments: Hair Care, Youth and Pocket Items. The girls’ line is inspired by Monica and Magali characters and the boys’ by Cebolinha, called Cebola in the teenage version. Monica brand had already been allied with toiletries through the baby’s line Huggies and Monica’s Gang diapers, and now the brand is investing to reach the teens market with shampoos, conditioners, body splash, cologne, facial cleansing foam and gloss Source: Mundo do Marketing – 18/1/2013.
Changing through Dance NGOs across Brazil participated in a cultural contest called “The Magic Ballerina Shoes”. Created by Mattel do Brasil and inspired by the new Barbie movie, this initiative supports social projects educating children through dance. The project has a special guest, ballerina Ana Botafogo as part of the jury. The money award will be given to the institution which develops the most original and creative ballet choreography.
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SHORT ARTICLES McDonald’s shows their production origin in a campaign Through invitations such as: “Get to know our lettuce closely”, and “Here is where the world’s most famous potatoes are grown”, McDonald’s launches the campaign “Beyond the Kitchen”, which will be advertised all over Latin America. Aiming to show the high quality of ingredients used through testimonies of suppliers, employees and customers, the initiative shows details of the supply chain network, starting with the production of inputs, plantations, battery farms and market gardens, up to the delivery of the final product on the consumer’s tray. The campaign will run throughout the year and will have several stages. Social networks (facebook.com / McDonaldsBrasil and twitter.com / McDonalds_BR) and site (www. alemdacozinha.com.br) will play an essential role in the interaction with the brand. As part of this quality campaign, focusing on parents, McDonald’s also launches a signature ‘ We constantly change so that one thing will never change: the pleasure of coming to McDonald’s’, related to all nutritional changes made in the items that comprise “Happy Meal”. The addition of fruit pieces, a 10% reduction in the amount of sodium in breads, McNuggets, cheese and ketchup, as well as a 40% decrease in the amount of added sugar in fruit beverages are among some of the changes made by McDonald’s lately.
“Mundo do Sítio” launches the 1st iPad application Editora Globo launched in the beginning of January the 1st iPad application for “Mundo do Sítio: Plic Ploc Plac” virtual game. Free download, the game challenges gamers to train their ability and notion of space. The application has both Android and iPhone versions. Unlike the version found on the site, on the iPad you can select this or the character Pedrinho. Moreover, new obstacles such as logs breaking and spinning, spider webs that change the course of fruits and birds hindering players were strategically designed to offer gamers a very exciting experience. The application was developed by Inovação Digital da Editora Globo, responsible for creating the site “Mundo do Sítio” (www.mundodositio.com.br). For more information, please go to: www.plicplocplac.com.br.
Herbalife renews sponsorship with Botafogo Herbalife, a global nutrition company with direct selling, announces the renewal of sponsorship with Botafogo de Futebol e Regatas. Throughout the year of 2013, Herbalife will be officially associated to one of the most traditional Brazilian clubs. The brand will be present on the shirt numbers and on the front of the players’ official shorts. The coaching staff of the team (coach, assistant, trainer, doctor and masseurs) will also gain a new uniform, with embossed logos on the chest and back of the shirts. The action is in line with Herbalife overall strategy to sponsor more than 150 events, clubs and athletes. Herbalife Company has extensive international experience and encourages soccer clubs; the company also supports Barcelona Soccer Club and the athlete Lionel Messi, three times awarded as the best player on the planet. LA Galaxy and PSV complete the list of international sponsorships.
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Stability was the “hallmark” of the Brazilian sector in 2012
Sales of licensed products in retail amounted to 7.5 billion reais
he Brazilian market for brand licensing, image
The main product categories in terms of revenue
or intellectual and artistic registered property
generation, according to Macedo and Diesendruck
has shown steady growth, averaging 14%
were: clothing, footwear, food and drink, Back
per year, over the last years “In 2012 the sector kept
to School and toys, as well as segments and less
this growth pattern,” says Marcus Macedo, Exim
significant have started to gain ground: “Personal
Licensing CEO and director of the Brazilian Licensing
items, sporting goods and publications grew more in
2012 than reported in previous years,” says Macedo.
Given to this context, Abral estimates that in 2012 sales of licensed products in retail amounted to 7.5 billion reais. According to David Diesendruck, Redibra president and Abral vice president, the exchange rate in revenue generation had a major impact in the first six months of last year, therefore sales were higher in the second half: “On balance, 45.8% of licensing revenues were generated in the first half, against 54.2% concentrated in the second half”, he says.
Given to this context, Abral estimates that in 2012, sales of
licensed products in retail amounted to 7.5 billion reais
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Brazilian market in 2012! • Steady growth (average of 14% in the last years); • Sales of licensed products in retail amounted to 7.5 billion reais; • 45.8% of licensing revenues were generated in the first half, against 54.2% concentrated in the second half; • The main product categories in terms of revenue generation: clothing, footwear, food & drink, Back to School and toys; • Personal items, sporting goods and publications grew more in 2012 than reported in previous years; • Significant expansion in the licensing properties supply. • Segments that have emerged offering interesting brands: properties connected to digital games, corporate brands and sports. • Continuous drop in the licensing of celebrities.
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Brazilian licensing sector - Analysis Positive outlook:
• Plenty of room for growth in several areas. • An increase of domestic brands in the market. • Increase for unbinding TV as the primary media visibility for brands. • E-commerce growth as sales channel for more targeted brands. • Better structuring of the sector by publishing Licensing Brasil and the new ABRAL board.
• Lack of professionals with licensing expertise. • Small base of companies making use of licensing. • Lack of retail expertise to benefit from licensing as a brand tool.
A business trend observed last year was a
on: “Currently we deal with estimated figures
significant expansion in the licensing properties
and we rely on Abral board of directors’ know-
supply “The brand market targeting children is
how. From 2014 on when we expect to have a
still very important; however some other segments
comprehensive survey mapping out the domestic
have emerged offering interesting brands”, says
licensing market, then we will be able to develop
Diesendruck. Among those are properties connected
a more concrete and proven track of the market”,
to digital games, corporate brands and sports.
she says. In order to achieve such a diagnosis,
However, we can see a continuous drop in the
Marici emphasizes the importance of involving
licensing of celebrities,” says the vice president.
licensees and retailers: “To achieve these results which are fundamental not only to contextualize
The brand market
targeting children is still very important; however some other segments have emerged offering interesting brands
the market, but mainly to find new business opportunities and thus stimulate growth in the sector, the participation of licensed companies and shopkeepers disclosing their results turns out to be essential.” Inside companies Searching for information on the platforms
In 2014, a mapped out sector
directly involved with the industry, is a great way to reveal in more detail the relevance and
According to Abral president, Marici Ferreira,
performance of the business. We talked to a few
information data on the segment performance
licensed companies to show the performance of
will be more relevant and detailed from next year
this marketing tool. Check it out!
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cover 10 rking this market strategy for The Company has been wo years. : UFC, h 15 licenses, the latest are • Currently working wit Avengers and FIFA World Cup. design ortant names in fashion and • The Partnerships with imp e led hav ters of prominent charac combined with the licenses e. littl e objects of desire little by these safety items to becom sented ases are scheduled to be pre • The major licensed rele this year. hnology d and crafted into a new tec • Comics line was re-style ct characters with special effe platform for the prints of the at gre ca and Ben10 licenses had that glows in the dark, Puc prominence in 2012. revenue approximately 15% of the • The Company invests the licenses, always looking for from its differential line in support. “hot properties” as strategic uiring due to revenue but also by acq • Growth noticed not only new customers.
Lepper ntly licensed. 12 brands are curre m which ts were released, fro uc od pr 0 27 , 12 20 In 180 were licensed t year. the property line las • Barbie featured of the company g accounts for 43% sin en lic d an Br • business. tool from 2011 in the use of this • Increase of 2% to 2012.
Licensed for 2 brands – Disney and Marvel. 22% of the company’s releases in 2012 are licensed products • Disney characters featured in the line last year, based on sales volume • In 2012 the licenses accounted for 15.9% of total sales volume. • From 2011 to 2012 the growth in licensed products was 55.2%.
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ackagin Cromus P
operties. Licensed for 36 pr of them hed in 2012, all 11products launc licensed. tá were lume, Patati Pata Based on sales vo • e. license product lin highlighted in the of the % 65 accounts for g sin en lic d an • Br company business. in licensing use 2012, the increase • From 2011 to was 30%.
9 licenses. e right to 1 th in s ld o h y mpan s launched d product • The Co se n ce li 0 than 10 • More ny sales the compa 2012. f o % 5 ts n ng represe • Licensi volume.
sed. Monica’s Gang licen first licensed pany launched its Last year the com product 10 and in in the market in 20 d se lea re s wa lly • Je . d as Monica’s Gang 2012 it was license e was a triple 11 to 2012 ther • Comparing 20 growth. e company’s ts for 6% of th un co ac g sin en • Lic t. revenue at presen
Tilibra • •
44 licenses in its portfolio. 216 products launched in 2012, from which 119 products are licensed brands. Monster High is one of the brands featured in Back to School 2013 collection.
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cover Grow s are Disney’ which 12 m o fr s, se h 25 licen orking wit w y tl n e rr ed license • Cu some appli ve a h . o 7 li 5 fo h port whic roducts. year, from ne of 370 p leases last li re t 2 n lume, was 0 e 1 rr cu • on sales vo s in the d m e se a it b d , se e n 2 lin • 170 lice nse in 201 ghted lice li h ig h e h • T ss 50%. g any busine n p a m G co ’s a e ic th n Mo r of 1 to 2012. accounts fo d from 201 g e n u si n n ti n ce li co l too • Brand use of this ease in the cr in n A •
Licenced Summit •
• • • •
ering Licensed for 20 brands cov sumer the most differentiated con der gen to ard profiles, both with reg of ety and age according to a vari topics and related values. ched, In 2012, 148 products were laun d. nse from which 47 are lice Barbie featured last year. of the Licensing accounts for 50 % company business. tool Increase of 29% in the use of this from 2011 to 2012
Top Cau In 2012 it worked with 20 licensed brands. • 11 products were launched for Easter last year. All of them licensed • Based on sales volume, Sponge Bob featured in
2012 line • Licensing accounts for 35% of the company business. • Increase of 8% in the use of this tool from 2011 to 2012
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Come and visit the Brazilian Licensing Fair Here we have great opportunities for your company!
Register for free: www.expolb.com.br Phone: + 55 (11) 5092-5588
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September 10th and 11th Grand Hyatt S達o Paulo 11:00 am to 7:00 pm
2013 M AIKEL SA
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Brazilian brands land in Las Vegas!
The most creative country in the world introduces its properties
favorable economic context, several sporting
created in Brazil. This business platform is the result
events to be held in the country, the
of a partnership between the Brazilian Licensing
worldwide well known creativity of Brazilian
Association (Abral) and the Brazilian Trade and
professionals as well as the relevance of Brazilian licenses, these are some of the factors that make Brazil a promising country in the property export area.
Investment Promotion Agency (Apex-Brasil). The first project initiative is the Brazilian Brands booth at Licensing Expo 2013, Las Vegas, USA.
Aiming at this international opportunity Brazilian
There 14 companies will be present, among licensors
Brands, a sectoral project, was created with the
and agents, trading Brazilian properties and also
view to promote the export of brands, images or
presenting their portfolios to buyers from all over
intellectual and artistic properties registered and
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Explore the potential of Brazilian brands. Visit Brazilian Brands! Brands
In its first appearance in the Licensing Show 2013, the character is a friendly blue ant present in most everyday environments. It began in the virtual world to play with the childrenâ€™s imagination. With educational purposes, Bob Zoom stars a series of musical videos and stories based on traditional nursery rhymes (traditional popular music and stories of public domain). Produced in 3 languages - English, Spanish and Portuguese. Target: girls and boys from 0 to 5 years old. Number of licensees in Brazil: 4. Categories of products already licensed in Brazil: music, publishing, movies/ cartoons /animations and toys. Contact: Kasmanas Licenciamento email@example.com â€“ 55 11 3507-4904
Export Product! company established in Domenicca is a Brazilian es d flip-flops and sports sho 1994 specialized in license al tion rna inte 44 Brazilian and manufacturing. It has over ts duc pro nts and a portfolio of soccer clubs as its main clie NO si, Ford, NOS, Peanuts, with brands such as Pep . STRESS, among many others enicca.com.br om @d cca Contact: domeni 55 51 32220202
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BRAZILIAN BRANDS Bichinhos
Created in 2005 as a notebook cover, six cute characters fun to be with and come in beautiful colors. Target: girls from 7 to 10 years old. Number of licensees in Brazil: 2. Categories of products already licensed in Brazil: shoes and bags, stationery and house wares. Contact: Kasmanas Licenciamento – firstname.lastname@example.org – 55 11 3507-4904
Capricho is a teen magazine and has become a lifeguide for teenagers in Brazil. It is a multi-platform brand, besides the magazine’s success, their website is the most visited for teen content and they promote an annual music and fashion festival. The brand was elected by the industry the Best Teen License two years in a row (2011 and 2012). Number of licensees in Brazil: 11. Categories of products already licensed in Brazil: fashion /apparel, shoes and bags, stationery, housewares, party goods, food & beverage, health & beauty. Contact: Redibra – email@example.com – 55 11 3383-1616
Cocoricó Series with manipulated puppets (Muppets) set on a farm and now also with episodes in the city where the boy Julius and his friends teach and entertain with their plays and pranks. Educational concepts, Accepting diversity, Social and Cultural Development, Friendship and Respect, Entertainment and Amusement, Encouraging Sustainability Target: girls and boys from 2 to 8 years old. Number of licensees in Brazil: 20. Categories of products already licensed in Brazil: accessories, party items, house wares, music, food and beverage, publishing, hygiene cosmetics, electronics, movies/cartoons/animations and toys. Contact: TV Cultura – firstname.lastname@example.org – 55 11 2182 3610
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After 30 years the Brazilian market and one of the most traditional and successful surfing brand in the country, Fico has won. There are over 300 products with an annual growth of 20% in sales. See also “Go Surf” is an animated series inspired by the real life “Fico” in partnership with “TV Pinguim”, creator of the worldwide hit “Fishtronaut”. Target: teens/adults – females and males. Number of licensees in Brazil: 6. Categories of products already licensed in Brazil: shoes and bags, stationery and fashion/apparel. Contact: Fico – email@example.com – 55 11 2842-4242
Fishtronaut, an envirofriendly TV series of 104 elevenminute episodes, has spawned a huge success with over 20 licensees in Brazil producing around 400 products, a sold-out theater tour and a 3D movie. in production. Fishtronaut is currently airing in the U.S.A, Latin America and Asia. Fishtronaut fans are also enjoying online games, many iPhone/iPad Apps and an incredible selection of merchandising. Target: preschool children. Number of licensees in Brazil: 20. Categories of products already licensed in Brazil: publishing, apparel, party items, stationery, hygiene/cosmetics, toys and movies/cartoons/animations. Contact: TV Pinguim – firstname.lastname@example.org – 55 11 99633-5898 Redibra – email@example.com – 55 11 3383-1616
“Go Surf” is an animated series inspired by the real life “Fico” in partnership with “TV Pinguim”, creator of the worldwide hit “Fishtronaut”. For children from 0 to 6 years old “Go Surf” 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 center stage. Target: girls and boys from 0 to 6 years old. Number of licensees in Brazil: new brand/property launch. Contact: Fico – firstname.lastname@example.org – 55 11 2842-4242
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BRAZILIAN BRANDS Jolie / Jolie Pet Passionate, charming, rich in details and with a strong visual appeal. Synonym of sweetness, beauty and romance. Jolie is a huge success and has won two awards in the licensing market in her six years of existence. Target: girls from 4 to 8 years old. Number of licensees in Brazil: 20. Categories of products already licensed in Brazil: accessories, shoes and bags, party items, stationery, food and beverage, publishing, fashion / apparel, hygiene/cosmetics and toys. Contact: Kasmanas Licenciamento – email@example.com – 55 11 3507-4904
Lottie Dottie chicken Reaching 1 billion views on YouTube, the Lottie Dottie Chicken musical cartoons are a happy mania among children. More than 1,5 million DVDs sold, millions of apps downloaded, more than 500 licensed products and 3 live shows make Lottie Dottie Chicken the biggest Brazilian kids phenomenon, now expanding to Spanish and English versions. Target: girls and boys from 0 to 3 years old. Number of licensees in Brazil: 50. Categories of products already licensed in Brazil: accessories, shoes and bags, party items, stationery, food and beverage, publishing, fashion/apparel, hygiene/cosmetics, electronics, movies/cartoons animations and toys. Contact: Bromelia Filmes – firstname.lastname@example.org – 55 19 3241.5135 Redibra – email@example.com – 55 11 3383-1616
2013 M AIKEL S
Macakids is the brand that brings Kids to a new universe of adventure, stories, and music, where discovering nature is really cool! It has a target of kids that like advantures, fun and nature, age of 3-10 years old, ABC SEL. Macakids - together we can save the Planet! visit: www.macakids.com.br Target: gilrs and boys from 3 to 8 years old. Number of licensees: new brand/property launch. Contact: Brands 360 – firstname.lastname@example.org 55 11 96618-4949
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Created in 2002 as a notebook cover, began its licensing program in 2005. Aimed at young stylish women who are intelligent and well informed. Target: girls from 10 to 17 years old. Number of licensees in Brazil: 10. Categories of products already licensed in Brazil: accessories, shoes and bags, publishing, fashion/ apparel and toys. Contact: Kasmanas Licenciamento – email@example.com – 55 11 3507-4904
Brazil’s most famous group of kids have grown up, reawakening the ties with an older generation that might have started to give up on the comics they used to read when they were younger. Monica Teen was created with the purpose of representing adolescence and bringing back curiosities, enchantments, and situations typical of the age. Target: girls and boys from 8 to 13 years old. Number of licensees in Brazil: 50. Categories of products already licensed in Brazil: accessories, party items, stationery, house wares, food and beverage, publishing, fashion /apparel, hygiene /cosmetics and toys. Contact: Mauricio de Sousa Productions – firstname.lastname@example.org 55 11 3613-5163
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A super lively group made up of children from six to seven years old, each with their own distinct and individual characteristics. Together they have made millions of friends across the world. The can also bring their energy and happiness to your business. Target: children and adults – all ages. Number of licensees in Brazil: 100. Categories of products already licensed in Brazil: accessories, shoes and bags, party items, stationery, house wares, music, pet products, food and beverage, publishing, fashion / apparel, hygiene /cosmetics, electronics, movies /cartoons /animations and toys. Contact: Mauricio de Sousa Productions – email@example.com 55 11 3613-5163
Monica’s Gang Baby
It is the “baby” version of Monica’s Gang! All the values of Monica and her gang bundled up in a baby-cute storyline intended for an early childhood audience. Target: babies from 0 to 2 years old. Number of licensees in Brazil: 50. Categories of products already licensed in Brazil: accessories, house wares, food and beverage, publishing, fashion/apparel, hygiene / cosmetics and toys. Contact: Mauricio de Sousa Productions – firstname.lastname@example.org 55 11 3613-5163
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The most beloved Gang in Brazil has been reinterpreted and turned into Toy Art. If you are not familiar with this term, Toy Art is a special kind of toy, generally addressed to adults; but this collecting, with Mauricio de Sousa’s characters, is made for everyone. Created for collection and/or playing. Target: females and males over 14 years old. Number of licensees in Brazil: 20. Categories of products already licensed in Brazil: accessories, shoes and bags, stationery, house wares, music, fashion /apparel, electronics, movies /cartoons /animations and toys. Contact: Mauricio de Sousa Productions email@example.com – 55 11 3613-5163
Mormaii Mormaii is a genuine Brazilian brand, born in the seventies with the purpose of improving life quality through sports, contact with nature, family and friends. The brand keeps on growing strongly in Brazil and all over the world; it is considered one of the most important Brazilian brands in its business line. Target: kids/teens/adults - females and males. Number of licensees in Brazil: 44. Categories of products already licensed in Brazil: wetsuits, accessories, shoes and bags, stationery, music, food and beverage, fashion /apparel, hygiene /cosmetics and electronics. Contact: Mormaii – firstname.lastname@example.org – 55 48 3254-8000
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My Big Big Friend
If you imagine you can, Sometimes you REALLY can! Follow the adventures of Yuri, Lili and Nessa and their Big Big Friends Golias (A blue elephant), Nessa and Bongo in this award winning TV show- currently a TOP 3 SHOW on Discovery Kids (Latin America) and Treehouse TV (Canada) Target: girls and boys from 2 to 6 years old. Number of licensees in Brazil: 32. Categories of products already licensed in Brazil: shoes and bags, party items, house wares, food and beverage, publishing, fashion/apparel, movies/cartoons/animations, toys, mall tours and musical shows. Contact: Kasmanas Licenciamento – email@example.com – 55 11 3507-4904 2DLab – firstname.lastname@example.org – 55 21 9121-0400
Newbie and the Disasternauts
A cartoon that tells the story of an intrepid and inexperienced group of astronauts who ended up on a pea moon, a small asteroid that changes its atmosphere from day to night. Captain Nilba, rather than bringing the crew back to the planet, just wants to have fun. Fun series satirizing science fiction movies. Target: girls and boys from 6 to 11 years old. Number of licensees in Brazil: new brand/proprety launch. Contact: TV Cultura – email@example.com – 55 11 2182 3610 Kasmanas Licenciamento – firstname.lastname@example.org – 55 11 3507-4904
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BRAZILIAN BRANDS Patati Patatá Pair of clowns created in the early ‘80s is currently the most valuable pre school Brazilian brand. They bring happiness and encourage ethical and moral principles to the family through playful activities. They are present in daily TV show, Concerts, CDs, DVDs and presentations in schools. Target: girls and boys from 0 to 5 years old. Number of licensees in Brazil: 58. Categories of products already licensed in Brazil: Accessories, shoes and bags, party items, stationery, house wares, music, food and beverage, publishing, fashion/apparel, hygiene/cosmetics, electronics, movies /cartoons /animations and toys. Contact: Rinaldi Produções Artísticas – 55 112468-1905 Kasmanas Licenciamento – email@example.com – 55 11 3507-4904
Plush Poison Created in 2006 as a notebook cover, began its licensing program in 2009. The brand has a strong appeal among charming and powerful girls. It explores friendship, music, technology, icons and dark colors. Target: girls and boys from 10 to 17 years old. Number of licensees in Brazil: 6. Categories of products already licensed in Brazil: accessories, shoes and bags, stationery and fashion/apparel. Contact: Kasmanas Licenciamento – firstname.lastname@example.org – 55 11 3507-4904
Susi is one of the most successful cases in Brazil toy industry. The first doll appeared in 1966 and rapidly became a role model for girls at that time. Today still, Susi is present at retail all over Brazil with an appealing fashion trendy style and a great business opportunity to licensees. Target: girls from 4 to 8 years old. Number of licensees in Brazil: 7. Categories of products already licensed in Brazil: party items, stationery, publishing, fashion/apparel, hygienic/cosmetic, toys, back to school and house wear. Contact: Exim Licensing Group – email@example.com – 55 11 3885-9275
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BRAZILIAN BRANDS The Amazing Professor Ambrosius´ Mansion Professor Ambrosius lives with his two assistants, Leslie Mouse and the little spider Floribela, in a magical mansion. Once in a while his nephews Claudia and Junior come by to have some funny adventures, meet important personalities of the world and learn about history, sciences and culture. Learning has never been so much fun! Target: girls and boys from 6 to 9 years old. Number of licensees in Brazil: new brand/property launch. Contact: TV Cultura – firstname.lastname@example.org 55 11 2182 3610
The cute ones
Launching in the Licensing Show 2013, Os Pequerruchos is a gang composed of five little friends: Julinho, Annie, Fabinho, Dudinha and Pepinho, who are always looking for new adventures. It is a 3D animation and the songs take place in scenarios with fun and educational stories. Target: girls and boys from 0 to 5 years old. Number of licensees in Brazil: 4. Categories of products already licensed in Brazil: party items, music, shoes and bags, publishing, movies /cartoons /animations and toys. Contact: Kasmanas Licenciamento – email@example.com – 55 11 3507-4904
This is the story of two termites who live in a piano and hate music. They are always plotting a way to prevent Jack (a multi-instrumentalist musician) to play the piano or any other instrument. And when things get worst he calls his best friend, the videomaker Lady Claire. She is willing to help him but in order to do that she increases the problem bringing on to his studio a faceless guy who is a useless helper. Besides all his problems with the termites he have to send cash to his parents to help them keep on travelling the world as street performers. The Termites: it’s a puppet show, It’s a comedy and teaches the fundamentals of music. Target: girls and boys from 6 to 10 years old. Number of licensees in Brazil: 1. Categories of products already licensed in Brazil: music and editorial. Contact: TV Cultura – firstname.lastname@example.org – 55 11 2182 3610
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XRacing Created in 2010 as a notebook cover, it is a theme present in toys, games and movies for children of all ages. It ensures competition as a remarkable feature. Target: boys from 7 to 10 years old. Number of licensees in Brazil: 3. Categories of products already licensed in Brazil: accessories, shoes and bags, stationery and house wares. Contact: Kasmanas Licenciamento email@example.com â€“ 55 11 3507-4904
Zica and the Cameleons With the support of TV Cultura and TV Brazil, we are producing the first season with 13 episodes of 11 minutes telling the story of Zica, a teenager with a very strong personality. She thinks about art, writes graffiti and makes music! Finally a full TransMedia character conteudosdiversos.com.br/ bibliastransmidia.com.br Target: girls and boys from 8 to 14 years old. Number of licensees in Brazil: new brand/ property launch. Contact: TV Cultura â€“ firstname.lastname@example.org â€“ 55 11 2182 3610
More information: www. brandsbr.com
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On the spot
rom April 23rd to April 26th, the 30th Edition of the Brazilian Toy Fair (Abrin) was held at Expo Center Norte in São Paulo, Brazil. The business
deals transacted at the event represent around a third of the sector’s revenue which should end 2013 at approximately R$ 4 billion. During the fair 180 Brazilian manufacturers presented around de 1.5 thousand toy launchings such as: educational, light and heavy childcare, electronic games, plush toys, miniatures, costumes, among other items that will supply the retail market throughout the year. Walking around the fair, it becomes evident the
Fair reveals the importance of licensing for the Brazilian toy industry
importance of licensing for the domestic toy industry. Check out some licensed launchings which will soon be on the shelves all over the country.
Pelúcia Musical Galinha Pintadinha (Multibrink) Licensor: Redibra.
Cozinha Divertida da Minnie (Yellow) Licensor: Disney.
Boneco Fuleco (Grow) Licensor: Globo Marcas.
Totokinha Cocórico (Brinquedos Cardoso) Licensor: Cultura Marcas/Faresak.
Boneco Capitão America (Latoy) Licensor: Marvel/Disney. LICENSING BRASIL
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Peruca Princesas Disney (Zippy Toys) Licensor: Disney.
Moto do Batman (Candide) Licensor: Warner.
Boneco Chaves (BBRA) Licensor: SBT Licensing.
Linha de pelúcias da série Monstros S.A (Long Jump) Licensor: Disney.
Primeiro Controle Remoto Turma da Mônica (Elka) Licensor: Mauricio de Sousa Produções. Mai/Jun 2013
Linha Barbie Chef (Lider Brinquedos) Licensor: Mattel.
Boneco Homem de Ferro Metalizado (Brinquedos Mimo) Licensor: Marvel/Disney.
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Amazonas Group “Using licensing, the percentage growth of the company has been huge. Almost immeasurable. “
ounded in 1947 in the city of Franca, São
market focused for over 50 years. “Changes are
Paulo, Amazonas soon became one of the most
distinctive features in the history of this company,” he
important suppliers of footwear components in
Brazil, reaching its main goal: economical heels, long
As a matter of fact, Amazonas Group has
lasting and easy to be found in the market. Rafael
become a sturdy group responsible for eight units
Barboza Wirz, Amazonas supervisor, and Ariano
in Brazil (Franca, Jaú, Birigui and São Paulo / SP,
Novaes, Amazonas director give us some more details
Novo Hamburgo / RS, João Pessoa / PA, Jequié / BA,
on the Company marketing. The Manufacturing
Nova Serrana / MG) and two units abroad, one in
of Amazonas Rubber first started when two great
Montevideo, Uruguay, and another in Buenos Aires,
entrepreneurs of the city, Thomaz Licursi and. Paulino
Argentina. According to Rafael, the company is the
Pucci got to know the rubber heels manufactured
largest manufacturer of footwear components in Latin
in the United States which had just arrived at the footwear industries providing comfort and quality.” Amazonas Group, then known as Pucci S / A, acquired one the
that time, Plauvic. So the
producing two types of glue benzene, prepared from
among Brazilian consumers and the second best remembered in the
In the 1960s, growing fast the
America, the best remembered soles brand
and counting on a team of chemists who
United States. Amazonas Group products are exported to the 5 continents, supplying various other
furniture, graphic, automotive, aerospace, construction, crafts, screen
packaging, mattresses, floors company sandals
only one ISO 9001 certified,
on the development
it services the fashion market
Label and Amazonas Brands,
which work with the brands
. FIFA . Sabrina Sato . Planet Girls . Planet Star . Polo Wear . Mormaii
and tiles. In addition, the
have been working of
* Own Brand: Amazonas Sandals – Models signed by the designers Cris Guerra and Renata Americano.
Sabrina Sato, Planet Girls, Planet
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Star, Polo Wear, Mormaii and Amazonas Sandals. According to the marketing supervisor, the product
marketing, the domestic market is the engine of
licensing project began four years ago. However, full
consumption, retail sales of
licensing began only in 2012. “A good storyline or
footwear and leather goods grew
brand licensing ensures the success of a product for
7% in value and 5% in volume.”This
this process brings quick return. This is certainly our
is an optimistic moment for this promising
main reason for licensing brands”.
market,” he observes
The first adventure of Amazonas in the licensing
During Couromoda, Amazonas used a bold
market was with Colcci, a fashion brand known for
strategy. “We took sandals to a
its daring clothes collections, in a Flip Flop sandals
winter fair and the results were
line. Currently, FIFA, Sabrina Sato, Planet Girls,
amazing. Playing vuvuzelas,
Star Planet, Polo Wear, Mormaii, Cris Guerra and
we received Fuleco, the
Renata Americano also offer concept proposals and
mascot of the World Cup in
conceptual design for different consumers and age
his first official appearance
groups. “We explore a teen line with Planet Star, and
to launch a line with FIFA
with the other brand lines we target adult consumers.”
Confederations Cup Brazil
In terms of return on investment, Amazonas
2013. We also presented
has no complaints. “Using licensing, the percentage
some new models with brand
growth of the company has been huge, almost
and personality such as Sabrina
Sato and Mormaii, and kiosks
Only increasing FIFA Confederations Cup 2013 license and World Cup 2014, we will have astronomical growth, “says Rafael. With such success, the company plans to expand its
that will be placed in shopping mall aisles this year. “ Growth is the word that best defines
licensed products line to the category of sandals (Flip
Amazonas, and in 2013 our success
Flop). Even with so many possibilities, the footwear
shall not be different, announces
industry resists to licensing. According to Rafael, the
Rafael. Finally, the supervisor reveals
footwear industry still prefers to work with its own
the company big bets for this year:
brand. “Actually there is a bias towards investments in
the opening of flagship stores and
brands that are not owned, even if they are licensed.”
entering the world of franchising.
Currently, the Amazonas Group employs more than 3,000 people. “The Brazilian footwear industry is the world’s most complete, self-sufficient from tannery to retail, efficient and employs thousands of people.
The arrival of international brands competition heats
Amazonas Calçados -
up this demanding market which still lacks design and
style, but exudes quality. “According to the company’s
Telephone. 55 16 3111-1600.
empresa - amazonas_ingles.indd 47
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New directions for the Brazilian licensing sector
Abral Board introduces new measures for the licensing market
Board of Directors - Standing: Alais Fonseca (Top Cau), Marici Ferreira (Espaço Palavra), Ângela Cortez (Nickelodeon), Geraldo Zinato (Lider Brinquedos), Dr. José Henrique Werner (Dannemann Advogados), Dr. Márcio Costa de Menezes e Golçalves (Siqueira Castro Advogados), Ana Kasmanas (Kasmanas Licenciamento), Marcus Macedo (Exim), Érica Giacomelli (Érica Giacomelli Marketing), Marcos Bandeira de Mello (Warner). Squatting: José Eduardo Martins (Panini), David Diesendruck (Redibra), Gleen Migliaccio (BR Licensing), Kiko Smitas (SulAmericana Fantasias) e Gustavo Bacchi (Riclan).
eld on February 28th, the Brazilian Licensing
In addition, the board is already working on two
Association cocktail defined a new outlook
fronts in favor of its associates: Contribution for
for the domestic market of brand licensing.
Intervention in the Economic Domain (CIDE) and Bills
The board took over the entity in October, 2012
(Children’s Advertising PL 193/08 and Promotional
gathering the market and presenting its proposals in
Gifts PL 1096/11). Combating piracy is also among
order to promote and strengthen the licensing industry
Abral priorities and we will shortly be submitting a
in Brazil, so that Abral becomes a representative
project focusing such a problem for it affects various
association before the various platforms directly and
sectors of the domestic economy.
indirectly involved with this marketing tool.
Enio Ku Sousa (
So that all action lines are carried out successfully,
Among the new guidelines are: the change of the
it is essential that all companies involved with licensing
entity’s visual communication layout, content disclosure,
in Brazil get involved with the organization, joining
creation of services, a survey which will map out the
forces in favor of the development of the licensing
sector in Brazil, holding of forums, attending multi-
market. “We would like companies to be not only
sector fairs, besides legal advice and a recent partnership
Abral’s associates but also our real partners. Aiming
with the Brazilian Trade and Investment Promotion
at this sense of mutual cooperation, we are working
Agency (APEX). Such cooperative partnership resulted
hard to accomplish all the projects”, pointed out
in a booth which will take Brazilian brands to the largest
Marici Ferreira - the president of the association.
licensing fair in the world Licensing Expo, in Las Vegas, from June 18th to June 20th, 2013.
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Jonathan Joseph Gaon (Luk Marcas), Renato Zindeluk (Luk Marcas), Kiko Smitas (SulAmericana Fantasias) and Paulo Roberto Houch (Editora On Line).
Enio Kumura (Mauricio de Sousa) and Amauri Sousa (Mauricio de Sousa).
Andrea Salinas (Disney), Tatiana Cury (Brinquedos Mimo), Carla Pereira (Disney), Miguel Vives (Disney) and Richard Leon (Disney).
Sylmara Multini (Rio 2016), Claudia Swenson (Sensus Design) and Maristela de Rosa (Sensus Design).
Rachel Costa (Nickelodeon), Tatiane Tardelli (Nickelodeon) and Roberto Marinho (PPI).
Rodrigo de Almeida Lima (Globo Marcas), Fabiano Marcela Grinberg Plapler (Speedo), Roberto Jalonetsky Flaminio (Editora Alto Astral), Alexandre Rocca and Rodrigo (Speedo), Leonardo de Campos (Recicla Kids) and Ana Pereira (Globo Marcas). Paula Juliato (Recicla Kids).
Carolina Otero (Redibra), Geraldo Zinatto (Redibra), Cidinha Figueira (Turner) and Barbara Fernandes (Redibra).
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Rosaria de Fátima (Wind Marketing) and Walter Nogueira (Creative Licensing).
David Diesendruck (Redibra), Monica Sousa (Mauricio de Sousa), Marici Ferreira (Palavra Editora) and José Martins (Panini).
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2013 is Monica’s Year Monica’s Gang is a successful case in various business plataforms
he character Monica was created in 1963 by
The Mauricio de Sousa Productions in 2012
Mauricio de Sousa, and she will be 50 years
Product design and brand building.
old in 2013. Known worldwide, Monica and
her “Gang” is a successful case in various business
25% increase in licensing revenue.
platforms. The brand licensing is among the highlights of this successful story managed by
Over 100 titles launched.
Mauricio de Sousa Productions. Promotional activities planned to celebrate Monica’s anniversary: Exhibition – Monica’s years at the Brazilian Museum of Sculpture - MUBE Monica Fashion 50 years – 50 Monicas recreated
1st application launched “I want to be part of “Turma da Monica” had over 260,000 downloads and it was among the most downloaded ones in Brazil. Official channels on Facebook and Twitter with weekly reach of 750,000 people.
by stylists and fashionistas all over Brazil. Play - Romeo and Juliet – A new stage production of a great success from 1978.
1st social game launched – Turma do Chico Bento for Facebook and Orkut. Over 150,000 users in a month.
“Monica’s Gang” 2013 Festival – An attempt New portal and over 10 developing applications.
to break the record of the largest simultaneous distribution of balloons in the world.
Action in Squares – Giant panel to color at “Monica’s Gang” themed spaces. Big Retailers Action – Themed celebration which will offer entertainment experience in retail. Promotional Kit Tool – Promotional kits selfdeployable for small retailers. Newsstand Parade – 50 years of Monica – Contest cultural customization of newsstands with
Monica’s cake – Partnership with a well known confectionery to launch Monica’s cake. Editorial
newsstands and bookstores. Classics reissues – Re-interpretations of Monica’s classic products.
artists from all over the country
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