www.epgrupo.com.br Special Licensing Expo 2019 year 10
Yes, we do have stability!
Brand and character market is a real strategic differencial Chek our Brazilian License Guide
20.000
DIRECT EMPLOYEES
5
INDUSTRIAL
UNITS
11
FOOTWEAR
FACTORIES
250.000.000
MILLION PRODUCTION
CAPACITY PAIRS BY YEAR
IS ONE OF THE BIGGEST SHOES
FACTORY IN THE WORLD
120.000
POINTS OF SALES AROUND THE WORLD
ONE OF THE
BIGGEST SHOES EXPORTER 100 95 75
IS ONE OF THE MAJOR REFERENCES IN LICENSING 25 5 0
ANUNCIO_LICENSING_FINAL
INDEX
s e s n e c i L n a i l i Braz (10)
Short articles 6 About us – Expo Licensing Latam 8 Guide – Brazilian licenses 10
(22)
Agent – Redibra 22 Company – Xeryus 24 Article – Marcus Macedo 28 Interview – Ariel Grunkraut 32 Expert´s analysis – Ricardo Amorim 34
(28)
EDITORIAL
Year 10 – Special Licensing Expo – 2019 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 (Abral), Edson Sawa (Regina Festas) e Germano Costa (Brandili).
‹ Editorial ›
Heloisa Bruck
‹ Editorial ›
Camila Guimarães
‹ Art ›
Wilson Alves
‹ Commercial Department › Daiane Miranda
‹ Marketing ›
Camila Salvador Luiz Paulo Ferreira
‹ Administrative › Cristina Venâncio
‹ Administration, advertising and editorial desk ›
H
ere we are at last! Our 10th Special Edition Anniversary – English version of Licensing Brasil Magazine! Throughout this decade we have had the great privilege to share
Brazilian business growth and maturity with international markets. Besides of course, consolidating our magazine as the official Latin American publication addressed to foreign readers. Carrying on with our purpose, this edition presents a compilation of some news and stories that clearly summarize our
Av. Rouxinol 1041, conj. 1109 Moema – São Paulo/SP – CEP: 04516-001 Tels. (11) 5092-5588/(11) 5094-0403 E-mail: contato@epeditora.com.br
current Brazil context: stable segment despite all the various social
‹ Subscriptions › Country code Brazil 11 5092 5588 or www.licensingbrasil.com
that licensing is the most powerful marketing tool to entice and
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.
political movements. After all, both industry and retail understand engage consumers. In addition to this content, there are two very special topics: information about the upcoming Expo Licensing Latam and a complete guide with Brazilian brands available for negotiation outside Brazil. Enjoy our content and talk to you soon!
Marici Ferreira – marici@epgrupo.com.br [EP Grupo Director (www.epgrupo.com.br) and ABRAL President – Brazilian Licensing Association (www.abral.org.br)]
design success multitarget licensing
Cute S t y le G uide
TV SERIES
e tyle Guid Design S
Move Style Guide
2nd season Dec 2019 50+ countries
musical preschool and educational content
+55 48 3049 8331 | www.upcontentco.com +55 48 99987 0514 | licensing@upcontentco.com
/bubuandthelittleowls
SHORT
ARTICLES The most viewed on YouTube In March, the video platform released a survey that pointed to Lottie Dottie Chicken as the most viewed character in Brazil. The character which completed twelve years last year, keeps on as a real star at the top of the most popular videos for kids. This piece of information was released by the video platform, on YouTube Rewind 2018, featuring the most well-known personalities on YouTube. Lottie Dottie Chicken had two videos among the three most viewed by kids throughout the year 2018: The music video “Dog Friend”, present on DVD 2 and already available, was the most viewed in the country. In addition, Lottie Dottie Mini - episode 21 was ranked as the third one. Thus, it was the only character that appeared twice among the top 10 most popular videos for children. This platform retrospective considers not only the views obtained, but also the amount of shares, comments and likes.
Nail Polish by Romero Britto The agency Lotus Global Marketing has recently announced an exclusive license of nail polish line by Romero Britto. Developed in partnership with Studio 35 Cosméticos, the collection was inspired by the works of the artist from Pernambuco, a state in Brazil, and offers several incredible colors to give a final touch on women’s look.
“Cupcake & Dino: General Services” The new e-One “Cupcake & Dino: Serviços Gerais” animation series, created by Brazilian director Pedro Eboli, has hit Netflix and Disney XD. The co-production between e-One and the awardwinning Brazilian animation studio Birdo Studios, which is also the co-creator of the popular animation series “Oswaldo” and “Clube da Anittinha producer”. In the first season episodes in Brazil, children aged 6 to 11 are introduced to the most unlikely pair, a tiny cupcake with great ideas and its giant and brave dinosaur sibling. Together, the two siblings offer general services “odd jobs”, but they end up getting a lot done for being exactly who they are.
6
LICENSING BRASIL
Investment in Brazil Leader of the largest Spanish-language children’s channel in the world, Leader Entertainment is investing in Brazil this year. Leader Entertainment has come up with and produced the brand “The Children’s Kingdom”, whose engagement exceeds more than 18 million registered on YouTube in Spanish and almost 3.4 million domestically, the company has just opened an office in Brazil. Besides setting up a company team, they will also license products in numerous niche markets. The first investments will be through their most popular brand, “Zenon’s Farm”, which has more than 2,500 products worldwide in various categories. The idea is to stir up the market and get loyal fans for the channel. Zenon’s Farm was designed aiming at little children with content that brings family and friends together. Fueled by seven different series of animation and music videos, the Children’s Kingdom gains hundreds of fans daily. Just to get an idea of the extent, the channel had 1,544,229 subscribers by the end of 2017 in the national version. In 2018 alone, it increased by 116% (1,789,589 new registrations), and now it has around 3.4 million YouTube users.
Regina Festas acquires Global Fantasias! Leader in the Brazilian market for more than 47 years - with a mix of products that guarantees creative and elegant solutions for various types of celebrations, Regina Festas enters the costume market with the acquisition of Global Fantasias. “We are a well-established company in the segment of parties and the acquisition of Global Fantasias enriches our strategy with a line that has perfect synergy with our market,” says director Luiz Henrique. All signs point to a lot of new stuff coming out there!
Bubu première in US Bubu and the Little Owls debuted in the US broadcast on Qubo channel. A successful character in Brazil, Sweet Bubu travels all over the world and now heads to America. Lively and educational, the series is full of adventures and discoveries, with teachings on nature and ethical values. Created by the couple Bruna Ghizoni and Rafael Biasotto, the series came up with the desire of producing something to celebrate family life, childhood games and inspire protection. It was precisely this feeling of love and care that made the owls to be the chosen animals, once in nature they take care of their baby owls tenderly and lovely.
Special Licensing Expo 2019
7
ABOUT US
Exclusive and Dynamic content + Stands with the world’s leading brands + Networking
A
networking place for Latin America licensing professionals,
the
event brings together the main Latin American
leading
brand
holders
and
entertainment studios in the world. Visitors have opportunities to check the advantages of licensing their products through partnerships with the most influential properties, be close to the market industry, increase their networking and do qualified trading.
What you will find at the event: •
The main brands with their characters.
•
Access to over 400 brands/characters available for licensing.
•
During “Brands and Characters “ event edition new attractions and trends of the main players in the market will be presented.
It is the ideal event for international executives wishing to make future partnerships with the L atin American market – MARICI FERREIRA, EXECUTIVE DIRECTOR OF THE EP GROUP AND
INFORMATION DATE: August 27th and 28th, 2019 TIME: 10 a.m. to 7 p.m. LOCATION: Grand Hyatt São Paulo - Av. das Nações Unidas, 13.301 BUSINESS FAIR: 10 a.m. to 7 p.m.
8
CREATOR OF THIS EVENT.
LICENSING BRASIL LICENSING BRASIL
CHECK OUT EXHIBITORS:
More information: WWW.EXPOLICENSINGLATAM.COM.BR/EN/
atendimento@epgrupo.com.br REALIZATIO NO
FFICIAL MEDIA
SUPPORT
GUIDE
Looking for Brazilian Licenses? Here you can find the coolest ones
3Little Words [Vertical Licensing] 3 Short Words is a pre-school license that relies on parent’s engagement and content based on family values. It uses music and animation to unite generations, chanting children’s songs that are part of life and memory of all the Brazilian Christians. Presented with a new look, the musical content is aimed at children up to 5 years of age. Every month, songs are played 30 million times on YouTube, with distinct channels targeting Portuguese and English. Also available on Netflix and on most digital channels, the videos feature syllabic lyrics that help children literate, dancing together with the characters Sarah, Miguel and Davi. * Over 1 million subscribers on YouTube * CD and DVD Top 5 sales in the segment in Brazil Contact: contato@verticallicensing.com.br (+55 11) 3798-8552
Anittinha [Gloob] Target audience: Girls from 3 to 6 years old TV release date: October/2018 – Gloob and Gloobinho • +26 episodes in 2019 • 10 episodes of 4 hours 30 min • Doll at POS – Christmas 2018 • Backpack (Xeryus) and notebook (Tilibra) in Jan/2019 Brand description: Have you ever wished to sneak up on your idol’s home? Especially if your idol is Anittinha, the cutest and most powerful popstar on the planet! And even more so if her home is a Powerful, full-featured electric trio-trailer in the middle of a world tour. Among household problems, spectacular shows, parties and messing up with her friends, Anittinha discovers that in any trip you can have lots of fun when you are with your loved ones. Contact: marcas@globosat.com.br
LICENSING BRASIL
Bibi Tatto [Elevendragons] Bibi gained fame through Minecraft gameplay videos and has an amazing audience on her vlogs, especially trips and music videos, with songs that she composes and sings. Today she is responsible for entertaining more than 6 million subscribers on her YouTube channel and with the growth of 200 thousand followers each month, she is considered one of the main influencers in Brazil. Bibi was a winner of Nickelodeon Awards 2017 as Favorite YouTuber and Favorite Gamer, in 2018 as Favorite Gamer and in 2019 she won the Kids Choice Awards as a Favorite Brazilian Influencer. Contact: (+55 11) 2288-1133 comercial@elevendragons.com
Blu Dog [Mauricio de Sousa] This is the new animation series by Maurício de Sousa productions, starring the most beloved Monica and Friends pets: The pet dogs Blu and Fluffy, Chauvy the pet pig, Vanilla the pet cat and Giselda the pet chicken. The episodes are told according to the pets’ perspective show how they behave, what they want, their games and how they play, completely different from what their owners would ever imagine! New episodes every two weeks, on Thursdays, on our official channels Contact: (+55 11) 3613-5013 licenciamento@turmadamonica.com.br
Bob Zoom [sBusiness] Bob Zoom is an entertaining and charming blue ant, star of a series of musical videos sung in English, Portuguese and Spanish, who plays and lives adventures with his team. The whole idea was conceived by a team of experienced and qualified professionals in education and children's music. Bob Zoom stimulates children’s imaginations through songs and games that help develop fundamental skills such as: motor coordination, visual perception, concentration and spatial orientation, playfully. Contact: Oswaldo Braz – Director (+55 11) 99447-7533 oswaldo.braz@sbusiness.com.br
Boris and Rufus [Redibra] This new humorous Brazilian animation portrays the life of Boris, a nagging dog and Rufus, a playful ferret. The two, along with Leopoldo a cat, venture into the online and offline world by accessing "interpetnet" and using the various technologies whenever their owner is not around. The series premiered this year on Disney XD and TV Cultura. Contact: (+55 11) 3383-1616 redibra@redibra.com.br Special Licensing Expo 2019
GUIDE Bubu and the Little Owls [UP! Content Co] Bubu and the Little Owls is an animation series full of adventures and discoveries with teachings on nature and ethical values. It is much more than mere entertainment… It is a project carefully designed and detailed to give kids opportunities for fun, discoveries, learning, and above all episodes where solid references, family ties, love and respect are taught. Bubu, our little owl is colorful… Has a sweet voice… Clever meaningful songs… Family and friends… By the way, a lovely cute family! Favorite games and play time were carefully and fondly conceived... Berries and incredible jargons were handpicked. These owls are already a great success throughout Latin America and will soon be flying around our beautiful planet to land somewhere near you. Contact: camila.bellintani@upcontentco.com
Corinthians [Prowerful] One of the most popular soccer teams of Brazil with strong business potential in the States of São Paulo, Rio de Janeiro and Paraná. More than 30 million supporters and more than 35 official stores throughout Brazil. Contact: Martin Lanusse – CEO (+55 11) 4810-5367 info@prowerful.com
D.P.A [Gloob] Target audience: Boys and girls from 4 to 8 years old • Top 3 leading audience • +200 episodes • 10th in August /2018 – 11th in November/2018 • +160 mm views on VOD platforms VOD • D.P.A. 2 – Film all over Brazil • Content – when and where you want it – Gloob Play/Now/Youtube/ Globoplay • Exclusive Brand Event – first time in the Northeast of Brazil – +75,000 children attended Q1 and Q2/ 2018 • +5,9 million products sold in different categories Brand Description: Pay-Tv and box office success with feature length D.P.A. The Movie, the brand is present at retail with costumes, toys, clothes, back-toschool line and food. Three inseparable friends gather in a secret clubhouse and wear their super-fitted covers to investigate and unravel the mysteries of the Blue Building. Contact: marcas@globosat.com.br LICENSING BRASIL
Elefantinho Bonitinho Elefantinho Bonitinho (Cute Little Elephant) brings wisdom, courage and prosperity to more than 200 million homes. The songs on the Youtube channel rescue family, social and environmental values. Inspiring the new generation to build and live in a better and happier world. Join our channel and come with the cutest family in the world to positively impact a multitude of babies. Contact: Aline Sá – Director (+55 34) 99161-7467 araujosaline@gmail.com
Flamengo [Prowerful] More than 35 million supporters. One of the most popular soccer teams of Brazil. Over 50 official stores and target consumers in São Paulo, Rio de Janeiro and Northeast of Brazil. Contact: Martin Lanusse – CEO (+55 11) 4810-5367 info@prowerful.com
Glitter Model [Lotus Global] Glitter Model is an animated series played on Disney Channel across Latin America. The animation approaches the universe of fashion from the perspective of a young girl named Clara who suffers bullying at school because she is very thin and tall and almost by chance goes into modeling. With a unique concept, the series emphasizes that every girl has her brilliance and value, showing a diversity of characters, personalities, talents and different abilities. Contact: Andre Nunes – Director (+55 11) 2537-4172 andre@monstermovie.com.br
Gustavo Rosa [Brand House] Brazilian painter and designer, his work has its own language and characters of inexhaustible humor caricature. Target audience: Women and men, 25+. Contact: Lena Vettoretti – Director (+55 51) 3737-0720 lena@bhlicensing.com.br
Special Licensing Expo 2019
GUIDE Ico Bit Zip [Fox Latin American] Every day more than 100 billion searches are carried out on the internet! BIT ZIP is probably the most famous and quirky search application. But what happens between... The research and the results we receive? The search for answers in BIT ZIP is what we will find out in this animation series! We'll meet the runner-researchers competing in this incredible race, seeking the best response in the colorful and fun cloud world. Our protagonist, Ico, is not the fastest runner, but it is always determined to find the best result! Contact: George Sonoda – Director George.Sonoda@fox.com
La Fadinne [La Fadinne] Magic princesses, a fantasy world, enchanted pets and a story of friendship and adventure! Contact: Guto Aielo – Director (+55 19) 3308-1924 guto@lafadinne.com
Lottie Dottie Chicken [Redibra] Lottie Dottie Chicken has become a classic in the lives of Brazilian parents and their babies. The brand has astonishing figures: There are 12 million subscribers and 15 billion views on YouTube – making the character the main Brazilian star on the platform – 2 million DVDs sold, 30 million app downloads and more than 40 licensees. Contact: (+55 11) 3383-1616 redibra@redibra.com.br
Lottie Dottie Chicken Mini [Redibra] An expansion of Lottie Dottie Chicken’s universe, the series with stories and activities has already more than 500 million views and 1.8 million subscribers on YouTube, it is present in the largest VOD channels and premiered on TV Cultura in March 2018. Contact: (+55 11) 3383-1616 redibra@redibra.com.br
LICENSING BRASIL
Luciano Martins [Brand House] Brazilian plastic artist whose work has playful, almost puerile features, and cheerful colors that play with our imagination. Target audience: Females, males, babies, kids and teens, 0+. Contact: Lena Vettoretti – Director (+55 51) 3737-0720 lena@bhlicensing.com.br
Luna’s Show! [Pinguim Content] Luna is a 6-year-old girl in love with sciences! The Brazilian animation is on the top of Discovery Kids audience, has more than 610 million views on YouTube and already exceeds 1.5 million signs up. A tremendous success, live shows and events in shopping malls throughout Brazil, it’s a theme in museums, hotels, amusement parks and a lot more! Contact: (+55 11) 3884-1821 contato@pinguimcontent.com
Macakids [Macakids] Target audience: boys and girls from 2 to 6 years old. A hit with children in Espírito Santo State, Macakids brand has a YouTube channel with video clips, cartoon mini-episodes and the program Macakids Game, a show with quizzes and competitions among children who can sign up on Macakids social networks. The brand is present in live shows, themed sceneries in shopping malls, popsicles, ice cream, popcorn, chocolates, apps, reading bags, sublimation products (bags, beach yokes, cases, wall stickers, cushions). Contact: Maikel Araújo dos Santos – Director (+55 27) 99999-3246 macakids@macakids.com.br
Mamonas Assassinas [Ispartner] Eight months! It took only eight months for the Rock band Mamonas Assassinas to become part of the Brazilian Rock history. Their mockery and funny songs became incredibly popular, crowding all places where the band performed. In 2019 Mamonas Assassinas will be honored with a mini-series and a film all over the country. Contact: Luciana Vitorino – Director (+55 11) 4105-6393 luciana@ispartner.com.br
Special Licensing Expo 2019
GUIDE Mika´s Diary [Supertoons] A cartoon series named to the International Emmy Kids Awards 2017 target market pre-school audience and broadcasted by the biggest players in more than 120 countries. It has more than 750,000 subscribers on its YouTube channels, which also total more than 570 million minutes watched, becoming outstanding on the platform. The brand, developed as a transmedia project, integrates musical shows, theatrical shows, mobile application, DVD with augmented reality and many other licensed products. Contact: Dario Sena – Director (+55 11) 99263-3225 dario@supertoons.com.br
Monica Toy [Mauricio de Sousa] Inspired by Toy Art, Monica Toy is a minimalist and modern animation. Episodes have simple dialogues, making it possible to be understood anywhere in the world. The characters have remarkable characteristics and go through surreal situations in short episodes. On YouTube, the series already surpasses 215 million monthly views, with weekly releases on official channels. Target audience: Teenagers and adults Contact: (+55 11) 3613-5013 licenciamento@turmadamonica.com.br Monica and Friends [Mauricio de Sousa] With more than 50 years of history, Monica and Friends is one of the most admired brands in Brazil. It started in comics, inspired by real people, the characters reflect educational values such as ethics and diversity, so Monica and Friends is for the whole family. Constantly updated, Mauricio de Sousa Productions take this brand to all platforms where playing and dreaming are possible, such as magazines (more than one billion copies sold), books, movies, cartoons, theatres, games, apps and more than 3 thousand licensed products. Target audience: Whole family. Contact: (+55 11) 3613-5013 licenciamento@turmadamonica.com.br
Mundo Bita [Tycoon 360] Bita World is full of music, colors, learning and fun. It entertains kids that watch Discovery Kids, a leading Brazilian pay TV channel. With more than 1.2 billion views on YouTube, an attraction on Spotify, Netflix, NetNow or DVDs, Bita's presence increases day by day, capturing the hearts of families across the country. In addition, Bita loves travelling across the universe in search of imagination. Lately, it has toured all over Brazil with shows and stage plays. Up to now, they have been to 48 cities with over 500,000 people in the audience. Come and enjoy Bita’s gang adventures. Target audience: Children from 0 to 6 years old. Contact: (+55 11) 3090-4244 contato@tycoon360.com.br LICENSING BRASIL
Nat Geo Lab [Fox Latin American] Nat Geo Lab will explore how to make science fun at home. With easy-to-get home elements, it will teach us amazing experiences and discoveries that will delight children and adults. In an entertaining laboratory, Paula Stephania, a youtuber famous for her DIY channel (Do it Yourself), will show us 3 experiments per episode that children can make at home, accompanied by an adult and so learn more about the world of science. Contact: George Sonoda – Director george.sonoda@fox.com Opa Popa Dupa [Fox Latin American] Earth, air, planets, forests, oceans, seasons, science, flora and fauna. All this is told by a gorilla Youtuber, a rock star flower, a presumptuous liondriver. Does it make any sense? Probably not. Suppose we add a monkey who loves to make jokes, a police condor and an allergic elephant? Now, could it make any sense? And in addition, we've also added Eco and Nube, two Nat Geo Explorers, this will result in "Opa Popa Dupa," a puppet show that amusingly educates so that everyone will experience unexpected adventures while discovering incredible things about the universe. There will also be music, celebrities and lots of humor for kids to learn laughing and adults can have fun with them too. Now it makes sense! "Opa Popa Dupa" Contact: George Sonoda – Director george.sonoda@fox.com
Pilar’s Diary [Fox Latin American] Pilar’s Diary developed from the saga of books written by the Brazilian author Flávia Lins e Silva, tremendously successful among children, was the inspiration for the first animated series produced in Brazil by Nat Geo Kids, the series tells Pilar’s adventures while she travels worldwide eager for knowledge. With the help of her magic hammock and accompanied by her best friend Breno and her cat Samba, Pilar travels to Machu Picchu mountains, goes to the Amazon rivers, visits the Pyramids in Egypt, meets Zeus in Greece, always looking forward to more trips and adventures. That is the charming premise of the animation series "Pilar." Contact: George Sonoda – Director george.sonoda@fox.com
Special Licensing Expo 2019
GUIDE Poliana’s adventures [SBT] It deals with the search for the ideal education and how to balance the use of technology for next generations. Arts will play a fundamental role because through them we express our human feelings. The importance of family is also stressed because no matter the faults, family is our base. Target audience: Multitarget. Contact: Luis Lopes – International Sales Manager (+55 11) 3687-3706 luislopes@sbt.com.br Romero Britto [Lotus] Romero Britto is considered a modern pop culture icon. He is one of the youngest and most successful artists of his generation, with masterpieces that convey joy and with worldwide recognition. Contact: Marta Colpaert – Director (+55 11) 3885-9275 mcolpaert@lotusglobalmkt.com
Rubinho Barrichello [Ispartner] Rubinho Barrichello is one of Brazil's best-known Formula 1 drivers, uninterruptedly contending for the world championship from 1993 to 2011, he became the most experienced driver in the category history. Currently at Stock Car, he became Brazilian Stock Car Champion at the age of 42. In addition, he presents the program “Acelerados”, which airs on Sundays on SBT TV channel, and he has more than 570 thousand people registered on his YouTube account. Contact: Luciana Vitorino – Director (+55 11) 4105-6393 luciana@ispartner.com.br
LUZ E VIDA
Smilingüido [Luz e Vida] Smilingüido’s Gang was created to help us mold children's character in a playful and fun way. The brand has won the hearts of children, young people and women, who have been loyal to the brand for 38 years. Our main purpose is to inspire values, share friendship and improve people's lives with products that touch their hearts bringing more life to daily routine. Contact: Emerson Silva – Commercial Coordination (+55 41) 2169-2210 emerson@luzevida.com.br
LICENSING BRASIL
Senninha [Gloob] Target audience: Boys from 3 to 6 years old • 86% of parents intend to purchase Senninha products • 94% of parents know the character • Own website, pages on YouTube, Instagram and Facebook • Apps available for IOS and Android platforms • Content Playkids, Click Games plus all Hqs in Social Comics • Launched 24 years ago by Ayrton Senna • Part of the revenue obtained from Senninha products goes to Ayrton Senna Institute • It transmits the same values that Ayrton Senna defended on the racing tracks • On and off tracks - Children's piloting course by Tuka Racing School • Shopping Mall Events • Sports Activity Senninha Racing Day Contact: marcas@globosat.com.br
Tom Veiga [Vertical Licensing] Largest name of surf art in Brazil, Tom Veiga is great news for the licensing segment. With striking language and unmistakable style, characterized by curves, bright colors and a lot of movement, his art is inspired by his passion for waves and nature. • Life style tag linked to surf, with Brazilian accent • Internationally renowned Artist, with collaboration for Billabong, Reef, Globe, Lightning Bolt, Havaianas and Mormaii • Sustainability: art with reuse of discarded fishing boats • Tom Veiga has already done works for more than 30 countries, exhibitions in Brazil, Argentina, France and Spain, also signed projects in collaboration with top brands like Billabong in Europe; Reef and Globe in California and Havaianas in Brazil. Contact: (+55 11) 3798-8552 contato@verticallicensing.com.br Turma da Mônica: Laços [Mauricio de Sousa] As time goes by, the dream of seeing them in the flesh at the movie theaters is closer! "Turma da Mônica - Laços", the first live-action Monica and Friends film, is based on the homonymous graphic novel by the brothers Vitor Cafaggi and Lu Cafaggi. The film is part of a trilogy about friendship full of adventures. Contact: (+55 11) 3613-5013 licenciamento@turmadamonica.com.br
Special Licensing Expo 2019
GUIDE Yu-Gi-Oh! [Elevendragons] Yu-Gi-Oh! follows the story of Yugi Muto, a shy boy who loves all kinds of games, Yugi and his best friends, share a love for the Duel Monsters card game. Players place different mystical creatures against each other in action-packed high-intensity duels. Created in manga format and adapted to animation, movies and games, Yu-Gi-Oh! has a legion of fans in Brazil, #2 country in brand channels audience and Top 3 best selling card game in the world! Contact: (+55 11) 2288-1133 comercial@elevendragons.com
Zu’s Zoo [Discovery] Zu is an 11 year- old girl in charge of her family’s Zoo. Making use of her imagination she takes care of over 300 animal species while at the same time she copes with the challenges of growing up. Target audience: Girls from 4 to 11 years old Contact: Carolina França – Licensing Manager (+55 11) 2138-9600 carolina_franca@discoverybrasil.com
Zuzubalândia [Vertical Licensing] Brazilian animation created by Mariana Caltabiano in co-production with Turner International. With 39 episodes of 7 minutes each, the first season debuted in May 2018 on Boomerang, and has already increased the channel's audience by 20%. Inspired by the book Jujubalândia, the series Zuzubland tells the story of a bee named Zuzu, who lives in a kingdom where everything is made of food. Nearby, a witch called Anorexic, who is always dieting and hates food, wants to destroy Zuzubalândia kingdom, avoid its growth and prevent it from invading her land. But the little bee will fight against that! Along with her grandmothers who are magical cooks, Rei Apetite, Suspiro, Maria Mole, Pipoca and Brigadeiro, Zuzu’s mission is to defend her kingdom from the evil witch. A realm of licensed products is coming right up. With a target audience from 3 to 8 years old, the series is supported by an extensive licensing program in all categories. Contact: (+55 11) 3798-8552 contato@verticallicensing.com.br
LICENSING BRASIL
AGENT
Redibra presents its latest challenge
“R
Lab wants to lead the development of brand stretching initiatives and stimulate the transformation of traditional licensing
into a new business model through curation and strategic mentoring that will empower new players and their products.” This is how David Diesendruck defines his new company front, one of the most representative of the licensing segment in Brazil. The news comes with the objective of helping some new and promising projects in the Brazilian audiovisual market, guiding them in the development of a national and international licensing plan for content monetization. “This move is aligned with other institutions that invest in startups and disruptive ideas,” says the managing partner. This initiative comes at a time of high demand for streaming and pay-tv services. “The Pay-Tv Act from 2012 establishes that channels must show at least 3 hours of domestic content daily. In addition, there was an expansion of public initiatives to finance this kind of content. However, the licensing pillar ends up being left to the last minute or triggered
We have talent for globally successful cases. We want to share our experience and relationship networking, inside and outside the country, to speed up potential projects
at the wrong time or incorrectly, consequently missing opportunities with great potential.“
22
LICENSING BRASIL
According
to
Diesendruck,
in addition to animations, RLab professionals have been sought after by various game creators, e-sports, digital influencers and large companies interested in brand stretching using their own content. “Our proposal also covers these niches,” he explains. This new service differential consists in Redibra’s experience, reputation, success history and innovation. Pioneer in Brazil, the agency is responsible for cases
RLab is headquartered inside Redibra, São Paulo
like Capricho, Luna’s Show and Lottie Dottie
Capital city, and will offer the same comprehensive
Chicken. “We have a 5-year experience at Disney,
management that service the parent company’s
headquartered in Los Angeles and Miami where
partners. Currently, the brand list licensed by Redibra
we built a global networking. After coming
also includes Chevrolet, Good Shape, The Simpsons,
back to Brazil in 1998, we always had cases of
Super Mario Bros. and Coca-Cola.
domestic characters in our portfolio. Due to this
The Brazilian animation Boris and Rufus, produced
work, Lottie Dottie Chicken also traveled to Latin
by Belli Studio from Blumenau – Santa Catarina State,
America countries, to the US and Spain, being
marks the first RLab job. The series created by Filipe
internationally recognized.”
Cargnin and Elisa Baasch tells the adventures of two
Diesendruck also highlights an end-to-end management,
increasing
visibility
their owners are away from home. Every day, they
therefore contributing to appreciation of audiovisual
access the Interpetnet and use other technologies,
content produced in Brazil. “We have talent for
experiencing unusual situations. The series is already
globally successful cases. We want to share our
on display at Disney XD and TV Cultura. “Other
experience and relationship networking, inside and
projects are under consideration. Our goal is to have
outside the country, to speed up potential projects
five projects per cycle using curation methodology,”
“, he ensures.
he concludes.
Special Licensing Expo 2019
characters’
characters who start behaving like humans when
23
COMPANY
X
with
Over the years, Xeryus collections have gained
international DNA. Xeryus activities began
space in the retail market and Xeryus has won some
in January 2006 when the economy pointed
important awards in the industry. These positive
to interesting economic trends and positive signs for
signs and the company strong will to be constantly
investing in new companies. Going opposite way
improving are the brand driving force to overcome
of high exports, the brand started bringing in new
challenges and conquer new spaces.
eryus
is
a
national
company
models of bags and backpacks to meet the Brazilian
Until today, the brand remains committed to
demand. “The solution found was local development
offering quality products at a fair price. Currently,
and Chinese production, taking advantage of the
the company focuses on school and sports supply.
best each place could offer to bring to Brazilian
“Backpacks, wheeled bags, cases and lunch boxes
consumers the best possible products. After some
are always designed bearing in mind consumer’s
time, other items have been added to the company’s
current needs, keeping up with their favorite brands
portfolio to meet consumer’s demand and needs,”
and offering the best product mix for our partners,”
says Ariel Schajnovetz, diretor-geral da Xeryus.
says Ariel.
24
LICENSING BRASIL
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07/05/19 12:34
COMPANY
Headquartered in São Paulo and with a Distribution Center located in Espirito Santo State, the company has about 100 employees and serves 80% of retail. “We have an aggressive plan to expand our partners’ network in Brazil.” For the company, there is a huge creative investment in format, application and material innovation with each new collection. “We understand that the relationship between children and school can become much more enjoyable and stimulating. When children can choose their own school supply, they are able to understand the importance of school,
For 2019, the company forecasts a growth scenario
and therefore improving their relationship. On our
and keeps on working hard to achieve such. So, Xeryus
side, we go deeply into the universes of children,
introduces new licenses such as: Anittinha Club, Hello
teenagers, characters and brands so that we can offer
Kitty and collab Mônica & Hello Kitty, Floogals, Mini
an extremely positive experience to our consumers!
Beat Power Rockers, Sesamo, Zak Storm, Larva and
In our portfolio, one can find the best licenses and
Nella. “By the end of last year, believing in the power
products made with fluffy plush applications, ordinary
of all our brands, we created a collection combining
plush and different shapes. Investing in the right
quality and affordability. Thus, consumers and partners
stationery items contributes to increasing sales in
will have the best product opportunities ever for this
toy stores which turns out to be a great portfolio
2019 Back to School!”, concludes Ariel.
investment!”
26
LICENSING BRASIL
The world’s largest independent content producer Licensing for Brazil and Latin America* with Endemol Shine Brasil
Contact: Fernanda Abreu | Head of Licensing | fernanda.abreu@endemolshine.com.br *except Mexico
By Marcus Macedo
ARTICLE
Gentlemen, start your engines!
1
995, ESPN SportsZone streamed a live radio broadcast of a baseball game using cuttingedge technology developed by a Seattle-
based startup company named Progressive Networks. For many people this is known to be the world’s first livestreaming event ever, in short, was the beginning of the “cut the cord” era in TV business. Today, companies like Netflix, Hulu, Amazon, Apple, Disney, Youtube and WarnerMedia, to name some, will strife for the US$ 36 billion SVOD (Subscription Video On Demand) market worldwide*.
I guess is common sense that TV is one of the
This significant change in the way entertainment
most popular mediums around the world. In the US,
is brought to households and families will most
it reaches around 88% of the adult population every
probably also impose a compelling shift on consumer
week. These viewers can choose from a plethora of
products offering.
programs, with latest figures showing there are almost
A couple of years ago I wrote an article on how
1,761 TV stations in total**. For the past 10 years,
brand and character licensing is branched out into
the number of hours young adults spend watching
different age brackets. When analyzing worldwide
TV dropped by almost 50%, from 25.5 hours per
brand and character licensing figures (2017), roughly
week to around 12.7 hours. Close to 22% of adults
half of all revenues generated in this market came
reported watching less TV now than they have in the
from kids targeted properties while the other half was
past, a trend that is expected to continue.
allotted on what I called non infant targets – sports, corporate, art, events… but in essence, adults.
The interesting twist to this data is that these falling numbers don’t necessarily mean that people are
Along with other sources, TV is a major and very
watching less overall, but viewers are moving to other
important originator of intellectual properties for the
sources of content such as SVOD. Consumers around
licensing business, that is, brands and characters. With
the world have been quick to adopt new viewing
the continuous growth of TV streaming, the offer of
technologies. On top of that, a very interesting statistic
new IPs just might spike for the coming years which
caught my attention. Close to 82% of adults state that
should create an interesting effect in the brand and
they would prefer the ability to create their own pay TV
character licensing world.
package choosing channels that they are interested in.
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LICENSING BRASIL
ARTICLE One can infer, along with many other assumptions, that consumers are seeking content they relate with, which by definition, is what brand licensing is all about. As of March 2018, the top 15 most expensive TV series produced, at least half of them developed important licensing programs such as ER #2 with US$ 13 million cost per episode) and Game of Thrones and Friends (#4 and #5 respectively with US$ 10 million
Back in 1945, right after the end of World War II, Anton “Tony” Hulman, Jr. the businessman
cost per episode). In Brazil, the balance between infant and adult
and philanthropist from Indiana, purchased the
brand licensing is a bit different. The 8th world’s
Indianapolis Motor Speedway. Hulman reopened
largest economy shows close to 65% of all licensing
the speedway with the first Indy 500 race post war
business is geared towards kids and infants.
commanding the pilots with the words that became
Even though Brazil sits apart from the remaining of the world, a shift in the market is slowly flaring up. The last 4 years alone, Brazil increased streaming viewership by 400% and still going strong***. Licensing programs such as Coca Cola, Frida Kahlo, Beatles, Coldplay, Warcraft, NatGeo… caught the eyes of the adult consumers and its only licit to expect that in a few years’ time, Brazil will pair up to the world on brand licensing figures. It is important though that both Licensors and Licensing Agents are prepared to this evolvement of the market. Adults, as TV broadcasters are experiencing, consume brands with a sense of belonging, a need to fit in and a close eye on quality and price perception. Designing,
developing
and
marketing
licensed
products to this audience is turning into a high stakes business with the need of professionalism and acute information. Knowing the consumer, retail dynamics and brands statements and positioning is and will be imperative to set apart the big players.
a brand name for motor races since: Gentlemen, start your engines!! Apparently, licensees, retailers and consumers across the world will hear the same words when the subject is TV streaming brand licensing, the race for the best brands has just begun… Marcus Macedo has been involved with the brand and character licensing business for over 20 years. He managed Warner Bros., Universal Studios and DreamWorks Animation Consumer products operations in Brazil to name a few. For the past 5 years, he is the CEO for Santa Cruz Marketing, a venture fund with interests in brand development, real estate and medtech startups. Marcus is also the author of the book “The Art of Licensing: Complete guide of brand and character licensing”, a frequent lecturer and columnist.
30
LICENSING BRASIL
GUS
*Source: Grand View Research – www.grandviewresearch.com/industry-analysis/video-streaming-market **Source: The Statista Portal – www.statista.com/statistics/189655/number-of-commercial-television-stations-in-the-us-since-1950/ ***Source: Meio&Mensagem - www.meioemensagem.com.br/home/opiniao/2019/02/08/o-que-esperar-do-vod-para-2019.html
Nickelodeon®, Gloob, Universal Studios® and Hasbro® have already joined us to transform entertainment in Brazil and latin America.
What is your company waiting for?
E N T E R TA I N M E N T
GUS
www.contandoumconto.com.br marketing@contandoumconto.com.br +55 (11) 2604-4555
INTERVIEW
Ariel Grunkraut
Burger King Brasil Sales and Marketing Director talks about licensing
W
ell known for using irreverence in its advertising campaigns, Burger King® is also investing heavily in promotional
actions with characters. Therefore, we decided to have a chat with the company Marketing director Ariel Grunkraut. Founded in 1954, the fast food restaurant chain has around 15,000 stores in more than 100 countries. Present in Brazil since 2004, Burger King® opened its first store at Ibirapuera Shopping Mall, but the operation itself began in 2011 with the acquisition of Burger King Corporation by 3G Capital Group. Currently, the company has already added more than 11,000 employees and 700 stores in all states. Get to know more about the fast food restaurant chain. Licensing Brasil – Why have you added character licensing to your promotional actions? Ariel – King Jr combo has always been sold with exclusive license gifts for Burger King. We know they
LB – How did the tool impact the fast food chain sales?
are essential to make kids’ combos more appealing.
Ariel – We know that King Jr is bought by the
As the brand started growing, we decided to bring
family of our main target. For he or she is responsible
more brand awareness to the platform, seeking
for taking more people to our restaurants and
partnerships with major licensors, such as those that
consequently consuming more. So, King Jr ‘s growth in
bring in movie campaigns, international brands and
sales is important to ensure good results in total sales.
more democratic licenses. LB – When and how was your first campaign developed?
LB – Which properties have been worked on lately and which campaign can be considered a case?
Ariel – Considering the integration of Burger King
Ariel – In 2018, King Jr combo worked with seven
Brasil by 3G Capital Group in 2011, the first campaign
licenses during the year. The first of these brought
had gifts from the film “Gulliver’s travels”, there was a
three gift options of Max Steel’s character, created by
doll of the film lead actor Jack Black.
Mattel: two articulated dolls and a glove that shines in the dark.
32
LICENSING BRASIL
In April, it was the turn of SpongeBob universe
LB – Is there a department focused on
characters, which came with 22 different gifts. Among
licensing? How are properties that take part in
them were the following characters: SpongeBob,
BK campaigns chosen?
Squidward Tentacles, Patrick the Starfish, Krusty Krab
Ariel – Our Innovation area, inside Marketing,
and Sandy Cheeks. The collection was made up of six
is responsible for developing and improving this
golden toys and stickers to personalize.
category by bringing in new licenses. The process
From June on, the emoji collection has brought
starts with a mapping carried out by the area, where
plush symbols that everyone uses to communicate,
all possible brands are targeted, covering all digital
especially on social networks. There were 15 different
media (movies, games, series, animation and toys), as
emojis. In August, King Jr brought Inclumoji, a plush
well as fairs, contact with licensors, indications made
toy representing people with Down Syndrome. This
by Burger King global marketing and also contact with
was a partnership we made with APAE (Association
gift producers who happen to be part of the market.
of Parents and Friends of the Mentally Handicapped)
After mapping out, the license goes through a filter
from Porto Alegre and APABB (Bank of Brasil
in order to have its brand awareness, consumers,
Employees’ Association of Parents, Friends and
sales projection, strength and cost carefully analyzed,
People with Disabilities), two NGOs dedicated to the
and at last its compliance with Burger King’s values.
inclusion of people with this syndrome, showing once
Very often, an irreverent, bold and different property
again that Burger King welcomes everybody.
stands out.
Coming in late August, the Combo brought a double collection of six Nerf brand launchers and five characters from the children’s series Miraculous - The Adventures of Ladybug.
LB – How have these campaigns been dealt with at the points of sale? Ariel – The gifts are displayed at the points of sale, in various communication pieces, such as exhibitors,
In October, King Jr happened to come with the
queue organizers and menu boards, among others. In
characters from Time Adventure: Finn, Jake, Princess
addition, for some licensing campaigns, we produce
Bubblegum, Marceline, Ice Cream King and Beemo.
commercial films and hold events enabling consumers
Finally, with a collection inspired by empowerment, the brand brought 4 gifts of the Powerpuff Girls:
to have unusual experiences. LB – How do you see licensing in Brazil and
Blossom, Bubbles, Buttercup and Blisstina; as well as
what opportunities are generated for the retail
other 4 Ben 10 series’ gifts.
market?
LB – Do you have plans to keep using childfocused licenses?
Ariel – The very idea of product licensing market is due to the great success of movies, television series
Ariel – We always want to address to everyone.
and video games which lead children, young people
Here at BK everyone is welcome, so we like to establish
and grownups to cherish memories of their favorite
partnerships to reach different ages and consumers.
characters. Brazilian retail has been growing over the
In 2019, we will have great news coming up to please
years and identifying great opportunities in this kind
different age groups and kinds of people, through
of market. We trust the tool and we believe it is highly
successes from all over the world.
important to be part of the gear.
Special Licensing Expo 2019
33
By Ricardo Amorim
EXPERT’S ANALYSIS – ECONOMY
2019: is it going to speed up? he latest years haven’t been easy for Brazil.
T
Inflation is stable close to its target indicating
Throughout President Dilma’s government,
that unless we are struck by a severe external crisis
a great number of political economic errors
causing a strong dollar rise, significantly increasing
added to corruption scandals led to the President’s
the price of imported products and inflation, Selic
impeachment and to a severe economic downturn,
(Base Interest Rate), which is the lowest in our history,
as a matter of fact the worst in the Brazilian history.
should remain the same for some time. With the
Under President Temer, several political economic
prospect of low and stable base interest rates as well
mistakes and consequent inflationary and external
as rising confidence, banks are likely to increase credit
account imbalances were revised, and a major Labor
supply, boosting consumption and investments, and
Reform was passed, however new corruption scandals
particularly benefiting sectors of durable goods such
prevented the approval of the Social Security Reform.
as real estate and vehicles, which already reached a
As a result, the imbalance of public accounts continued.
double - digit growth in 2018.
Despite this fact, piled up by several political and
In addition to credit, consumption must also be
economic shocks that have disrupted the economy –
boosted by the increase of employed people, mainly
whistle-blowers like Marcelo Odebrecht and Joesley
workers under formal contracts. From January to
Batista, R$ 51 million found in Geddel’s bunker
October 20018, the number of people employed
(Geddel Vieira Lima, a Brazilian politician), truckers’
increased by 790,000. With business confidence
strike, election uncertainty, US interest rates and the
increasing, job creation is likely to accelerate, so are
American trade war – Brazil GDP has grown in the last
income and the Brazilians’ consumption capacity. On
8 quarters. It has grown slightly, which is good news.
the other hand, unemployment rate is still very high,
If Social Security and Tax Reforms happen to be
which should limit salary increases and inflation.
approved, as expected, and the external scenario does
All in all, if the reforms are indeed approved,
not deteriorate significantly, Brazil’s economic growth
and an international crisis does not take place –
will be speeding up in 2019.
what worries me mostly – Brazil GDP growth in
Factors like the end of the election uncertainty
2019 is likely to surpass not only this year but also
and expectations that the new government will adopt
the average economists’ prospect, which currently
a more liberal agenda to reduce the State’s weight,
stands at 2.5%.
have generated optimism in business, therefore several significant investments in the coming years have been announced. In November, the Industry Confidence Index (ICEI) from the National Industry Confederation (CNI) was the highest since 2010, when Brazil GDP grew by 7.5%.
34
Ricardo Amorim, author of the bestseller Depois da Tempestade (After the Storm), Manhattan Connection newscaster from Globonews, one of the most influential economists of Brazil according to Forbes magazine, president of Ricam Consultoria and co-founder of Smartrips. co and AAA Plataforma de Inovação.
LICENSING BRASIL
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