Summer 2018
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BRAZIL
The licensing market is one of optimism ers’ aspirational desires and the seal of quality offered by licensed products.
By Marici Ferreira President ABRAL - the Brazilian Licensing Association and Director of EP Grupo marici@abral.org.br www.abral.org.br www.epgrupo.com.br
The Brazilian licensing market for brands and characters is constantly growing. Both the country and the population size allows all the productive sectors as well as commerce and services to use this marketing tool widely. There is stable growth and a bright outlook. In particular this year, licensees and retailers are ever-more optimistic. Despite the country’s troubled political-economic scenario, retail sales have increased after two consecutive declining years. Licensing has more and more become an excellent strategy for point-of-sale differentiation. Two aspects are particularly relevant in Brazil - consum-
The children’s sector continues to grow significantly. After all, there are over 40 million Brazilian children eager to try and experience new things. As, for example, the case of the LOL dolls. This has been an amazing success in Brazil with a full licensing program. Among other current highlights in Brazil are Paw Patrol, PJMasks, Dragon Ball, Rainbow Ruby and Rick and Morty. Although international brands still account for the largest share of the business, there are some Brazilian licenses which are tremendously successful and bring excellent investment returns such as Monica’s Gang, Lottie Dottie Chicken, Luna’s Show, Bubu, among others. Brands emanating from music, digital influencers and games are on the rise among kids and teenagers. These include DJ Alok, Mario Bros. and Whindersson Nunes. All of them have great business potential for industry and retailers. Consumers are anxious for these property releases. The fitness and health foods sectors should also be highlighted, and it seems that they will become increasingly relevant in Brazil in the coming years. Co-branding is also on the rise. There are lots of partnerships that please consumers. Fast fashion networks, food industries and service providers have performed well when they involve other brands. McDonald’s and
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BRAZILIAN LICENSING AT A GLANCE • 500 licensees, potential for 10,000 • 600 licenses available with 80% international brands •
50 licensing agencies
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1,500 directly employed and thousands indirectly
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Key sectors: apparel, stationery, toys and personal care
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Revenues 2017 at retail: R$ 18 billion
Kopenhagen, Lala Rudge Collection and Barbie for Riachuelo and Ipiranga and Rock in Rio are excellent examples of partnerships created last year. One last word: Brazil is currently the most representated country in Latin America, (according to the LIMA Annual Report). Brazil is Fourth in terms of worldwide sales of licensed products. In terms of business and ABRAL and EP Grupo’s understanding of the future, they have expanded their activities in Latin American countries in particular Chile, Argentina, Peru and Colombia. Starting this year, they are pleased to host a licensing event for these markets. They have expanded the Licensing Brasil event bring together international markets, therefore creating more business opportunities. The event is now Licensing Latam which will be held on August 28 and 29 in São Paulo. www.expolicensinglatam.com.br
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STRONG FEMALE CHARACTERS FROM NICK Nickelodeon has a proud legacy of strong and empowered female characters, from Dora, the ultimate explorer and preschool icon who paved the way for them all, to the newest heroines Nella and Sunny, who epitomize fearless compassion and self-expression. With more girl power than ever before, Nickelodeon’s preschool characters, content, and curriculum are ready to inspire young girls worldwide/Latin America. Nella the Princess Knight premiered on TV in Latin America in April/2017 and has its launch in Consumer Products in 2018, including Latin American countries. More than 7.3M
people watched Nella in Latin America in February and March/2018. Sunny Day premiered on US in August/2017 and on Latin America in February/2018. Nickelodeon will bring its hit animated preschool series Sunny Day to life this summer with the debut of a robust portfolio of consumer products, beginning with a new line of toys from Mattel. In Latin America, the launch for
Consumer Products will begin in 2019. Inspired by Sunny and her friends Rox and Blair’s colorful and creative personalities, Sunny Day consumer products will feature the bold, vibrant color palette from the show.
KEY BRANDS FROM BANZAI FILMS Based in Buenos Aires, Argentina, Banzai Films is an animation studio focused in the creation of animated original content and character-centric intellectual properties. With more than 200 episodes of original series under its belt, the Studio is now seeking to expand into the international market, so global networking and collaboration are key strategic focus of the company for this year. Amongst Banzai’s key brands are Ray Trigger, Space Commander, Ben & Hairy, Totem, Junior and Rex and Radar. Ray Trigger, Space Commander is a sci-fi comedy adventure series comprising 26 x 11 minutes 2D and CGI currently in development. Ben & Hairy comprises 20 x 4 minute complete episodes and Totem is 25 x 11 minutes of 2D animation current in development. Junior is a character-driven dark comedy currently in development and Rex & Radar is 52 x 3 minute episodes, currently in development.
TV PINGUIM OFFER DIVERSE PORTFOLIO Founded in 1989 by Celia Catunda and Kiko Mistrorigo, TV PinGuim, one of Latin America’s leading animation company creates entertaining, educational, distinctive and fun programming for children of all ages. Their portfolio covers a diverse range of subjects from science to sci-fi and from art to the environment. TV PinGuim have enjoyed widespread licensing success in Brazil, first with Fishtronaut and now with a fast growing presence for their latest property, Earth to Luna! Now in its fourth season Earth to Luna! follows the adventures of six-year-old Luna. With its sale to Netflix last year, International Emmy nominated pre-school success Earth to Luna! is now available in every country bar Latin America, where it airs on Discovery Kids. This adds to the worldwide presence already enjoyed by the fun science series, which airs on broadcasters in 96 countries.
Its app has already notched up over two million downloads and there are also one million Youtube subscribers. In Brazil Luna now has over thirty licensees signed to the growing brand making it one of the biggest pre-school brands in the country. Apparel is a key category with several licensees already on board including, Marisa, Pernambucanas, and Riachuelo whose clothing lines are available in over a thousand stores across the country. The most recent licensees to come on board include Pacific for back to school products; vitamins from Equaliv; Lielos for toiletries from Lielos; and Festcolor for party ware. Recent campaigns include very popular live shows, meet & greet, giveaways and mall events throughout the country. Luna albums are available on Spotify/iTunes/Deezer and there are also two interactive books.
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CONGRATULATIONS DOCE!
Doce is a leading marketing services company in Chile. It is a holding group that comprises Doce Licensing and Doce Entertainment. The company was formed in 1978 representing Marvel Comics and Hanna-Barbera for their publishing business in all Latin America. Its founder was Chile’s former Housing Minister and businessman, Andres Donoso. In 1979, his son José Donoso came onto the scene as business manager taking Doce to new heights in terms of licensing and promotions. He is currently Doce’s General Manager. Donoso’s third generation is represented today by Jose’s son, Sebastian, who is Doce Entertainment’s General Manager. They are all now waiting for his son, Lucas, to become Doce’s fourth generation leader!
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In celebration of Doce’s 40th anniversary, friends, colleagues, licensors and clients around the world have sent congratulatory messages. As Jose Donoso explained, “These are some of the greetings and congratulation messages we have received from our friends, colleagues, licensors, and clients around the world. We are sincerely grateful for their cooperation, work and friendship throughout these 40 years, and we continue our commitment to keep doing our best for many years to come.” Karim Hodali, Operations Manager – Falabella Chile It’s impossible to think about Warner Bros. or Cartoon Network without automatically linking them to Doce, a licensing agent that’s always looking into the future, seeking the latest novelties and finding new opportunities for its clients, not only in Latin America, but worldwide. And to back this up, I remember when Pucca was a hit in Japan and Doce had the capacity to foresee how this Japanese license, unknown to the Chilean market, would become such a successful phenomenon. Doce has the ability to turn a property into entertainment, releasing it in 360 degrees. Leonardo Gutter, President – IMC Licensing Argentina I’ve been honored to know Doce for 38 years, and I have never stopped being amazed about the knowledge they have of the licensing business and the personal touch of each and every member of this company, the Donoso family. It is they who began the licensing business in Chile, and I believe that they were the first in Latin America too.They are without doubt,
the leading licensing company in Chile. On a personal note, they have continuously helped me every time I needed it through all these years, and above all, they honored me with their friendship. . Jordan Sollitto, former Executive VP Int’l Licensing - WBCP I was fortunate enough to work with Doce founder Andres Donoso as well as his son and current Doce Chairman Jose. Both shared a passion for licensing, a dedication to their clients and an endless commitment to the process of formulating dynamic sales and marketing programs. But it has been their ability to attract and motivate equally energetic and brilliant talent to their staff that perhaps best distinguishes them. Congratulations to Doce on 40 years of creativity, ingenuity and excellence. It was a privilege to be a part of such a remarkable run. Carla Silva, VP and GM, Global Head of Licensing – King Features Syndicate Congratulations Doce! 40 years and counting… A world of thanks from your friends at King Features! Kelley M. Nichols, SVP Latin America Marketing| WB Pictures Many congratulations from the Theatrical Team at Warner Bros. Pictures International! We have always enjoyed working with you and Alba and wish you many more successful years in the licensing business! Tito Saldías Fernández, Director – Industria de Alimentos Trendy SA I would like to join the licensing community to congratulate Doce on its 40th birthday, because over the last 30 years, we became friends and a part of the licensing family. Jose Donoso and his team’s professionalism and personal touch makes the choice of characters for each productive right one. In other words, Doce makes sure that the licensed product becomes a success in terms of sales and positioning in the market. During all
this time, we have had big hits with a variety of characters such as Looney Tunes, Ninja Turtles, etc. Congratulations to this great team and my wishes for many more years contributing to the licensing world. Gerardo Velásquez, Senior Contract & Finance Admin – Doce I remember that on my first day at Doce, 27 years ago, after being led to my post by Jose Donoso himself, I had time to think about what I expected from my new job. To tell the truth, the list wasn’t long: a place where to spend the next 6 or 7 month acquiring experience, people who treated this young lad with some degree of respect and honesty, and a job that wasn’t too boring. Twenty seven years later and Doce has become my second home. I love this job; here I have stability, I acquired “some” experience, and I built my family and home during these years. Doce is by far the most transparent company I know. Jose and his team have always run the business on the base of truth, respect and responsibility and I wouldn’t be here otherwise.Yes, I’m proud to be one of the guys in this team. Congrats, Doce. Let’s go for yet another 40. Claudio Ansaldo, Marketing & Development Manager – Ansaldo S.A I still remember our first license agreement with “Jay-Jay, the Jet plane”, which we negotiated with Doce back in 2004. Since that time, we have been working together uninterruptedly. The most remarkable element is Doce’s team; people with whom we have established bonds through the years to jointly develop licenses in the Chilean market. My most sincere congratulations for this huge achievement of 40 years in the world of licensing! Eduardo Klinger, Business Manager – Glam S.A. Forty years of business trajectory are good enough proof of Doce’s ability to elaborate strongly innovative business proposals. We at GLAM are honored to be business partners with Doce. Congratulations! José Luis Villar, General Manager - Simba Toys Spain - Simba Toys Chile I want to congratulate Doce on their 40º Anniversary. No doubt about it, they will be there for another 40 as a minimum, simply because of the way they communicate and make the job easy for all of
TOTAL LICENSING us. I had the pleasure of meeting them in 2016, when I took office at Simba Chile. I can still remember the “feeling” we had after our first communication; we quickly understood what Doce intended to transmit, not only as a licensing agency, but one of integral marketing services. Doce is involved in every step of the process, and provides support and differentiation for the point of sale development, both in conception and execution. Gonzalo Fernandez, General Manager – Rhein Chile SA - Argos Chile SpA License agreements require not only legal formalities, strict approval processes and timely royalty reports, they also call for partners who understand your business and work with you to find and take those increasingly elusive opportunities that the market has for you. That is what Doce means for us, a true partner. Big hugs and congratulations on your 40 years of existence. Alejandro Galemiri, Business Manager – Comercial Windsor Ltda. We have been working alongside Doce for over 10 years, during which time we have received full support from them, both in the business and product development areas. It has been a tremendous experience. Congratulations on your 40! Jeanne Marie Delherbe C., Child Division Manager – Cencosud Retail SA It’s a real pleasure to work with Doce’s team; they are so easy to relate to, which in turn makes it easier to create new businesses and projects that are innovative and eye-catching. This is a very straightforward and professional group of people who transmit ideas that are clear and easy to implement. It’s so nice to work with such a team. Paulina Abud, Business Director – Big Bang Chile Doce is the longest running agency in Chile. It’s a real luxury to work with such professional, proactive and capable people to develop and take the licensing business to its fullest. Congratulations, Doce! Deborah Tockus, Marketing Manager – Imexporta Our work with Doce dates back a long way. For many years, we have jointly developed projects to implement and promote licenses for the children’s world. Im-
exporta has always relied on Doce’s team support to reach its expected goals and objectives. One of Doce’s main features is that they have an experienced, flexible team that is always willing to provide us with support in every aspect of our business. They are always one step ahead in the industry. Together, we have been very successful, and we will keep working and growing side by side. Felipe Auad, Marketing Manager – Comercial TBC Ltda. Doce is a company with an extraordinary team, both professionally and personally. It has been a pleasure working with them for nearly 10 years. Furthermore, they granted us our very first license - and you never forget your first time. We hope we can work alongside for ever. Happy 40 years, and many more to come! Javier Garza, former Int’l Manager – WBCP Congratulations to all of our dear friends at Doce for their first 40 years of success in the licensing industry! Marcelo Tapia, Business Manager – Libesa Congratulations on Doce’s 40 years in the Licensing world! You have made a huge contribution to the industry, thanks to your leaders and the professionalism of your people. Big hugs, and many more years to come. Francisco Radrigán, General Manager – Biotec Chile S.A. Doce has made a tremendous contribution to the development of our business. Undoubtedly, during 20 years of working together we have built more than a business alliance We forged a true friendship. Congratulations on your first 40 years. John Louie, Senior VP, Int’l – WBCP Congratulations to Doce for 40 great years in the licensing industry and for many years of partnership with Warner Bros. Here’s to the next forty years!
anniversary! During the time you have worked with us, you have significantly contributed to our success! We thank you for your enduring loyalty and diligence! And many more to come! Mario Lorca, Child Division Manager – Ripley Chile We have an excellent and close relationship, both in terms of license presentations and store implementation. Doce is a very active company when it comes to the development of new license. In general, Doce means very good support for us when we need them. Luis Salazar, General Manager – Compania Panamericana de Licencias We wish you the best for your 40 years in this business. We saw the excellent job that you and your staff have done in Chile and we would like to congratulate you for it. Andre, Andrea and the whole Zag Studios family Congratulations Team Doce! Your passion for our industry, market insight, and strong ties to the retail community has forged a truly deep partnership for our Zag Studios brands. We look forward to sharing your next 40 years! You’re truly a Miraculous agent!. Rocky Shepard III, former President – King Features Syndicate Jose, you are my inspiration to play better golf. I respect you as a very good business partner and most of all as a very good friend.Today, Doce is the agent for some
Today, Doce is the agent for some of the most important licensors in the world, such as Warner Bros., DC Comics, Discovery Media Ventures,Toei Animation, Turner International, King Features Syndicate, ZAG America, Zinkia Entertainment, Animaccord, In Brands We Trust, John Sands (Australia) Ltd, FC Barcelona Merchandising among others.
Above: Lucas Donoso - the fourth generation! Below: Jose Donoso with Rocky Shepard 111 of King Features and Garfield creator Jim Davis.
Barry Koch, former President – Cartoon Network I would love to comment that Doce’s passion for our properties and knowledge of the market benefited our business and brand for many years.Working with Doce is like working with family. Giannina Vergara, Manager Consumer Products, Latam – Discovery Networks Congratulations Doce on your fortieth
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Understanding childhood profiles children ages 2 to 5 years old By Aurélia Picoli and Ana Amélia De Césaro, partners at Play Research & Intelligent Content in Brazil. The company is a research and content company that specializes in children, adolescents, young adults and families.
www.letsplay.com.br
This time, let´s start from the beginning or, almost! How to meet the needs of children 2 to 5 years old and their parents? How to communicate with both targets without looking like a “crazy” brand? In this phase where the child is self-centered, the world revolves around them, where toys need to be self-sufficient and friends are just classmates, what do we do to get their attention? It is at this stage of egocentrism that playtime and imagination have supreme reign, but we can not think that any appeal is what works with them. Have you ever stopped to wonder why some cartoons that seemingly make no sense, yet they “talk” to them so much? Who has never laughed at the illogical Teletubbies, Barney & Friends, Tweenies? I know, it´s too repetitive, too colorful, and the story is too rounded…everything is too much and it´s all that “too much” that makes perfect sense for this target. Firstly, the period of egocentrism is where the imagination develops, the playtime of the child is the center of attention and the correspondent needs to speak directly to it, so a lot of the cartoons ask the child to repeat some words or even numbers. The profile of this target at the time of consumption is based on the repetition effect. In a survey conducted by Play, 85% of mothers say that their children watch the same cartoon every day without tiring, what is the reason behind this? The security is so desired by them, that it is possible to be reached from the familiarization that they have with certain products or characters. This is reinforced by the number of times they access the
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same product, the same cartoon. That knowing and associating characters and products allows the sense of security – knowing where they are.
In a survey conducted by Play, 85% of mothers say that their children watch the same cartoon every day without tiring. Secondly, although this is not the only important point, the colors and shapes are of extreme importance for this target, which as a rule is best related to cheerful and vibrant colors, such as Paw Patrol, Super Why & Go Jetters. Vivid colors make recognition and fixation easier. The rounded forms of the characters give the child the feeling of tranquility by the absence of aggressiveness (recognized in angular and pointed forms.) This is what we can find in the harmonious world of Bubble Guppies, Little Charmers, & The Backyardigans. Speaking of these purposely “big-headed” characters, the head slightly larger than the body means the character´s ability to dominate his impulses thanks to thought. Thirdly, what about music or sound? We noticed that the shorter and more repetitive, the higher the adhesion rate of the kids. Music plays an important role in their lives, the rhythm, rhyme and chorus as a whole, is an invitation to be playful. It allows you to learn by playing, which Fisher
Price does with mastery. Fisher Price’s toys emit sounds of the objects and animals that they intend to imitate, generating familiarity, reference (by association), and the child´s safety when listening to them (have you ever seen an all-black toy from Fisher Price?). In one of Play´s research surveys, 63% of mothers said their children repeat the sounds or songs of toys after they have heard them at least 40 or more times, before toys even emit the sounds. Lastly, image and sound transmitted simultaneously, as seen on cartoon shows such as Bubble Guppies, The Lion Guard & Dora the Explorer. Why do you think children like it so much? It´s simple, they learn when they see and associate the image with the corresponding sound, similar to the song “The Itsy Bitsy Spider” what is the message there? That a spider is climbing up the wall.
And what about the parents? For parents, the secret is that the brand reinforces what they wish to offer to their child.The primary desires involve caring for, protecting and educating. A brand can care for quality, protect tradition and reliability, and educate in a playful and creative way. The way the child likes it: playful and fun. It is necessary to generate a relationship that awakens the desire of the child and the approval of the parents, it´s as simple as that.
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IMC: 38 YEARS OF REGIONAL LEADERSHIP
More information? www.IMClicensing.com.ar
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For 38 years, IMC has been commercializing the most successful and profitable properties and characters in the market, bringing business opportunities for multinational companies, SMEs and startups from Argentina, Bolivia, Paraguay and Uruguay. In 1980 a millionaire industry arrived in the territory in the form of the licensing business brought to Argentina by International Merchandising Consultants (IMC), the leading company in the market. In that year Leonardo Gutter, the president of the company, won the representation of Marvel and in record time first class companies, such as Pepsi, took the first licenses. A few months later, and with a whole bunch of signed contracts, Gutter went back to USA in order to get in touch with other big movie studios and entertainment companies. Within a few years IMC won the representation of Warner Bros. Consumer Products, Sony Pictures, LucasFilms, Twentieth Century Fox, MGM and big Japanese animé companies. “38 years after our first representation I’m still convinced, as if it was the first day, about the importance of licensing as a business opportunity, even in a difficult economic climate,” reflects Gutter. One of the main pillars of IMC leadership is its deep knowledge of the market (know how), as well as having a client base that exceeds over 200 companies (know who!). Through this know-how and know-who, IMC became the national company with the most quantity and variety of licenses in Argentina, Uruguay, Paraguay and Bolivia. In order to measure IMC’s success, it’s enough to mention that Marvel, Star Wars, Pokemon, He Man, ALF and Lazy Town, among others, have used its services in order to launch themselves into the market. Furthermore, it was Leonardo Gutter who convinced the presidents of River Plate and Boca Juniors soccer clubs to start licensing their brands.This is how soccer licensing began in Argentina, with
Leonardo Gutter San Lorenzo and other Argentine soccer clubs joining later. Nowadays IMC represents the most important soccer clubs in Europe such as FC Barcelona, Juventus, Real Madrid, Roma and Inter. A BUSINESS OF JOINT SUCCESS “Our responsibility as a licensing agent is two-fold. We represent licensors in merchandising, administration and care of their brands; and on the other hand, we take licensees as partners, more than just clients. Experience shows us that a client that experiences the benefits of associating a license with their products or services, never stops doing it,” explained Leonardo Gutter. The licensing industry is very dynamic and IMC knew how to adapt in every instance to cover the needs of both clients and the property owners of a variety of content such as animation, literature, cinema, comics, digital
world and even mobile games. IMC also works with licenses that belongs to less traditional categories and turns into overwhelming success. This is the case of Rasti, an icon of the toy industry in Argentina that extended the power of its brand to different product categories. Or Etermax, that generated success in the digital world and transformed it, via an excellent licensing plan including board games, for every target. A further success is the case of Reino Infantil who founded their success on infant discography and developed it on digital platforms. IMC’s licensee database includes SMEs, mass market, service and multinational companies. The reach of their projects is diverse and, in their role as agents, IMC develops the business model that fits best to the needs of specific clients. Throughout IMC’s history they have enjoyed many accomplishments as is the case with most recent award they received - the greatest distinction an agent can aspire to - being named Best Global Agent by Twentieth Century Fox. “These 38 years have brought us to a great moment. Our accumulated experience helped us to generate very specialized departments by category. This way companies work with more than a salesman, but a person that understands their business, senses their needs and offers the right solutions,” concluded Gutter.
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A Kingdom to Learn and Play Back in the 90s, we were surprised because children dominated the TV remote control. Today they handle all the devices they can reach (smartphones, tablets, Smart TV and more). This new environment is where El Reino Infantil comes into its own. This YouTube channel, founded in Argentina, has more than 450 animated songs and has passed 14 billion views becoming the 15th top channel on YouTube platform and the first in Spanish across all genres. The most popular videos are from the IP known as La Granja de Zenón like Bartolito (305 million), La Vaca Lola (500 million) or El Gallo y la Pata (325 million) standing out. Following this is Las Canciones del Zoo with awesome numbers as can be seen in videos like Cuidado con la bomba Chita (410 million), Mi tío Mario veterinario (286 million) and many more. How can we explain these results? Today’s children are digital natives who understand perfectly how to dominate the screens with their little fingers, choosing what, when and where they want to see their favorite content. Digital platforms allow us to analyze instantly what they like and what they don’t, through behavioral data and their interactions with the platform.Taking advantage of such insights
is one of El Reino Infantil’s secrets. Most of the time, upcoming releases are based on the fans’ ideas, therefore this kind of initiative increases our community’s sense of belonging. The children are not alone in front of the devices, behind them are the parents or grandparents. Taking into account this second audience, we produce videos with songs from their childhood in order to enjoy a magical and incredible moment with their little ones. Our songs help in the emotional, cognitive and psychomotor development but always focusing on the entertainment overall. These generations are in charge of what they see; they like to be the ones to choose what they want. Having fun makes it a lot easier to teach the values present in our videos. An example for this is the song called “En la escuela” (At the School). In this, the lyrics teach kids how to count numbers and paint drawings while promoting good companionship by sharing their toys. This video got more than 2.5 million views in its first week and right now it has more than 24 million. We understand that the audience we manage in each platform is different. Parents become our fans once they see how their kids learn to sing, dance and laugh with our content.That’s why we have built a Facebook fan page dedicated to them. With almost 3.2 million followers, this space addresses the matters that are of special interest to them. Licensing has become one of the key points of our global strategy.The stunning development of our YouTube channels and fan pages has brought to the table a big opportunity: using them as mass media communications to leverage our products. A space where the community gives such an immediate feedback and engages with the content on daily basis is highly appreciated by brands who want to reach their targets. This is why we are devel-
oping new commercial agreements including product placement and branded content initiatives, helping brands to connect with our audience. Our last licensing agreement with Clarín, the most important mass media company in Argentina, was a huge success mainly due to our communication strategy. Each product release,
By: Roberto Pumar, CEO, and Founder
an edition that included a magazine and a sequence of different gifts, sold out with short notice. Today’s digital new generations enjoy El Reino Infantil´s characters in multiple spaces: online and offline. We have a presence on YouTube, Facebook, Netflix, Claro Video, iTunes, multiple apps and our own OTT to be launched in the next days. We have already developed more than 70 children’s products and we have 3 theater seasons with more than 250 performances in different countries across South America. And there’s more to come: we are working on new product deals and a master toy license.
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Annual overview from KOPA News from Mexico, Central America, Colombia, Ecuador, Peru and Chile
Carlos Andrés Carvajal Licensing Director KOPA Licensing
carlos.carvajal@kopa.com.co www.kopa.com.co @KOPA_licensing
Me To You lunchbox by Vanyplas.
Pacific Rim Uprising.
It is that time of the year again, time to present the synopsis of the past 12 months of work before we leave for Las Vegas. If you are a nostalgic - like me - and like to collect the badges from the previous shows, you would probably know already that this will be the 10th time the Licensing Expo is held in Las Vegas. A lot has happened since the show moved from New York to the Nevada desert in 2009; Disney consolidated as the industry’s juggernaut, first with the acquisition of Marvel, Lucasfilm and more recently 21st Century Fox. Fortunately for the health of the business, we also got to see the rise of a couple of refreshing surprises, like Angry Birds, Peppa Pig, Paw Patrol and emoji.
One thing that I still remember - and miss - from the first shows in Las Vegas is the State of Retail Presentation; a conference followed by a retail tour throughout Las Vegas stores by retail expert Carol Spieckerman and our good friend Marty Brochstein. The LIMA event used to present the latest trends in retail and gave hints on what to look for in the coming years. It’s been now probably eight years since I first heard about the transformation of retail and how countless stores were on the edge of closing their doors due to the impact of e-commerce.Well, this year we saw the fall of Toys “R” Us and now the scary term “retail apocalypse” is more frequently used in this business. It is hard to believe that in just a couple of years we witnessed how Amazon moved from books to toys and everything in between and now is rocking the grocery industry with the acquisition of Whole Foods. Undoubtedly it’s been a tough year for traditional retail, but what about Latin America? Is that wave ever going to hit us here? Apparently, don’t or at least not for a while. It is true that things are also changing here, but in a bizarre way, everything remains the same, is like people say,“the more things change, the more still the same”. Due to its vicinity with the United States, things are evolving in Mexico, that is certain, but for the rest of the territory, in countries like Colombia, Ecuador, Peru and Chile, the big retail chains are still in absolute control, as if we were still living in the 90s. Despite what it is going on in the US and Europe, some retailers continue to underestimate its customers and stubbornly keep repeating the same formula over and over again, with the same products and the same licenses. Sellers complain about low sales, but what would you expect if your stores lack creativity and surprise? How can you bring more customers to it if you are still offering the same items –and licensees– you had on the shelves
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through the whole year? It is 2018 and we still find licensees having to back down from a signed deal memo because a retail buyer didn’t watch or personally dislikes the TV show or movie that supports the property, despite all market research shows it is a popular property amongst its target group and the product it’s on high demand. It is only a matter of time before the socalled “retail apocalypse” reach us here, the big chains know it is coming, but in the meanwhile, they feel comfortable knowing that the classic business model can still be squeezed for a couple of more years. I personally find very depressing the images of abandoned malls and closed stores falling apart, it looks like the perfect setting for a scene from The Walking Dead, but the Latin American market is in urgent need of a change, this retail boredom has to end, our economy needs it and customers deserve something new and fresh. Fifteen years –or even more– with the same animated character is more than enough already. Things are changing at an incredible pace and comfort zones have disappeared, it is about time retailers understand it and start doing something about it. The tables have turned and the future of your business now lies in the hands of a 20-year-old browsing through your website on its smartphone. Do you really think picking a license for your store is about the shows you enjoy watching at home? Annual Overview Our annual overview starts this year with a big announcement, KOPA Licensing has been appointed by The
TOTAL LICENSING emoji Company GmbH to represent in Colombia, Ecuador and Peru the digital phenomenon of the 21st century, the official emoji brand. With over USD 300 million in retail sales, more than 500 licensees across the globe and 5.000 plus SKUs in the market, emoji has become a universal lifestyle brand with long lasting potential. We are thrilled to be part of the amazing team lead by the visionary Marco Hughes. KOPA Licensing will be working alongside emoji’s Licensing Manager for the Americas, Mrs. Rocio Rico to expand the brand into new categories. As we write this article our schedule for the Licensing Expo is filling up quick with licensees that want to be part of the successful emoji story. Pacific Rim Uprising In last year’s article we announced that KOPA Licensing was going to represent the sequel to Pacific Rim (2013), the awaited Pacific Rim Uprising (March 2018) and I can honestly say that working with Legendary, Jamie Kampel and Lisa Lisa Lilly, turned out to be an amazing experience and we are grateful for it. Knowing our market we knew right from the beginning that it wasn’t going to be an easy task, but at KOPA we know how to pick our battles and as true fans of the first movie, we wanted to be part of the sequel to the epic battle between Kaijus and Jaegers. It was in Colombia and Mexico where we found two special licensees who shared our enthusiasm: Vanyplas and Ping Solutions. The plasticware licensee produced a line of lunchboxes featuring the hero Jaegers from the movie, the Gipsy Avenger, Saber Athena and November Ajax. The product was out on the shelves right before Colombia’s BTS season. The premiums licensee from Mexico took it to a bigger scale and together with Golden Link turned it into a global
deal. Ping Solutions delivered a fantastic line of products featuring the Jaegers from the movie and even the powerful Kaiju, Raijin. Stainless steel cups, metal and glow in the dark key chains, 3D lids and even a light-up water container shaped as the Gipsy Avenger’s head were available through movie theaters around the world. Me to You The lovable Tatty Teddy and his friends continue to be one of the strongest properties in our portfolio. This year a new licensee joined the list, Vanyplas. The plasticware licensee produced a line of lunchboxes featuring the lovely gray bear surrounded by its friends.The product was released in Colombia for BTS season. As expected, in Honduras (Central America), Cuadernos Quick renewed for another year and its notebook collection was released in January 2018. Also from Central America, Manpa Lider (Costa Rica) recently released a new collection and it is renewing for a 4th term. The new notebooks should be out in January 2019. The newcomer, Primavera (Colombia), had a successful debut with the Me To you and My Blue Nose Friends. It literally run out of notebooks and far exceeded the minimum guarantee. Delltex (Ecuador), the domestics licensee continued with its collection of comforters and blankets featuring Tatty Teddy and his friends. It is expected to renew for a 3rd term.
The Walking Dead notebook collection is expected in January 2019. KOPA is the authorized agent by Striker Entertainment (worldwide agent) to represent the license in Spanish speaking Latin America. We would like to thank Meagan Vaughan and Martine Berreitter for their confidence and support through all these years.
Territories covered by KOPA: • Mexico • Central America • The Caribbean • Colombia • Ecuador • Peru
This is the synopsis of 12 months of hard work, many thanks to Total Licensing for the invitation and we look forward to another 12 months of fulfilling achievements.
• Chile
Marco Hüsges CEO & founder of emoji Company GmbH.
The Walking Dead The Walking Dead just wrapped its 8th season and will return in October 2018 for its 9th. The popular series from AMC remains a must-see for all the genre fans around the globe. Next year will be the 6th consecutive year for both Torre (Chile) and Tai Heng (Peru) working with the license. That makes them the longest running licensees we ever had in KOPA Licensing. Both licensees are renewing and a new
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INFLUENCER MARKETING: FROM LIKES TO SALES Jessica Jusepe Hernanedez, General Manager of Panaderia Licensing and Marketing takes a look at how times are changing for the industry - and what is being done to keep up with challenging times. It was a while back that we noticed that the licensing and entertainment industry was changing, and it was not only heading into all sorts of new directions, but it was growing by leaps and bounds in relatively short periods of time, which was certainly not what we were used to, and not typical in our line of business. By Jessica Jusepe Hernández General Manager Panadería Licensing and Marketing, Mexico www.panaderia.xyz
So, we sat down to analyze and tried to pin point what it was that was changing and figure out why - after more than 15 years of experience in the traditional licensing business, of which we knew about a great deal - did we feel like we were being left behind? Why are we not key players in this new growing and thriving type of licensing? And right there and then, it hit us, it had been the new platforms of content distribution, as well as social media that accidentally democra-
tized the process, so now anyone who had a specific interest in communicating an idea could become a “content creator”, therefore become a potential competitor to all brands and celebrities. It was after that, that we decided to get some of those “potential competitors” on our side. In 2017 Google searches on “Influencer Marketing” increased 325%, and more than 57% of marketing specialists allot a significant part of their budgets to this kind of marketing. It’s this kind of advertising that will continue to thrive and drive the markets during 2018 and 2019, as everyday day more and more, brands and companies are investing in “influecer talent”.
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A recent case study from Linqia (influencer marketing platform) suggests that 39% of marketing specialists will increase their budgets for content creators between 25K and 50K for 2018. But before we could get into this trend and ride this new “wave” that was here to stay, we needed to know how this “content creators” universe worked, who made use of it and who didn’t, which targets did it speak to, in which seasons or for what kind of products, and we were surprised to notice that across all kinds of products, brands, and throughout all lines of business and companies “content creators” were the way to go, as from top luxury brands to mass market companies leveraged from them to promote and advertise across their ever growing social media, while capitalizing and turning “likes” and “shares” into tangible sales. BEAUTY Understanding the undeniable influence of Instagram is key to appreciating recent shifts in the beauty in-
dustry. In a 2016 survey conducted by Facebook IQ, 52% of US women ages 18-44 stated that beauty experts on social media had influenced their purchasing decisions, while 64% use Instagram for beauty inspiration. Social media has fuelled the rise of a completely new kind of brand, driven by “skinfluencers” and the power of community. These are often based almost entirely on visual aesthetics – sometimes without regard to product efficacy. COOKING Teen cookery shows such as Chopped’s Teen Tournament and MasterChef Junior have become popular, while more teens are learning how to cook thanks to the Internet. These digital natives want to share their cooking creations, while they also crave visually stimulating dining experiences in immersive, social media-friendly environments. With this, a group of young food bloggers and teen chefs are gaining large social followings. These influencers are launching legitimate careers in food: some are publishing cookbooks and appearing on major television shows while others are opening their own dining concepts and restaurant groups. This group represents a largely untapped niche for brands.
TOTAL LICENSING APPAREL Uniqlo has released a new campaign featuring influencers from the fields of art, food, technology, sport and entertainment in Boston, Los Angeles and Philadelphia, ahead of corresponding store openings in each US city. Representing ‘a variety of forwardthinking, socially conscious, next-generation icons’, the models were selected based on the agenda of sharing a common goal of improving the world through culture and community. This ties to a recent report highlighting takeaways from the Forbes Under 30 Summit, where next-generation business leaders spoke to adopting and supporting social mission-driven companies. It’s Always Sunny in Philadelphia actor/ producer Glenn Howerton and artist Raheem Johnson appear in the Philadelphia ads. Boston is represented by Top Chef winner Kristen Kish and RunKeeper CEO Jason Jacobs. Model Kenya Kinski and high-profile surfer Warren Smith are seen in those targeted towards Los Angeles. The images will be displayed in stores, pop-ups, online and through all of the brand’s social media channels. The Japanese retailer is looking to expand its presence in the United States, with plans for six stores opening in Boston and the surrounding areas in due course, with pop-up shops in the interim to build excitement. One of the facts that caught our attention the most, and that made us completely reconsider the overall company strategy, was realizing that
trust is turning into the new social currency and when partnering with content creators, all points of contact between the brands and the prospective customers will have to reflect the point of view and the perspective of the content creator in order to truly connect with final consumers. So, after many late nights of discussing,
exchanging ideas and going back and forth, one day, we finally connected all the dots and realized the value we could add - as experts in brand management and licensed products - to this growing “Content Creator” market. After all this analyzing and planning, we were truly enthused, and with our heads filled with new great ideas and projects, we were ready, BUT, there was still something missing, the most important of it all. Who would be our partner in crime? How could we choose from all the options and possibilities out there? We felt like trying to find a needle in a haystack, but as I’ve always said, destiny may work in mysterious ways, but it will always get you to the right place and in the right time, and just like that - and thanks to our good friends from Google México - we found our dream partner: Polinesyan Group, a pioneer and innovating company in the digital industry in which the main partners are three of the most important and top ranked content creators in México, and that thanks to their freshness and spontaneity, but above all, thanks to their real concern to connect with their audience, have managed to create one of the largest and most faithful communities in Latin America: Los Polinesios. WHO ARE THEY? They are three siblings, and together are the entertainment leaders of Latin America: Rafa, Karen and Leslie started back in 2011, when they recorded and uploaded a prank to YouTube, and today they’re the most important and fun siblings on the internet with more than 50 million followers from their five YouTube channels, as well as being a reference for family entertainment. Throughout their career they have been recognised with different awards in the industry as well as being named guests of honor for different social causes favoring youth, among which they held a session with Pope Francis. If we had written a wish list, or sent out a letter to Santa Claus, I don’t think we could have asked for more,
as this talented group had it all, but to our surprise and after getting to know them and their team, we saw a huge and amazing quality that we actually see in Panadería L&M too, as what really drives them and differentiates them from their competitors is that they care about people more than they care about their personal fame, financial growth or success, and it could not have been other way, as
people don’t just accidentally get or win millions of followers. Nor has it been the result of a commercial strategy, in fact their success is the result of doing things with passion and love, and that’s what created a true bond between Panadería L&M and Polinesyan Group. That’s been the key to overcoming all sorts of obstacles we’ve found along the way whilst building this project, which six months down the line has all of us at Panadería L&M and Polinesyan Group 100% committed, and working together to create new opportunities that each one of us on our own would never have been able to achieve.
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BRAND EXPERIENCES
A Key to Success at retail Licensing does not sell brands... it sells emotions! By Rosinda García VP of Retail Tycoon Enterprises S.A. de C.V., Mexico
“Emotions are the precursors of any rational decision making,” it has been proved that 70% of purchase decisions are made directly at the point of sale (*Store-Effect Study), based on something “already deposited in our memory that triggers the emotion”. Cristina de Balanzó, Doctorate in Advertising and Sociology. The impact of technology is considered one of the biggest game-changers in retail today, with the current technologies affecting small, medium and even retail giants.
Retailers unprepared for new ways of doing things or the new ways that technology provides find themselves in real trouble and, almost on weekly basis, we hear of another one joining the list of those who suffered. The key areas where technology transforms the retail field include the supply chain, in-store operations and customer outreach. However, in my experience, one of the key points that still make a big difference at brick and mortar retail is the possibility to offer a meaningful retail experience, which touches and detonates the emotions directly. I believe this is where the real value of a license resides, its relevance is in the emotional bond that is established between the consumer and the product. The brand and the emotions it evokes, become the main guideline of comparison and purchase, and if, at the same time, we deliver an amazing experience at the floor, the possibility of success increases between 30% to 60% during the activation period. According to this, part of our proven strategy is to differentiate our brands through great events to create stimuli that accelerate consumers pulse and increase sales and ROI for all involved parties (licensor, agent, licensee, channel and consumer). When a character or brand provides an authentic meaning for the consumer, price sensitivity and competi-
tion risk decrease importantly, the “must have” wish partially clouds the reason and what comes into play is the emotional tie that binds consumers with the brand they so strongly want to buy. Hello Kitty Pajama Party at Liverpool Goals: Pamper Hello Kitty fans in a very special way; nurture Liverpool’s commitment as a key partner for Hello Kitty merchandise and programs; support Liverpool´s loyalty to the brand and increase sell-ins and sell-thru; enhance brand awareness Window: November 7th to 20th, 2017. Pajama party was carried out on November 23rd. Event: Upload a picture wearing Hello Kitty merchandise to Hello Kitty’s Facebook fan page. The 50 photos achieving more likes will be invited to celebrate a PJ party with their favorite character! “Hot spots” crossmerchandise exhibitions at 30 Liverpool stores; coverage by 20+ media; Presence of 15+ influencers (moms and girls) A whole afternoon full of great surprises: Hello Kitty-branded girls spa (hair, nails, and make up sessions), nice catering, bedtime stories and Hello Kitty walk around joining the party for photo opportunities! 58% Sell thru in the activation month among 6 different product categories! The event created a very intimate and emotional experience for all participating girls, which in turn expanded to their immediate families. Being part of this priceless experience undoubtedly deepened their bond to the brand. Angry Birds Suburbia & Six Flags Activation. Goals: Celebrate Christmas in a very special way; uphold Suburbia as a key partner for Angry Birds merchandise
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and branded programs; to increase sell tin and performance of Angry Birds product; boost brand awareness and reward Angry Birds fans via unforgettable fun! Window: December 2017 Event: Enter a “Scratch & win” promotion when purchasing Angry Birds product and win your ticket to Six Flags Mexico City park; special product exhibitions at Suburbia stores. Stores participating: all 45 stores located in Mexico City. Branding of two attractions at Six Flags: Kilahuea and Slingshots; Placement of Angry Birds standees and signage across the park Participation of walk around characters at Six Flags’ “Christmas in the Park” parades. Results: Sell thru average reached 62% within 40 days. Over 670,000 visitors to Six Flags during the promotion enjoyed the rides they loved while constantly interacting with the characters which changed game-play for this generation! “Happiness + trust = loyalty” This premise was presented by Pablo Casaubón and Santiago Saviñón at their Consumer loyalty study in México in 2014. This formula is the mail reason whereby four out of five people claim to be totally loyal to their favorite brands! These are a pair of great examples of amazing experience and the reason I confirm that when we do Licensing we do not sell brands - we sell emotions!
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IT TAKES A TRUE NETWORK!
By Dalia Benbassat VP Corporate Relations Tycoon Enterprises
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Much has been said about the big global recession and its impact on economies in Latin America and consumption. Today, although projections are not identical, most analysts agree in that the region is in recovery mode and most financial predictions aim at 2% growth for 2018 or close. This in great deal due to the revitalization of the US economy, the stabilization of most currencies, the enlargement of exports due to bigger demand of basic goods, the rise in consumption (moved in part to enlarged remittances) and the resurfacing of Brazilian economy (which represents 40% of the region’s GDP). Of course, there are challenges of political nature which remain. 2018 will be elections year in Mexico, Costa Rica, Panama, Colombia, Venezuela and Paraguay, and although each territory in going under different processes, overall speculation preceding the elections has caused a slowdown during first semester of this year. Mexico is particularly vulnerable at this point due to the undergoing TLC negotiations with its powerful neighbors and the many possible ramifications this may bring in the shape of tax reforms. This slow-down is expected to change for second half though, hopefully in a good way, once uncertainty dissipates and once trust and investment pace are recovered. Even if on a macro-scale our economies are improving, our industry, the Licensing & Merchandising industry within our region, has not quite overcome the blow of recessive years and currency turmoil. It is time to prove our resilience in the face of global factors and our capability to understand and support brands as engines of growth. If we were to single out the most important relationship for brand owners besides the bond with audiences and consumers, it would have to be Retail. Of course, without the deep connection with consumers, our efforts become pointless. But without a direct, meaningful and ongoing dialogue with Retail, our possibilities for success
would fly loose like a high-pressure water hose! It is retail direction and retail experiences which are driving consumers behavior and defining the destiny for most brands. The other relationship which must be nurtured is that with Technology. Retail is undergoing probably the most radical transformation ever experienced in the history of sales of goods to public. The incorporation of technology to retail experience has opened a thousand new avenues of business development and new retail models beyond what we could have ever imagined. We are all bound to be part of this transformation whether actively or not, but it will take us in without a doubt. Latin America takes part of the global revolution at a slower pace. Although e-commerce is gaining force, 90%
most of our purchasing goes on in brick rather than click, hence that’s where our battles continue to be fought. New trends in experiential marketing are being quickly adopted by our retailers, the use of social media, digital overlays progressively incorporated to retail promotions. The capability of brand owners to keep this conversation going with Retail and adapt to the new business models enabled by technology will be crucial. The quality of this dialogue with retail will be a key factor to success in our region, as will be the ability to generate impactful strategies and deliver those at retail. We feel the desire for licensed brands has not waned but has increased. Across Latin America, retailers in every tier are looking to incorporate brands from the entertainment, life-
TOTAL LICENSING MEXICO: Despicable Me 3 Back to School Seasonal at Wal-Mart Supercenter 267 Walmart stores across Mexico featured Despicable Me product of every thinkable category, coming from more than 25 licensees. This is the countries most coveted retail space during the season, right across the main alley. Huge brand statement, result of joint work of Licensees, UPI and Tycoon.
style, sports and corporate fields, and wish to use them in multiple categories. What has decreased however, is the level of commitment offered by retailers behind each, and a brand’s opportunities are often cut short, transactions becoming smaller and smaller. This must be reverted, and new formulas are needed. Which brings us back to our earlier point: Those brand owners who embrace transformation with creativity and determination, will make it through to the new Retail era. But it takes a village to execute correctly. A team, a network. Retail projects require very thorough management and close coordination among licensees, buyers and merchandisers. From product development to retail roadshows, from order placement to shipping. From design of POS material to execution of promotional concepts. We pride ourselves for producing some of the most outstanding Retail activations in our region, at time simultaneously in various retailers and in different markets. It takes a network to understand how each market behaves and amass the kind of business intel you only get when you have perspective.This might be the reason why big Brands who have been operating directly in the region are looking to go back to the agency model, even while others are moving the opposite direction. Tycoon is the only true network in Latin America. We hold offices in
Mexico, Costa Rica, Ecuador, Colombia, Chile, Peru and Brazil. We keep dedicated teams specifically to develop Retail relationships, while our category managers develop opportunities with licensees. We share a strategic alliance with CPLG (Copyright Promotions Licensing Group, true powerhouse in Europe and MENA), which adds to our possibility of looking at each project with a truly global perspective. MÉXICO: Despicable Me 3 in Liverpool stores In celebration of the much-awaited release of Universal Pictures DM3, Tycoon orchestrated and introduced multi-category “Hot Spots” in Mexico’s department store giant Liverpool. These branded corners included Boys and girls apparel, sportswear, pajamas, footwear, toys, games, home and bedding, back to school, with outstanding instore executions.
MEXICO: Despicable Me 3 Hot-spot in Suburbia stores To ensure presence in this important retail floor, Tycoon implemented this multi-category focal points in the Boys’ and the Girls’ departments, in all 122 Suburbia stores across Mexico. Hot-spots featured apparel, footwear and accessories. Suburbia is a softlines specialty retailer, mid-tier and top client for licensed apparel. MEXICO: Despicable Me 3 focal points at MIXUP stores Despicable Me 3 toys and games combining product from global and local partners was featured in Mexico’s specialty music chain MixUp during release window. PANAMÁ: Despicable Me 3 at Steven’s Next to the great impact of DM3, Tycoon Central implemented branded corners within all STEVEN’S stores, largest Department Store in Panama, featuring all sorts of DM3 merchan-
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TOTAL LICENSING acter appearances in stores in Bogotá and Medellin completed the story. CHILE: Despicable Me 3 in CENCOSUD Despicable Me 3 activations continued down in South America. In Chile in hands with largest retail consortium Grupo Cencosud, owner of multiple store formats from high street to mass. We worked with licensees and Universal Pictures in the development of support programs for each. Introduced product corners with instore graphics, character appearances and advertising in the store’s printed and digital platforms. dise, including apparel, toys, footwear & accessories, beautifully displayed and supported by instore graphics. A costume character tour followed, where movie fans could have their picture taken next to their favorite characters. PERÚ: Despicable Me 3 Character Tour in Mundo Comics, Oeschle, París & Saga Falabella In support of DM3 licensees and in order to motivate sell thrus, Costume character tours continued extended through other key points of sale in the region. In Peru, the largest tour took place in Shopping Mall Plaza Norte, one of the largest malls in the country, followed by retailers Saga Falabella and Paris on the high end, Oeschle in
the mid-tier and Mundo Comics on the specialty end. The tour covered all market tiers, hundreds of photos taken caused great social media response. COLOMBIA: Despicble Me 3” in El Éxito The movie enjoyed incredible success in Colombia, where Tycoon conducted impressive Retail activations. During July and August, DM3 branded product corners dominated the floors of 50 El Exito stores in Colombia, largest retailer in the country. The program included amazing instore signage in approximately 40 sq. meters of store floor in main isles. The store catalogue featured several branded pages showcasing the full DM3 assortment, and costume char-
GRUPO CENCOSUD: Departament: “Paris” Starting June 16, department stores Paris offered costumers a full assortment of DM3 merchandise displayed in 41 stores, supported by outstanding POS materials and catalog pages, followed by Children’s Day promotions (celebrated August in Chile). GRUPO CENCOSUD: Mid Tier Johnson Strong in licensed apparel, footwear and toys, DM3 merchandise was displayed in 36 Johnson stores, the group’s Mid-Tier store format, POS materilas. MEXICO: Girl Power. Miraculous Ladybug in Liverpool Miraculous Ladybug made a glorious entry to Mexican Retail in BTS 2017 via a Tycoon negotiated cross-merchandise Hot Spot in 31 Liverpool Stores in Mexico, the country’s largest High End Retailer. Toys, Bags & Back packs, Pajamas. Miraculous Ladybug photo opportunity in Suburbia stores. Following the huge success of Miraculous Ladybug 2nd season on air in Disney Channel, fans gathered in Suburbia stores to have their picture taken next to their favourite girl-power héroe. 119 stores featured Ladybug “Hot Spots” and character tours were announced via the store’s digital platforms.
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