Redibra - a Brazilian licensing pioneer Snapshot of the Brazilian, Mexican and

Redibra - a Licensing Pioneer

Founded in 1965 as an agent for the Walt Disney Company in Brazil, Redibra is a pioneering licensing and brand extension agency in Brazil. Today, the agency works with a select portfolio of brands that includes: Coca-Cola, Netflix, Nintendo, Now United, Chevrolet, CoComelon, Luccas Neto, Capricho, Care Bears and Lottie Dottie Chicken. Besides all the work in licensing, Redibra is often sought out by corporate brands seeking a mentorship in brand extension work due to its experience and reputation with national and foreign brands in this segment. Recently, they were approached by Nestlé, and the result was that they joined Leite Moça and Anacapri, to make a collection inspired by the vintage look of the iconic character and can of the Moça brand. With a broad strategy, the campaign supported an Instagrammable window display in the flagship store, playlist on Spotify, seeding with influencers, posts and videos on social media. With this, the campaign generated great results, proving to be a successful collaboration. The largest specialized sunglasses chain in Latin America, Chilli Beans, has teamed up with one of the most iconic brands in history, Coca - Cola, to bring a collection of differentiated models with unique design, details, and iconography combining innovation with vintage. And another collab that they can highlight is Baw, lifestyle brand from the streetwear universe and Bauducco, a major brand in the food sector, specialized on Christmas items. The partnership is a tribute to Christmas, and together the brands combined their names creating: Bawducco, with exclusive, limited edition pieces. It was the first time Bauducco teamed up with a Brazilian fashion brand, opening a new path of extension within the company. One case that stands out is Lottie Dottie Chicken. The evergreen brand celebrates 15 years in the market, after emerging from a Youtube video in 2006. Lottie Dottie’s trajectory is registered in records of views and successful partnerships: hundreds of official licensed products, with 22 toy releases at the last Trade Show and more than 33 billion views on the portuguese and international channels. With this, Redibra shows the importance of brand extension as one more marketing tool, and also the importance of having an agency that has the knowledge of the market, companies, and the brands themselves, that has the know-how to move forward with negotiations and the execution of the project. On a different note, The adventures in Care-a-Lot have arrived at the Melissa universe! To celebrate the Care Bears’ 40th anniversary, the Brazilian brand and the bears introduced in the eighties come together for a special launch of shoes and accessories for adults and kids for the Brazilian market. The collaborative collection launched in March at Clube Melissa and Mini Melissa stores, the Galeria Melissa São Paulo (Brazil), the brand’s e-commerce platform. The campaign brings the analog aesthetic–reminiscent of the Care Bears’ first TV run–in combination with graphic digital interventions. Colors and playful elements from the animated series, which brought much joy to so many people’s childhoods, can be seen in four products tailored for the whole family. “We wanted to celebrate the emotional connection with our audience bringing generations together in an innovative way, with an interest shared between parents and their kids,” explains Raquel Scherer, General Manager of Melissa.

On the Mini Melissa Cloud Sandal + Care Bears for infants, the Care Bears appear as Melflex appliques on the sandal’s strap, in a very playful design. The Mini Melissa Cloud Slide + Care Bears for children has vibrant colors and designs. It comes in two versions: models with appliques of the characters or with the little Care Bears’ print pattern on the whole shoe. Following the same color pattern, the extended size adult line consists of the Melissa Beach Slide Next Gen + Care Bears. The insole has detailed imprints of the Care Bears and Melissa’s trademark transparent sole. All shoes have a biobased EVA insole made of sugar cane, adding both comfort and sustainability. Rounding up the collaboration, the Melissa Keyring + Care Bears are utterly cute and colorful collectible keyrings featuring four Care Bears’ characters.

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