www.licensingbrasil.com Special Licensing Expo 2014 year 5
It´s high time to think
over your heroes...
Check-out the power of
Brazilian brands!
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INDEX
(14)
Licensing short articles Sector
14
8
20 44
Cover – Brazilian Brands On the spot – Toys
On the spot – Foods and beverages
48 50
(44)
46
Company Special
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EDITORIAL
Optimistic Year 5 – Special Licensing Expo – 2014 Espaço Palavra Editora e Arte Ltda.
‹ Director-General and journalist in charge › Marici Rosana Ferreira (MTb 36727)
‹ Editorial Board ›
David Diesendruck (Redibra), Ênio A. Kohler (Lepper), Kiko Smitas (Fantasias SulAmericana), Ana Amélia de Cesaro e Aurélia Picoli (Play Consultoria Infantil), Marici Foroni (Foroni), Gustavo Bacchi (Riclan), José Martins (Panini), Marcus Macedo (Exim), Edson Sawa (Regina Festas) e Germano Costa (Brandili).
‹ Revision ›
Heloisa Bruck Pereira
‹ Editorial ›
Camila Guimarães Kika Martins
‹ Art ›
Wilson Alves Rening Masuyama
‹ Commercial Department › Alessandra Aragon Frate Daiane Miranda
‹ Marketing ›
Forecast!
T
he Brazilian market for brand licensing has shown a steady growth in the last years, with an average of 14 % per year. The forecast remains optimistic, but we know it will be slower. We
closed 2013 with 12 bn and 480 m reais in retail sales. The analysis of the context in which the Brazilian industry licensing is inserted is the subject of our cover story. Brazilian licenses are back to Las Vegas. There are over 30 properties ready to conquer other markets and are available to Licensing Expo 2014 visitors, at the Brazilian Brands booth, a partnership between the Brazilian Licensing Association ( Abral ) and the Agency for Promotion of Exports and Investments (Apex - Brazil). Get all the details on each brand in our Brazilian Brands guide. Short notes on various companies and licenses, brands that featured
Livia Gimenes
at Brazilian Toy Fair (Abrin) and Supermarket Business Fair (APAS), and
‹ Administrative ›
the licensing work performed by the Dermiwil company are some of the
Cristina Venâncio Isabelle Incelli
topics of this special edition for the Licensing Show! Stay updated on our market and do good business in Brazil!
‹ International Sales › Multimedia, Inc. (USA) Tel. +1-407-903-5000 E-mail: info@multimediausa.com ‹ Administration, advertising and editorial desk › Rua Arapapi, 45 Indianópolis – São Paulo - CEP: 04516-020 Tel. (55 11) 5092-5588/ (55 11) 5094-0403 E-mail: contato@epeditora.com.br [ Subscriptions ] Country code Brazil 11 5092 5588 or www.licensingbrasil.com The articles contained in this magazine are the responsibility of the authors and may be reproduced as long as the source is cited. The photographs used in this edition belong to the Revista Licensing Brasil image stock and may be reproduced as long as the source is cited. Revista Licensing Brasil is distributed in Brazil to marketing directors and managers and other people involved in the licensing market in advertising, accessories, foods, toys, TV channels, apparel, cosmetics, hygiene and cleaning products, stationary, promotions, technology and IT sectors. Professionals from other sectors may acquire copies through subscription to the magazine.
Marici Ferreira [Director] marici@epgrupo.com.br
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LICENSING
SHORT NEWS FROM BRAZIL Hello Kitty Ice Cream - Popsicles After the release of ice cream in 900g jars, Skimoni brand launches for the first time in Brazil, delicious Hello Kitty ice cream popsicles. Personalized with her face and ribbon, they come in four special flavors: raspberry with vanilla, cotton candy, strawberry with condensed milk, milk chocolate with white chocolate.
Disney Princess Line Disney Princess line by Lego, a world leader in construction toys, reached the Brazilian retail in March. The purpose of the launch is to recreate the environments, the castles, carriages and all the magic that surrounds some of the classic princesses of childhood: Ariel, Rapunzel, Cinderella and Merida. “There are numerous construction possibilities for girls from 5 to12 years old. Moreover, the line represents the union of two strong brands in the children’s market: LEGO and Disney”, says Robério Esteves, director of operations LEGO Brazil
Monster High Grunge Collection by Grendene Kids The grunge trend, with its heavier shapes, use of buckles, studs and spikes were the inspiration to compose Monster High shoes line by Grendene Kids. The ballet female sneakers called Fun in The Dark Inf highlight are the heels with texture details and designs of hollow skulls referring to the universe of punk manifestos. On the front there is Skullete, a charming skull with a ribbon. The modern touch is done by a combination of contrasting colors inspired by the characters. The version for sandals shows assertiveness and style for girls. The punk bracelet inspired the ankle straps, which come wider bringing a distinctive detail, the stylized texture of open zippers reveals the Skullete. Charming, the upper thongs combine transparency with neon color following the “Glow” trend of the moment. The animal print also appears with a customized leopard. The look is completed with a mixture of matte and polished finish giving a stylish touch.
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LICENSING
SHORT NEWS FROM BRAZIL
Looney Tunes Invasion at McDonald’s McDonald’s consumers had fun with the Happy Meal promotion that brought the Looney Tunes gang. Inspired by the Warner Bros characters, the campaign featured six DVDs of gang funny adventures. “To extend the funny moments families have together, we sought a partnership with Warner Bros. to produce these DVDs, says Isabela Almeida, Arcos Dourados marketing manager, which represents McDonald’s in Latin America.
Monica and Friends by Candide Success that goes through generations, Monica and Friends characters are part of the magic universe of Candide toys. The major innovation is Monica doll equipped with voice recognition that talks with little children asking questions, telling jokes and stories. The interaction is such that the dearest toothy in the history of comics has articulated arms and legs; she speaks phrases and sings songs playing with the children. A new launching is Monica’s lap top which teaches and entertains with 33 interactive activities for grammar, math, music and games. And fun does not stop there! There’s a Spin-Spin toy which is a vehicle that turns somersault and comes with two central characters by Maurício de Souza. Each car comes with radio control with three functions.
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LICENSING
SHORT NEWS FROM BRAZIL
Barbie’s page in Portuguese on Facebook Since March, Barbie also speaks Portuguese. This is Mattel’s strategy to bring the world’s most famous doll closer to her Brazilian fans. Debuting with over 730,000 likes in the country, the Brazilian Facebook version brings locally produced content combining current issues, news about the brand and a little bit of nostalgia, resuming great moments of her successful story over the last 55 years. “We see a growing number of Brazilians accessing Barbie’s content on the global brand fan page, which became an opportunity to expand the digital communication strategy with the local public,” said Ana Furtado, marketing manager of products for girls – Mattel Brazil. Launched globally in 2009, Barbie’s fan page has 11 million fans at present. The agency responsible for f Barbie’s fan page in Portuguese is In Press Porter Novelli. www.facebook.com/barbie
Adventure Time Collection by Riachuelo Riachuelo, one of the largest retail chains in Brazil, launched a collection of clothes and accessories from Adventure Time in March. “We are consolidating in Brazil the same success already achieved by the property in international markets and especially in the United States. “This collection arrival in Riachuelo complements an extensive portfolio of licensed products in various categories of children’s products and I’m sure this launching will be one among so many successes that have been experienced in these 14 years of partnership with Cartoon Network”, says Cidinha Figueira, licensing director of Cartoon Network. The series tells the story of the Land of Ooo and it is the theme of a collection with pieces for boys and girls up to the age of sixteen and also a special line of men’s and women’s shirts. Caps, shoes, bijoux and home fashion items complete the product mix. The space inside stores was themed and the shop windows were decorated Adventure Time images.
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ABOUT US
Brazilian Licensing Market Growing, but moderately
P
resident of the Brazilian Licensing Association – ABRAL, Marici Ferreira, is also EP Grupo managing director, she talks about the
Brazilian licensing sector and the actions carried out by the Association to strengthen the licensing business in Brazil. What is the context of the Brazilian licensing sector in the last years? The Brazilian licensing market continues with good growth prospects. There was a marked growth in the Brazilian licensing segment from the years 2007 up to 2012, with peaks up to 14 % in the last three years. The market goes on with good growth prospects because new brand categories such as corporate, artistic and sports have just started being exploited. However, this new step should take place gradually with no consumption booms. What was the market official turn over in 2013? In 2012 the licensing industry generated 12 bn reais in retail. Last year that figure went up by 4 %, i.e. the sector in 2013 had a turn over of 12 bn and 480 m dollars in retail sales. Marici Ferreira
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What is the expected growth for the segment this year? Which reasons validate this perspective?
What about ABRAL? How can the association act to collaborate with this scenario?
The present context of the country indicates that growth
2013 was a great year for ABRAL. The actions
this year should be by 4%, just as last year. Therefore we
and commitment of all directors resulted in growth
are talking about 12 bn and 980 m. This increase is most
by 92%. The number of members went up from
likely based on some categories which are showing growth,
50 to 96 this year, Abral board has drawn up some
but this is not enough to raise the average of the entire
actions that should take place during the year aiming
industry. It is worth pointing out that the toy retail sector
to foster and promote the licensing sector in Brazil.
has been slowing down. Also the entry of new licensors
Lack of the business knowledge is still a reality
and licensing agencies in the Brazilian market has increased
among manufacturers and retailers. Our work to
the pressure to lower prices, which in a first moment will
promote and explain the importance of licensing as a
certainly impact the segment sales volume.
marketing tool is permanent.
IN QUOTES Aware of the different strategies designed by the numerous platforms that deal with licensing in Brazil, we searched for some businessmen’s views in order to draw up a more concrete business analysis.
“
THE YEAR OF 2013 WAS MARKED BY A CHANGE IN THE LICENSING market direction. On the one hand, some properties resonated very positively, while a fair share of brands did not show significant results. I think the reason for this behavior is the entry of new brands and properties on the
market without a corresponding increase in companies willing to license because this requires a more careful and conservative analysis by the licensees . Another important factor was the exchange rate fluctuation, especially for those companies that still require contracts in foreign currency. The narrowing of the brand market in the open TV, especially for children and the growing share of digital media, also contributed to a reduction in the licensing market growth. However, I believe this to be a temporary phenomenon as the tendency is to stabilize the market as companies learn how to deal with these new variables more effectively. Having said that, 2013 was a year of growth, but with lower expansion level and it points to a positive 2014, but for specific sectors; those which will be able to work with greater flexibility and creativity in the face of recent changes”. MARCUS MACEDO – Uracer Director
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ABOUT US
“
WE HAVE NOTICED AN INCREASE IN THE LICENSING FIGURES IN 2013. WITH OUR CHARACTER Monica’s 50th anniversary, it’s clear to us her visibility, Mauricio de Sousa Productions’ revenues have increased by 20%. Besides more than 500 licensed products branded Monica 50 years, we have had some major events such as the retail strategy in partnership with Kimberly-Clark: Monica’s house
which hosted thousands of children. And also Mônica Parade, an action that spread 50 statues of Monica in São Paulo city, also advertised in the press.” MÔNICA SOUSA – Mauricio de Sousa Produções – Commercial Director.
“
FOR TILIBRA, LICENSING IS CONSIDERED A MARKET differentiator. In our mix, school supplies, agendas, writing and office materials show over 90 licenses. In 2013, Tilibra increased its portfolio by more than 10 new licenses,
several of them in the writing line, as Ben10, Simpsons, Adventure Time, Ironman and Snoopy. However, the work goes far beyond than just increase the number of new licenses. We are not only focused on increasing the classic licenses, but also developing attractive and innovative products. As a highlight of the year it is worth mentioning Chiquititas and Monster High.” SIDNEI BERGAMASCHi, Tilibra Marketing Director.
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ABOUT US
“
2013 WAS A YEAR OF OUR DIRECT OPERATION consolidation, and that was focused on our core properties, improving the level of service for our licensees and the presence of our properties in the retail market. It was a very
challenging year with a lot to learn, especially in the toy market, but in the end we got a positive feedback from the retail market about our properties. For instance Ninja Turtles and Dora had an excellent turnover and they are our best bets for 2014. Despite all the market concern about what will happen this year, we are optimistic about our properties and launchings” ANGELA CORTEZ – Nickelodeon Brasil – Licensing Director
“
FOR RI HAPPY/PBKIDS, LICENSING IS OF UTMOST importance. Licensing performance continues to grow strongly in Brazil, and our industry includes major Brazilian licenses as:
Galinha Pintadinha,
Patati and Patatá, Monica’s gang and Rio 2, as well as brands from international companies such as Hasbro, Cartoon Network, Nickelodeon and Disney. It is important to stress the licensing of products that gather relevant platforms such as Spider Man, Hulk and Iron Man, and movie stars who also become successful in the toy market. In 2013, we focused a great deal on licensing and we will remain doing the same for licensing will be a key point to our business success in 2014.” Hector Nunez – Ri Happy/PBKIDS – CEO .
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COVER
From Brazil to the world! Brands are ready for the international markets
F
or the second consecutive year, the Brazilian
booth at the main world licensing fair - Licensing Expo
Brands – a sector project to foster brand exports,
2014. There will be 16 exhibitors, licensors and brand
image or intellectual and artistic property created
agents, presenting over 30 licenses to visitors during
and registered in Brazil, takes an extensive brand portfolio ready to conquer the international markets. The showcase for such properties is the Brazilian
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the event. Last year, the volume of business conducted by the Brazilian Brands booth exceeded 1.5 million dollars.
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Booths – D161 and E161 Exhibitors:
Agência de Conteúdo
Organized by:
Additional information: www.brandsbr.com
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COVER
Check out the profile of the Brazilian properties! Funny creatures like witches and wizard frogs are the inhabitants of a modern world enchanted with magic wands and potions. The five elements of magic (water, earth, air, fire and energy) will be crucial as the story unfolds with characters trying to find their way through this unique land. Target: girls and boys up to 8 years old. Number of licensees in Brazil: 1. Contact: Toys Talk 55 31 3281 6818/contact@toystalk.com/ nathalia.cavalieri@toystalk.com
One of the most watched series at Discovery Kids. There are music, fantasy and imagination. 104 episodes of 11 minutes; 2nd season in the air with more 52 episodes; Produced in English, Portuguese and Spanish; Winner of 5 international awards; Musical in Brazil in 2014; Netflix, Youyn, PlayKids; CD and DVD series by Sony Music; News Apps in 2014. Target: Unisex from 2 to 5 years old. Number of licensees in Brazil: 10. Contact: Kasmanas 55 11 3507-4904/kasmanas@kasmanas.com/ sandra@kasmanas.com
Bob Zoom is an ant; he was born in the digital platform and participates in music videos and stories. Digital Boom: more than 40 million views; Facebook: more than 240,000 likes; The 2nd DVD will be launched in July-2014; 2nd semester-2014 on Netflix; Musical App: More 35 thousand downloads in 80 different countries; Global Presence: Produced in English, Spanish and Portuguese. Playful teaching. Target: unisex from 2 to 5 years old. Number of licensees in Brazil: 14 Contact: Kasmanas 55 11 3507-4904/kasmanas@kasmanas.com/ sandra@kasmanas.com
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Capricho is a teen magazine so loyal to its readers that it has become a life guide for teenagers. It is a multiplatform brand, besides the magazine’s success, Capricho website is the most visited teen content website. They also promote a music and fashion festival every year. Target: girls from 12 to 17 years old. Number of licensees in Brazil: 12 Contact: Redibra 55 11 3383-1616/redibra@redibra.com.br/david@redibra.com.br
Chucky Billy is a typical country boy. He lives with his parents on a small ranch near a creek and we feel like diving into his adventures. His girl friend Rosinha, Zé Lelé, his friends Zé da Roça and Hiro also make part of his lively world. Target: children - all ages and adults. Number of licensees in Brazil: 60 Contact: Mauricio de Sousa Productions 55 11 3613-5163/licenciamento@turmadamonica.com.br/enio.kumura@turmadamonica.com.br
D.P.A. – BLUE BUILDING DETECTIVES - DETETIVES DO PRÉDIO AZUL Tom, Mila and Capim are inseparable friends. They get together every afternoon to play, but Leocádia, their evil building manager, always gets in their way. When something fishy happens around the building, they become the Blue Building Detectives and investigate the mysteries of the building! Target: girls and boys from 5 to 9 years old. Number of licensees in Brazil: new brand. Contact: Gloob – 55 21 2145-7194/ sabrinaf@globosat.com.br Kasmanas – 55 11 3507-4904/ sandra@kasmanas.com
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Dino Mundi explores the universe of dinosaurs through an interactive adventure. Using augmented reality technology, dinosaurs gain life on your tablet or smartphone screen while you can feed them and get amazed with these Jurassic creatures. Target: girls and boys up to 4 years old. Number of licensees in Brazil: 1. Contact: Toys Talk 55 31 3281 6818/contact@toystalk.com/nathalia.cavalieri@toystalk.com
Earth to Luna follows the adventures of a little girl who is completely, undeniably and passionately into just one thing: science. For Luna the Earth is a giant laboratory and she dives into every new experience with boundless energy and enthusiasm. She will do everything possible to find answers for her scientific questions. Target: preschool children. Number of licensees in Brazil: Contact: TV PinGuim 55 11 99633-5898 contact@tvpinguim.com.br
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Egg Ninja is a nonsense brand that explores a parallel universe where eggs will battle against each other at a very exciting competition. All Egg Ninjas dream of being nominated to dispute the Golden Frying Pan award, however only the 12 bravest eggs will enter the Eggshell Arena. Target: girls and boys up to 5 years old. Number of licensees in Brazil: 1. Contact: Toys Talk 55 31 3281 6818/contact@toystalk.com/ nathalia.cavalieri@toystalk.com
After 30 years and with a name easy to pronounce, Fico has won the Brazilian market. There are over 300 products for male and female clothing, backpacks and notebooks in more than 20,000 multi-brand shops, with an annual growth of over 20% in sales. Also check out our Cartoon project: “Go Surf” with Fico and his friends. Target: teens and adults – females and males. Number of licensees in Brazil: 5. Contact: Fico 55 11 2842-4242/licenciamento@fico.com.br/saldanha@fico.com.br
The secret agents Fishtronaut, Marina and Zico live adventures and solve mysteries to defend the environment! The cartoon is one of the top numbers of audience on Discovery Kids and it is aired in over 70 countries. Besides the tv show, the brand has theater plays, mall events and a live action show. Target: girls and boys from 1 to 5 years old. Number of licensees in Brazil: 20. Contact: TV PinGuim 55 11 99633-5898/ contact@tvpinguim.com.br
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From Brazil to the world! Brands are ready for the international markets
F
or the second consecutive year, the Brazilian
booth at the main world licensing fair - Licensing Expo
Brands – a sector project to foster brand exports,
2014. There will be 16 exhibitors, licensors and brand
image or intellectual and artistic property created
agents, presenting over 30 licenses to visitors during
and registered in Brazil, takes an extensive brand portfolio ready to conquer the international markets. The showcase for such properties is the Brazilian
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the event. Last year, the volume of business conducted by the Brazilian Brands booth exceeded 1.5 million dollars.
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Gaby Star lives in Rio and has it all – beauty, friends and lots of fun. When she is forced to move to the countryside to live with her grandmother, Gaby’s world comes crashing down. Gradually, she reconnects with her roots while uncovering her late father’s memoirs and discovering she has an incredible talent for music. Target: girls from 6 to 11 years old. Number of licensees in Brazil: new brand. Contact: Gloob – 55 21 2145-7194/sabrinaf@globosat.com.br Kasmanas – 55 11 3507-4904/ sandra@kasmanas.com
“Go Surf” is a cartoon in partnership with “TV Pinguim”, creator of worldwide hit “Fishtronaut”. For children 0 to 6 years old, “Go Surf” is a radical dive into the waves of imagination. Fico and his friends Johnny, Sunny, and Sunny’s Hotdoggin’ wiener dog are going to help kids everywhere discover a world of adventures where nature takes a center stage. Target: girls and boys from 0 to 6 years old. Number of licensees in Brazil: 1. Contact: Fico 55 11 2842-4242/licenciamento@fico.com.br/saldanha@fico.com.br
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Boa Forma is a complete guide to women’s health and beauty. The magazine’s circulation is 210,000 copies per issue, in addition to having almost 20 000 subscribers on the digital version. Target: females from 25 to 40 years old. Number of licensees in Brazil: 3. Contact: Redibra 55 11 3383-1616/redibra@redibra.com.br/david@redibra.com.br
ISABELLA FIORENTINO Isabella is the hostess of “What Not to Wear” TV show on SBT channel, Brazil. She is also a Fashion icon, expert in Fashion & Beauty, top Brazilian model and entrepreneur. Her concept of versatile and accessible fashion references for contemporary women has strong appeal for ABC SEL young women from 18 to 35 years old. Target: women from 18 to 35 years old. Number of licensees in Brazil: new brand Contact: Tycoon Brands 360 55 11 3568-2767/ erica.giacomelli@brands360.com. br
Cute and romantic Jolie comes on notebook covers to enchant girls of all ages. They have delicate and soft features. Sales leader in notebooks by Tilibra; present in more than 30 thousand PDV’s; won 4 license awards; 800 licensed products in Brazil. Target: girls from 6 to 8 years old. Number of licensees in Brazil: 15. Contact: Kasmanas 55 11 3507-4904/kasmanas@kasmanas.com/ sandra@kasmanas.com
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Reaching 1 billion views on YouTube, the Lottie Dottie Chicken musical cartoons are a happy mania among children. More than 1, 5 million DVDs sold, millions of apps downloaded, more than 500 licensed products and 3 live shows make Lottie Dottie Chicken the biggest Brazilian kids phenomenon, now expanding to Spanish and English versions. Target: girls and boys from 0 to 4 years old. Number of licensees in Brazil: 60. Contact: Redibra 55 11 3383-1616/redibra@redibra.com.br/ david@redibra.com.br
A super lively group made up of children from six to seven years old, each with their own distinct and individual characteristics. Together they have made millions of friends across the world. The can also bring their energy and happiness to your business. Target: children and adults – all ages. Number of licensees in Brazil: 100 Contact: Mauricio de Sousa Productions 55 11 3613-5163/licenciamento@turmadamonica.com.br/ enio.kumura@turmadamonica.com.br
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Brazil’s most famous group of kids have grown up, reawakening the ties with an older generation that might have started giving up the comics they used to read when they were younger. Monica Teen was created with the purpose of representing adolescence and bringing back curiosities, enchantments, and situations typical of the age. Target: boys and girls from 8 to 13 years old Number of licensees in Brazil: 50 Contact: Mauricio de Sousa Productions 55 11 3613-5163/licenciamento@turmadamonica.com.br/ enio.kumura@turmadamonica.com.br
The most beloved gang in Brazil has been reinterpreted and turned into Toy Art. If you are not familiar with this term, Toy Art is a special kind of toy, generally addressed to adults; but this collection, with Mauricio de Susa’s characters, is made for everyone. Created for collection and/or playing. Target: 14 years old and over Number of licensees in Brazil: 20 Contact: Mauricio de Sousa Productions 55 11 3613-5163/licenciamento@turmadamonica.com.br/ enio.kumura@turmadamonica.com.br
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Monsteel explores the comic side of evil, presenting 5 clumsy and funny monsters who will face their deepest fears to become real super heroes. After losing their popularity as famous monsters, Drac Lord, Miss Monster, Frank Star, Silly Wolf and MC Mummy will now have to get a job! Target: girls and boys up to 6 years old. Number of licensees in Brazil: 1. Contact: Toys Talk 55 31 3281 6818/contact@toystalk.com/ nathalia.cavalieri@toystalk.com
Mormaii is a genuine Brazilian brand, born in the seventies with the purpose of improving life quality through sports, contact with nature, family and friends. The brand keeps on growing strongly in Brazil and all over the world; it is considered one of the most important Brazilian brands in its business line. Target: kids, teens and adults - female and male Number of licensees in Brazil: 45. Contact: Mormaii 55 48 3254-8000/mormaii@mormaii.com.br/ jacqueline@ibsbusiness.com.br
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Naja Extreme is a fightwear brand present throughout Brazil with dozens of owned and licensed products. As a major sponsor of the XFC in the country, Naja Extreme stands out for its massive presence in the fight and entertainment market. Target: teens and adults from 13 to 45 years old. Number of licensees in Brazil: 32. Contact: Naja Extreme 55 11 4301-3856 / contato@najaextreme.com.br/ egrimaldi@najaextreme.com.br
Osmar, “the heel of the loaf”, follows the adventures of a shy and clumsy slice of bread trying to overcome the fact that it was forgotten in the package – and since then, everything goes wrong in his life. The story takes place in a fantastic world of eternal breakfast, where the inhabitants are bread, cheese and sweets. Target: girls and boys from 6 to 11 years old. Number of licensees in Brazil: new brand. Contact: Gloob 55 21 2145-7194/sabrinaf@globosat.com.br/ Kasmanas – 55 11 3507-4904/ sandra@kasmanas.com
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Success in product licensing since 2009, the pair of clowns has won four important awards in the Brazilian licensing sector. Over 1,200 products launched in the market. Their fan club has more than one million fans, and their Facebook page more than 340,000 likes. Since 2011 there were more than three thousand shows and more than 10 million DVDs sold. Target: Unisex – from 0 to 6 years old. Number of licensees in Brazil: 65. Contact: Kasmanas 55 11 3507-4904/kasmanas@kasmanas.com/ sandra@kasmanas.com
Brand created in 1996, focused on extreme sports and licensed in many segments from classic apparel and back to school up to food and electronic items, meeting the desires of modern consumers whether athletes or not. Target: from 10 to 30 years old. Number of licensees in Brazil: 30. Contact: Red Nose 55 11 5506-7350/ fabio@rednose.com.br
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Snow & Stella presents two very different friends and their beautiful friendship story. Many unexpected events will occur when a cute bear missing from his family runs into a clumsy star that accidently fell on Earth. Stella helps Snow get back to his family while she tries to return to sky. Target: girls and boys up to 3 years old. Number of licensees in Brazil: 1. Contact: Toys Talk 55 31 3281 6818/contact@toystalk.com/ nathalia.cavalieri@toystalk.com
Spark Dogz explores the universe of Dogs in a fun and intelligent way. Each Spark Dogz has its own distinct personality but they all share an irreverent sense of humor, a passion for music and some human-like habits. The original product is a toy with voice recognition and has sold over 500,000 pieces in 22 countries. Target: girls and boys up to 4 years old. Number of licensees in Brazil: 1. Contact: Toys Talk 55 31 3281 6818/contact@toystalk.com/ nathalia.cavalieri@toystalk.com
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It始s time to invest in new licensing markets!
The unique licensing event in Latin America
September 30 and October 1 Grand Hyatt S茫o Paulo - Brazil
Register now: www.expolb.com.br anuncio pag dupla.indd 42
30/05/14 15:56
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exhibitors PROCESS:
SPO T PMS :
1/2 inch alteration = .8pt stroke added the smallest the logo should ever be
1 inch alteration = 1pt stroke added
2 inch
6 inch alteration = smaller TM this fits perfectly within the PowerPoint template box
4 inch
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Show organizer:
Official publication:
Agência de Conteúdo
anuncio pag dupla.indd 43
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ON THE SPOT – ABRIN
L
icensing, a strategic ally of the toy industry, has once again proved its relevance at the 31st Brazilian Toy Fair - Abrin, held from April 1st to
April 4th in SĂŁo Paulo, Brazil. The fair is responsible for at least 25% of the annual turnover of the toy industry, thus contributing to the recovery of the market share once dominated
2014
by imports, mainly from China. In this edition, 180 Brazilian exhibitors present firsthand approximately
Licenses show the flag!
1,400 launchings.
Check out some of the licensed novelties!
Lottie Dottie Ch icken Cuckoo Clock ELKA Licensor: Redibr
Strawberry ll Shortcake Do DTC n Lice sor: Exim
a
Lalaloopsy Tent BRASKIT Licensor: BR Licensing
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nja Teenage Mutant Ni es Turtles Action Figur S ID TIK MUL on Licensor: Nickelode
ll Sofia, the First Do MULTIBRINK Licensor: Disney
Bob Zoom Drum BRINQUEDOS CARDOSO Licensor: Kasmanas
5/30/14 2:55 PM
Figures Smurfs Car Toys DIVERTOYS nsing Licensor: BR Lice
Doc McStuffins Doll TOYNG Licensor: Disney
Mona Lisa by Luciano Martins Puzzle NIG Licensor: LM Licenciamentos
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Transformers Costume SULAMERICANA Licensor: Hasbro
Peppa Pig Doll BRINQUEDOS ESTRELA Licensor: Exim
Bubble Stick Chiquititas BRASILFLEX Licensor: SBT Licencimento
45 5/30/14 2:55 PM
ON THE SPOT – APAS
K
nown for dictating trends and presenting the news for supermarkets, Apas Fair was held from May 5th to May 8th in São Paulo, Brazil, at Expo Center Norte. In its
30th edition the fair had more than 500 exhibitors and received approximately 68 thousand visitors. Brand licensing is becoming increasingly prominent in the Brazilian food and hygiene lines. Apas is therefore an excellent showcase confirming the investment of these segments adding up
To the supermarket shelves
Jelly Candies Patati Patatá [FINI]
Sodas Ben 10 and Adventure Time [BRASIL KIRIN]
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value to products.
Check out some of the licensed novelties!
Moistened Wipes Patati Patatá [G&B HIGIÊNICOS]
Juices Lottie Dottie Chicken [PRÓATIVA]
Jelly Candies Lottie Dottie Chicken [RICLAN]
Juices Toy Story [PURITY]
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Disposable Diapers Sítio do Pica-Pau Amarelo [DIGUINHO]
Bananas Monica and Friends [BRASNICA]
Chocolate Eggs Lottie Dottie Chicken [SUNNY]
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Fans Gol CBF [DTC]
Mini Panettones Hello Kitty [SANTA EDWIRGES]
Towel Hangers Lottie Dottie Chicken [MELHORAMENTOS PAPÉIS]
Mini Chicken Sausages Monica and Friends [SEARA]
Melons Monica and Friends [ITAUEIRA]
Kids’ Toothbrushes My Little Poney [INOVA KIDS]
47 5/30/14 3:00 PM
COMPANY
Dermiwil ”Almost all of our mix is licensed, i.e., licensing is of the utmost importance to our company.”
D
ermiwil is a 100% Brazilian company that
In the late 1990s, Dermiwil introduced its line in
generates hundreds of jobs in the country.
lunch boxes and sewing pencil cases, articles made
With a large industrial facility located in
entirely in Brazil. “Then the backpacks came out. At
the Capital city of São Paulo, São Paulo State and
that time, we also introduced our own brand BabyGo
another one in Curitiba, Paraná State, the company
for childcare products.”
also has huge potential and expertise in imports.
When the company started working with
The company started its operations with baby
suppliers in China, around 2001, it took a leap to
products through Marwil brand in 1962. Only in the
expand its product line. Currently, the company holds
early 1970s, the company launched its first PVC lunch
an extensive collection of child care and other major
boxes and cases, reaching the segment of school
line of school supplies. Backpacks, rolling backpacks,
supplies. “Afterwards, we introduced the injected
lunch boxes, pencil cases, flasks, handbags, bags,
lunchboxes, unpublished in Brazil at that time,” says
suitcases and toiletry bags are some of the school
current marketing manager, Luciana Russi.
and travel supplies. “For light childcare line, we have bags, bottles, pacifiers, bibs, cups, plates and cutlery, among many other items”, says Luciana Russi. Targeting all ages, children, teenagers, youngsters and adults, nowadays the lines have various themes related to licenses worked by the company. Licensing began in late 1990’s and since then it has become essential for Dermiwil. Today, numerous licenses make up the company portfolio. “We have excellent partnerships with leading licensors in the market, always in perfect tune, as well as focused on new projects. Furthermore, we are constantly following the market trends.“ The adjust
company its
consumer
tries
to
portfolio
to
segments,
seeking the right balance
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company still carries out a strong work at the POS as well as in the social media, through newsletters and promotions. “On our back to school program, we often establish commercial partnerships with several storekeepers, in order to draw the consumer’s attention to our products”, she adds. Luciana ensures that the main strategy for the brand success is a well designed action plan supported by the licensor. “A good relationship among companies that market the same brand is extremely important. In addition it is also fundamental a good connection between the brand and its target consumers. When this ratio is well built, success in licensing is immediate”, she adds. Currently, the back to school program accounts between males and females. For adult audiences, for
for nearly 60% of Dermiwil’s revenues.
“Almost
example, brands like Planet Girls, Stock Car, Red Bull
all of our mix is licensed, i.e., licensing is of the
and Boa Forma (Fitness), among others are offered.
utmost importance to our company.” Even with the
“Currently, our major highlight is Capricho trademark
difficulties of the Brazilian economy, Dermiwil has
by Editora Abril publishing company.”
grown by 10% compared to last year. “For 2014, we
However, according to Luciana Russi, the main
will launch 15 new licenses in educational products.
consumers for Dermiwil’s products are children
As for our childcare line, we will expand the food
aged from 3 to 9 years old from upper and upper-
mix for children from 3 to 7 years old, through a
middle classes.
great partnership with Mattel and Disney. Really cool
Present in the main school and childcare fairs, the
things are about to come”, she concludes.
Dermiwil - http://www.dermiwil.com.br/
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SPECIAL
Channel series get a licensing program! loob belongs to Globosat, a major pay-
G
The target audience mainly involves children from 5
TV programmer in Latin America. It is a
to 9 years old and according to Sabrina Freitas, product
multiplatform brand that connects children
development manager for Gloob, the licensing program
and parents through TV, website, games, and
involves only the channel co-productions: “We want
applications. Boys and girls, who are learning how to
to focus on what is strategic for the channel, working
read and write, are the main viewers of the channel
with programs we are familiar with in order to get the
Over 1.4 million people watch Gloob daily; the
so-called product placement”.
network has grown significantly in audience. Such
Seeking for experience with Brazilian brands, the
success has made the channel expand its fronts.
broadcaster has partnered with Kasmanas - a licensing
Currently, besides its presence on the small screen
agency. “Our idea is to explore different segments and
and in the digital world, the brand from the Globosat
take the channel brands abroad”, explains the agency
family will have another way to keep in touch with
owner, Ana Kasmanas. At the beginning, we will be
children: product licensing.
working with four channel contents: the series “DPA
Through the licensing program of the Channel
– Detetive do Prédio Azul” (the Detective of the Blue
series, Gloob promises good opportunities. “Our
Building), “Osmar”, “Gaby Estrela” and “Tem Criança
work will be based on quality and not quantity of
na Cozinha” (Children in the Kitchen).
properties. Planning, building and promoting content
Fashion, school supplies, accessories, toys and
through surveys are just some of the benefits offered
houseware are just some of the categories to be
by Gloob. Besides of course, the business aspect of
worked.
the brand, “said the director Paulo Marinho.
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