www.licensingbrasil.com Licensing Expo 2015 Special Issue year 6
Brazilian brands go global Hot and trending properties you will definitely hear about Capa LB6_ING_OK_2.indd 1
5/22/15 3:50 PM
ANUNCIOS-dupla.indd 2
5/22/15 3:54 PM
ANUNCIOS-dupla.indd 3
5/22/15 3:54 PM
Come and visit the Brazilian Licensing Fair
Here we have great opportunities for your company!
SEPTEMBER AND
SHOW ORGANIZER
Untitled-1 4
5/22/15 4:21 PM
C
M
Y
CM
MY
CY
CMY
K
1/2 inch alteration = .8pt stroke added
the smallest the logo should ever be
1 inch alteration = 1pt stroke added
速
2 inch
6 inch alteration = smaller TM 4 inch
this fits perfectly within the PowerPoint template box
REGISTER FOR FREE Phone: +55 11 5092-5588 alessandra@epgrupo.com.br Untitled-1 5
5/22/15 4:22 PM
INDEX
(28)
(40)
Opinion 10 Licensing short articles 12 About us – Licensing at retail 18 Cover – Brazilian Brands 28 Company – Havaianas 38 On the spot – Food, beverages and other supermarket items: APAS 2015 40 On the spot – Toys and baby products: Abrin 2015 44 Interview – Mauricio and Mônica de Sousa 48 Special − New Monica’s Park 50
(44)
4 Index-LB_ingY6.indd 4
5/22/15 3:58 PM
Mar/Abr 2008
Index-LB_ingY6.indd 5
5 5/22/15 3:58 PM
EDITORIAL
A little bit of Brazil Year 6 – Special Licensing Expo – 2015 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 ›
Lu Peixoto Marcus Macedo
‹ Editorial ›
Kika Martins Lívia de Vivo
‹ Art ›
F
or the sixth year in a row we prepared an edition especially for international licensing events. We work hard to bring for you relevant information about what is going on with Latin America´s
largest licensing market, Brazil. The Brazilian licensing industry is not only increasing on a steady pace but becoming more professional and conscious of its importance. The Brazilian Licensing Association estimates retail sales of licensing products at R$ 13.2 billion (approximately US$ 4.42 billion), 6% higher of total revenues generated in 2013. This year, despite some major setbacks in the Brazilian economy, licensors, agents and licensees nationwide predict a 4% growth over 2014, very good news for a segment that is still to reach its maturity. Currently there are over 80 active licensors, more than 600 properties on the market, both local and international, which doubtlessly, make up for a very strong and solid market experience. The presence of Brazilian Brands booth in the 2015 Las Vegas
Wilson Alves Rening Masuyama
Licensing Expo will cast again the results of a very successful endeavor
‹ Commercial Department ›
between ABRAL and APEX (Brazilian Agency for Promotion of Exports
Alessandra Aragon Frate Daiane Miranda
and Investments) – with the prime objective of giving some important
‹ Marketing ›
Brazilian properties even more visibility. Many of them are already on
Livia Gimenes
‹ Administrative › Cristina Venâncio
‹ International Sales ›
many consumer goods in Brazil and abroad. Staging in Vegas gives them a unique opportunity of enriched exchanges of ideas and great deals of learning. In this issue, you will find out more about these properties and
Multimedia, Inc. (USA) Tel. +1-407-903-5000 E-mail: info@multimediausa.com
their licensors.
‹ Administration, advertising and editorial desk ›
Brazilian licensing retail backdrop – its strengths, points of improvements
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.
In the About Us section, we invite you to observe and read about the and business opportunities. The reader will also find a selection of licensed items that recently launched during some the most important trade fairs up to this moment in Brazil. Toys, F&B and more. It is a pleasure to be back!
Marici Ferreira [Director] marici@epgrupo.com.br
6
EDITORIAL-LB#ING_Y6.indd 6
5/22/15 4:01 PM
EDITORIAL-LB#ING_Y6.indd 7
5/22/15 4:01 PM
OPINION WITH THE FIRST TOYS IMPORTED BY SUNNY TOYS, IT WAS POSSIBLE TO UNDERSTAND THAT THERE WAS A BIG MARKET NEED FOR PRODUCTS THAT NOT ONLY AMUSE, BUT THAT CONTRIBUTE TO KIDS’ DEVELOPMENT AND EDUCATION. PLAYMOBIL, BEN10 AND POWER RANGERS LICENSED LINES ALLOW CHILDREN TO USE THEIR IMAGINATION TO CREATE AND WALK INTO THE CHARACTERS’ LIVE” Sharon Czitrom, marketing coordinator at Sunny Toys Source: Dezoito.com
WHEN THERE ARE SO MANY NEW AND IMPORTANT MOVIE LAUNCHES, IT IS ALWAYS A CHALLENGE. EVERYONE WANTS TO BE ON THE SPOTLIGHT.” Marty Brochstein, executive at LIMA (Licensing Industry Merchandisers’ Association) Source: Gazeta do Povo/NY Times
CHOCOLATE EGGS WITH HIGHER PRICE WERE RESPONSIBLE FOR 40% OF SALES LAST YEAR, WHEN FAMILIES CHOSE PREMIUM PRODUCTS FOR THEIR KIDS. TOYS AND LICENSED CHARACTERS ARE IN 9 OUT OF 10 EGGS GIVEN TO CHILDREN. THOSE CONSUMERS HAVE INCREASED THEIR DEMAND FOR QUALITY WHEN IT COMES TO THE TOY INSIDE THE CHOCOLATE EGG. THEREFORE, THE PURCHASE IS MORE EXPENSIVE.” Cesar Moro Tozetto, president at Parana’s Supermarket Association – Apras Source: Bem Paraná TO ME, IT IS JUST A MATTER OF WHO HAS RELEVANCE TO AN AUDIENCE OR NOT — AND THAT CAN BE A CURRENT STAR, A LIVING LEGEND OR A DECEASED CELEBRITY. AS FOR LIVING LEGENDS, THEY OFTEN BRING IN A LARGE DEMOGRAPHIC APPEAL, AND IN THE MARKETING ERA OF ‘RETRO’, A LIVING LEGEND CAN BE ‘COOL’ AGAIN.” David Schwab, diretor at Octagon First Call Source: NYSportsJournalism.com
IN THE PAST FEW YEARS, MORE PEOPLE THAN EVER BEFORE HAVE BEEN GOING TO THEIR LOCAL CINEMAS TO SEE MOVIES MADE BY FILMMAKERS IN THE UNITED STATES AND ALL AROUND THE GLOBE. THIS IS NOT JUST AN AMERICAN STORY OF SUCCESS, BUT A WORLDWIDE STORY ABOUT THE VALUE OF CRAFT, CREATIVITY AND THE IMPORTANCE OF A STORY WELL TOLD.” Chris Dodd, director at MPAA – Motion Picture Association of America Source: LA Times
opinio Y6.indd 10
CONSUMER DAY IN BRAZIL IS TAKING STEPS TOWARDS BECOMING THE MOST IMPORTANT DATE FOR E-COMMERCE IN THE COUNTRY. OUR INTENTION IS TO PROFIT OF THAT MOMENT TO BRING OFFERS THAT WILL CERTAINLY PLEASE PARENTS AND MOTHERS WHO SEEK QUALITY AND LOWER PRICES.” Lucas Neves, head marketing at Bebê Store Source: FirstCom Comunicação
5/22/15 4:03 PM
Nov/Dez 2014
opinio Y6.indd 11
11 5/22/15 4:03 PM
LICENSING
SHORT ARTICLES Senninha on Discovery Kids Ayrton Senna Institute has organized an event to present the animation series Zupt! with the Formula One world champion kid character Senninha. The series debut on Discovery Kids is also its first time on television. Zupt! is a 13 one-minute episode series in 2D animation to be are aired during commercial breaks. More importantly, its content reinforces values such as environmental awareness, generosity and perseverance. Senninha’s licensed products have also been highlighted during the event. According to parents in the audience, the animation is an opportunity to present the Brazilian idol to the new generation. Mauro Ratto, from IAS licensing department, explains that there is a strategic plan to increase Senninha’s presence in consumer products: “To me, it’s a very special day. Finally this year, thanks to the opportunity granted by Discovery Kids, Senninha is on television. We have ambitious plans and we will focus on toys and F&B categories where we see great opportunities”. For those who want to follow the character closely, Ayrton Senna Institute has created an official fanpage on Facebook: www.facebook.com/SenninhaOficial.
Heroes and fairies in children’s rooms Lepper has upgraded its licensed products portfolio with the launch of Avengers, Frozen, Tinker Bell and Marie’s collections. After all, the kids connection with the characters contributes a great deal on improving the textile industry. Lepper leads Brazilian national ranking of licensees in the segment with 24 children characters in its portfolio. Peppa Pig, the Minions, Hot Wheels, Spiderman, Monster High, Ben 10, Strawberry, Frozen and Barbie are some of the kids’ favorite lines. More launches are expected throughout the year. The largest Brazilian bed and bath retailers carry Lepper’s products. For more information, go to: www.lepper.com.br.
Endemol represents Buddy Valastro in Brazil Celebrity chef Buddy Valastro, responsible for the successful TV show Cake Boss will host a new reality show made for Brazilian television. Endemol Brazil will be the producer of the new show that will be aired by free to air network Rede Record and paid channel Discovery. Besides spearheading the TV attraction, Endemol Brazil will also manage Buddy’s career as a publicity talent and the licensing opportunities. The company expects his name and image to be associated with a myriad of products such as toys and kitchen appliances and accessories. To obtain more information, contact Endemol at (55 11) 3095-3663 or willian.almeida@endemolbrasil.com.br.
ShortArticles_lb44.indd 12
5/22/15 4:14 PM
ShortArticles_lb44.indd 13
5/22/15 4:14 PM
LICENSING
SHORT ARTICLES Casa Claudia signs licensing agreement with Durafloor A beautiful laminate flooring carrying its brand signature. This is the latest and newest licensing initiative deployed by Brazil´s #1 home decor magazine Casa Claudia. According to Pedro Ariel Santana, content director at Abril Publishing Architectural & Design Division and the licensing initiative champion, this is the first time a print magazine associates its name and expertise with a traditional decor brand like Duratex to develop and sign house flooring. The new line with six different laminates has been named Marcas do Tempo by Casa Claudia. The bold idea of using worn-out wood to look alike floor tiles came up after the executive noticed the effect on international architecture trade shows he visited around the world. “This is a global concept that Duratex was willing to join in”, says the executive. Worldwide success Pororo arrives in Brazil The adventure series featuring Pororo the Little Penguin arrived in Brazil last April. Poby, the polar bear; Eddy, the fox; Loopy, the beaver; and the dinosaur Krong are also in the series and make up the bunch that inhabits a small village near the woods. Aired on pay TV, the episodes finally arrived in Brazil after 10 years of success in more than 130 countries. It is also possible to watch some episodes at Pororo’s channel on YouTube. The initiative to bring the Korean animation to Brazil came from Contents 360 and their partners, KOCHAM (Brazil-Korea’s Chamber of Commerce, Industry and Culture) and the Korean Cultural Center, an institution focused on promoting the Korean culture in Brazil.
Paper Doll Denise Brandt is the artist responsible for the property Boneca de Papel® (Paper Doll). She recently announced a partnership with licensing agency Pro-Enter to work on consumer products for the brand in Brazil. For those who are not familiar with Boneca de Papel®, the brand has made its way by fusing vintage and contemporary features into the program. A big Brazilian fad with past generations of youngsters in Brazil when things were simpler and more naive, Paper Doll seeks to bring back memories from the good old days along to pass on values for young active and plural girls. Please, contact Denise and Luisa Brandt to obtain more information at desenhobom@gmail.com, www.bonecadepapel.com.br or Instagram @bonecadepapeloficial.
ShortArticles_lb44.indd 14
5/22/15 4:14 PM
May/Jun 2015
ShortArticles_lb44.indd 15
15 5/22/15 4:14 PM
LICENSING
SHORT ARTICLES Supermarcas ready for the Terminator Paramount Pictures Terminator Genisys is expected to open on July 2nd. The fifth film of the worldwide blockbuster Terminator Series will have its Brazilian licensing program managed by Supermarcas. After finding himself in a new time-line, Sgt. Kyle Reese (Jai Courtney) teams up with John Connor’s mother Sarah (Emilia Clarke) and the Guardian, an aging terminator played by Arnold Schwarzenegger, to stop the one thing that the future fears, the “Judgement Day”. The action-packed movie presents possibilities for many different licensed products. The new Mission Impossible movie is another movie that caught Supermarcas’ eye for licensing programs.
Brasilflex invests in brand licenses for new toy bubble blowing party favors During the last annual edition of Brazilian Toy Fair Abrin in São Paulo, toy manufacturer Brasilflex presented the licensed versions of its leading product Big Bolhão. The toy, local version of the Wubble Bubble Ball, is available in four different characters: Disney’s Frozen, The Avengers, Mickey Mouse and Brazilian kids’ blockbuster Dottie Lottie Chicken. It is a fun item to all ages and comes with special bubble mix that guarantees giant size bubbles for the outdoors.
Brazilians love Frida Kahlo Frida Kahlo’s Brazilian licensing program is gaining visibility by the day. A respected artist due to her artwork and history, Frida has also achieved equal success with her licensing program. The property relies on colorful style guides inspired by the artist’s lifestyle, creating a full range of possibilities to explore making product development a lot easier. Home décor, smartphones covers, ceiling fans and, proving the brand’s singularity, an exclusive apparel line by Riachuelo – one of Brazil’s largest fashion retailers − are some of examples of products. Brand House, which also represents and manages brands such as Pepsi, The Beatles and Paris Hilton in Brazil, spearheads the Mexican-born artist brand licensing activities.
ShortArticles_lb44.indd 16
5/22/15 4:14 PM
Bob Zoom’s new juice line Brazilian character Bob Zoom, star of a series of educational music videos for kids, launched its most recent licensed success. A line of juices featuring Bob Zoom and his friends premiered at São Paulo’s Expobev, Brazil’s largest beverage manufacturing trade show and at Confebras, Brazilian leading beverage industry conference. The new licensed product line will join an already successful line of products comprised of DVDs, school items and party good supplies. Licensee Saborama and Bob Zoom agent Kasmanas partnered up to manufacture and distribute the line to all Brazilian regions.
Bromélia Productions on Global License!’s TOP 150 licensors list Produced by Bromélia and licensed by Redibra (licensing agency), Lottie Dottie Chicken is a worldwide phenomenon. Apart from the character’s huge success on YouTube, with almost 2 billion views between its Spanish and Portuguese channels, it presents outstanding numbers when it comes to licensed products present in all major retailers in Brazil. That is one of the reasons why Bromélia Productions ranks 89 on the last Global Licence!’s TOP 150 Licensors list. The property is currently present in a number of countries in Latin America and Europe thanks to the support of local licensing agencies such as Televisa (Mexico), CPLG (Spain), Character Mix (Agentina/Colombia) and P&L Global (Peru/Chile) – all managed by Redibra. Today, there are more than 25 international licensees and an increasing number of fans of Lottie Dottie Chicken’s enchanting rhymes and visuals.
Condor Monica Teen’s toothbrush Condor, market leader for children toothbrush in Brazil, launches its first products specially licensed for teenagers. Featuring the characters Monica and J-Five, from Monica Teen, the products were developed for girls and boys of 7 years old or up. TMJ licensed toothbrushes come with rubber grips for a firmer and comfortable brushing; multi-level bristles, which allow more effective cleaning; and a small rubber head. Both versions come with a protection case and are available in two colors. For more information, access: www.condor.ind.br.
May/Jun 2015
ShortArticles_lb44.indd 17
17 5/22/15 4:14 PM
ABOUT US
L I A T E R T A G NSIN
IL CE
Ideal places to captivate the consumer, retail stores must be explored by the brands to turn imagination into reality!
O
ne of the most defying challenges of modern retail is the so called “shopping experience”. Getting the consumer to
enter into a dream world by just stepping onto the shop floor is what makes the buying experience worthwhile. Licensed characters from a blockbuster movie or an appreciated sports brands have been one of the keys retailers find to engage consumers through thematic shopping areas and entertainment experiences. A number of focused researches and studies have proven over time that these initiatives actually create an important connection with consumers at the point of sales. Licensing possibilities for retail are not just promotions, marketing stunts and store decoration. In Hong Kong a pioneer project recently associated
Xbox One at Chinese fast food chain in China, the first restaurant in the world to offer a personalized combo with Microsoft’s gaming brand. Triple-O restaurants are known for drawing client’s attention through innovative marketing actions. Source: Olhar Digital – 24/02/2015 – http://olhardigital. uol.com.br/noticia/xbox-one-ganha-lanchonete-fastfood-em-hong-kong/46970.
a fast food chain combo to Microsoft’s Xbox One gaming platform. As odd as it may look at a first
licencing management and product development
glance, Triple-O’s burger restaurants promotional
– Gian Catinella, the European market is a bit more
campaign was a big hit with consumers.
conservative. When the subject is innovation and branding, North-Americans are miles ahead. “Disney
According to the director of Com LicenSa –
stores in the US are excellent references for licensed
Brazilian agency specialized in strategic brand
product displaying at retail. The flagship store at 5th
18 About us LB#Y6.indd 18
LICENSING BRASIL
5/22/15 4:31 PM
avenue in New York has modular spaces to expose products according to the licensed character, with a complete portfolio, from clothing to stationery. Besides, the color combination of the lines is perfect. Seeing all that makes it almost impossible to resist buying something”, says Gian. Brazil
has
experienced
a
consistent
market
expansion for the past few years with a considerably increased licensed product offer, especially for children. On the other hand, limited shelf space drives retailers to pick only a fraction of available licensed products to compose their portfolios. With that sort of quandary at hand, selecting product mix becomes another hurdle,
Apart from the exposure, which influences a lot sales results, the interaction consumers are able to experience is key. Whether through mirrors, light effects, sounds or character displays, one important concept is to latch the connection between the consumer and products
as much as selecting the best properties for each product category, choosing display options, promoting
The fact is that there are countless possibilities
the brand and, equally important, foreseeing inflexion
to be explored besides what is has already been put
points on certain character popularity decrease – these
into practice by retailers. Brands and characters are
are some of the hurdles retailers have to face on a daily
important drivers to consumers, not only to a specific
basis. According to the specialist, another tricky task
product but also to all related products of that line.
is to offer products at the right timing. In the case of
“Apart from the exposure, which influences a lot
movie-based characters, products must reach shelves
sales results, the interaction consumers are able to
before the movie hits the big screens, which in Brazil
experience is key. Whether through mirrors, light
this is not necessarily true in many instances.
effects, sounds or character displays, one important concept is to latch the connection between the consumer and products”, says Gian. If retailers are
PROJECTED RETAIL REVENUES IN BRAZIL FOR
able to work together with suppliers and licensors, the
LICENSED PRODUCTS
brands value may increase even more. In 2014, revenues from licensed products at
2012: R$12 billion 2013: R$12.480 billion (4% increase over previous year) 2014: R$13.200 billion (6% increase over previous year)
retail level in Brazil reached R$ 13.2 billion (around US$ 4.4 billion at the current exchange rate), a 6% increase over the previous year. This growth came majorly from a better understanding of licensing
2015: Projected 4% growth over 2014 to R$13.700 billion.
concepts and the Brazilian retail infrastructure – one
Exchange rate at R$ 2.98 to US$ 1.00
of the most important licensing markets within the
Source: Abral – Brazilian Licensing Association
BRICs (Brazil, Russia, India and China). “The right choice of a property and a creative and innovative product development are essential factors to generate increased sales”, says Gian.
May/Jun 2015
About us LB#Y6.indd 19
19 5/22/15 4:31 PM
ABOUT US ATTENTION! FOCUS ON THE POS DISPLAY:
• RETAIL AS AN EXTENSION OF ENTERTAINMENT
• INTERNATIONAL MARKET – European retail is
– Make sure the “magic” created by the property
classic and usually exhibits licensed products using the
is present at the POS, this is paramount to support
store in store concept, which is, basically, segmented
consumers buying decision. Disney´s Frozen connected
and separated corners for licensed brands inside a
to its audience at retail by bringing elements of the
bigger space. The North-American market, maybe
animation into the store in different ways. Some
because it is the home of many licensed brands, tries
marketing stunts included creating sensations such
out new formats such as modular spaces of exhibition
as providing scents, lighting effects and music for an
and color combining, like the one mentioned on
immediate recognition of the brand.
Disney´s flagship store in New York. The appropriate product coordination flashes out the “AND” collection
• TOOLS – Use licensed brands and its messages
effect. This is a retail strategy in which costumers are
to entertain consumer. Associating a license to a
driven to buy one specific product “AND” a second one
product transfers unique values to that object, a part
due to the “pairing effect display”. Inevitably it leads to
of the fantasy that surrounds the property. Licensing
higher sales numbers since more items are sold.
is a perfect tool to differentiate products and add value, especially to commodities in which price
• PLANNING – A good promotional campaign
normally is the only perceived attribute. Odd as it
will only be successful if it tells a complete story to
may seem, vendors of these consumer products have
consumers. All items, from gifts to communication
not realized that yet!
strategies, prices and of course product development, must be aligned in order to make initiatives effective.
• THEMED DISPLAYS – These are a powerful instrument and still not explored to its limits in Brazil.
If prizes are part of the promotional stunt, proper quantity and perceived value must be clear.
In the US, big retail chains use this resource skillfully on special dates like Christmas. It’s worth mentioning
• CLIENT PERCEPTION – when it comes to
that this is an excellent opportunity and one of the
licensed products, clients understand that characters
most effective resources to increase sales.
add value and therefore they are willing to pay a bit more for those items – about 20% above the price of
• ADULT BRANDS – There are examples of
a non-licensed product.
retailers that properly work the brand concept and the experience. In Korea, a chain of Discovery Expedition
• RESULTS – The best results of licensing
stores sells radical sports items – besides those articles,
promotions at retail have been achieved when
the stores setting presents the perfect scenery of
licensors and licensees join efforts supporting and
a radical expedition. They add experiences to the
developing altogether the campaign, objectives, costs
products and make the selling process a lot easier.
and expectations. Source: Com LicenSa.
20 About us LB#Y6.indd 20
LICENSING BRASIL
5/22/15 4:31 PM
Mai/Jun 2015
About us LB#Y6.indd 21
21 5/22/15 4:31 PM
ABOUT US LICENSING AT BRAZILIAN RETAIL Ri Happy “Besides store decoration, resources such as temporary point of sale material can also be used by vendors to promote licensed products. Toy retailers are keen on promoting licensed goods especially when pairing up with vendors and licensors. A challenge that remains is the promotion of movie-related properties due to the tight window of opportunity between availability of the marketing material and the movie release. When it comes to that, North-American retailers have a greater advantage over Brazilian ones. Licensing represents a great part of our business and we strive to keep up with constant improvements, which is our priority and everyday challenge. Effective promotional activities, innovative and exclusive POP material can make a big difference revenue-wise. An important hurdle to overcome is the presence of too many similar products even though they are associated to different properties. Definitely, innovation would be a key solution to that. Costumers perception on licensed products become more relevant when we are able to support their sales with a focused and specific marketing strategy. That is the reality of the toy market and, inevitably, that is what the consumer is looking for” – Sandra Haddad, head of commercial operations at RiHappy/PBKids. Brascol “Store decoration is a must and promotional stunts like travel raffles play a big role on encouraging consumers not only to get a better knowledge of the licensed product but to actually purchase it. At Brascol, teaming up with licensees and licensors has been the basic strategy to develop dedicated spaces, events and promotions at the store with very good results. Retailers at a national perspective would benefit much more if we all worked with licensors and licensees, joining resources and capabilities, to strengthen the business. Every time creative and innovative marketing initiatives that clearly add value to consumers are done the response in increased sales is perceived. At the end, consumers like and respond better to marketing communication strategies that focus the customer, and this response is inevitably increased purchases.” – Antonio Almeida, superintendent at Brascol.
22 About us LB#Y6.indd 22
LICENSING BRASIL
5/22/15 4:31 PM
May/Jun 2015
About us LB#Y6.indd 23
23 5/22/15 4:31 PM
ABOUT US Renner The partnership between licensees and retailers can go beyond store decoration. A good example is the use of e-mail marketing tools and promotional activities. In such cases, the tradeoff will greatly benefit with the retailers and licensees/licensors joined efforts. Besides, the exchange of knowledge about consumer is extremely important, it helps to improve product development based on perceived trends and needs. Renner has promoted actions even with adult brands (on Instagram and Facebook) with excellent results. At the stores, the focus is on the product. It needs to be trendy, of high quality and with a strong identity and connection with the licensed property. Another relevant topic is the importance of product display (visual merchandising), which needs to be impeccable in order to stand out but leveled with the remaining of the store environment. We cannot display licensed products out of context on the floor; it is important the collection tells a story and drives consumers’ attention. Take super heroes for instance, a T-shirt collection must be comprised of at least 3 or 4 characters, coordinating those options to place the costumer into the helm of the comics world. By correctly doing so the connection between products, brands and POS is achieved and results will come. I guarantee it! – Henry Costa, product director at Renner.
LOOK AT SOME AGENTS/LICENSOR’S EXPERIENCES:
We like to take fun into retail stores with our
Besides, we have a kit of materials for actions with
characters
small retailers. Some campaigns make the difference
visits. To celebrate Maggy’s 50th birthday, we set
increasing sales, they can also help identify strategic
up a gastronomic workshop for kids, for instance!
displaying spots in the store, promote its displays and
Another big opportunity was Monica’s Gang book
e-commerce channel, stimulate cross promotions
store with Saraiva (Brazilian bookstore chain); we
(e.g., retail, licensee and a cinema chain), product
set up personalized stands at shopping malls to
combos etc. Consumers/fans want to be close to
offer exclusive products. We work directly with each
Monica’s Gang, and when we offer this closeness
licensee to promote a good retail performance. We
through diverse platforms, the choice for a
also focus on the seasonality for each segment,
determined product is a continuity of that experience
e.g., holidays, back to school, and children’s day.
– Mônica Sousa, executive at MSP.
interactive
24 About us LB#Y6.indd 24
spaces,
storytelling
and
LICENSING BRASIL
5/22/15 4:31 PM
Viacom/Nickelodeon motivates retailers to develop,
by developing them with companies from other segments,
beyond graphic material for store setting, campaigns
offering nice prizes and promoting social network content.
which can deliver to consumers a buying experience, such
Ever since we began our direct business in Brazil, we have
as characters Meet & Greets, storytelling, and memorable
developed many actions with partner retailers of toys,
destinations trips. International retail, especially in
textiles, accessories and publishing categories.
some categories, need constant licensing launches. The
The costumer who walks into a store with a licensing
demand for brands is intense but the cycle of a brand
campaign tends to develop an emotional connection with
in the international market goes faster than in Brazil.
that place. Later on, that person will admire the products
Retailers, especially toy magazines, and hypermarkets
quality, check if they really portrait their experience with
can work their settings very well. That can even have
the brand, and check out the advantages offered by the
an impact on the consumer who did not intend to buy
campaign. This year, we have to focus on being creative,
anything. The sales volume is so big that allows retailers
working closely to retailers and licensees to attract
to establish direct contact with industries, offering
consumers. – Angela Cortez, senior licensing director
exclusive lines, especially in the United States. Another
at Viacom/Nickelodeon Brasil.
important factor to determine the success of a campaign
Recent campaigns: licensing campaigns for the
is planning, from product buying to their arrival at the
opening of Ninja Turtles at RiHappy – recognized as “Best
store. Brazilian retailers can innovate in their campaigns
retail campaign of 2014” – and Sponge Bob.
® licensed products, the same goes for promotional material, leading to a retail with too much information and where no brand is well recognized. We have had For store setting, we can offer POP material such as signing displays, cubes, metalized balloons and stickers.
great experiences at retail with activities for children and Hello Kitty’s presence.
Apart from that, we make promotional campaigns with
We highlight the campaigns that generate extra
prizes and several different formats. We also promote
benefits to the consumer at the time of the purchase
activities such as Hello Kitty visits to the store and
and also those which lead to a different experience.
recreational workshops for kids. Those activities are always
The clients’ perception is very positive, because the
published at our websites and social network profiles.
campaign made them much more involved with the
As for the international market, they use a lot of POP material and also create special Hello Kitty corners
character’s world. – Ponciana de Carvalho Lopes, Trade Marketing cordinator at Sanrio.
in their retail chain stores. We evaluate what has been
Recent campaign – Sanrio is a Japanese company
done abroad with good results for also putting it into
with offices around the world and Hello Kitty products
practice in Brazil. In some stores there are too many
selling in more than 100 countries, therefore offering a very diverse international campaign experience.
About us LB#Y6.indd 25
5/22/15 4:31 PM
ABOUT US
Creating an attractive buying experience is essential for the satisfaction of consumers as they became more connected. Technology like QR codes, augmented reality and holography add new content, entertainment and brand recognition to retail. Besides, social networks and online campaigns, with the use of hashtags and sharing, may be valuable resources. Important international retail chains take the buying experience to another level by exploring all five senses. These businesses work, under the same roof, with decoration elements, technology and interactivity, all of that to create a greater connection between consumers and brands. The Brazilian retail is very segmented, thus, the use of for technologies and creativity will not only reach consumers at the highest level possible but keep costs under control. Social networking is a good example on
corners with bundled brands and exclusive targeted e-mail marketing. Line grouping and scenography bring positive results. Apart from that, campaigns that bring a reward desired by the consumer are also quite successful (e.g.,themed birthday party with the Lottie Dottie Chicken, trip to New York with Capricho…). Consumers strive for attention, and customized promotional campaigns draw buyers to products and add value to the brand. – Patricia Maria Gomes, trade marketing manager at Redibra. Recent
campaign:
Lottie
Dottie
Chicken
promotional stunts developed by licensed agencies across Spain, Argentina, Mexico, Chile, Colombia and Peru. The activities were executed in important regional retailers like Falabella and Cencosud, and local players like El Corte Ingles and Palacio de Hierro.
how to engage consumers, just as effective as product
According to Gian, it’s necessary to diagnose market conditions and from that point on define clearly the opportunities at hand. “The best campaigns are those that haven’t been made yet, the ones that surprise consumers and still make good results. Brazilian licensing is evolving. But it’s necessary to have strategies in which brands doesn’t cross paths and jeopardize overall results”, he says. Finally, the licensed product, with adequate pricing, good exposure, and innovative campaigns may can be the basis for the
IMPORTANT! At retail, the brand must connect to the digital world. New physical concept stores can be an effective and aggressive opportunity to face the recent market growth of virtual commerce. Consumer loyalty will be maximized once retailers are able to simultaneously attract, connect and introduce new buying experiences.
creation of new initiatives and growth of licensing in retail. “As was very well put by Walt Disney, ‘when we make fantasy, we must not lose sight of reality” concludes Gian.
Com LicenSa www.comlicensa.com contato@comlicensa.com
26 About us LB#Y6.indd 26
LICENSING BRASIL
5/22/15 4:31 PM
May/Jun 2015
About us LB#Y6.indd 27
27 5/22/15 4:31 PM
COVER
Brazilian properties
travel to Las Vegas Licensing Show
F
or the third following year, hot Brazilian
floor also results from the work currently being done
properties have come to Las Vegas to show
in Brazil to promote the licensing business. The effort
what they are made of: creativity, educational
is proving its results with a growing market year
content and captivating characters. They represent
after year! One can notice the growing economic
great possibilities to retail, toy and infant products
importance of licensing through toys and infant
manufacturers. The Brazilian brands presence in Las
products trade shows’ increasing attendance and
Vegas happens due to the efforts of Abral (Brazilian
visibility. We take pride in inviting everyone to visit
licensing association) in partnership with Apex-Brasil
the Brazilian Brands booth and take a look on what
(Brazil’s trade and investment promotion agency).
Brazilians have to show. Our brands are very happy to
Bringing all these amazing brands to the expo
28 brazilian_brands.indd 28
be in Vegas!
LICENSING BRASIL
5/22/15 4:47 PM
www.tycoon360.com.br
Property: Isabela Fiorentino Isabella hosts the TV show What Not to Wear on SBT channel in Brazil. She is also a fashion icon, a fashion & beauty expert, a top Brazilian model and an entrepreneur. Her concept of versatile and accessible fashion for contemporary women has strong appeal for young women of age 18 to 35.
Property: Mundo Bita Bita is a Brazilian pre-school property with spectacular growth, which is quickly becoming the new hot property for kids in the country. It presents unique content with music videos and animation, and brings a multi-platform approach. Mundo Bita is on Discovery Kids, online, DVD’s and live shows. Target: kids from 0 to 6 years old.
Some of the property’s highlights: - Over 27 million views on YouTube (February 15) - Golden DVD awards in 2014 – 1st DVD launched by Sony Music - 2nd best-selling DVD for kids in Brazil (November 14) - Aired on Discovery Kids channel in daily capsules of musical videos
May/Jun 2015
brazilian_brands.indd 29
29 5/22/15 4:47 PM
COVER
www.iguinho.com.br
Property: Gui & Estopa Gui & Estopa is one of the highest-rated series on Cartoon Network, also exhibited on TV Cultura, Tooncast Latin America (Spanish) and Boomerang. Through humor, the animation stimulates the audience's imagination and creativity. The characters are all dogs that behave like humans. The plots revolve around everyday ordinary and sometimes not so common situations. Gui & Estopa are the main characters. Gui is energetic, optimistic and often naive. Estopa is a glutton, good-natured and unshakable dog. They are friends with Croquet, Rocket, Piti and Gui's mother. The latter appears in episodes that address the relationship between parents and kids.
www.rednose.com.br/2015
Property: Red Nose Red Nose was created in Brazil back in 1996, and its extreme sport concept was developed to fill in a market demand for products destined to athletes and lovers of extreme sports. The logo, a pit bull dog, illustrates the brand’s feeling, packed with attitude, strength, agility and boldness. These are the brand values to embed products and marketing campaigns featuring Red Nose. The result is a modern brand. “Join the Red Nose team. Overcome your limits!”
brazilian_brands.indd 30
5/22/15 4:47 PM
May/Jun 2015
brazilian_brands.indd 31
31 5/22/15 4:47 PM
COVER
www.kasmanas.com
Property: Patati Patatá Patati Patatá are Brazil´s most beloved clowns, by far the most recent preschool property phenomenon in Brazil, with more than 60 licensing agreement and over 1,500 released products. They became almost a unanimity with kids with the largest DVD selling numbers in Brazil. Premieres in October on Discovery Kids.
Property: Jolie They are cute and romantic characters that came out of notebooks to charm girls that have delicate and soft features. The property is the sales leader in notebooks by Tilibra, is present in more than 30 thousand points of sales, has won four license awards and has over 800 licensed products in Brazil.
Property: My Big Big Friend It is one of Discovery Kids most watched series that captivates kids with music, fantasy and imagination. My Big Big Friend has 104 episodes of 11 minutes; the 2nd season with 52+ episodes is on air with versions in English, Portuguese and Spanish. The property is the winner of five international awards and its characters are on several different platforms such as Netflix, Youyn, PlayKids, CDs and DVDs by Sony Music and apps. My Big Big Friend will have its movie opening in 2016.
brazilian_brands.indd 32
5/22/15 4:47 PM
www.toystalk.com
Property: Dino Mundi Dino Mundi explores the universe of dinosaurs with an interactive adventure. Through augmented reality technology, dinosaurs come to life on tablets and smartphones. Kids will be amazed while feeding and playing with these fun creatures.
Property: Snow & Stella Snow & Stella presents two very unlikely friends and their beautiful friendship story. Many unexpected events will occur when a cute bear separated 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 the sky.
Property: Sulamericana Sulamericana
is
the
largest
costume
manufacturer
and distributor of Latin American. Currently the company manufactures out its two plants in São Paulo (Brazil) and Buenos Aires (Argentina) and it is in process of building a new plant in Paraguay. The company carries a wide range of licensed and generic costumes and accessories for children and adults. This is the first time a manufacturer joins Brazilian Brands as an exhibitor and displays its licensed products. www.sulamericana.com.br
brazilian_brands.indd 33
5/25/15 1:47 PM
COVER
www.tvpinguim.com
Property: Fishtronaut Fishtronaut is an enviro-friendly animated preschool series that follows the adventures of a fish that is a secret agent and wears a space suit. With the help of his two best friends, Marina and Zeek, this trio will solve mysteries, protect the environment and learn all about the world around them. Since its debut on Discovery Kids in 2009, Fishtronaut has consistently topped the charts and has branched out into a wide range of merchandising, iOS apps, live musicals and events, and is even getting ready for his very own movie premier.
Property: Earth to Luna Earth to Luna follows the adventures of a 6-year-old girl who is completely passionate about just one thing: science. For Luna, Earth is a giant laboratory and she dives into every new experience with boundless energy and enthusiasm. There is nothing Luna will stop at until she finds out “why is this happening?�.
34 brazilian_brands.indd 34
LICENSING BRASIL
5/22/15 4:47 PM
May/Jun 2015
brazilian_brands.indd 35
35 5/22/15 4:47 PM
COVER
www.redibra.com.br
Property: Lottie Dottie Chicken Lottie Dottie Chicken started out as a YouTube video clip and soon turned into a phenomenon amongst kids and parents. Today, with 4 DVDs, over 60 licensees and over 1,7 billion views on YouTube – the first channel to reach this number in Brazil –, the brand is already considered a classic. It has become a huge hit in Hispanic countries too, with 800 million views on YouTube and over 25 licensees across Mexico, Spain, Portugal, Argentina, Colombia, Chile and Peru. The brand has great plans for the future: a new live show, books illustrated by famous Brazilian artists, TV campaigns and a new series with a totally renewed look!
Property: Que Monstro te Mordeu The show, created by a Brazilian legend in kids’ entertainment, Cao Hamburguer, is a live-action story about the Monstrous World of Monsters – where every monster drawn by a child in the real world becomes alive! Every episode brings a new monster to life and affects the characters, making them learn how to deal with new emotions and situations. The show has 50 half-hour episodes for TV that air on Cultura (open TV) and Rá-Tim-Bum (cable TV) and 50 three-minute episodes for YouTube.
36 brazilian_brands.indd 36
LICENSING BRASIL
5/22/15 4:47 PM
www.fico.com.br
Property: FICO Surf is up! With more than 31 years in the market and a tacky-sounded name, Fico has set a solid footprint in the Brazilian market. Present at over 20,000 retail doors, Fico sells over 300 products for both genders including clothing, backpacks and notebooks. Annual sales growth exceeds 20% for the past few years, boosted by quality products, a TV cartoon and Fico Surfing a gaming project with the star character Fico and his friends.
Property: FICO SURFING Fico Surfing is a TV cartoon in partnership with TV Pinguim, creator of worldwide hit Fishtronaut. Targeted for children 0 to 6 years old, Fico Surfing 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 the center stage. Now launching the mobile game, with the innovation that allows parents to monitor the activities and the development of skills of children through a control panel. The app is now available for Android system devices on Google Play Store for just $ 2.50 and will soon be released for iOS platform.
May/Jun 2015
brazilian_brands.indd 37
37 5/22/15 4:48 PM
COMPANY
Joining top players, Havaianas bets on licensed products
B
rand licensing has been a
part
of
marketing
the following year, when new collections included
2010. Up to that year, its kids’
Mikey, Minnie, Pooh and Tinker Bell’s licensed sandals.
sandals line displayed generic
According to Havaianas’ marketing department, the
exclusive motifs and patterns,
binding of two market leaders boosted their footprint
with plenty of colors and
at retail and brought the company even closer to
ludic elements. Their first
target consumers. Investments on displays and
shot at licensing came from
promotional kits have also stimulated the growing
Warner
offer of licensed Havaianas sandals.
CompanyLB#Y6 havaianas.indd 38
as
strategy
A long-lasting partnership with Disney was set up
since
such
38
Havaianas
to increase its licensing portfolio at the time.
Bros.
properties
Pucca,
Barney,
Woody Woodpecker and
Current portfolio – Apart from the worldwide
super heroes. They were a
famous flip-flops, the Brazilian company also
major hit with kids and the
markets other items such as sneakers, towels, purses,
initiative led Havaianas
smartphone covers and a complete outfit collection.
LICENSING BRASIL
5/22/15 4:44 PM
The 2014/2015 summer collection hit the market loaded with best-selling characters and brands. Some of the licensed highlights are Disney’s Cars, Planes, Pirates of The Caribbean, Frozen, and the classics Mickey and Minnie Mouse. This collection has other all-time hits such as Universal’s Minions and Schulz’s Snoopy, also available for grown-ups. In fact, many of the characters targeted to kids play big on the adult segment – the Minions are a living proof of this phenomenon, in so much that Havaianas might even launch new products in the second half of the year.
HISTORY Havaianas was created by Alpargatas in 1962. At first, the new brand was set up to offer affordable flip-flops, and the major inspiration for its design was Zori, a traditional Japanese sandal made out of braided fabric slabs and rice stems. In the 1990s, Havaianas had its brand repositioned, which led to its actual status of national unanimity in Brazil. Today there are 362 Havaianas stores around Brazil, 81 abroad and offices
DID YOU KNOW THAT... • In 1963, more than 1,000 pairs of Havaianas flipflops were sold every day.
in New York and Madrid. According to data provided
• In the 1980s, Brazil’s federal government listed
by the company, 94% of the Brazilian population has
Havaianas flip-flops an essential consumption item
owned or owns a pair of Havaianas. Approximately 4
for the working class and caped its price to help
billion pairs have been sold since its inception in 1962.
control inflation. • In 2013, more than 233 million pairs were sold. • In
Campina
Grande,
one
of
the
largest
manufacturing plants of the company, 9 pairs of Havaianas are made every second. • In order to own all patterns and combinations of flip-flops available, a consumer would have to buy 454 different pairs.
May/Jun 2015
CompanyLB#Y6 havaianas.indd 39
39 5/22/15 4:44 PM
ON THE SPOT – APAS
A
PAS is one of the most important and traditional retail trade shows in Latin America. Focused on the food & beverage market, the show also gathers a number of
vendors related to the supermarket business. The annual show staged in the city of São Paulo gathers a myriad of visitors that aim to view and learn about the latest licensing trends for the trade
To the supermarket shelves
segment. Check out some of the licensed highlights.
Peppa’s dental hygiene line (Dentalclean) Lottie Dottie Chicken’s apples (Cantu)
Powerpuff Girls’ lamen noodles (Renata)
Lottie Dottie Chicken’s disposable diapers (Melhoramentos CMPC)
On the Spot -Apas.indd 40
Disney Princess’ juice (Maguary)
Looney Tunes’ disposable diapers (G&B Higiênicos)
Lottie Dottie Chicken’s baby line (Neopan)
5/22/15 4:38 PM
Monica and Friends’ mini melon and mini watermelon (Itaueira)
Hello Kitty’s candy (Fini)
Minions’ chocolate milk (Leco)
Monica and Friends’ mini tomatoes (Trebeschi) Woody Woodpecker’s cookies (Todeschini)
Peppa Pig’s buttery cookies (Santa Edwiges)
Pororo’s juices (OG Company)
Sponge Bob’s chocolate-coated marshmallow treats (Bel – ZDA Group) May/Jun 2015
On the Spot -Apas.indd 41
Ben 10 and Powerpuff Girls’ cookies (Renata)
Garfield’s toothpaste and toothbrush (Dentalclean)
41 5/22/15 4:39 PM
ON THE SPOT – APAS
Adventure Time’s cake formula (Renata) Mickey’s strawberry yogurt (Itambé)
Hello Kitty’s panettone (Santa Edwiges)
Penelope Pitstop’s cotton swabs (Bellacotton)
Monica and Friends’ baby cup and plate (Kitstar) Ben 10’s pasta (Renata)
Patati Patatá’s mini easter cakes (Village)
42 On the Spot -Apas.indd 42
Scooby Doo’s easter chocolate egg (Village) LICENSING BRASIL
5/22/15 4:39 PM
anuncio.indd 43
5/26/15 9:39 AM
ON THE SPOT – TOYS
T
his years´ ABRIN – Brazil largest toy show – presented over 180 exhibitors and 1,500 product launches. The annual event in the city of São Paulo got together with an increa-
sed crowd over last years, Brazilian and international manufacturers, retailers of all sorts, wholesalers, distributors and business people connected to the toy industry. The importance of licensing to the toy industry is undeniable and noticeable with its increased and stronger presence in each new edition of the show. Check out some of the licensed players present at the show floor:
Coca-Cola skateboards [Bel Fix]
Earth to Luna game line [Estrela]
On the Spot.indd 44
Lilica Ripilica’s cooking utensils [Bang Toys]
Crystal Fantasy Disney [Copag]
Hello Kitty’s tent and swimmies [Braskit]
Pocoyo figure [Cardoso]
5/22/15 4:42 PM
Mickey plush [Dican]
Elsa doll [Elka]
Disney pillow line [Fom]
Pou plush [Grow]
Baby Disney cup [Girotondo] Angry Birds skateboard [Fun Divirta-se/Bar達o Distribuidora]
Frozen magic ice bracelet [Intek]
On the Spot.indd 45
Monica and Friends plastic crib mobile [Kitstar]
Descendent Disney dolls [Hasbro]
5/22/15 4:42 PM
ON THE SPOT – TOYS
Dreamworks Home plushes [Long Jump]
Lottie Dottie Chicken teether [Latoy]
Chiquititas kitchen [Magic Toys]
Disney Princess Ariel doll and costume [Mimo Brinquedos] George pushing figure [Lider Brinquedos]
Mutant Ninja Turtles figure [Multikids]
On the Spot.indd 46
Musical Luna doll [Multibrink]
Soccer fan figures [Novabrink – Babybrink]
Lottie Dottie Chicken pillow [Neopan]
5/22/15 4:42 PM
Board game Achei! by Luciano Martins [Nig]
Baby driver Mundo Bita [Semaan]
Lalaloopsy’s little sewing machine [Play Cis]
Doc McStuffings costume
[Rubies Fantasias]
Inside Out figures [Sunny]
Lottie Dottie Chicken baby body [Sulamericana]
Frozen castle [Xalingo]
May/Jun 2015
On the Spot.indd 47
Frozen’s cash register [Yellow]
47 5/22/15 4:42 PM
INTERVIEW
Mauricio and Mônica Sousa
Strong licensing friends
M
auricio de Sousa was born in Santa Isabel,
not bow to doubt or fear, these are gifts that must run
state of São Paulo (Brazil), in 1935. Before
free, no strings attached! That allows me to sit in front
turning 25 he created his first character –
of my working desk or computer with the certainty
the little dog Bidu. This is the starting point of a successful journey towards building the worldwide known comics Monica and Friends and the MSP – Mauricio de Sousa Produções −, the company behind the characters. Today, the company has grown into a number of divisions and its properties became a reference to the Brazilian licensing industry. Mônica Sousa (Mauricio’s daughter) runs the licensing business at MSP with more than 150 licensees including games, toys, clothing, house
that ideas will flow. LB – Do you consider yourself a successful artist or an entrepreneur? Mauricio – I am an artist who figured out how to make money. LB – After so many years publishing comics, how do you see the so called digital revolution? Mauricio – It is another wonderful platform for my creations.
decoration, books and other works. Check out the chat
LB – Your work is on many different platforms
between Mauricio, Mônica and Licensing Brasil and learn
– apps, social networks, videos... Do you have any
some details about his fascinating story.
projects for a feature film on the run? Mauricio – Movies in themselves are not profitable
Licensing Brasil (LB): Have you always been
at the current Brazilian environment. If developed along
stimulated towards becoming an artist? What
other communication platforms, they can make a bang
were the most significant influences from your
for the investment. Based on that, yes, we have two
childhood?
movie projects on the run.
Mauricio de Sousa – With a poet as a father and
LB – How do you feel knowing your characters
a very sensitive illustrator as a mother, I have learned
and licensed products are part of so many people
that art and creativity are sovereign gifts. One must
everyday lives?
Interview_Monica_2.indd 48
5/22/15 4:35 PM
Mauricio – It gives me the assurance that we are doing a good job with a good support material. LB – What is the importance of brand licensing to MSP?
LB – Could you tell us a little bit about MSP’s brand portfolio? Mônica – Mauricio de Sousa Production has a number of characters sets, we call them “gangs”. Since inception,
Mônica – Licensing is one of MPS’s biggest triumphs.
my father created a multiplicity of characters and we
It represents 90% of the company’s revenues. Over 150
grouped them together on Monica and Friends, Chucky
licensees/partners have developed more than 3,000
Billy’s Gang, Monica Toy, Monica and Friends Baby, Bug-
licensed products. We cover most product categories
a-Boo’s Gang, and Young Monica’s Gang to name the
from editorial to personal care, toys to stationery, food
most prominent ones. All of that makes up our brands’
and beverages and many others. And we are growing our
portfolio for a varied range of categories, a large number
digital footprint…
of licensees with products for almost all ages.
LB – What was the very first licensed product with a Monica and Friends character? When was it launched?
LB – What are the values most praised by Monica and Friends characters? Mônica – Ethics, respect for diversity, family ties, love,
Mônica – We began to license our brands in the
security for children, and citizenship are some of the values
1960’s with products such as party goods, apparel and
we try to emphasize and work with within our company,
dolls. However, the one with most notoriety at the time
with our partners and coworkers.
was Thunder the Elephant, a character that for more than 35 years featured on tomato sauce cans.
It is important to remember that Monica and Friends is not only a brand for licensed products, but a property
LB – What are you working policies for the
present in hundreds of social campaigns developed by
licensing business and how do you select your
Mauricio de Sousa’s Cultural Institute. The gang has been
partners?
featured in health, educational, cultural and ecology
Mônica – We take great care on selecting our partners.
campaigns for organizations such as the Pan-American
We seek product developers that have synergy with
Health Organization (OPAS), WHO, Unicef, Unesco,
our characters, that bring out the fun of our characters’
WWF, America Heart Association and it has taken place
DNA and that pay close attention to the well-being of all
in governmental campaigns for the ministries of Health,
consumers/fans.
Education, Culture, Agriculture and Transports, with more
LB – MSP delivered a new series called Monica
than 70 million institutional magazines distributed for
Toy. Has this new program been able to expand the
free. MSP has also produced a series of comics for the
licensing program into new product categories?
regional office of World Health Organization (WHO).
Mônica – Monica Toy is a spin-off of Monica and Friends. It is a 2D comic series comprised of 30-second
LB – Can the audience expect new releases with Monica and Friends?
animated episodes targeted to a younger audience. It
EB – The app Comic Box we launched in March
brings the same Monica and Friends characters on a toy
generated a great fuzz, likewise the opening of
art style design with an universal language. It is a format
Monica and Friends’ Park − which is for sure one of
we came up with thinking and aiming the international
the most expected moments for this year. Another
market. This gang was inspired at length by the digital
highlight is the partnership with Agaxtur, a Brazilian
universe and it was launched on Monica and Friends
leading travel services agency that will take fans to
official YouTube channel. Today, it is present in licensed
Monica and Friends in Bariloche, one of the most
notebooks, backpacks and decoration items.
beautiful snow resorts in Argentina.
Interview_Monica_2.indd 49
5/22/15 4:35 PM
SPECIAL
New Monica’s Park opening in July
T
he new Monica’s Park in the SP Market Mall,
whole family, a fun way to support and help parents
with a footprint of 12,000 square meters
and educational institutions on the formation of our
(130,000 sq ft), will be the largest indoor
children. We want to surprise and amuse audiences
amusement park in Latin America. Scheduled to open
of all ages”.
this coming July 2015 with an expected visitation on its
Infrastructure – The park will be comprised
first year of 650,000 fans, São Paulo city’s most recent
with more than twenty very innovative attractions,
attraction will be able to accommodate 3,000 people
free Wi-Fi access, souvenir shop with licensed
simultaneously. Packed with family attractions, the
products, medical assistance, parking lot and
park is themed after Brazil’s most beloved characters –
restaurants. A creative and kids-friendly atmosphere
Monica and Friends.
will guarantee a unique experience for families
MSP and São Joaquim Group joined forces to
and groups of all sorts. At Monica’s Village, visitors
develop the project with a R$ 38 million (US$ 15
will be able to immerse into the comics world
million) investment. This is the second Monica’s Park
when visiting the houses of Monica, Maggy and
in São Paulo; the first one was closed in 2010 after
other friends – scenery of so many exciting stories
years of success amongst kids. The announcement of
brought to reality from the cartoons.
the new complex stirred up fans and created great enthusiasm and excitement!
Mauro Sousa, director at Mauricio de Sousa Ao Vivo, also talked about the importance of the new
São Joaquim Group, a 100% Brazilian company,
park: “It is a great endeavor not only institutionally,
owns SP Market Mall and Monica’s Park. Mauricio de
as it will boost brand relevance in the segment of
Sousa, cartoonist and Monica and Friends’ creator, is
amusement parks, but also because it will bring
delighted with the new project: “We chose SP Market
joy and fun to an audience that misses very much
due to its large available area where we´ll be able to
that kind of entertainment. This is the ideal year to
offer all the attractions we anticipated. This park is
celebrate this big project, after all, it is the year of
50% bigger than the former one and it is our intention
Mauricio’s 80th birthday!”.
to provide educative interactive attractions for the
Especial_ ing.indd 50
Website: www.parquedamonica.com.br
5/22/15 4:30 PM
Untitled-2 1
5/22/15 4:29 PM
Untitled-2 1
5/22/15 4:28 PM