Licensing Brasil Magazine #7

www.licensingbrasil.com Special Licensing Expo 2016 year 7

A whole lot of licensing!

Discover the business of brands in Brazil

INDEX

(26)

Opinion 8 Short articles 10 Interview 14 About us – YouTubers 18

(32)

Cover – Brazilian Brands 26 Company profile – Fakini 32 On the spot – Food, beverages and other supermarket items: APAS 2016 34 On the spot – Toys and baby products: Abrin 2016 38 Special – Powerpuff Girls 42

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(42) LICENSING BRASIL

EDITORIAL

Year 7 – Special Licensing Expo – 2016 Espaço Palavra Editora e Arte Ltda.

‹ Director-General and journalist in charge › Marici Rosana Ferreira (MTb 36727)

‹ Editorial Board ›

David Diesendruck (Redibra), Ênio A. Kohler (Lepper), Kiko Smitas (Fantasias Sulamericana), Ana Amélia de Cesaro e Aurélia Picoli (Play Consultoria Infantil), Marici Foroni (Foroni), Gustavo Bacchi (Riclan), José Martins (Panini), Marcus Macedo (Abral), Edson Sawa (Regina Festas) e Germano Costa (Brandili).

‹ Revision ›

Renata Lopes Del Nero Lu Peixoto

‹ Editorial ›

Kika Martins Lívia de Vivo

‹ Art ›

Wilson Alves Maurício Trocoli

‹ Commercial Department › Alessandra Aragon Frate Daiane Miranda

‹ Marketing ›

Livia Gimenes Luiz Paulo Ferreira

‹ Administrative › Cristina Venâncio

‹ International Sales › Multimedia, Inc. (USA) Tel. +1-407-903-5000 E-mail: info@multimediausa.com ‹ Administration, advertising and editorial desk › Av. Rouxinol 1041, conj. 1109 Moema – São Paulo/SP – CEP: 04516-001 Tels. (11) 5092-5588/(11) 5094-0403 E-mail: contato@epeditora.com.br

‹ 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.

São Paulo – Las Vegas connection

I

t is a great pleasure to be in Las Vegas once again and be part of one of the most important and inspiring events in the licensing world. This is the 7th edition of Licensing Brasil magazine fully

produced in English, especially crafted to bring a little bit of the Brazilian market to this meeting.

Here you will find some information about the licensing business in our country, starting with an interview with Marcus Macedo – a very experienced executive and member of the Brazilian Licensing Association’s board of directors who talked about trends and national brands’ development.

We also put together some of the licensed products that were launched this year during the most important trade shows in São Paulo, namely the toy fair Abrin, and the Supermarket Show Apas.

In addition to that, we would like to share the important growth of YouTubers and digital influencers for licensing materials. They are very successful among their target audiences and represent good licensing opportunities – some product lines featuring digital celebrities are already available around here.

I am also very glad to see, once again, the partnership between the Brazilian Licensing Association (Abral) and the Brazilian Agency for Promotion of Exports and Investments (Apex), which allows some important Brazilian intellectual properties to be exhibited in Las Vegas Licensing Expo, this year on booth S234.

In August, it will be our turn to bring together important players from Latin America and other regions during the Expo Licensing Brasil, an annual event organized by EP Grupo in São Paulo.

It is nice to be back and I hope to greet you all in Brazil next semester!

Marici Ferreira [Director] – marici@epgrupo.com.br

OPINION

“TALK, OUR DIGITAL RESEARCH COMPANY, HAS BEEN GROWING A LOT BECAUSE IT PROVIDES ANALYSIS AND REAL TIME STRATEGIES FOR BUSINESS. IT IS VERY HARD TO MANAGE A SUCCESSFUL BUSINESS TODAY WITHOUT LISTENING TO WHAT PEOPLE HAVE TO SAY”

“IN 2016 THERE WON’T BE ANY ROOM FOR BRANDS THAT AREN’T EMPATHIC. BEING MORE EFFICIENT IS ALSO ABOUT UNDERSTANDING THAT FACT AND NOT ONLY ABOUT REDUCING COSTS” Eduardo Tracanella, Institutional Marketing Superintendent at Itaú-Unibanco bank.

Source: Meio & Mensagem.

Lucas Mello, CEO at Live AD. Source: Meio & Mensagem.

“WE EXPECT TO GROW 50% OVER 2016.

WE PROJECT 200,000 VISITORS IN OUR EVENT’S NEXT EDITION, WITH MORE FANS THAN IN THE NEW YORK´S EVENT, THE LARGEST SHOW EVER. BEING THE BIGGEST AFTER ONLY THREE EDITIONS IS A HUGE STEP” Pierre Mantovani, CEO at Comic Con Experience and Grupo Omelete.

Source: Meio & Mensagem.

“NOT BEING A PART OF THE ONLINE COMMERCE IS A BIG MISTAKE. IN THE FIRST SEMESTER OF 2015, E-COMMERCE SALES GREW 16%. 17,6 MILLION PEOPLE PURCHASED ONLINE AT LEAST ONE TIME. SO, DON’T MIX UP COSTS WITH INVESTMENTS WHEN IT IS TIME TO LOWER EXPENSES” Maurício Stainoff, president at the Federation Chamber of Retail in the State of São Paulo (FCDLESP).

Source: Papelaria & Negócios.

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“THIS IS THE TIME TO WELCOME INTERNATIONAL PRESSURE AND RETHINK OUR MANAGING PATTERNS, REFORMULATE OPERATIONAL STRUCTURES THAT COULD BE MORE EFFICIENT AND LOOK FOR REFERENCES TO TAKE THE LEAD” Juarez Lopes de Araújo, president at Deloitte.

Source: Mundo Corporativo.

“AS IN SEVERAL OTHER SECTORS, WE HAVE HAD A VERY CHALLENGING 2015, WITH A SCENERY OF UNCERTAINTY IN OUR ECONOMY. EVEN SO, THE MALL INDUSTRY HAS CELEBRATED THE ARRIVAL OF 18 NEW SHOPPING CENTERS AND HAS PERFORMED ABOVE RETAIL IN GENERAL” Glauco Humai, president at the Brazilian Association of Shopping Centers (Abrasce).

Source: DCI.

LICENSING BRASIL

SHORT

ARTICLES Finding Dory clog Crocs, a company that has been creating fun and innovative footwear throughout the world for more than 12 years, has launched a new clog version to celebrate the movie Finding Dory. Completely made of Croslite®, technology that makes the product more comfortable, the new clog comes in light green color and features Disney-Pixar characters. Crocs has been licensing several brands such as Star Wars, Disney Princesses and Captain America.

NBA reveals expansion plans for the licensing sector The strategy is well defined. NBA, one of the main sports leagues in the world, is growing in Brazil. The next step for its office expansion in the country is to form new licensing partnerships involving the property. After having promoted a series of big events during the last four years, including three official games in Rio de Janeiro, and encouraging the live transmission of games, the focus at this moment will be to look for new partners.

The market has welcomed NBA, which now negotiates deals with several companies.

“There is still a lot to explore”, says Sérgio Perrella, licensing and retail director at NBA Brazil.

NBA has global partnerships with brands such as Adidas, Tissot and Panini and local partnerships with companies like Foroni, Dermiwil and Netshoes (the official administrator of NBA’s e-commerce in Brazil – LojaNBA.com).

Accessories, food and beverage, and toys are some of the categories that should gain new licensees.

Among the highlights of the licensing program is the possibility of exploring the brands of 30 different teams that are part of the league and the NBA logos.

Foroni launches Olympic Games line of products To celebrate the joy of hosting one of the most important sports events in the planet, the 2016 Olympic Games, Foroni has developed a line of themed notebooks, planners and stickers. This will be the first edition of the games in South America. In August 2016, Rio de Janeiro will receive a passionate audience to cheer and celebrate.

University notebooks, ¼ notebooks, brochure notebooks and school planners are some of the line’s highlights.

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LICENSING BRASIL

Candy Crush reaches out for new product categories One of the most played games of all times, Candy Crush, is gaining more and more market share with a wide range of licensed products. Bags, notebooks, party accessories, décor items and cases are part of the brand’s portfolio. All of that without mentioning the actual licensed candy. After all, they were the ones that made Candy Crush a worldwide phenomenon.

Back-to-school supplies by Luxcel, notebooks by Foroni, candies and sweets by Fini, party accessories by Regina Festas and home décor items

by Plasútil are some of the lines already available for Brazilian consumers.

Lepper presents Earth to Luna collection Lepper’s new bed & bath line features the character Luna, from the Brazilian TV series, which airs daily on Discovery Kids.

Among the products there are 2 and 3-piece bedroom sets, simple blankets, coverlets, bathrobes, towels and even curtains to decorate children’s bedrooms. Apart from bedding items, Lepper has also created five different patterns for bath and pool towels. Find out more about the manufacturer and this collection at www.lepper.com.br.

Record Hub closes deal with Exim The recently launched Record Hub, part of Brazilian broadcasting company Record, was created to explore the full potential of its brands within the licensing sector. The agency has just closed a deal with Exim Licensing Group, its first contract to license the TV series “Os Dez Mandamentos”, responsible for the channel’s highest audience ratings last year. The series has generated a movie and, soon, will have its 2nd season released.

Record Hub is run by Antonio Guerreiro, multiplatform strategist superintendent at Record.

Source: Meio e Mensagem – 14/3/2016.

May/Jun 2016

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SHORT

ARTICLES

Rommanel goes international Rommanel announced this year the opening of its first store in the US, initiating a process of international expansion. To celebrate, the Brazilian company hosted a cocktail party with Ana Hickmann’s presence – the top model represents one of the most important licenses for their jewelry portfolio. “Heaven – Ana Hickmann Jewelry by Rommanel” is the newest collection featuring the Brazilian celebrity who is partnering up with the company for the 13th time.

The manufacturer already exports to more than 30 countries and also intends to set foot on the North American market. The new store, with over 3,000 square feet, is inspired by the brand’s new retail concept, with modern, feminine and clean décor to walk hand in hand with the products. Great finishings and noble material help strengthen Rommanel’s brand positioning, innovative and contemporary design.

From TV to licensing “O Diário de Mika” (Mika’s Diary) is a preschool animation about a very curious 4-year-old. Along with her friends, Mika makes many discoveries by drawing in her tablet.

The series is exhibited on Disney Junior Channel and it is already the third most-watched show in Brazilian pay TV. Apart from TV, Mika is also a YouTube success, with more than 12 million page views.

The successful series is being distributed all over the world and the second season is under production.

Several brand positioning actions are being developed, but a robust licensing program is the main strategy for 2016. The series Mika’s Diary is produced by the Brazilian studio SuperToons and it will soon present its lines of licensed products. Find more information at www.supertoons.com.br.

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LICENSING BRASIL

New Speedo line by Sanavita In collaboration with the nutrition company called Sanavita, Speedo has developed a totally new and complete line of products. Now, athletes can count on the quality and experience of both companies to improve their sports performance. The products have been created taking into account the results of several scientific studies.

Composed by nutrients such as carbs and proteins, they boost user’s energy and tolerance for exercises, hydrate, and bring several other benefits. To obtain more information, go to www.speedo.sanavita.com.br.

Best of the Year Awards 2016, by Warner The award recognizes companies that have exceedingly performed while working with Warner Bros.’ brands in Brazil. Among this edition’s winners, which was held in March 2016, are: Alpargatas (Most Significant Growth), Iron Studios (Brand Experience), Sulamericana (Best Retail Performance), Band Up (Innovative Licensed Product), Cacau Show (Licensing Formulation), Wickbold (Best Licensed Brand Exposure), Burger King (Best Promotional Activity) and Alpargatas (Licensee of the Year).

Stationery and gift collections feature the property Batman vs. Superman The long-awaited combat between Batman and Superman is one of the most iconic moments of the film industry. Warner is investing a lot on its portfolio of superheroes and, by the year of 2020, the licensor will have launched 10 new DC Comics movies.

Manufacturer Jandaia – an important licensee – has prepared a notebook line and gifts with the characters.

Batman vs. Superman hard cover notebooks, university spiral notebooks are among the new products. With more than 60 collections of notebooks, planners, pads and gifts targeting all ages, Jandaia renews its portfolio in 2016, adding new graphic resources.

May/Jun 2016

13

INTERVIEW

Marcus Macedo

M

arcus Macedo has an extensive experience in the brand licensing world. His first major role in this market was back in 1996 when

he worked with Regina Festas, a leading Brazilian manufacturer of party goods and a major Disney, Warner Bros. and Mattel licensee. After that, Marcus moved to the other side of the table and started the Warner Bros.

Consumer Products operations in Brazil as its general manager. Six years later he was invited by SBT, Brazil’s second most-watched broadcast channel at the time, to run its licensing and merchandising divisions where he left to manage Exim Licensing Group Brazil, Latin America’s largest licensing agent. Most recently, Marcus garnered his 360º experience to write the most comprehensive book on licensing ever published in Brazil.

Currently, Marcus is the CEO at Santa Cruz Marketing, member of ABRAL (Brazilian Licensing

After the turn of the century, a net of factors

Association) board of directors and a frequent speaker

contributed to an expressive growth of the market

at universities, companies and business events

towards other consumer brackets. The spread of

throughout the world.

cable TV and use of internet broadband on a larger scale were some of the positive variables but above

Licensing Brasil – How do you evaluate the

all, favorable economic improvements launched

changes in the licensing business during the past

Brazil to an important position as one of the world´s

20 years?

most promising economies. That caught the eyes

Marcus Macedo – Back in 1996 when I first got in

(and pockets) of major corporations, especially of

contact with brand licensing, the understanding of the

the big studios and licensors. With new brands, new

business was much simpler and way less sophisticated.

players and a more receptive retail, the licensing

Most of the players, and that includes not only

business experienced a rapid growth and with it, new

licensees but licensors and retailers as well, basically

initiatives, technologies and more fashion-oriented.

played on the “splash on” mode, that is, just applied

Unfortunately, the impressive growth of the past

the character on the product and you had a licensed

years is now subsiding due to the recent political and

product. Much of that “strategy” was comprehensible

economic turmoil the country is going through.

because the bulk of the business in Brazil was basically targeted to infant and children audiences and the focus was on the character regardless of the product.

14

LB – What are, in your point of view, Brazil’s licensing market strengths and challenges?

LICENSING BRASIL

Marcus – With the 5th largest population in the

Marcus – Absolutely. The way I see it, brand

th

world (over 204 million people – source: IBGE), the 8

licensing is a major marketing tool, a strong sales

largest economy (GDP of 1.9 trillion USD – source: CNN)

instrument and a very effective commercial strategy.

and over 7 million college/university students (source:

It’s a win-win situation where everyone’s resources

Inep), I firmly believe Brazil’s licensing potential is yet

are wisely spent on what it matters. During economic

to be unlocked as most licensors haven’t been able

slowdown, consumers tend to be more selective. At

to reach the largest share of consumers yet. Although

times like this, brands stand out to consumers due to

these numbers are overwhelming by any standards,

their relevance and wider footprint at retail space, a

market players haven´t quite understood the dynamics

common feature to licensed products.

of the retail environment and the population purchase capacity. On top of that, more than 80% (according to ABRAL) of the licensing programs target kids while

LB – In your opinion, how do Brazilian characters appeal to consumers?

sports, celebrities, arts and college programs are minimal

Marcus – It is interesting that you asked me that.

to non-existent. So, to objectively answer your question

Up until a few years ago, Brazilian characters held a very

I’d say the biggest strength of Brazil’s licensing market

small market share. Not only that, local animation was

is also its greatest challenge, to design and implement

expensive to produce and counted with little overall

licensing programs that are suited to the unique

support. The advent of digital media like YouTube

Brazilian economy and social traits. Once it’s developed,

opened up a vast array of opportunities for all sorts

the market will soar like no one has ever seen before!

of creative talents that had little access to expensive production studios and TV distribution. I believe that

LB – Last year you published a book with rich

local characters can compete head to head with

market information about licensing in Brazil. Do

international brands both creatively and technologically.

you feel that manufacturers and retailers have

As a matter of fact, Brazilians are very creative.

enough information about the licensing business?

To date, the most exemplary case of a successful

Marcus – On the contrary. After working twenty

local character is Lottie Dottie Chicken. Ten years ago,

years on all sides of the table, first as licensee, then

two friends loaded up an animation on YouTube to

licensor, moved to media and finally licensing agent,

show their creation to some producers. The low cost,

I came to realize that information is precisely what

low tech animation did not spark any enthusiasm to the

Brazil needs the most.

producers but in less than six months, the “forgotten

Manufacturers have a limited knowledge of

video” (after the unsuccessful presentation they forgot

how efficient and profitable brand licensing can be.

to take it down from the video platform) attracted over

Retailers, although very smart in Brazil, still think

500,000 views. Today, LDC has been watched over a

investing on private labels is more cost-effective than

billion times and its licensing program matches other

licensing third parties’ brands and licensors.

programs from long-time players like Disney and Warner Bros. in Brazil. The folks at Bromelia (creators) and

LB – Is brand licensing an opportunity

Redibra (licensing agent), responsible for the licensing

for manufacturers and retailers during low

of the little chicken set up an incredible precedent and

economic activity?

showed everyone how competitive a local brand can be.

May/Jun 2016

15

INTERVIEW LB – Do you believe in the exporting potential

LB – With your experience on brand licensing, would you be able to give us a hint about

of local brands?

Marcus – Absolutely. As I mentioned before, the

properties and categories that are prone to shine

internet became the new road for content, that is, the

in Brazil for the next few years? What do you

former TV monopoly on content distribution has been

think will be the trending for this market?

challenged by the world wide web and as so, many producers had the chance of showcasing to the world

Marcus – Well, if I told you that, I´d probably be out of my job right?

their creations. That phenomenon came as a blow

Jokes aside, one of the hardest assignments in

to the “big” studios and opened a door to smaller

brand licensing is picking properties that will make

production joints. European creators as well as Asian

to the winners’ podium on times ahead. There is a

and even Russians were able to export their brands and

number of features to be analyzed and taken into

characters. England provided the world with Peppa Pig,

appraisal. As a matter of fact, this is one of the topics I

Russia introduced the cute Masha and Asia came up

try to cover on my book but one character caught my

with successes like Yo-Kai Watch and Lai the Fox.

eye, Masha and the Bear from Animacord.

I believe Brazil has equal opportunities and some

One thing is clear to me, the infant/kids segment

examples can already be seen like LDC, Fishtronaut

will continue to represent a big share of the market

and My Big Big Friend. It’s all a matter of quality and

for the years to come. Despite that, it is already

public acceptance!

possible to see initiatives on older segments, especially on targets like celebrities and arts brands. There are

LB – What’s the importance of ABRAL to market development in Brazil?

two segments though that show great potential but are yet to be unfolded, sports and college licensing.

Marcus – I think it is key. Brazil is the 8 largest

The first is a great challenge, as Brazil is known as the

economy in the globe, even now with the economic

“one-sport country” because of the massive presence

turmoil and all the struggle, local market is still huge.

of soccer. Many have tried to develop sports licensing

A 200 million population cannot be overlooked or

associated with soccer clubs but the low professional

underestimated. The presence of a local licensing

level of soccer managers has been an almost

association is determinant to bring players together,

unbreakable barrier. But at the end, I see options

educate the market and liaise government and private

and ways of passing over such barriers, it is a matter

sector to organize regulations. For the past four

of good timing and precision. College licensing is

years, ABRAL – Brazilian Licensing Association, has

non-existent in Brazil even though there are over seven

promoted more technical and educational seminars

million college students (7.3 to be precise, according

and conferences than ever in its history. With the

to MEC, the Brazilian Education Ministry), 80% of

association´s support, the Brazilian Licensing Show

which are studying in the private sector.

th

has grown from a small conference to a countrywide

Another segment/category to keep an eye on

trade show with the presence of major licensors

is the digital world, not only on the properties that

(both Brazilian and international), retailers and service

emerge from this fountain but also as a window to

providers for the licensing market.

show and tell.

16

LICENSING BRASIL

ABOUT US

Have they convinced you yet?

YouTubers and vloggers influence the licensing industry

T

he internet is, most definitely, the “channel

followers. They will ‘follow’ those who are close to

of millions”. Tens of thousands of videos,

them on a daily basis, people who provide useful and

opinions, voices, views, searches, solutions

applicable content”, says Ana Amélia, director at Play.

and sales are being reached out by millions of

According to her findings, 88% of the people who

followers, fans and aficionados. The old “word of

were interviewed declared they follow influencers

mouth” recommendation now reverberates faster

who have something to teach them. “We are living

throughout the web and drives people in a way never

the generation of web celebrities”, says Ana. (Go to

seen before – actually it wouldn’t be any different.

page 28 to read the executive’s full article.)

For the brands, a new way to communicate with consumers of all ages has emerged.

Something that was – initially – just an unpretentious way to speak up, has now surfaced

According to YouTube statistics, the video-hosting

as a business, an income source. The importance of

platform has more than 1 billion users and reaches out

YouTubers as digital influencers is so consistent that

to more adults aged between 18 and 49 years than

some of them already engaged in selling their own

any cable channel in the USA.

private label products while others show interest in

In 2015, a research performed by Play Pesquisa e

riding on the segment.

Conteúdo Inteligente – with 400 participants aged 6

Endemol Shine Group, a major entertainment and

to 18, who live in the north and northeast of Brazil –

content player worldwide, shares its experience in

pointed out some changes when it comes to young

dealing with Brazilian digital influencers. “We already

people’s relationships with their idols. “These kids

license YouTube channels and their content, exploring

don’t want to be fans anymore, they want to be

the image and subjects that surround the YouTuber

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LICENSING BRASIL

as well. We are also responsible for

and optimistic about the results.

producing the scripts for the videos –

“Our most important challenge is to

they are very dynamic and interesting.

develop products that are suited for

When we talk about licensed YouTube

that audience, an interaction of the

channels, it is important to say that the

virtual and real worlds.”

For the next Back to School season,

brand is also the media – that means

the stationery company Jandaia has

that the channel is a platform to expose products too”, says Fernanda

Fernanda Abreu

announced the launch of its YouTubers

Abreu, licensing and brand promotion director at

line of products, which will be available in July 2016.

Endemol Shine Brazil.

According to the manufacturer, offering items

The licensing agency Kasmanas recently formed a

created by the YouTubers themselves, expressing

partnership with Digital Stars and began to work in the

their lifestyle is of the essence to this project. “The

Consumer habits have changed and, naturally, the way to license products is undergoing some alterations of its own as well YouTubers segment.

initiative was created thanks to researches about

“Consumer

habits

consumer behavior that were performed by Jandaia

have changed and,

Lab. There is a huge audience connected to those

naturally, the way to

influencers. People relate to them and follow their

license products is undergoing some alterations of its

channels as genuine entertainment sources. And we

own as well. After all, how could you ignore a 6 billion

need to keep up with that reality in order to be closer

people audience? Considering the consumers’ needs,

to the consumer”, says Fabrício Pardo, marketing

we are all in that segment, with full strength. We

director at Jandaia.

Ana Kasmanas

already have the biggest and best casting of YouTubers

The expectation of sales for this new line is

and great structure to offer these new properties to

positive and so is the buzz in the social network

our clients. YouTubers currently are influencers, and

environment. “The number of followers facilitates

unlike pop stars, they trail the inverse path, going

exposing the line and there are several promotional

from the internet to television. Not to

actions performed with YouTubers.

mention the fidelity of the followers,

Besides, they show willingness to go

who participate in every new post

to autograph sessions at retailers and

with an infinity of comments and

visiting tradeshows and events.”

likes”, says Ana Kasmanas, director

Check out some of the highlights

at Kasmanas Licensing. According to

and licensing programs, which are

her, clients are very receptive to these

already available or under negotiation

new opportunities for their businesses

in Brazil.

Fabrício Pardo

May/Jun 2016

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ABOUT US HOT PROPERTIES!

AwesomenessTv Brasil Link: www.youtube.com/c/awesomenessbr Target: Women between 12 and 25 years old.

Agent: Endemol Shine Brasil – 55 11 3095-3668 ext.

3672/3688 – rodrigo.silva@endemolshine.com.br/ fernanda.abreu@endemolshine.com.br.

Christian Figueiredo Link: www.youtube.com/user/euficoloko Target: Young people.

Agent: Kasmanas – 55 11 3507-4904.

Eduardo Benvenuti Link: www.youtube.com/user/BRKsEDU Target: Young adults.

Agent: Kasmanas – 55 11 3507-4904.

Fábrica de monstros (Monster Factory) Link: www.youtube.com/user/fdmocanal Target: Both male and female, between 18 and 25 years old.

Agent: Endemol Shine Brasil – 55 11 3095-3668 ext.

3672/3688 – rodrigo.silva@endemolshine.com.br/ fernanda.abreu@endemolshine.com.br.

Flavia Ferrari Link: www.youtube.com/user/decoracasas Target: Young adults.

Agent: Endemol Shine Brasil – 55 11 3095-3668 ext.

3672/3688 – rodrigo.silva@endemolshine.com.br/ fernanda.abreu@endemolshine.com.br.

Felipe Castanhari Link: www.youtube.com/user/fecastanhari Target: Young adults.

Agent: Kasmanas – 55 11 3507-4904.

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LICENSING BRASIL

Flávia Calina Link: www.youtube.com/user/Fla1982 Target: Mothers and pregnant women.

Agent: Kasmanas – 55 11 3507-4904.

Kéfera Link: www.youtube.com/user/5incominutos Target: Young adults.

Contato: atendimento@kefera.com.br Lucas Lira Link: www.youtube.com/user/inventonahora Target: Young adults.

Agent: Kasmanas – 55 11 3507-4904.

Lukas Marques e Daniel Mologni Link: www.youtube.com/user/vcsabiavideos Target: Young adults.

Agent: Kasmanas – 55 11 3507-4904.

Legends of Gaming Brasil Link: www.youtube.com/c/legendsofgamingbrasil Target: Both male and female, between 13 and 25 years old.

Agent: Endemol Shine Brasil – 55 11 3095-3668 ext.

3672/3688 – rodrigo.silva@endemolshine.com.br/ fernanda.abreu@endemolshine.com.br.

Malena 0202 Link: www.youtube.com/user/malena010102 Target: Young people.

Agent: Kasmanas – 55 11 3507-4904.

Panela de Barros Link: www.youtube.com/user/paneladebarros Target: Young people.

Agent: Kasmanas – 55 11 3507-4904.

May/Jun 2016

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ABOUT US

Põe na roda Link: www.youtube.com/user/canalpoenaroda Target: Both male and female, between 18 and 30 years old.

Agent: Endemol Shine Brasil – 55 11 3095-3668 ext.

3672/3688 – rodrigo.silva@endemolshine.com.br/ fernanda.abreu@endemolshine.com.br.

Rafael Moreira Link: www.youtube.com/user/CanalMeApaixonei Target: Young people.

Agent: Kasmanas – 55 11 3507-4904.

Tá Dentro Link: www.youtube.com/user/canaltadentro Target: Both male and female, between 18 and 30 years old.

Agent: Endemol Shine Brasil – 55 11 3095-3668 ext.

3672/3688 – rodrigo.silva@endemolshine.com.br/ fernanda.abreu@endemolshine.com.br.

TRENDING YOUTUBE CHANNELS FOR CHILDREN! Julia Silva: Around 1,186,289 subscribers – www.youtube.com/user/paulaloma29 Bel para meninas: Around 1,663,676 subscribers – www.youtube.com/user/belparameninas Bibi Tatto: Around 1,083,812 subscribers – www.youtube.com/watch?v=SPUGJnv8ZGA&feature=youtu.be Manoela Antelo: Around 814,733 subscribers – www.youtube.com/user/veveantelo Carol Santina: Around 452,116 subscribers – www.youtube.com/user/carolsantinaoficial Felipe Calixto: More than 228,806 subscribers – www.youtube.com/user/fef81064 Vida de Amy: Around 224,131 subscribers – www.youtube.com/c/vidadeamy Ticolicos: Around 47,537 subscribers – www.youtube.com/user/ticolicos

22

LICENSING BRASIL

TREND!

By Ana Amélia de Cesaro [Play Pesquisa e Conteúdo Inteligente]

Growing and permanent trend!

With an audience worthy of TV shows, YouTubers are a generation of young people who like to

these days – people value the freedom to consume content whenever and wherever they want to.

communicate through online videos with content

In addition to that, YouTubers go beyond and

related to their daily lives. They give tips about a

do not stay exclusively in the online environment.

number of different subjects such as music, fashion,

Kéfera, who leads the channel 5inco Minutos, and

food and make up. They teach how to play with

Christian Figueiredo, from Eu Fico Loko, had their

different toys and games – especially how to go

printed books on the bestsellers lists in 2015 and

through the hardest levels.

remain well ranked in 2016.

We can say that they are the old “vloggers”, but

We

also

notice

many

children

becoming

much more powerful because now they produce

YouTubers. Julia Silva promotes the most important

content in many different ways.

Brazilian YouTube channel for kids – she is a ten-year-

Some people believe that they represent a temporary trend, but, really, do they?

Others compare YouTube with television just like

old girl who shoots videos about her universe of toys, characters, trips, fashion, make up, arts and crafts and games.

some would compare street shops with shopping

Her page has already received more than 350

malls stores. Nevertheless, malls were never a

million views, has more than 1 million followers and

temporary retail fad, were they?

is on the list of the fastest growing YouTube channels

As of today, there are hundreds of YouTube

in Brazil. She has even launched a second channel,

channels in the country, some of them are: Porta dos

this one focused on toys and games, which already

Fundos, Parafernalha, Programa Galo Frito, 5inco

has more than 275 hundred subscribers.

Minutos (Kéfera), Venon Extreme, Não Faz Sentido

Many times, these kids start posting videos as a

(Felipe Neto), Cauê Moura, Manual do Mundo,

hobby and to express themselves, but many of them

Canal Nostalgia, Eu Fico Loko (Christian Figueiredo)

are also looking for fame and money!

and Lottie Dottie Chicken. A substantial share of these are of humorous content.

YouTube channels are a profitable business in a country where internet usage grows by the year.

Doubtlessly, a huge part of these channels’ success

Currently the platform has more than one billion unique

is due to Brazilians, who are truly engaged to online

visitors every month, globally speaking. If you consider

content. Besides, the viewer is no longer passive, he

the sum of time spent in YouTube sessions, Brazil was

wants to participate, to opine, to get to know more

ranked the second place and the US was the first.

and that is why he ends up using platforms that allow

A research ordered by Google in 2014 revealed

interaction. Content on demand is also important

that there are 70 million online video spectators in

May/Jun 2016

23

ABOUT US

Brazil – spending about 8 hours a week watching content online.

The payment for those videos is distributed according to the number of ad views. However, a channel owner only receives the money when someone actually watches the ad, something that many people avoid. A person that has between 500,000 and 1 million subscribers earns from R$ 6,000 to R$ 50,000 a month – not to mentions the partnerships with companies that send products and invite YouTubers to events.

A

person that has between 500,000 and 1 million subscribers earns from R$ 6,000 to R$ 50,000 a month – not to mentions the partnerships with companies that send products and invite YouTubers to events

YOUTUBE STATISTICS • YouTube has over a billion users – almost one-

Products

third of all people on the Internet – and everyday

• 80% of YouTube’s views are from outside of the U.S.

people watch hundreds of millions of hours on

• YouTube has launched local versions in more than

YouTube and generate billions of views.

88 countries.

• YouTube overall, and even YouTube on

• You can navigate YouTube in a total of 76 different

mobile alone, reaches more 18-49 year-olds

languages (covering 95% of the internet population).

than any cable network in the U.S.

24

• Growth in watch time on YouTube has

Mobile

accelerated and increased at least 50% year

• Once users are on YouTube, they are spending

over year for three straight years.

more time per session watching videos. On mobile,

• The number of people watching YouTube

the average viewing session is now more than

per day is up 40% y/y since March 2014.

40 minutes, up more than 50% y/y.

• The number of users coming to YouTube

• The number of hours people spent

who start at the YouTube homepage, similar

watching videos on mobile is up 100% y/y.

to the way they might turn on their TV,

• More than half of YouTube views

increased more than three times y/y.

come from mobile devices.

LICENSING BRASIL

Besides, many of them are starting to license their own names, logos and personal images. We are living the age of web celebrities!

providing relevant and useful videos. Of those surveyed, 88% declared that YouTubers teach them something.

It is noticeable that this new generation’s

In a survey performed by Play Pesquisa e Conteúdo

definition of privacy has changed, they were born

Inteligente – with 400 participants aged 6 to 18, who

in the age of overexposure. To show off is now the

live in the north and northeast regions of Brazil – it

rule, rather than the exception! All of that explains

has been noticed that the relationship with idols is

the new idol role models that are popping up and

changing. The young audience doesn’t want to just be

also the new communication platforms emerging.

fans anymore, they want to be followers! They want

Active spectators are in a land where there are no

to follow content producers that feel close to them,

secrets – spontaneity rules!

Advertising • Partner revenue is up 50% y/y – and we’ve seen this level of partner revenue growth for three

Copyright

straight years.

• As of October 2014, YouTube has paid out

• The number of channels earning six figures per

$1 billion to rights holders who have chosen

year on YouTube is up 50% y/y.

to monetize claims since Content ID first

• All of the top 100 global brands have run

launched in 2007.

TrueView ads over the past year, and 95% of

• As of July 2015, there are more than 8,000

TrueView advertisers have run campaigns across

partners using Content ID – including many

screens. We’re also seeing strong growth in new

major network broadcasters, movie studios

advertisers adopting TrueView, as the number of

and record labels – who have claimed over

advertisers using TrueView grew 45% in 2014.

400 million videos, helping them control their content on YouTube and make money on videos containing copyrighted material.

Source: YouTube.com

May/Jun 2016

25

COVER

Las Vegas Licensing Show exhibits Brazilian Brands

A

ware that licensing professionals from

licensing business in the country. The first half of

all over the world attend the exhibition,

2016 saw a number of new licensed products in

Abral (Brazilian Licensing Association)

the market and, in August, the Brazilian Licensing

in partnership with APEX-Brasil (Brazil Trade

Expo, organized by EP Group, will bring together

and Investment Promotion Agency) has brought

retail buyers, agents and several national and

amazing brands from Brazil to Las Vegas.

international licensors in São Paulo.

For the fourth year in a row, the presence of Brazilian Brands reflects the evolution of the

Come visit booth S234 to get a feel of some very creative, engaging and unique Brazilian Brands!

Property: Patati Patatá (Rinaldi Produções & Publicidade Ltda.)

Patati Patatá is a Brazilian duo of clowns with 32 years of history.

They are known as “the most beloved clowns in Brazil”. Currently, the brand Patati Patatá is an established brand and is a reference in the children’s market – it has become a true success story, a successful case study and well respected by academics, the media and especially its audience, both local and global.

The property has been awarded by Licensing Brasil Magazine in three different categories: best licensed toy with Multibrink toy manufacturer and licensee; best licensed product in the party category, with a decorative panel by Fest Color; and best pre-school license for two consecutive years. On the content side, Discovery Kids channel airs the Patati Patata Park Show daily throughout Latin America with very good ratings.

26

LICENSING BRASIL

Property: Red Nose (Red Nose) Created in 1996, the Brazilian brand Red Nose targets sports lovers, athletes and people that enjoy having a healthy lifestyle. Sports apparel is one of the categories that relates to the essence of the brand. The property spanned its presence worldwide with more than thirty licensing partners and several licensed products in the market.

Its logo, a pit bull, represents the brands attributes such as attitude, strength, agility and boldness. The property also sponsors athletes in MMA, jiu-jitsu, surfing, skateboard and other radical sports.

Property: FICO (FICO) Fico is a brand with 32 years of existence, an icon for surfers even before the apparel business became significant. Its creator, Raphael Levy, a surfing old-timer, lent his nickname to one of the most enduring surf brands of the country.

Always innovative, since its creation, Fico filled an important position in the student-focused segment, especially with the launch of schoolbags with a high retail value, product warranty and top quality after sale services.

Today, apart from the business expansion boosted by its licensing program, Fico invests on social projects.

The company supports the label “Eu faço o bem. Faça você também” (I do good. Do it too) by printing the campaign’s logo on all of its material. The intention is to generate awareness on multiple sclerosis.

Property: Fico Surfing (FICO) Fico Surfing is a TV animation developed in partnership with TV Pinguim, the creators of the worldwide hit Fishtronaut.

Targeted to children from 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 help kids everywhere to discover a world of adventures where nature takes the center stage. Now launching the mobile game, which comes with an innovation that allows parents to monitor the activities and skills development of children through a control panel.

May/Jun 2016

27

COVER

Property: Sport Club Corinthians Paulista (Pro Enter) Sport Club Corinthians Paulista has probably one of Brazil’s largest soccer fan crowd. Among its titles, there are two FIFA Club World Cups, one Libertadores, six national championships and 27 state championships. The Corinthians Arena hosted the 2014 World Cup opening and was elected as one of the best stadiums in the world in 2014.

Property: Earth to Luna (Redibra/TV Pinguim) Follow the adventures of Luna, a 6-year-old who is completely passionate about one thing: science. For her, the Earth is a giant lab and she dives into every new experience with limitless energy and enthusiasm. The Brazilian show airs in over 70 countries in all continents, counts with over 130 million views on YouTube, 600 million app downloads and over 30 licensees in Brazil and Latin America. A big hit among children, the show encourages scientific curiosity in a fun way! The property already has nine international licensees and it is present in countries such as Chile, Peru, Colombia, Panama, Ecuador, Nicaragua, Venezuela, El Salvador, Dominican Republic, Guatemala, Costa Rica, Puerto Rico, Honduras, Argentina, Uruguay and Paraguay.

Property: Fishtronaut (Redibra/TV Pinguim) An enviro-friendly animated mystery series, where our secret agent “Fishtronaut” goes on slimy, furry and gooey adventures with his best friends, gal pal Marina and Zeek, a tween-aged monkey. Targeting 3 to 6-year-olds, the series explores the world’s many mysteries above and below water in a unique and entertaining way. Produced by TV PinGuim in association with Discovery Kids, it’s currently airing in over 80 countries. Besides the TV show, the brand has theatre plays, mall events and is developing a 3D movie!

Fishtronaut fans also enjoy one game, eight apps and four e-books online.

28

LICENSING BRASIL

Property: Lottie Dottie Chicken (Redibra) Lottie Dottie Chicken (Galinha Pintadinha) started out as a YouTube videoclip and soon turned into a phenomenon among kids and parents.

Today, with 4 DVDs, over 50 licensees and over 5 billion views on YouTube worldwide – 3 billion in Brazil and 2 billion in Hispanic countries – the brand is already considered a classic. Due to its presence in babies’ lives since the first months, the brand has conquered a position as the first children’s favorite character. The brand is present in several platforms, such as live shows, DVDs, VOD, apps and shopping mall events.

Property: Que Monstro te Mordeu? (Redibra) The show, created by a 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! In every episode, a new monster is born 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 TV Cultura (open TV) and TV Rá-Tim-Bum (pay TV) and 50 three-minute episodes for YouTube.

Jolie (Kasmanas) Cute and romantic characters that came out of notebooks to charm girls. They have delicate and soft features. The property is a winner in notebooks by the manufacturer Tilibra in Brazil. Present in more than 30 thousand retail stores, the property won 4 license awards and has around 800 licensed products in the country.

May/Jun 2016

29

COVER

My Big Big Friend (Kasmanas) One of the most watched series of Discovery Kids channel, My Big Big Friend presents music, fantasy and imagination. The series is available in English, Portuguese and in Spanish, and it is the winner of five international awards. The series is also aired on Netflix, Youyn, PlayKids and DVDs by Sony Music.

Guess who’s cooking (Kasmanas) A true chef learns early! That is why, in Gloob TV, junior chefs command a colorful kitchen and show that preparing recipes can become a big fun feat, with curiosities and stories related to the dishes and its ingredients. With 104 episodes, 5th season ran in 2016. The license has its own event taking place in Brazilian malls during the year of 2016.

B.B.D. – Blue Building Detectives (Kasmanas) Tom, Mila and Capim are inseparable friends. They get together to play every afternoon, but Leocádia, their annoying 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 it!

Gaby Star (Kasmanas) Gaby Star lives in Rio and has it all – good looks, friends and lots of fun. When she has 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.

30

LICENSING BRASIL

COMPANY

“Today we can’t imagine Fakini without a good range of licensed products”

F

akini was created in 1994 fueled by the

company. With nearly 800 employees, the company

experience of Carmen and Moacir Fachini.

distributes its brands to around six thousand retail

He worked a great deal of time at the textile

outlets all over Brazil. It also exports its products to

industry while she had her hands full raising three

other Latin American countries. “We also have two

kids. When they decided to open up a new business,

stores of our own, one of them is close to our factory

apparel for children sounded like the only path to go.

in the city of Pomerode and the other one is online at

Today, the company runs on a vertical structure

www.fakinistore.com.br.” According to the director,

with its own processes for weaving, packaging,

the bulk of their sales are concentrated on the South

logistics and product finishing. “Our production

and Southeast regions of Brazil. Nevertheless, last year

capacity exceeds 1 million pieces a month”, says

sales increased more significantly in the Northwest

Francis Giorgio Fachini, responsible for sales at the

and Central regions of the country.

32

LICENSING BRASIL

“Today we can’t imagine Fakini without a One company, four brands!

Fakini Kids

–

good range of licensed products. They help us to

Knitted items for babies and kids

up to 1 year old.

stand out, add value to our products and bring new business opportunities. We strongly believe in brand licensing and we see a long-term strategy

Every Day – Thinking about comfort and practicality,

with brands and characters.”

this line has only items without patterns.

Playground – Premium brand for children from 1 to 10 years old. Items for boys and girls with special materials and finishing.

As a consequence of all the attention that licensed collections draw, it became a key factor on closing important retail partnerships. “Fakini’s licensed lines represent between 30 to 35% of the company’s annual sales. Both employees and consumers take

Fakini Teens – For teenagers from 12 to 18 years old.

part on the decision process of choosing new brands and characters to pursue for licensing agreements.”

Fakini’s main challenges are to present innovation in every new launch, improve products and maintain

Four collections are developed every year and,

an affordable price to the final consumer. “Even in

for each one of the brands, there are different

difficult economic times, these things help us keep

concepts and specific products. “Fakini Kids is

growing”, says Francis.

a brand, mainly of knitting products, blending

Board members and executives strongly believe

comfort and fashion. “The current collection carries

in Brazil and its potential. “We are investing in

some licensed products” says Francis.

technology and increasing our textiles dyeing

In 2004, when Fakini came across licensing as

capacity. Last year, we acquired new machinery and

a tool to increase market share, it invested in the

moved part of our structure to a larger space. This

Brazilian property Sítio do Pica-Pau Amarelo. After

year, we expect the country to establish economically

that, it became very clear that characters could boost

and we’ll keep investing and innovating.”

sales and from that point on the company has always kept at least 10 characters in the collections at a time.

www.fakini.com.br

BEST-SELLING LICENSES!

May/Jun 2016

•

Fairies [Disney]

•

Batman [Warner Bros.]

33

ON THE SPOT – APAS

APAS 2016 T

he 32nd edition of APAS, one of Brazil´s largest Supermarket Trade Shows, was held in São Paulo and visited by the industry buyers from all over the country. Known for hosting the launch of many licensed products, the show presents the power and the importance of licensing to several market segments.

Check out some of the highlights.

Powerpuff Girls Cookies [Renata]

Barbie Cookies [Santa Edwiges]

Frozen Juices [Maguary]

Avengers Juices [Yoki]

Disney Juices [Su Fresh]

Hello Kitty Panettone [Santa Edwiges]

34

Earth to Luna Panettone [Village]

Patati Patatá Easter Line [Village]

LICENSING BRASIL

Organic Cakes by Bela Gil [MĂŁe Terra]

Monica and Friends Mini Tomatoes [Trebeschi]

Senninha Jam [CepĂŞra]

Pororo Juice Line [OG Company]

Carrossel Easter Line [Village]

May/Jun 2016

Ben 10 Snack [Nutriex]

Minions Marshmallows [Fini]

35

Come and visit the Brazilian Licensing Fair

Here we have great opportunities for your company!

GranD Hyatt

30 31 th

and

August

SHOW ORGANIZER

th

SAo Paulo/BRAZIL

C

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CM

MY

CY

CMY

K

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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 4 inch

this fits perfectly within the PowerPoint template box

REGISTER FOR FREE

www.expolb.com.br Phone: +55 11 5092-5588 alessandra@epgrupo.com.br

ON THE SPOT – ABRIN 2016

Licensed toys everywhere!

Achei! board game with Monica and Friends characters (Nig)

Hello Kitty bikes (Styll Baby) Mundo Bita drums (Mundi Toys)

Avengers toy to grab and throw (Toyng)

38

Luna doll (Estrela)

Street Fighter figurine (Anjo) LICENSING BRASIL

Patati Patatรก dolls (Baby Brink)

Transformers drawing kit (Xalingo)

Pets poseable figurine (Sunny) May/Jun 2016

Ayrton Senna collectibles (California Toys)

The Little Prince costume (Sulamericana)

Porta dos Fundos board game (Estrela)

Monster High drinking cup with straw (Yangzi)

Paw Patrol costumes (Sulamericana)

The Powerpuff Girls memory game (Estrela)

39

ON THE SPOT – ABRIN 2016

Pororo plushes (Multikids)

Dottie Lottie Chicken case (Elka)

Corinthians figure (Novabrink)

Trolls plush characters (Hasbro)

Snoopy troller (Belfix)

Justice League jumper miniatures (Rosita)

Carrossel ball pit (Bang Toys)

40

3D Star Wars lamps (Beek Geek’s Stuff)

Frozen tent (Zippy Toys)

SPECIAL

The Powerpuff Girls

A

lmost 20 years have gone by since the

formula to engage new fans and provide an incredible

launch of the original Powerpuff Girls series,

experience to our consumers”, says Cidinha Figueira,

one of Cartoon Network’s most successful

licensing director at Cartoon Network Brazil.

franchises. The characters Blossom, Bubbles and

With new design and scripts, the series aims

Buttercup have become true icons in the eyes of many

to conquer a massive retail presence. Cartoon

children and adults and are now back in the new show

Network has already widened its global licensing

that had a worldwide première in April.

strategy for the brand and is looking forward to

The animation targets an important audience

good partnerships. “We are always open to establish

because it represents connected and independent

partnerships with companies that are established

girls. Since its first launch, the property has generated

in their segments, with strong product distribution

over 2.5 billion dollars in global sales – Brazil was the

for retail and which are very innovative in product

territory where the brand has had more longevity.

development”, says the executive.

“The Powerpuff Girls have truly captivated a whole generation and we believe we have the perfect

Support to licensees – In order to get to know very well the new generation’s profile of content consumption, Cartoon Network conducts researches that support its content launches. There is also a retail area especially dedicated to Cartoon Network’s products – the idea is to help, also, with product presentations. Finally, a public relations team is involved in the development of campaigns and consumer relationship with specialized media vehicles.

The Powerpuff Girls new episodes are filled with humor and cuteness and will definitely create a big buzz in the licensing industry.

What has changed?

The tree protagonists have received new powers, now they are able to create giant auras, with different shapes according to each of the girls’ personality. This skill helps fighting bad people in Townsville. The girls are also included in the digital era and they have to face modern life problems: the traditional phone has been replaced by smartphones to keep in touch with the mayor.

The episodes have also gained new rhythm, more up-to-date with the digital children’s perception.

42

LICENSING BRASIL

US$ 5.7 BILLION RETAIL SALES IN 2016 6TH LARGEST GLOBAL LICENSING MARKET LOCAL LICENSING SHOW AUGUST – 30/31ST IN SÃO PAULO OVER 100 MEMBERS INCLUDING LICENSORS, AGENCIES, LICENSEES, RETAILERS AND MORE DIGITAL PRESENCE WITH INDUSTRY UPDATES COORDINATED LEGAL (COUNTERFEIT/ TRADEMARK/COPYRIGHT), LEGISLATIVE (ADVERTISING) AND EDUCATIONAL EFFORTS NETWORKING EVENTS