Licensing Brasil Magazine #8

www.licensingbrasil.com Special Licensing Expo 2018 year 9

Branding, Marketing, Experience and Content

There will be more than 2,000 attendees and ensure your presence at the Latin America´s largest Licensing Fair!

Now, we are

For more information: www.expolicensinglatam.com.br atendimento@epgrupo.com.br

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August 28th and 29th, 2018 8 a.m to 7 p.m Grand Hyatt - SP

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INDEX

r o f r o g f n i g k n i o LLoook ? s e ? s s e n s e c n i e L c i n L a i n l i a i z l a i r z B Bra (12)

Short articles 6 About us – Expo Licensing Latam 10 Guide – Brazilian licenses 12

(22)

Company – Grupo Barão 20 Special – Gloob 22 Article – Marcus Macedo 24 Agent – Lotus Global 28 Interview – Marcos Gouvêa de Sousa 32

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EDITORIAL

Year 9 – Special Licensing Expo – 2018 Espaço Palavra Editora e Arte Ltda.

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

We keep on...... working!

I

t is always a great pleasure to prepare the Licensing Brasil

‹ 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 › Heloisa Bruck

‹ Editorial › Mariana Camargo

‹ Art › Wilson Alves Mauricio Trocoli

‹ Commercial Department › Daiane Miranda

‹ Marketing › Felipe Bertonha Luiz Paulo Ferreira

‹ Administrative › Cristina Venâncio

‹ 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.

Edition for Licensing Expo Las Vegas. Telling about our market achievements and difficulties to professionals around the world is

an excellent opportunity to cross borders and seek new partnerships.

The Brazilian licensing market for brands and characters is constantly growing. Both our country and our population size allow all the productive sectors as well as commerce and services to use this marketing tool widely. There is a stable growth and a bright outlook.

This year, especially, licensees and retailers are even more optimistic. Despite a troubled political-economic scenario, retail sales are growing again after declining consecutively for two years. And licensing is increasingly becoming an excellent strategy for point-of-sale differentiation.

This is the scenario you will be seeing on the next pages!

A selected interview with Marcos Gouvêa de Souza; a real lecture on retail, marketing and distribution. Enjoy it!

Read our article on Gloob. A Brazilian brand of children’s entertainment that has become a reference in content and licensing program. Also have a look at Grupo Barão celebrating their 40 th anniversary and Lotus Global’s profile, a company which works brilliantly with brands like Moranguinho and Snoopy all over Brazil.

To present our potential in branding and brand management, the famous Brazilian licensing guide outstands in this edition, bringing options for all product targets and segments.

Do not close the magazine without reading the incredible article “The Brazilian Challenge” by our partner Marcus Macedo.

An amazing overview on who we are!

Before saying goodbye, our latest news: Now we are Expo Licensing Latam! For further information go to About Us and Be my guest! www.expolicensinglatam.com.br

Marici Ferreira – marici@epgrupo.com.br [EP Grupo fb.com/epgrupo1

@epgrupo1

@epgrupo

Director (www.epgrupo.com.br) and ABRAL President – Brazilian Licensing Association (www.abral.org.br)]

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SHORT

ARTICLES

Licensing LOL Surprise!

Tycoon 360 is the licensing agency for the established collectible doll brand LOL Surprise! With numerous awards for best toys, and among the best sellers lately, the line developed by MGA Entertainment is distributed by Candide in Brazil. There are more than 45 collectible models, they are sold inside a layered ball so that children can little by little discover the acquired model. In addition to all the mystery of the packaging, they drink water, spit, pee and change colors in contact with iced water, for example. The packaging can also be played with, turning into a living room, a chair or even a small pocket. Following this trend, Tycoon announces for 2018 a broad licensing program for the brand, with several launchings.

Mammy and Daughter Hello Kitty Collection Hello Kitty, a timeless character whose success goes throughout generations. Loved by different ages, it is an icon that unites mothers and daughters around the same passion. Focusing on these special fans, Cristina Fashion Brands, a traditional clothing manufacturer, announces the launching of a collection that will please those who love this Sanrio character, from the little customers to the big ones: Hello Kitty pajamas collection for mammies and daughters! Made in Hello Kitty pattern soft fabric and available in white and dark blue colors, sizes ranging from 01 to 12 for children and S to Ex L for adults.

Licensed Cookies Packaging Marilan has developed 60-gram-packages for Turmix cookies. Aimed at children, the product has the appeal of children’s characters, including Disney Princesses and Spider-Man on the packaging. Vanilla flavored with drops of Chocolate, Marilan cookies offer nutritional tasty differentials making lunch boxes not only healthier but also lots of fun.

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SHORT

ARTICLES Luciano Martins licenses cleaning products Three years ago, Condor decided to differentiate a product line which was previously seen as mere cleaning appliances. To do so, Condor invited the artist Luciano Martins to create a playful print for brooms, squeegees, cleaning paddles and sanitary brushes.

Soon after, the Love Line, signed by the artist, became extremely popular. The appliances, which before used to be hidden behind doors, started complementing houses’, apartments’ and offices’ decoration. With an average increase of 15% in sales volume at the points of sale, Luciano Martins’ Love Line has significantly increased the category’s average ticket in the company’s revenue, besides increasing Condor brand awareness among consumers.

MasterChef Brasil surprises Following its strategy of betting on the licensing industry, Endemol Shine Brasil has launched a virtual store offering official products, and a partnership with Les Gourmands Club, a gastronomic experience company, which aims to provide MasterChef program’s fans the opportunity of feeling as a real chef. The official MasterChef Brasil store gathers in one place high quality items, targeted at professional chefs, semi-professional or even amateur cooks. Another launching is the action ‘MasterChef Brasil at home’ licensed by Endemol Shine Brasil to Les Gourmands Club. The gastronomic experience company offers on its menu a MasterChef Brazil area where it’s possible to purchase a box containing some ingredients and winning recipes from the program. These kits contain not only

Tupperware joins Little Strawberry Infant icon of the 1980s, Little Strawberry continues to delight children. After lines of dolls, clothing and school supplies, the brand now has a series of themed glasses. The items will be launched throughout the year and to start the collection, Tupperware made available the first Little Strawberry glasses. Practical and easy to carry, the new item prevents leakage, has nipples and capacity for 470ml. The product can already be found in Tupperware’s catalog and the next items will feature other brand characters.

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ABOUT US

Now, we are International markets have been added to create more business opportunities!

I

n the world scenario, Brazil is among the top 10 in sales of licensed products. There are more than R$ 18 billion in retail sales. Our size and population allow all productive

sectors as well as commerce and services to use this marketing tool widely. Growth is therefore stable and always with good prospects.

Specially this year, licensees and retailers are even more optimistic. Despite our troubled political-economic scenario, retail sales have increased after two consecutive declining years. Licensing has become more and more an excellent strategy for point-of-sale differentiation.

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To foster brands and characters, we have held a meeting for a decade to promote and strengthen the licensing sector. In a format that combines trade show and content, the event brings together the world’s leading entertainment brands and studios with manufacturers and retailers from

Photos from last year’s expo

various segments of the economy.

In recent years, Latin America counties – mainly Chile, Argentina, Peru and Colombia – are increasingly getting interested in taking part. Therefore, we have decided to broaden our event format gathering international markets and thus creating more business opportunities!

Expo Licensing Brasil is now Expo Licensing LATAM! Joins us and do business with Latin America companies!

August 28th and 29 th / Grand Hyatt – São Paulo.

Further information at: expolicensinglatam.com.br

Check exhibitors already confirmed:

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GUIDE

Looking for Brazilian Licenses?

Here you can find the coolest ones

3Little Words [Vertical Licensing] With more than 3 million views on YouTube, 3Little Words is the version of the Brazilian hit “3Palavrinhas”, by the Brazilian producer OincFilmes.

Traditional Christian songs are sung by animated characters who teach God’s love with lots of fun and joy. The songs follow subtitles helping memorization and literacy. The English version of the content was launched in 2017 and already has a large audience inside and outside Brazil.

Target audience: Children from 0 to 3 years old.

Authentic Games [Tyccon 360] The channel came out in 2011 created by a Brazilian boy, Marco Tulio, to show his Minecraft gameplays. The channel has come in a growing search for new content, new series and new challenges and now has more than 13 million subscribers and over 5 billion views on YouTube. Besides being a phenomenon in the online world, Authentic Games is a blockbuster. In 2017, more than 60 concerts were held with an estimated audience of over 150 thousand people Target audience: Children over 6 years old.

B.B.D. – Blue Building Detectives [Gloob] Three inseparable friends get together every afternoon to play, but their evil building manager Leocádia always gets in their way.

Whenever something fishy happens around the building, they wear their super equipped capes and become the Blue Building Detectives!

Target audience: Children from 0 to 5 years old.

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Bob Zoom Is a friendly, charming and funny blue ant that stars a series of musical videos, singing in English, Portuguese and Spanish. Bob Zoom lives amazing adventures with his friends. This entire concept was designed by skilled professionals qualified in children’s education. All videos stimulate and develop children’s abilities to play, improving their coordination, visual perception and concentration. Stimulate your child’s imagination with Bob Zoom and his friends.

Target audience: Children from 4 to 10 years old.

Bubu and the Little Owls [UP Licensing] Present in 46 territories of Latin America, the animation is only in the beginning of its flight. On each episode, the little owls Bubu, Biel and Bonie live adventures full of learning and discoveries! And when there is some conflict, the Owls Papal always solve it affectionately, teaching family values, love and respect.

Target audience: Multi-target.

Buzzu [Lotus Global] Buzzu animation series at the intergalactic school aims to show playfully that it is possible to live with different cultures and face adversity. To do so the series counts on the strangest creature ever: Buzzu! Good tempered, he helps his friends to find the most creative solutions to adapt themselves on a distant planet where nothing happens as expected.

Target audience: Children from 6 to 11 years old.

Earth to Luna [Redibra] Earth to Luna follows the adventures of a 6-year-old girl who’s completely mad about only one thing: science. The show comes on the air in over 80 countries. In Brazil, it has had the highest audience rates on Discovery Kids since its debut in 2014, and the 4th season has debuted this year on the channel! A thrill among girls, the show encourages scientific curiosity.

Target audience: Children from 4 to 7 years old.

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GUIDE The School of Princesses [Angelotti Licensing] Currently this animated series for girls has 16 episodes and is one of Video Brinquedo biggest hits. There are over 2 million DVD’s sold. It is licensed in the USA and in 30 other countries and it is played on Rede TV Brasil and TV Rá-tim-bum.

Target audience: Children from 2 to 8 years old.

Fico Surfing [Fico] A 100% Brazilian brand, founded in 1983, Fico was named after its founder and surfer, Raphael. Fico was one of the pioneers of the surf industrialization in Brazil. The brand success started selling rubberized wallets for surfers and nowadays Fico has an extensive product portfolio found at more than 30,000 points of sale in Brazil.

Target audience: Unisex.

Glitter Model [Lotus Global] Glitter Model is an animated series played on Disney Channel across Latin America. The animation approaches the universe of fashion from the perspective of a young girl named Clara who suffers bullying at school because she is very thin and tall and almost by chance goes into modeling.

With a unique concept, the series emphasizes that every girl has her brilliance and value, showing a diversity of characters, personalities, talents and different abilities.

Target audience: Girls from 5 to 10 years.

Guess Who’s Cooking [Gloob] In a colorful kitchen and lots of funny accessories, three friends get together to prepare delicious recipes. After every new dish, the children learn about the origin and history of food, playing games and letting their imagination fly while cooking.

Target audience: Children from 4 to 8 years old.

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Gustavo Rosa [Brand House Licensing] A Brazilian painter and designer, Rosa’s work has its own language and characters represented through humor and caricature.

Target audience: Unisex, over 25 years old.

Jolie [Kasmanas] Sweet, romantic characters with cute, delicate features that came from notebook covers and conquered millions of fans. It has won four licensing awards and has several licensed products in Brazil competing with the best brands in the market. It counts on Jolie Club, a portal where fans can download exclusive content and it also has a You tube channel with the series “Clube Jolie” with 10 episodes. Jolie also features events at shopping malls annually.

Target audience: Girls from 6 to 8 years old.

KVRA [Ispartner] Created in 2013, in São Paulo City, since its beginning it has tried to offer a wide catalog of garments and accessories targeting the most diverse sports and styles, giving priority to comfort, quality and design providing customers with a unique experience. The brand inspires the search for new personal connections, after all the most important things are present in little details and small gestures. Whether you are practicing sports, surfing in the sea or on the asphalt, whether you are an artist or a musician ... One thing is for sure, KVRA will be part of your lifestyle at all times.

Target audience: Male and Female, Young and Adult.

La Fadinne In La Fadinne world live magical princesses and enchanted pets, like the unicorn, the tiger and the owl. Lots of friendship and adventure together! With a romantic look rich in details, this dream world in the clouds can be seen in beautiful products such as: notebooks, backpacks and children’s clothing. It is also present in social networks, interacting with followers through games and cute messages.

Target: Girls from 2 to 8 years old.

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GUIDE Lottie Dottie Chicken [Redibra] Started out as a YouTube videoclip and turned into a phenomenon among kids. With over 50 licensees and more than 15 billion views on YouTube worldwide - 10 billion only in Brazil - it is already considered an evergreen property.

Target audience: Unisex, up to 4 years old.

Luciano Martins [Brand House Licensing] Brazilian plastic artist, his work has playful, almost naïve characteristics, and his use of cheerful colors can touch our imagination.

Target audience: Whole family.

Mika´s Diary [Supertoons] A cartoon series named to the International Emmy Kids Awards 2017 target market pre-school audience and broadcasted by the biggest players in more than 120 countries. It has more than 350,000 subscribers on its YouTube channels, which also total more than 570 million minutes watched, becoming outstanding on the platform. The brand, developed as a transmedia project, integrates musical shows, theatrical shows, mobile application, DVD with augmented reality and many other licensed products.

Target audience: Pre-school.

Monica and Friends [Mauricio de Sousa Produções] Having more than 50 years of history, Monica and Friends is one of the most famous brands in Brazil. Initially developed as comics and inspired by real people, the characters reflect educational values, such as ethics and respect for diversity. Through regular updates, Mauricio de Sousa Produções takes this kid´s gang to every platform in which one can play and daydream, such as magazines (more than a billion copies sold), books, movies, cartoons, theater presentations, games, apps, and over 3 thousand licensed products.

Target audience: Whole family.

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Monica Toy [Mauricio de Sousa Produções] Inspired by toy art, Monica Toy is a minimalist and modern animation. Episodes are dialogue-free, thus, making it understandable anywhere around the globe. The characters have unique features and go through surreal situations in short-length episodes. The show has already reached 320 million views per month on YouTube, with weekly releases through official channels.

Target audience: Whole family.

Bita World [Tycoon 360] Composed of music, colors, learning and joy, Bita World entertains children who watch Discovery Kids Channel. With more than 1,2 billion views on YouTube, it also attracts Spotify, Netflix, Net Now and DVDs. The presence of Bita and his friends grows every day, capturing family hearts across the country. Bita loves travelling across the universe in search of imagination. Bita World is one of the children’s attractions which has more event dates in the national calendar. Up to now, there have been 48 cities visited and over 500 thousand spectators.

Target audience: Children from 0 to 6 years old.

My Big Big Friend [Kasmanas] One of the most watched series on Discovery Kids. It brings a world full of music, fantasy and imagination. There are 104 episodes on air in 2 seasons available with audio in Portuguese, English and Spanish.

It has won 5 international awards, presented a musical play in several Brazilian cities, it also presents events in shopping malls annually. It is present on Netflix, Youyn and Playkids platforms and the 3rd season for 2018 is confirmed.

Target audience: Preschoolers, from 2 to 5 years old.

Little Cars [Angelotti Licensing] The animated series created by Video Toy is considered one of the biggest hits with charismatic characters such as Tony.

The series is licensed in more than 30 countries and played on Rede TV Brasil and TV Rá-tim-bum.

Target audience: Children from 2 to 8 years old.

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GUIDE Patati Patatá [Rinaldi Produções] The Brazilian pair of clowns is celebrating 32 years of a consolidated career in the country. It is a reference in the children´s market and a complete success. Today, the brand is present on all content platforms.

On Discovery Kids, from Monday to Sunday, with Parque Patati Patatá Program, a series of successful shows throughout Latin America, as well as shows, circuses, school projects and digital platforms.

Target audience: Preschoolers up to 5 years old.

Romero Britto [Lotus Global] Brazilian-born and Miami-made, Romero Britto is an international artist that uses vibrant, bold and colorful patterns to reflect his optimistic view of the world around him. Britto has created a visual language of hope and happiness inspiring millions.

His appreciation of Art masters influenced him to create an iconic style that as The New York Times described, “exudes warmth, optimism and love”.

Target audience: Unisex, for all ages.

Senninha [Instituto Ayrton Senna] Idealized and released by Ayrton Senna, Senninha is a 6-year- old boy who loves speed and wants to be a Formula 1 pilot. This year, there will be the debut of the character’s first animated series on Gloobinho, where the character will gain more visibility and new fans. Senninha is also an important source of funds for Ayrton Senna Institute, as licensing royalties are allocated to Ayrton Senna Institute work to qualify public education all over Brazil.

Target audience: Children from 3 to 6 years old and their parents.

Smilingüido [Luz e Vida] On the Market for 38 years, completed last January, the brand gained recognition among consumers. It is present all over Brazil, it has more than 40 million views on the social media and the proposal is to inspire values, share friendship and improve people’s lives through products that bring joy and excitement to everyday life.

Target audience: Children from 0 to 8 years old and women from 15 to 35 years old.

LUZ E VIDA

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Teleco and Teco [Angelotti Licensing] A pair of clowns, created by Planeta Alegria producer, it presents fun adventures in the children’s series: “Teleco and Teco New Generation” to be screened by Disney Junior. It is also available on channels You tube, Netflix, Looke, Now and Google Play and it already has more than 20 million views.

Target audience: Children from 0 to 6 years old.

Tom Veiga [Vertical Licensing] Surf art artist has a distinctive language and unmistakable style characterized by curves, colors and a lot of movement, his art is inspired by his passion for waves and nature. Veiga has already made collabs with international brands like Billabong, Reef, Lighning Bolt and Globe.

Target audience: Teenagers and Adults.

Yachtsman [Ispartner] Throughout its 27 years of existence, Yachtsman has gained a prominent position in men’s fashion scenario in Brazil. Associated with the nautical style, informal and sophisticated, its identity is associated with a cosmopolitan lifestyle. With different lines, such as, Business, Casual and Essential; it can reach the same man at different moments of his life!

Target audience: Male, Young and Adult.

Zuzubalândia (Jellybean Land) [Vertical Licensing] Brazilian animation made by Mariana Caltabiano, is partnered with Turner International and addresses the topic of healthy eating. There are plans for internationalization of the series and the brand.

Target audience: Children from 4 to 8 years.

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COMPANY

T

he company was founded as a haberdasher’s

70’s and 80’s, since it was here that they could make

store in 1977, close to Rua 25 de Março - São

the best deals”.

Paulo downtown. The founder, Mr. Halim,

Nowadays, almost celebrating its 40th anniversary,

wanted to have a store that could supply people with

the group is still a reference, but now customers can

everything they needed, however, toys started taking a

have the advantage of talking to a teleshopping team

lot of room inside the store because of the large boxes

or having a representative come to their stores. Grupo

which started calling customers’ attention to this kind of

Barão has more than 200 employees working in a

product. As time went by, they noticed the importance

9-storey building in São Paulo, there is also a logistic

of toys and then naturally the store specialized in

complex in Guarulhos with more than 10,000m2 for

selling toys, and no longer a haberdasher’s.

efficient and strategic movement in toy logistics.

Rogério Caramante, Grupo Barão Marketing

In 2010 the company started operating with their

and Product Manager, states that “as the company’s

own toy brand FUN and as they are the largest Mattel

philosophy has always been to understand retailer’s

distributor in Brazil, the brand initial licensing went

needs, we have tried to be different from other street

to the worldwide company as they were aligned. As

stores in the neighborhood and ended up becoming

FUN has a good sales team, it started performing

a reference in São Paulo downtown area as toy

with great prominence, and results appeared quickly.

specialists. Shopkeepers from all over Brazil used to

Currently the brand has more than 300 items in stock

come here to buy at our Wholesale Barão store in the

and a turnover of over 85%.

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Another investment which has come to bring

Grupo Barão’s portfolio has partners such as

added value to the group, was made into logistics

Mattel (Barbie, Hot Wheels, Fisher-Price, among

and more accurate freight control. To do so, Alfaness

others), Gloob (with Miraculous), Warner (Batman

was created in charge of moving distribution, the

and Justice League), Hasbro (Play-Doh), there are at

group own brand, therefore balancing costs and

least three brands confirmed for next year, and the

improving overall processes.

group continues to seek new partners.

Toy Mania, the e-commerce brand, came up

Currently there are over 6,000 points of sales

as a natural development of the group. “Online

supplied by Grupo Barão, a figure that increases

sales today have their biggest cost in logistics,

each year, our differential is to understand small and

but we are experts in toy logistics, as we have our

medium retailers, after all dealing with them for 40

own distribution and our own toy brand, we have

years, we know exactly how they operate, what they

managed to reduce costs, enabling online sales

seek, turning us a reference in this market.

competitiveness”, says Rogério Caramante.

“We know that licensing is fundamental to our business, that’s why we choose great partners, we do not seek licensing partners for just one year - or what we call a sales shot - but long-term partners, licensing partners who want a permanent and solid work”, says Rogerio about the importance of licensing for the company.

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SPECIAL

Brazilian brand of children’s entertainment becomes a reference in content and licensing program

G

loob is part of Globosat channel portfolio,

among children more than 10 times.

the largest programmer in Latin America.

“A world of fun for kids, anytime, anywhere.

With 100% Brazilian DNA, Gloob invests and

This is Gloob, much more than a pay-TV channel,

believes in good stories, in high quality national and

a cross-platform entertainment brand that offers

international productions in which children can see

programming for TV, VOD, site, social networks,

themselves as protagonists. Almost 6 years of age,

games, apps, events and licensed products, “explains

Gloob is ranked as the third favorite children’s channel

Sabrina Freitas, Brand Licensing and New Business

on Pay TV. In 5 years, it has multiplied its audience

Manager for Gloob and Gloobinho.

Since

its

launching,

Gloob

wants to become a reference of Brazilian children’s content and it means fun for them, regardless of the platform, says Freitas. “The channel is everywhere and, on every screen.”

With a very diversified list of categories such as: toys, clothing, footwear, publishing, live show, personal care, stationery, writing line,

accessories,

party

articles,

promotions, food, household goods, bed and bath linen, Gloob has exceeded the mark of 22 million products sold under its brands. There are over 90 thousand points of sale with Gloob products all over Brazil. “Currently there are 41 Brazilian companies producing Gloob items. There are also some Brazilian companies exporting to the rest of the world such as Novabrink and Grendene which will take Brazilian

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manufactured products to European, Latin American and Asian countries”, says Sabrina Freitas. According to her, 2018 sales growth forecast is around 30% to 50%.

Among the hits of both Gloob channel and its licensing programs are Children in the Kitchen, D.P.A. – Detectives of the Blue Building, Miraculous – The Adventures of Ladybug, Paper Port and ALVINNN !!! and the Chipmunks.

Since 2016, Gloob and Globo Filmes have

Currently there are 41

Brazilian companies producing Gloob items. And Brazilian companies exporting to the rest of the world

been working in a partnership to expand the offer of Brazilian children’s content beyond TV. The companies are working together on the artistic

development of children and teens films, from the creation and development up to the launch strategy. The first outcome of this partnership was the launch of D.P.A. film - Detectives of the Blue Building in July 2017, which had more than 1 million viewers.

The second D.P.A. film is already confirmed by Gloob for 2019.

In addition to all productions, projects and partnerships, Gloob also strives to study and get to know its audience through research with the Gloob Dossier: “Every year, in the third and fourth quarter, we publish a survey on children’s behavior”, says Sabrina Freitas.

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By Marcus Macedo

ARTICLE

The Brazilian Challenge 2018 Back in 2013, I wrote an article about how Brazil was being evaluated by international analysts. The article began like this…

A

few years back Brazil made The Economist cover page under the headline “Brazil

takes off” and a curious picture of the Christ the Redeemer (French sculptor Paul Landowski statue of Jesus Christ in Rio de Janeiro) rocketing up towards the space.

The world´s renowned and most respected British magazine conveyed to its readers a 14-page special report on Latin America´s big success story. The November 2009 issue was much celebrated among government officials and a number of Brazilian corporations and investment bankers, all of which were interested in ‘selling the B’ of the BRIC (Brazil-Russia-India-

Pedro Álvares Cabral set foot on the white sands of

China), acronym bracketed by Goldman Sachs in 2003

the beaches of southern Bahia.

to describe the economies prone to dominate the world

Five years ago, the so called “Operação Lava

scenario in the years to come. Notwithstanding such

Jato” (or “Car Wash Operation on a free translation)

joy, among many Brazilians, there was much sniping

was just beginning in the state of Paraná with a

about the accuracy of such news.

small money laundering scheme involving a local

Less than 4 years later, the same journal came to

congressman by the name of José Janene, who used

newsstands with yet another special report on Brazil,

the services of a “dark” money exchange agency

only this time, The Economist editors had a more down

located atop of a car wash store.

to earth analysis of the Brazilian economy and reality.

Far from its end, “car wash” as we call it, shows

Not surprisingly, those who celebrated the former

unprecedent results for a country where politicians,

edition were quick to criticize the magazine questioning

not rarely, were used to turn a blind eye to corruption:

its capacity to understand Brazil and its editorial intent.

• 1.765 criminal procedures have been lifted by the

Well, it´s 2018 and Brazil is on the spotlight

district federal courts of Paraná and Rio de Janeiro;

again. The country is under the broadest and largest

• 395 requests for international cooperation to 42

corruption scandal investigation since the Portuguese

countries including the USA have been issued;

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ARTICLE • Close to US$ 2 billion in kickbacks have been proved in court and over US$ 11,5 billion, including fines, is being demanded by the federal government in refunds from private companies, executives and politicians involved in the scandal; • 11 top companies have pleaded guilty for bribery, racketeering and other crimes and signed cooperation agreements with the Brazilian public prosecutor’s office (PPO); • Former President Lula da Silva has been

issues (infrastructure investments) will be more relevant than the political scenario; • An average of 15.8% of increase in investments is estimated for 2018; • 56% of respondents will invest on releases of new products/services while 19% will place their money on point of sales expansion; • 60% of the companies plan to capitalize in 2018 with expectations of best results for the company while 51% expect a recovery of the economic

prosecuted, convicted and is currently serving a

activity in Brazil;

12-year sentence as well as his close friend, former

An executive from an American licensing company

Rio de Janeiro governor Sergio Cabral, who is

asked me a couple of months back if I thought now

serving an 84-year sentence for money laundering

would be a good moment to invest in Brazil…

and criminal association; • Up to 123 people were prosecuted and convicted,

I told him NOW is as good as any other moment.

Brazil, as once the popular singer/composer Tom

to date, to 1,861 years of jail time;

Jobim put it, “is not for amateurs”. This rollercoaster

Despite all these numbers and the joint efforts of

effect is not new to Brazilian executives. In fact, most

the PPO and the Federal Police (the equivalent of the

of us have been forged in it and have not only the

FBI), members of the Congress and even some of the

skills but also the necessary creativity to strive and

Supreme Court judges appointed by former president

succeed in such adversity. It is up to the international

Lula push to bury the ‘Car Wash Operation’.

players how they want to build or grow their existing

Notwithstanding this giant political turmoil, a recent research conducted by Delloitte, to understand the private sector perspectives and strategies for

licensing business in Brazil, but a word of advice, make sure you have a local by your side.

The road will certainly be less bumpy!

2018, a decisive year since the country will have major elections this coming October, depicted some interesting findings.

The research reached 750 companies from more than 15 economic sectors, from technology to financial services, pharmaceutical to consumer goods.

Total revenues from participant companies added up to over US$ 540 billion, close to 25% of 2017 Brazil’s GDP. Here are some key findings: • 19% is the estimated net revenue growth between 2017 and 2018; • Respondents estimate that the country’s structural

26 _Article Marcus_LB_ING9.indd 26

Marcus Macedo started Warner Bros. Consumer Product operation in Brazil and became its first General Manager.

In 2007 went on to run SBT, Brazil´s #2 TV broadcaster, Licensing and Merchandising operations from where he left to manage as General Manager, Exim Licensing business in Brazil.

He is currently running for the state of São Paulo legislature on the next 2018 elections.

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AGENT

L

otus Global Brasil operates in the segments

The repositioning of the agency meets a new

of marketing, licensing, entertainment and

reality. “The potential represented by a big market

events, a history based on highly successful

as Brazil, requires developing new business in

brands. “There have been many cases, products

countries such as Peru, Central America and other

and projects developed and, consequently, great

South American neighbors. The great benefit of this

partnerships with licensors, licensees and retailers

action is to capture and maintain strong brands in

for over 30 years operating in the Brazilian market,”

the portfolio. In addition, it also gives opportunities

says Celso Rafael, Lotus Global CEO and Partner.

to licensees increasing their product sales.“

Until August 2017, Lotus was known in the market as Exim. Considering a new strategy and regional positioning to explore the entire Latin American market, the company had a rebranding program and, together with Exim Colombia, made up a network to explore the main markets. “At present, we work with entertainment, arts and digital brands, developing not only projects in the consumer products area, but also assisting licensors and owners of intellectual properties with brand building, content, trade marketing and promotions.” Thus, Lotus develops live children’s shows and events, taking care of the business in its various stages of production. Currently, there are over 600 active contracts and approximately 350 licensed companies in the segments of food, toys, clothing, footwear and accessories, publishing, school supplies and stationery, hygiene line, cosmetics and home and decoration products.

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Today, we operate

with entertainment, arts and digital brands, developing not only projects in the consumer products area, but also assisting licensors and owners of intellectual properties

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AGENT

At Lotus Global, there is continuous portfolio review as well as search for strategic and long-term partnerships.

“In the entertainment segment, we highlight ‘Moranguinho’ (Little Strawberry) and the newcomer Snoopy and his entire team that belong to DHX/Peanuts Worldwide. In the preschool segment, we have another classic, Sesame Street and the success of Super Wings, from Alpha Toys. And the great news is the launch of Rainbow Ruby from Corerano C J E&M group, with television overexposure, in addition to social media,” he says. Recently the agency has also signed a contract with the Vooz group to resume Pucca’s licensing program and, according to the director, there is much more. Through a partnership

Considered a case, the brand has Brazil as its main market and even won the version Moranguinho baby

with the company Panaderia do Mexico, Lotus will represent the Shopkins brand; the classic Playmobil, which will feature a film; Ugly Dolls and the classic

At first hand, the agency will announce more

superheroes from Valliant. “Regarding our local

news soon, with projects in sports and corporate

content, we highlight the Glitter Model and the Buzzu

brands – lifestyle. “More than ever, it’s important to

series that are already on display on cable channels

be strategic, think long-term and operate within the

with excellent performance.” In the digital segments

overall concept, but act according to local needs.

and games, Lotus works with Blizzard on the World of

We have as a premise to invest more and more in

Warcraft and Overwatch brands, and the emoji group

support and commercial areas so that licensees

for exploration of the icons. In the arts universe, the

and licensors can count on reassuring assistance.”

agency maintains a long partnership with Romero

Finally, the director explains that Lotus will invest

Britto. “All negotiations are approved by the licensors

more and more in public relations and in all the

and that’s why they can effectively make more flexible

platforms to disseminate contents and products.

agreements. Our job is to balance licensee/licensor

“Meeting consumer’s needs and expectations is

relationship, making it a win-win agreement.”

certainly our major goal.”

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INTERVIEW

Marcos Gouvêa de Souza Founder of GS & Gouvêa de Souza Group tells how to succeed in the retail sector

C

EO of GS&MD Gouvêa de Souza, a consulting company founded in 1989, with focus on marketing, retail and distribution,

which originated GS& Gouvêa de Souza Group, Marcos Gouvêa de Souza is an expert when it comes to retail market.

Member of the Ebeltoft Group Board, a global alliance of retail consulting companies that includes 25 members, representing 26 countries, he is the founder and board member of IDV – Institute for Retail Development, and IFB – Food Service Brazil Institute. He is also the president of Lide Comércio, belongs to BFFC board, a company that includes brands such as Bobs, KFC and Pizza Hut; and is also a member of FIRAE – (Forum for International Retail Association Executives).

Marcos often delivers lecturers on retail, franchising, e-commerce and shopping malls in Brazil, at events in the United States and Europe, besides that he is the creator of Latam Retail Show, Brazilian and Latin American main event in the retail sector.

Read the following interview to understand his views about the retail sector future in Brazil.

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It is crucial to take care of the business on a day-to -day basis, in a present, constant and meticulous manner, because efficiency and results will derive from that

LB – In a time of crisis, does retail professionalization help companies to keep developing?

Marcos – Certainly. The combination of a low internal growth in Brazil for a long period with inevitable increasing competitiveness and pressure for profitability, makes team professionalization, from bottom up, fundamental to the company organization.

LB – When do you think Brazilian economy will grow strong again?

Marcos – In this context, we can only be sure of

Licensing Brasil – According to Brazilian

constant change. Our current scenario shows a

businessmen, what are the best strategies to

slow and cautious recovery of the economy and

achieve success in the consumer market?

consumption, and we should not have for at least

Marcos Gouvêa de Souza – The complexity of

a decade, nothing like what Brazil experienced

the Brazilian market is a recognized fact. This fact,

from 2004 to 2013. The Brazilian market is slowly

incredible as it may seem, helps protect the market

and gradually receding us from the worst economic

a little, only those who know the details and the

recession we have ever had in our history.

market features very well manage to succeed. But for those who are already in the market a permanent

LB – How do marketing tools, such as licensing,

look into the future and hands on are a must. What

work within the retail industry?

I mean is that it is crucial to take care of the business

Marcos – Licensing is a shortcut because it

on a day-to-day basis, in a present, constant and

associates brands and characters with products and

meticulous manner, because efficiency and results

services, allowing them to gain market awareness and

will derive from that. On the other hand, you should

market share more quickly. And it enhances results

always keep an eye into the future, that’s where you

for it allows sales increase, therefore generating

are heading to, also strategies and resources should

revenues. Besides that, it expands product and

be aligned in the medium and long runs.

service presences in the market.

Special Licensing Expo 2018

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33 03/05/18 11:57

INTERVIEW LB – A few years ago the retail market grew a lot

LB – With the internet and technology

in Brazil, what is the reason for such growth?

becoming part of people’s lives on daily basis,

Marcos – We had what we call the Retail Decade,

what is the e-commerce importance

from 2004 to 2013, when we had several reasons,

to increase sales and reach more people?

both internal and external, that allowed such growth.

Marcos – E-commerce is fundamental and is one of

However, today, there is neither demographic bonus

the most attractive sales channels for its convenience,

nor possibilities of significant consumption leverage.

practicability and price competitiveness. But it’s just

This means that business growth and increasing

another channel to reach consumers who demand

market share will have to be made based on innovation

integration among all channels, such as bricks and

and on the pursuit of greater efficiency, productivity

mortar, mobile apps, telemarketing, consumers want

and business performance.

to be recognized and have their shopping preferences in all the different channels.

LB – How do you see the future of the retail sector?

LB – Some people say shopping malls

Marcos – This is a good time to think outside the box,

are about to end worldwide, do you think

in a more ambitious way for the long term, combining

this can happen?

consolidation in the domestic market with the learning

Marcos – It is worth remembering that, from 2007 to

from international actions. Some store chains such

2017, there was a profound change in the occupancy

as: Renner, Hering, Boticário, Havaianas-Alpargatas,

profile of shopping malls in the United States,

Ofner, Casa do Pão de Queijo, Grupo Trigo (Spoleto),

according to Cushman & Wakefield study collected by

Giraffas, Chilli Beans and many others have done that.

Luiz Alberto Marinho, our partner in GS&BW, a part

Reflecting on this new cycle, we are going through in

of GS& Group focused on shopping malls. In 2007,

Brazil, helps us to rethink business more strategically.

the typical shopping center space was divided into 60% for traditional retail, 30% for anchors and 10%

LB – Do you believe consumer’s empowerment,

for entertainment, beverages and food. Because of

which nowadays demands more from products,

the change in habits, this mix now changed to 50% of

has changed the way businesspeople act

traditional retail, remained at 30% for anchors, and,

in the retail industry?

unlike ten years ago, the entertainment, food and

Marcos – Definitely. This New Cycle we will be living

beverage area had evolved from 10 to 20 % of total

in, will require a profound rethinking of consumers,

area. We believe shopping malls will not die. But, yes,

especially the younger generations, Millennials and

they will go through – and it is already happening – a

Generation Z. More than products, stores and services,

deep transformation, not only from the point of view

they require companies and brands to have greater

of the store mix, but also incorporating experiences

purposes. As these consumers have the perception that

and services that until then were not so common in

companies are competing offering far more alternatives

shopping malls.

to products, stores, channels and brands, consumers end up wanting much more than basic things.

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