TOTAL LICENSING REDIBRA When a challenge meets an experienced, creative and committed team, innovation comes as a natural. Prioritizing the well-being of employees, upon pandemic strike, Redibra shifted to a home office format. Four weeks later a weekly instagram live program - R.Talks - was launched bringing relevant content to partners through interviews with industry experts reaching 3000 views. Its content was later transcribed into a book and published in December. All the while the team kept strong and united - working and supporting licensees full steam. The agency welcomed Now United, Netflix and Moonbug (Cocomelon) to its selective portfolio, that also includes Coca-Cola, Nintendo, Chevrolet, Capricho, Care Bears, Galinha Pin-
tadinha (Lottie Dottie Chicken), Paul Frank, Keith Haring and Basquiat. Redibra also offers all of its expertise in a brand extension consulting service, ranging from big corporate brands to small creators that want to know more about the licensing universe. Even during such a challenging year, great partnerships have been created, such as Impala + Now United. Impala - a top local player - brought a selection of 14 nail polishes to the Brazilian fans of the musical group.The collection was specially developed for the “Uniters” with a vegan, hypoallergenic and cruelty-free formula. It was launched with a social media campaign that resulted in 37 million impressions, increasing Impala’s Instagram followers
by 10%, equal to about 77,000 people. With 9 million units sold, retail sales surpassed US$3m. The nail polishes can be found in over 30.000 stores all over Brazil. Another great example is Keith Hering’s pet accessories collection with Zee.Dog. It was an unprecedented milestone in the Brazilian pet market, bringing together Keith Haring’s exceptional work with Zee.Dog’s innovative products. The collection comprises 15 items and is available at Zee Dog’s stores, pet markets and online stores in Brazil and in the US. They launched it on their social media, reaching over 450 thousand impressions. A brand that always surprises consumers, Coca-Cola joined forces with the traditional appliances brand in Brazil, Brastemp (Whirlpool), to offer a limited edition of an iconic Retro minibar, customized with the classic glass bottle and part of the Coca-Cola logo. This partnership began in Coca-Cola’s 2020 Christmas campaign through the ‘CocaCola Gifts’ promotion, in which consumers began to ask for the Coca-Cola minibar to be made available for sale. The demand grew even bigger after the minibar made an appearance at the insanely popular Big Brother Brazil in a sponsored activation Coca-Cola promoted at the reality show. Last but not least, it’s worth mentioning an adorable partnership: all of Care Bears’ cuteness was transformed into sweet fragrances by Água de Cheiro! The cosmetics company appealed to 80’s and 90’s nostalgia by bringing five fragrances in perfumes, body splashes, soaps and body lotions - all in fun packaging with the Care Bear characters. The perfumes were sold with a toy figurine of the characters in a cross collaboration with toy manufacturer Estrela. The collection created a buzz on social media due to an Instagram
filter and a campaign with influencers, reaching over 5 million impressions. It was sold online and in 110 Água de Cheiro chain stores. We are going through challenging times and this is the moment to find alternatives that help not only the market, but mostly help people. Redibra believes these initiatives can make a difference both now and in the future. It is time to get ready and look ahead, thinking about attitudes where everybody can contribute positively. SANRIO Founded in 1960, by Shintaro Tsuji, Sanrio is a Japanese company responsible for the creation and licensing of various character brands, including the world-famous Hello Kitty. Other wellknown Sanrio brands include, Chococat, Keroppi, Badtz-Maru, MyMelody and more recently, Gudetama and Aggretsuko, a 25-year-old red panda, who is the star of her own series on Netflix, with the 4th season confirmed for 2021. Sanrio operates in over 100 countries throughout the world with annual sales of over 4 billion USD. The company´s slogan, “Small Gift, Big Smile”, is more than just a catchy phrase; it is the foundation of everything Sanrio does, and they are proud to say they have been creating smiles for over 50 years. Sanrio believes that a gift is more than just a gift. Rather, a gift is a means of expressing heartfelt feelings for others. This philosophy guides all their activities, whether they are designing a stationery set, a retail store, or an animated television series. Sanrio do Brasil is responsible for the company´s operations in Latin America and their ever-growing licensing program has a full range of consumer products and customer experiences, targeting a wide variety of categories and age groups, from young children to adults. In Brazil, during 2020, Sanrio’s 80 licensing partners sold more than 8 million Hello Kitty products and they had important product launches and retail initiatives with key partners such as Havaianas, C&A, Carrefour, and Panini, amongst others. Sanrio fans in the Japanese neighborhood of Liber-
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