Licensing Brasil Magazine #5

www.licensingbrasil.com Special Licensing Expo 2014 year 5

It´s high time to think over your heroes...

Check-out the power of Brazilian brands!

Capa LB5_ING_OK.indd 1 5/30/14 2:02 PM

Untitled-2 1 5/30/14 2:04 PM

Untitled-2 2 5/30/14 2:04 PM

4

INDEX

Licensing short articles 8Sector 14

Cover – Brazilian Brands 20On the spot – Toys 44

On the spot – Foods and beverages 46Company 48

Special 50

(44)

(50)

(14)

Index-LB_ingY5.indd 4 5/30/14 2:08 PM

Index-LB_ingY5.indd 5 5/30/14 2:08 PM

6

Year 5 – Special Licensing Expo – 2014Espaço Palavra Editora e Arte Ltda.

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

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

‹ Revision ›Heloisa Bruck Pereira

‹ Editorial ›Camila GuimarãesKika Martins

‹ Art › Wilson AlvesRening Masuyama

‹ Commercial Department ›Alessandra Aragon FrateDaiane Miranda

‹ Marketing ›Livia Gimenes

‹ Administrative ›Cristina VenâncioIsabelle Incelli

‹ International Sales › Multimedia, Inc. (USA)Tel. +1-407-903-5000 E-mail: [email protected]

‹ Administration, advertising and editorial desk ›Rua Arapapi, 45Indianópolis – São Paulo - CEP: 04516-020Tel. (55 11) 5092-5588/ (55 11) 5094-0403E-mail: [email protected]

[ 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.

EDITORIAL

The Brazilian market for brand licensing has shown a steady

growth in the last years, with an average of 14 % per year. The

forecast remains optimistic, but we know it will be slower. We

closed 2013 with 12 bn and 480 m reais in retail sales. The analysis of

the context in which the Brazilian industry licensing is inserted is the

subject of our cover story.

Brazilian licenses are back to Las Vegas. There are over 30 properties

ready to conquer other markets and are available to Licensing Expo 2014

visitors, at the Brazilian Brands booth, a partnership between the Brazilian

Licensing Association ( Abral ) and the Agency for Promotion of Exports

and Investments (Apex - Brazil). Get all the details on each brand in our

Brazilian Brands guide.

Short notes on various companies and licenses, brands that featured

at Brazilian Toy Fair (Abrin) and Supermarket Business Fair (APAS), and

the licensing work performed by the Dermiwil company are some of the

topics of this special edition for the Licensing Show!

Stay updated on our market and do good business in Brazil!

Optimistic Forecast!

Marici Ferreira

[Director]

[email protected]

EDITORIAL-LB33ING_Y5.indd 6 5/30/14 2:13 PM

EDITORIAL-LB33ING_Y5.indd 7 5/30/14 2:13 PM

LICENSING BRASIL

LIC

ENSI

NG

SHORT NEWS FROM BRAZIL

8

Hello Kitty Ice Cream - Popsicles

After the release of ice cream in 900g jars, Skimoni brand launches for the first

time in Brazil, delicious Hello Kitty ice cream popsicles. Personalized with her face

and ribbon, they come in four special flavors: raspberry with vanilla, cotton candy,

strawberry with condensed milk, milk chocolate with white chocolate.

Disney Princess Line

Disney Princess line by Lego, a world leader

in construction toys, reached the Brazilian

retail in March. The purpose of the launch is to

recreate the environments, the castles, carriages

and all the magic that surrounds some of the

classic princesses of childhood: Ariel, Rapunzel,

Cinderella and Merida. “There are numerous construction possibilities for girls from 5 to12 years old.

Moreover, the line represents the union of two strong brands in the children’s market: LEGO and Disney”,

says Robério Esteves, director of operations LEGO Brazil

Monster High Grunge Collection by Grendene Kids

The grunge trend, with its heavier shapes, use of buckles, studs

and spikes were the inspiration to compose Monster High shoes line

by Grendene Kids. The ballet female sneakers called Fun in The Dark

Inf highlight are the heels with texture details and designs of hollow

skulls referring to the universe of punk manifestos. On the front there

is Skullete, a charming skull with a ribbon.

The modern touch is done by a combination of contrasting colors

inspired by the characters.

The version for sandals shows assertiveness and style for girls. The punk bracelet inspired the ankle

straps, which come wider bringing a distinctive detail, the stylized texture of open zippers reveals the

Skullete. Charming, the upper thongs combine transparency with neon color following the “Glow” trend

of the moment. The animal print also appears with a customized leopard. The look is completed with a

mixture of matte and polished finish giving a stylish touch.

Curtas_lb_ingles.indd 8 5/30/14 2:27 PM


LICENSING BRASIL

LIC

ENSI

NG


10

Looney Tunes Invasion at

McDonald’s McDonald’s consumers had fun

with the Happy Meal promotion

that brought the Looney Tunes

gang. Inspired by the Warner

Bros characters, the campaign

featured six DVDs of gang funny

adventures. “To extend the funny

moments families have together,

we sought a partnership with

Warner Bros. to produce these

DVDs, says Isabela Almeida, Arcos

Dourados marketing manager,

which represents McDonald’s in

Latin America.

Monica and Friends by Candide

Success that goes through generations, Monica and Friends characters are

part of the magic universe of Candide toys. The major innovation is Monica doll

equipped with voice recognition that talks with little children asking questions,

telling jokes and stories. The interaction is such that the dearest toothy in the

history of comics has articulated arms and legs; she speaks phrases and

sings songs playing with the children.

A new launching is Monica’s lap top which teaches and entertains

with 33 interactive activities for grammar, math, music and games. And fun does

not stop there! There’s a Spin-Spin toy which is a vehicle that turns somersault

and comes with two central characters by Maurício de Souza. Each car comes

with radio control with three functions.



LICENSING BRASIL

LIC

ENSI

NG


12

Adventure Time Collection by Riachuelo

Riachuelo, one of the largest retail chains in Brazil, launched a

collection of clothes and accessories from Adventure Time in March.

“We are consolidating in Brazil the same success already achieved by

the property in international markets and especially in the United States.

“This collection arrival in Riachuelo complements an extensive portfolio

of licensed products in various categories of children’s products and I’m

sure this launching will be one among so many successes that have been

experienced in these 14 years of partnership with Cartoon Network”, says

Cidinha Figueira, licensing director of Cartoon Network.

The series tells the story of the Land of Ooo and it is the theme of a

collection with pieces for boys and girls up to the age of sixteen and also

a special line of men’s and women’s shirts. Caps, shoes, bijoux and home

fashion items complete the product mix.

The space inside stores was themed and the shop windows were

decorated Adventure Time images.

Barbie’s page in Portuguese on Facebook

Since March, Barbie also speaks Portuguese. This is

Mattel’s strategy to bring the world’s most famous doll

closer to her Brazilian fans. Debuting with over 730,000

likes in the country, the Brazilian Facebook version brings

locally produced content combining current issues, news

about the brand and a little bit of nostalgia, resuming

great moments of her successful story over the last 55 years.

“We see a growing number of Brazilians accessing Barbie’s content on the global brand fan page,

which became an opportunity to expand the digital communication strategy with the local public,” said

Ana Furtado, marketing manager of products for girls – Mattel Brazil.

Launched globally in 2009, Barbie’s fan page has 11 million fans at present. The agency responsible

for f Barbie’s fan page in Portuguese is In Press Porter Novelli.

www.facebook.com/barbie



LICENSING BRASIL14

ABOUT US

Brazilian Licensing MarketGrowing, but moderately

President of the Brazilian Licensing Association

– ABRAL, Marici Ferreira, is also EP Grupo

managing director, she talks about the

Brazilian licensing sector and the actions carried out

by the Association to strengthen the licensing business

in Brazil.

What is the context of the Brazilian licensing

sector in the last years?

The Brazilian licensing market continues with good

growth prospects. There was a marked growth in the

Brazilian licensing segment from the years 2007 up to

2012, with peaks up to 14 % in the last three years.

The market goes on with good growth prospects

because new brand categories such as corporate,

artistic and sports have just started being exploited.

However, this new step should take place gradually

with no consumption booms.

What was the market official turn over in

2013?

In 2012 the licensing industry generated 12 bn

reais in retail. Last year that figure went up by 4 %,

i.e. the sector in 2013 had a turn over of 12 bn and

480 m dollars in retail sales.

Marici Ferreira

Cover_Y5.indd 14 5/30/14 2:40 PM

May/Jun 2014 15

What is the expected growth for the segment

this year? Which reasons validate this perspective?

The present context of the country indicates that growth

this year should be by 4%, just as last year. Therefore we

are talking about 12 bn and 980 m. This increase is most

likely based on some categories which are showing growth,

but this is not enough to raise the average of the entire

industry. It is worth pointing out that the toy retail sector

has been slowing down. Also the entry of new licensors

and licensing agencies in the Brazilian market has increased

the pressure to lower prices, which in a first moment will

certainly impact the segment sales volume.

“THE YEAR OF 2013 WAS MARKED BY A CHANGE IN THE LICENSING market

direction. On the one hand, some properties resonated very positively,

while a fair share of brands did not show significant results. I think the

reason for this behavior is the entry of new brands and properties on the

market without a corresponding increase in companies willing to license because this

requires a more careful and conservative analysis by the licensees . Another important

factor was the exchange rate fluctuation, especially for those companies that still

require contracts in foreign currency. The narrowing of the brand market in the open

TV, especially for children and the growing share of digital media, also contributed to

a reduction in the licensing market growth. However, I believe this to be a temporary

phenomenon as the tendency is to stabilize the market as companies learn how to

deal with these new variables more effectively. Having said that, 2013 was a year

of growth, but with lower expansion level and it points to a positive 2014, but for

specific sectors; those which will be able to work with greater flexibility and creativity

in the face of recent changes”.

MARCUS MACEDO – Uracer Director

What about ABRAL? How can the association

act to collaborate with this scenario?

2013 was a great year for ABRAL. The actions

and commitment of all directors resulted in growth

by 92%. The number of members went up from

50 to 96 this year, Abral board has drawn up some

actions that should take place during the year aiming

to foster and promote the licensing sector in Brazil.

Lack of the business knowledge is still a reality

among manufacturers and retailers. Our work to

promote and explain the importance of licensing as a

marketing tool is permanent.

IN QUOTES

Aware of the different strategies designed by the numerous platforms that deal with licensing in Brazil, we

searched for some businessmen’s views in order to draw up a more concrete business analysis.

Cover_Y5.indd 15 5/30/14 2:40 PM

LICENSING BRASIL16

ABOUT US

“WE HAVE NOTICED AN INCREASE IN THE LICENSING FIGURES IN 2013. WITH OUR CHARACTER

Monica’s 50th anniversary, it’s clear to us her visibility, Mauricio de Sousa Productions’ revenues have

increased by 20%. Besides more than 500 licensed products branded Monica 50 years, we have had

some major events such as the retail strategy in partnership with Kimberly-Clark: Monica’s house

which hosted thousands of children. And also Mônica Parade, an action that spread 50 statues of Monica in

São Paulo city, also advertised in the press.”

MÔNICA SOUSA – Mauricio de Sousa Produções – Commercial Director.

“FOR TILIBRA, LICENSING IS CONSIDERED A MARKET

differentiator. In our mix, school supplies, agendas, writing

and office materials show over 90 licenses. In 2013, Tilibra

increased its portfolio by more than 10 new licenses,

several of them in the writing line, as Ben10, Simpsons, Adventure

Time, Ironman and Snoopy. However, the work goes far beyond than

just increase the number of new licenses. We are not only focused

on increasing the classic licenses, but also developing attractive and

innovative products. As a highlight of the year it is worth mentioning

Chiquititas and Monster High.”

SIDNEI BERGAMASCHi, Tilibra Marketing Director.

Cover_Y5.indd 16 5/30/14 2:40 PM

May/Jun 2014 17

Cover_Y5.indd 17 5/30/14 2:40 PM

LICENSING BRASIL18

ABOUT US

“2013 WAS A YEAR OF OUR DIRECT OPERATION

consolidation, and that was focused on our core properties,

improving the level of service for our licensees and the

presence of our properties in the retail market. It was a very

challenging year with a lot to learn, especially in the toy market, but

in the end we got a positive feedback from the retail market about

our properties. For instance Ninja Turtles and Dora had an excellent

turnover and they are our best bets for 2014. Despite all the market

concern about what will happen this year, we are optimistic about our

properties and launchings”

ANGELA CORTEZ – Nickelodeon Brasil – Licensing Director

“FOR RI HAPPY/PBKIDS, LICENSING IS OF UTMOST

importance. Licensing performance continues to

grow strongly in Brazil, and our industry includes

major Brazilian licenses as: Galinha Pintadinha,

Patati and Patatá, Monica’s gang and Rio 2, as well as brands

from international companies such as Hasbro, Cartoon

Network, Nickelodeon and Disney. It is important to stress the

licensing of products that gather relevant platforms such as

Spider Man, Hulk and Iron Man, and movie stars who also

become successful in the toy market. In 2013, we focused a

great deal on licensing and we will remain doing the same for

licensing will be a key point to our business success in 2014.”

Hector Nunez – Ri Happy/PBKIDS – CEO .

Cover_Y5.indd 18 5/30/14 2:41 PM

May/Jun 2014 19

Cover_Y5.indd 19 5/30/14 2:41 PM

STAND BRAZILIAN BRANDSData: 15/04/2013

LICENSING BRASIL20

COVER

From Brazil to the world!Brands are ready for the international markets

For the second consecutive year, the Brazilian

Brands – a sector project to foster brand exports,

image or intellectual and artistic property created

and registered in Brazil, takes an extensive brand

portfolio ready to conquer the international markets.

The showcase for such properties is the Brazilian

booth at the main world licensing fair - Licensing Expo

2014. There will be 16 exhibitors, licensors and brand

agents, presenting over 30 licenses to visitors during

the event.

Last year, the volume of business conducted by the

Brazilian Brands booth exceeded 1.5 million dollars.


brazilian_brands_2.indd 20 30/05/14 15:27


Booths – D161 and E161Exhibitors:

Organized by:

Agência de Conteúdo

Additional information: www.brandsbr.com


COVER

One of the most watched series at Discovery Kids. There are music, fantasy and imagination. 104 episodes of 11 minutes; 2nd season in the air with more 52 episodes; Produced in English, Portuguese and Spanish; Winner of 5 international awards; Musical in Brazil in 2014; Netflix, Youyn, PlayKids; CD and DVD series by Sony Music; News Apps in 2014.

Target: Unisex from 2 to 5 years old.Number of licensees in Brazil: 10.Contact: Kasmanas 55 11 3507-4904/[email protected]/[email protected]

Bob Zoom is an ant; he was born in the digital platform and participates in music videos and stories. Digital Boom: more than 40 million views; Facebook: more than 240,000 likes; The 2nd DVD will be launched in July-2014; 2nd semester-2014 on Netflix; Musical App: More 35 thousand downloads in 80 different countries; Global Presence: Produced in English, Spanish and Portuguese. Playful teaching.

Target: unisex from 2 to 5 years old.Number of licensees in Brazil: 14Contact: Kasmanas 55 11 3507-4904/[email protected]/[email protected]

Funny creatures like witches and wizard frogs are the inhabitants of a modern world enchanted with magic wands and potions. The five elements of magic (water, earth, air, fire and energy) will be crucial as the story unfolds with characters trying to find their way through this unique land.

Target: girls and boys up to 8 years old.Number of licensees in Brazil: 1.Contact: Toys Talk55 31 3281 6818/[email protected]/[email protected]

Check out the profile of the Brazilian properties!



COVER

Capricho is a teen magazine so loyal to its readers that it has become a life guide for teenagers. It is a multiplatform brand, besides the magazine’s success, Capricho website is the most visited teen

content website. They also promote a music and fashion festival every year.Target: girls from 12 to 17 years old.Number of licensees in Brazil: 12Contact: Redibra 55 11 3383-1616/[email protected]/[email protected]

Tom, Mila and Capim are inseparable friends. They get together every afternoon to play, but Leocádia, their evil building manager, always gets in their way. When something fishy happens around the building, they become the Blue Building Detectives and investigate the mysteries of the building!

Target: girls and boys from 5 to 9 years old.Number of licensees in Brazil: new brand.Contact: Gloob – 55 21 2145-7194/[email protected] – 55 11 3507-4904/

[email protected]

D.P.A. – BLUE BUILDING DETECTIVES - DETETIVES DO PRÉDIO AZUL

Chucky Billy is a typical country boy. He lives with his parents on a small ranch near a creek and we feel like diving into his adventures. His girl friend Rosinha, Zé Lelé, his friends Zé da Roça and Hiro also make part of his lively world.

Target: children - all ages and adults.Number of licensees in Brazil: 60Contact: Mauricio de Sousa Productions55 11 3613-5163/[email protected]/[email protected]



LICENSING BRASIL26

COVER

Dino Mundi explores the universe of dinosaurs through an interactive adventure. Using augmented reality technology, dinosaurs gain life on your tablet or smartphone screen while you can feed them and get amazed with these Jurassic creatures.


Earth to Luna follows the adventures of a little girl who is completely, undeniably and passionately into just one thing: science. For Luna the Earth is a giant laboratory and she dives into every new experience with boundless energy and enthusiasm. She will do everything possible to find answers for her scientific questions.

Target: preschool children.Number of licensees in Brazil: Contact: TV PinGuim 55 11 99633-5898 [email protected]



COVER

Egg Ninja is a nonsense brand that explores a parallel universe where eggs will battle against each other at a very exciting competition. All Egg Ninjas dream of being nominated to dispute the Golden Frying Pan award, however only the 12 bravest eggs will enter the Eggshell Arena.


The secret agents Fishtronaut, Marina and Zico live adventures and solve mysteries to defend the environment! The cartoon is one of the top numbers of audience on Discovery Kids and it is aired in over 70 countries. Besides the tv show, the brand has theater plays, mall events and a live action show.

Target: girls and boys from 1 to 5 years old.Number of licensees in Brazil: 20.Contact: TV PinGuim55 11 99633-5898/[email protected]

After 30 years and with a name easy to pronounce, Fico has won the Brazilian market. There are over 300 products for male and female clothing, backpacks and notebooks in more than 20,000 multi-brand shops, with an annual growth of over 20% in sales. Also check out our Cartoon project: “Go Surf” with Fico and his friends.

Target: teens and adults – females and males.Number of licensees in Brazil: 5.Contact: Fico55 11 2842-4242/[email protected]/[email protected]


LICENSING BRASIL20

COVER

From Brazil to the world!Brands are ready for the international markets

For the second consecutive year, the Brazilian

Brands – a sector project to foster brand exports,

image or intellectual and artistic property created

and registered in Brazil, takes an extensive brand

portfolio ready to conquer the international markets.

The showcase for such properties is the Brazilian

booth at the main world licensing fair - Licensing Expo

2014. There will be 16 exhibitors, licensors and brand

agents, presenting over 30 licenses to visitors during

the event.

Last year, the volume of business conducted by the

Brazilian Brands booth exceeded 1.5 million dollars.

brazilian_brands_2.indd 20 6/2/14 5:08 PM

Untitled-2 1 6/2/14 4:01 PM

LICENSING BRASIL30

COVER

Gaby Star lives in Rio and has it all – beauty, friends and lots of fun. When she is forced to move to the countryside to live with her grandmother, Gaby’s world comes crashing down. Gradually, she reconnects with her roots while uncovering her late father’s memoirs and discovering she has an incredible talent for music.

Target: girls from 6 to 11 years old.Number of licensees in Brazil: new brand.Contact: Gloob –55 21 2145-7194/[email protected] – 55 11 3507-4904/[email protected]

“Go Surf” is a cartoon in partnership with “TV Pinguim”, creator of worldwide hit “Fishtronaut”. For children 0 to 6 years old, “Go Surf” is a radical dive into the waves of imagination. Fico and his friends Johnny, Sunny, and Sunny’s Hotdoggin’ wiener dog are going to help kids everywhere discover a world of adventures where nature takes a center stage.

Target: girls and boys from 0 to 6 years old.Number of licensees in Brazil: 1.Contact: Fico55 11 2842-4242/[email protected]/[email protected]


May/Jun 2014 31

Boa Forma is a complete guide to women’s health and beauty. The magazine’s circulation is 210,000 copies per issue, in addition to having almost 20 000 subscribers on the digital version.

Target: females from 25 to 40 years old.Number of licensees in Brazil: 3.Contact: Redibra 55 11 3383-1616/[email protected]/[email protected]

Cute and romantic Jolie comes on notebook covers to enchant girls of all ages. They have delicate and soft features. Sales leader in notebooks by Tilibra; present in more than 30 thousand PDV’s; won 4 license awards; 800 licensed products in Brazil.

Target: girls from 6 to 8 years old.Number of licensees in Brazil: 15.Contact: Kasmanas 55 11 3507-4904/[email protected]/[email protected]

ISABELLA FIORENTINO

Isabella is the hostess of “What Not to Wear” TV show on SBT channel, Brazil. She is also a Fashion icon, expert in Fashion & Beauty, top Brazilian model and entrepreneur. Her concept of versatile and accessible fashion references for contemporary women has strong appeal for ABC SEL young women from 18 to 35 years old.

Target: women from 18 to 35 years old.Number of licensees in Brazil: new brandContact: Tycoon Brands 36055 11 3568-2767/ [email protected]. br


LICENSING BRASIL32

COVER

Reaching 1 billion views on YouTube, the Lottie Dottie Chicken musical cartoons are a happy mania among children. More than 1, 5 million DVDs sold, millions of apps downloaded, more than 500 licensed products and 3 live shows make Lottie Dottie Chicken the biggest Brazilian kids phenomenon, now expanding to Spanish and English versions.

Target: girls and boys from 0 to 4 years old.Number of licensees in Brazil: 60.Contact: Redibra55 11 3383-1616/[email protected]/[email protected]

A super lively group made up of children from six to seven years old, each with their own distinct and individual characteristics. Together they have made millions of friends across the world. The can also bring their energy and happiness to your business.

Target: children and adults – all ages.Number of licensees in Brazil: 100Contact: Mauricio de Sousa Productions55 11 3613-5163/[email protected]/[email protected]


May/Jun 2014 33


LICENSING BRASIL34

COVER

Brazil’s most famous group of kids have grown up, reawakening the ties with an older generation that might have started giving up the comics they used to read when they were younger. Monica Teen was created with the purpose of representing adolescence and bringing back curiosities, enchantments, and situations typical of the age.

Target: boys and girls from 8 to 13 years oldNumber of licensees in Brazil: 50Contact: Mauricio de Sousa Productions55 11 3613-5163/[email protected]/[email protected]

The most beloved gang in Brazil has been reinterpreted and turned into Toy Art. If you are not familiar with this term, Toy Art is a special kind of toy, generally addressed to adults; but this collection, with Mauricio de Susa’s characters, is made for everyone. Created for collection and/or playing.

Target: 14 years old and overNumber of licensees in Brazil: 20Contact: Mauricio de Sousa Productions55 11 3613-5163/[email protected]/[email protected]


Untitled-2 1 6/2/14 4:02 PM

LICENSING BRASIL36

COVER

Monsteel explores the comic side of evil, presenting 5 clumsy and funny monsters who will face their deepest fears to become real super heroes. After losing their popularity as famous monsters, Drac Lord, Miss Monster, Frank Star, Silly Wolf and MC Mummy will now have to get a job!


Mormaii is a genuine Brazilian brand, born in the seventies with the purpose of improving life quality through sports, contact with nature, family and friends. The brand keeps on growing strongly in Brazil and all over the world; it is considered one of the most important Brazilian brands in its business line.

Target: kids, teens and adults - female and maleNumber of licensees in Brazil: 45.Contact: Mormaii55 48 3254-8000/[email protected]/[email protected]


May/Jun 2014 37


LICENSING BRASIL38

COVER

Naja Extreme is a fightwear brand present throughout Brazil with dozens of owned and licensed products. As a major sponsor of the XFC in the country, Naja Extreme stands out for its massive presence in the fight and entertainment market.

Target: teens and adults from 13 to 45 years old.Number of licensees in Brazil: 32.Contact: Naja Extreme55 11 4301-3856 / [email protected]/[email protected]

Osmar, “the heel of the loaf”, follows the adventures of a shy and clumsy slice of bread trying to overcome the fact that it was forgotten in the package – and since then, everything goes wrong in his life. The story takes place in a fantastic world of eternal breakfast, where the inhabitants are bread, cheese and sweets.

Target: girls and boys from 6 to 11 years old.Number of licensees in Brazil: new brand.Contact: Gloob55 21 2145-7194/[email protected]/Kasmanas – 55 11 3507-4904/[email protected]


May/Jun 2014 39


LICENSING BRASIL40

COVER

Success in product licensing since 2009, the pair of clowns has won four important awards in the Brazilian licensing sector. Over 1,200 products launched in the market. Their fan club has more than one million fans, and their Facebook page more than 340,000 likes. Since 2011 there were more than three thousand shows and more than 10 million DVDs sold.

Target: Unisex – from 0 to 6 years old.Number of licensees in Brazil: 65.Contact: Kasmanas 55 11 3507-4904/[email protected]/[email protected]

Brand created in 1996, focused on extreme sports and licensed in many segments from classic apparel and back to school up to food and electronic items, meeting the desires of modern consumers whether athletes or not.

Target: from 10 to 30 years old.Number of licensees in Brazil: 30.Contact: Red Nose 55 11 5506-7350/ [email protected]


May/Jun 2014 41

Snow & Stella presents two very different friends and their beautiful friendship story. Many unexpected events will occur when a cute bear missing from his family runs into a clumsy star that accidently fell on Earth. Stella helps Snow get back to his family while she tries to return to sky.


Spark Dogz explores the universe of Dogs in a fun and intelligent way. Each Spark Dogz has its own distinct personality but they all share an irreverent sense of humor, a passion for music and some human-like habits. The original product is a toy with voice recognition and has sold over 500,000 pieces in 22 countries.



Itʼs time to invest in new exhibitorslicensing markets!

The unique licensingevent in Latin America

September 30 andOctober 1

Grand HyattSão Paulo - Brazil

Register now: www.expolb.com.brShow organizer: Official publication:


anuncio pag dupla.indd 42 30/05/14 15:56

Itʼs time to invest in new exhibitorslicensing markets!

The unique licensingevent in Latin America

September 30 andOctober 1

Grand HyattSão Paulo - Brazil

Register now: www.expolb.com.brShow organizer: Official publication:


PROCESS:

SPO T PMS :

®

1/2 inch

alteration = .8pt stroke added

the smallest the logo should ever be

1 inch

alteration = 1pt stroke added

2 inch

4 inch

6 inch

alteration = smaller TM

this �ts perfectly withinthe PowerPoint template box

anuncio pag dupla.indd 43 30/05/14 15:56

ON THE SPOT – ABRIN

Licensing, a strategic ally of the toy industry,

has once again proved its relevance at the 31st

Brazilian Toy Fair - Abrin, held from April 1st to

April 4th in São Paulo, Brazil.

The fair is responsible for at least 25% of the

annual turnover of the toy industry, thus contributing

to the recovery of the market share once dominated

by imports, mainly from China. In this edition, 180

Brazilian exhibitors present firsthand approximately

1,400 launchings.

2014Licenses show the flag!

Check out some of the licensed novelties!

Lottie Dottie Chicken Cuckoo Clock

ELKALicensor: Redibra

Strawberry

Shortcake Doll

DTC

Licensor: EximSofia, the First Doll

MULTIBRINK

Licensor: Disney

Teenage Mutant Ninja

Turtles Action Figures

MULTIKIDS

Licensor: Nickelodeon

Bob Zoom DrumBRINQUEDOS CARDOSO

Licensor: KasmanasLalaloopsy Tent

BRASKITLicensor: BR Licensing

vitrineLB ingles.indd 44 5/30/14 2:55 PM

45Mai/Jun 2014

Smurfs Car Toys Figures

DIVERTOYS

Licensor: BR Licensing Transformers Costume

SULAMERICANALicensor: Hasbro

Doc McStuffins Doll TOYNG

Licensor: Disney

Peppa Pig Doll BRINQUEDOS ESTRELA

Licensor: Exim

Mona Lisa by Luciano Martins PuzzleNIG

Licensor: LM Licenciamentos

Bubble Stick ChiquititasBRASILFLEX

Licensor: SBT Licencimento

vitrineLB ingles.indd 45 5/30/14 2:55 PM

LICENSING BRASIL46

ON THE SPOT – APAS

Known for dictating trends and presenting the news for

supermarkets, Apas Fair was held from May 5th to May

8th in São Paulo, Brazil, at Expo Center Norte. In its

30th edition the fair had more than 500 exhibitors and received

approximately 68 thousand visitors.

Brand licensing is becoming increasingly prominent in the

Brazilian food and hygiene lines. Apas is therefore an excellent

showcase confirming the investment of these segments adding up

value to products. To the supermarket shelves Check out some of the licensed novelties!

Juices Lottie Dottie Chicken [PRÓATIVA]

Jelly Candies Patati Patatá [FINI]

Jelly Candies Lottie Dottie Chicken [RICLAN]

Sodas Ben 10 and Adventure Time [BRASIL KIRIN]

Moistened Wipes Patati Patatá [G&B HIGIÊNICOS]

Juices Toy Story [PURITY]

vitrine APAS ingles.indd 46 5/30/14 3:00 PM

47May/Jun 2014

Towel Hangers Lottie Dottie Chicken [MELHORAMENTOS PAPÉIS]

Chocolate Eggs Lottie Dottie Chicken [SUNNY]

Mini Chicken Sausages Monica and Friends [SEARA]

Fans Gol CBF [DTC]Disposable Diapers Sítio do Pica-Pau Amarelo [DIGUINHO]

Kids’ Toothbrushes My Little Poney [INOVA KIDS]

Mini Panettones Hello Kitty [SANTA EDWIRGES]

Melons Monica and Friends [ITAUEIRA]

Bananas Monica and Friends [BRASNICA]

vitrine APAS ingles.indd 47 5/30/14 3:00 PM

LICENSING BRASIL

COMPANY

48

Dermiwil is a 100% Brazilian company that

generates hundreds of jobs in the country.

With a large industrial facility located in

the Capital city of São Paulo, São Paulo State and

another one in Curitiba, Paraná State, the company

also has huge potential and expertise in imports.

The company started its operations with baby

products through Marwil brand in 1962. Only in the

early 1970s, the company launched its first PVC lunch

boxes and cases, reaching the segment of school

supplies. “Afterwards, we introduced the injected

lunchboxes, unpublished in Brazil at that time,” says

current marketing manager, Luciana Russi.

”Almost all of our mix is licensed, i.e., licensing is of the utmost importance to our company.”

DermiwilIn the late 1990s, Dermiwil introduced its line in

lunch boxes and sewing pencil cases, articles made

entirely in Brazil. “Then the backpacks came out. At

that time, we also introduced our own brand BabyGo

for childcare products.”

When the company started working with

suppliers in China, around 2001, it took a leap to

expand its product line. Currently, the company holds

an extensive collection of child care and other major

line of school supplies. Backpacks, rolling backpacks,

lunch boxes, pencil cases, flasks, handbags, bags,

suitcases and toiletry bags are some of the school

and travel supplies. “For light childcare line, we have

bags, bottles, pacifiers, bibs, cups, plates and cutlery,

among many other items”, says Luciana Russi.

Targeting all ages, children, teenagers, youngsters

and adults, nowadays the lines have various themes

related to licenses worked by the company. Licensing

began in late 1990’s and since then it has become

essential for Dermiwil. Today, numerous licenses

make up the company portfolio. “We have excellent

partnerships with leading licensors in the market,

always in perfect tune, as well as focused on new

projects. Furthermore, we are constantly following

the market trends.“

The company tries to

adjust its portfolio to

consumer segments,

seeking the right balance

CompanyLB#Y5.indd 48 5/30/14 3:02 PM

May/Jun 2014 49

between males and females. For adult audiences, for

example, brands like Planet Girls, Stock Car, Red Bull

and Boa Forma (Fitness), among others are offered.

“Currently, our major highlight is Capricho trademark

by Editora Abril publishing company.”

However, according to Luciana Russi, the main

consumers for Dermiwil’s products are children

aged from 3 to 9 years old from upper and upper-

middle classes.

Present in the main school and childcare fairs, the

company still carries out a strong work at the POS

as well as in the social media, through newsletters

and promotions. “On our back to school program,

we often establish commercial partnerships with

several storekeepers, in order to draw the consumer’s

attention to our products”, she adds.

Luciana ensures that the main strategy for

the brand success is a well designed action plan

supported by the licensor. “A good relationship

among companies that market the same brand is

extremely important. In addition it is also fundamental

a good connection between the brand and its target

consumers. When this ratio is well built, success in

licensing is immediate”, she adds.

Currently, the back to school program accounts

for nearly 60% of Dermiwil’s revenues. “Almost

all of our mix is licensed, i.e., licensing is of the

utmost importance to our company.” Even with the

difficulties of the Brazilian economy, Dermiwil has

grown by 10% compared to last year. “For 2014, we

will launch 15 new licenses in educational products.

As for our childcare line, we will expand the food

mix for children from 3 to 7 years old, through a

great partnership with Mattel and Disney. Really cool

things are about to come”, she concludes.

Dermiwil - http://www.dermiwil.com.br/

CompanyLB#Y5.indd 49 5/30/14 3:02 PM

LICENSING BRASIL

Channel series get a licensing program!

Gloob belongs to Globosat, a major pay-

TV programmer in Latin America. It is a

multiplatform brand that connects children

and parents through TV, website, games, and

applications. Boys and girls, who are learning how to

read and write, are the main viewers of the channel

Over 1.4 million people watch Gloob daily; the

network has grown significantly in audience. Such

success has made the channel expand its fronts.

Currently, besides its presence on the small screen

and in the digital world, the brand from the Globosat

family will have another way to keep in touch with

children: product licensing.

Through the licensing program of the Channel

series, Gloob promises good opportunities. “Our

work will be based on quality and not quantity of

properties. Planning, building and promoting content

through surveys are just some of the benefits offered

by Gloob. Besides of course, the business aspect of

the brand, “said the director Paulo Marinho.

The target audience mainly involves children from 5

to 9 years old and according to Sabrina Freitas, product

development manager for Gloob, the licensing program

involves only the channel co-productions: “We want

to focus on what is strategic for the channel, working

with programs we are familiar with in order to get the

so-called product placement”.

Seeking for experience with Brazilian brands, the

broadcaster has partnered with Kasmanas - a licensing

agency. “Our idea is to explore different segments and

take the channel brands abroad”, explains the agency

owner, Ana Kasmanas. At the beginning, we will be

working with four channel contents: the series “DPA

– Detetive do Prédio Azul” (the Detective of the Blue

Building), “Osmar”, “Gaby Estrela” and “Tem Criança

na Cozinha” (Children in the Kitchen).

Fashion, school supplies, accessories, toys and

houseware are just some of the categories to be

worked.

50

SPECIAL

Especial_ ing.indd 50 5/30/14 3:04 PM

May/Jun 2013

Especial_ ing.indd 51 5/30/14 3:04 PM

Untitled-2 1 5/30/14 3:07 PM

Documents

Licensing Brasil Magazine #5