Licensing Brasil Magazine #6

www.licensingbrasil.com Licensing Expo 2015 Special Issue year 6

Brazilian brands go globalHot and trending properties you will definitely hear about

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Here we have great opportunities for your company!

Come and visit the Brazilian Licensing Fair

SEPTEMBER

AND

REGISTER FOR FREE

Phone: [email protected]

11 5092-5588SHOW ORGANIZER

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Here we have great opportunities for your company!

Come and visit the Brazilian Licensing Fair

SEPTEMBER

AND

REGISTER FOR FREE

Phone: [email protected]

11 5092-5588SHOW ORGANIZER

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INDEX

Opinion 10

Licensing short articles 12

About us – Licensing at retail 18

Cover – Brazilian Brands 28

Company – Havaianas 38

On the spot – Food, beverages and other

supermarket items: APAS 2015 40

On the spot – Toys and baby products: Abrin

2015 44

Interview – Mauricio and Mônica de Sousa 48

Special − New Monica’s Park 50

(40)

(44)

(28)

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Year 6 – Special Licensing Expo – 2015Espaço Palavra Editora e Arte Ltda.

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

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

‹ Revision ›Lu Peixoto Marcus Macedo

‹ Editorial ›Kika MartinsLívia de Vivo

‹ Art › Wilson AlvesRening Masuyama

‹ Commercial Department ›Alessandra Aragon FrateDaiane Miranda

‹ Marketing ›Livia Gimenes

‹ Administrative ›Cristina Venâncio

‹ 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

For the sixth year in a row we prepared an edition especially for

international licensing events. We work hard to bring for you

relevant information about what is going on with Latin America´s

largest licensing market, Brazil.

The Brazilian licensing industry is not only increasing on a steady pace

but becoming more professional and conscious of its importance. The

Brazilian Licensing Association estimates retail sales of licensing products at

R$ 13.2 billion (approximately US$ 4.42 billion), 6% higher of total revenues

generated in 2013. This year, despite some major setbacks in the Brazilian

economy, licensors, agents and licensees nationwide predict a 4% growth

over 2014, very good news for a segment that is still to reach its maturity.

Currently there are over 80 active licensors, more than 600 properties

on the market, both local and international, which doubtlessly, make up

for a very strong and solid market experience.

The presence of Brazilian Brands booth in the 2015 Las Vegas

Licensing Expo will cast again the results of a very successful endeavor

between ABRAL and APEX (Brazilian Agency for Promotion of Exports

and Investments) – with the prime objective of giving some important

Brazilian properties even more visibility. Many of them are already on

many consumer goods in Brazil and abroad. Staging in Vegas gives them

a unique opportunity of enriched exchanges of ideas and great deals of

learning. In this issue, you will find out more about these properties and

their licensors.

In the About Us section, we invite you to observe and read about the

Brazilian licensing retail backdrop – its strengths, points of improvements

and business opportunities. The reader will also find a selection of licensed

items that recently launched during some the most important trade fairs

up to this moment in Brazil. Toys, F&B and more.

It is a pleasure to be back!

A little bit of Brazil

Marici Ferreira

[Director]

[email protected]

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TO ME, IT IS JUST A MATTER OF WHO HAS

RELEVANCE TO AN AUDIENCE OR NOT —

AND THAT CAN BE A CURRENT STAR, A

LIVING LEGEND OR A DECEASED CELEBRITY.

AS FOR LIVING LEGENDS, THEY OFTEN BRING

IN A LARGE DEMOGRAPHIC APPEAL, AND IN

THE MARKETING ERA OF ‘RETRO’, A LIVING

LEGEND CAN BE ‘COOL’ AGAIN.”

David Schwab, diretor at Octagon First Call

Source: NYSportsJournalism.com

OPINION

WITH THE FIRST TOYS IMPORTED BY SUNNY

TOYS, IT WAS POSSIBLE TO UNDERSTAND

THAT THERE WAS A BIG MARKET NEED FOR

PRODUCTS THAT NOT ONLY AMUSE, BUT THAT

CONTRIBUTE TO KIDS’ DEVELOPMENT AND

EDUCATION. PLAYMOBIL, BEN10 AND POWER

RANGERS LICENSED LINES ALLOW CHILDREN TO

USE THEIR IMAGINATION TO CREATE AND WALK

INTO THE CHARACTERS’ LIVE”

Sharon Czitrom, marketing coordinator at

Sunny Toys

Source: Dezoito.com

CHOCOLATE EGGS WITH HIGHER PRICE WERE

RESPONSIBLE FOR 40% OF SALES LAST YEAR,

WHEN FAMILIES CHOSE PREMIUM PRODUCTS

FOR THEIR KIDS. TOYS AND LICENSED

CHARACTERS ARE IN 9 OUT OF 10 EGGS

GIVEN TO CHILDREN. THOSE CONSUMERS

HAVE INCREASED THEIR DEMAND FOR

QUALITY WHEN IT COMES TO THE TOY

INSIDE THE CHOCOLATE EGG. THEREFORE,

THE PURCHASE IS MORE EXPENSIVE.”

Cesar Moro Tozetto, president at Parana’s

Supermarket Association – Apras

Source: Bem Paraná

IN THE PAST FEW YEARS, MORE PEOPLE THAN

EVER BEFORE HAVE BEEN GOING TO THEIR

LOCAL CINEMAS TO SEE MOVIES MADE BY

FILMMAKERS IN THE UNITED STATES AND

ALL AROUND THE GLOBE. THIS IS NOT JUST

AN AMERICAN STORY OF SUCCESS, BUT A

WORLDWIDE STORY ABOUT THE VALUE OF

CRAFT, CREATIVITY AND THE IMPORTANCE

OF A STORY WELL TOLD.”

Chris Dodd, director at MPAA – Motion Picture

Association of America

Source: LA Times

CONSUMER DAY IN BRAZIL IS TAKING

STEPS TOWARDS BECOMING THE MOST

IMPORTANT DATE FOR E-COMMERCE IN THE

COUNTRY. OUR INTENTION IS TO PROFIT OF

THAT MOMENT TO BRING OFFERS THAT WILL

CERTAINLY PLEASE PARENTS AND MOTHERS

WHO SEEK QUALITY AND LOWER PRICES.”

Lucas Neves, head marketing at Bebê Store

Source: FirstCom Comunicação

WHEN THERE ARE SO MANY NEW AND

IMPORTANT MOVIE LAUNCHES, IT IS ALWAYS

A CHALLENGE. EVERYONE WANTS TO BE ON

THE SPOTLIGHT.”

Marty Brochstein, executive at LIMA (Licensing

Industry Merchandisers’ Association)

Source: Gazeta do Povo/NY Times

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Senninha on Discovery Kids

Ayrton Senna Institute has organized an event to present

the animation series Zupt! with the Formula One world

champion kid character Senninha. The series debut on

Discovery Kids is also its first time on television. Zupt! is a 13

one-minute episode series in 2D animation to be are aired

during commercial breaks. More importantly, its content

reinforces values such as environmental awareness, generosity and perseverance.

Senninha’s licensed products have also been highlighted during the event. According to parents in the

audience, the animation is an opportunity to present the Brazilian idol to the new generation. Mauro

Ratto, from IAS licensing department, explains that there is a strategic plan to increase Senninha’s presence

in consumer products: “To me, it’s a very special day. Finally this year, thanks to the opportunity granted

by Discovery Kids, Senninha is on television. We have ambitious plans and we will focus on toys and F&B

categories where we see great opportunities”.

For those who want to follow the character closely, Ayrton Senna Institute has created an official fanpage

on Facebook: www.facebook.com/SenninhaOficial.

Heroes and fairies in children’s rooms

Lepper has upgraded its licensed products portfolio with the launch of

Avengers, Frozen, Tinker Bell and Marie’s collections. After all, the kids

connection with the characters contributes a great deal on improving

the textile industry. Lepper leads Brazilian national ranking of licensees

in the segment with 24 children characters in its portfolio.

Peppa Pig, the Minions, Hot Wheels, Spiderman, Monster High, Ben

10, Strawberry, Frozen and Barbie are some of the kids’ favorite lines. More launches are expected throughout

the year. The largest Brazilian bed and bath retailers carry Lepper’s products.

For more information, go to: www.lepper.com.br.

Endemol represents Buddy Valastro in Brazil

Celebrity chef Buddy Valastro, responsible for the successful TV show Cake

Boss will host a new reality show made for Brazilian television. Endemol Brazil

will be the producer of the new show that will be aired by free to air network

Rede Record and paid channel Discovery.

Besides spearheading the TV attraction, Endemol Brazil will also manage

Buddy’s career as a publicity talent and the licensing opportunities. The company expects his name and image to

be associated with a myriad of products such as toys and kitchen appliances and accessories.

To obtain more information, contact Endemol at (55 11) 3095-3663 or [email protected].

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Casa Claudia signs licensing agreement with Durafloor

A beautiful laminate flooring carrying its brand signature. This is the

latest and newest licensing initiative deployed by Brazil´s #1 home

decor magazine Casa Claudia.

According to Pedro Ariel Santana, content director at Abril Publishing

Architectural & Design Division and the licensing initiative champion,

this is the first time a print magazine associates its name and expertise

with a traditional decor brand like Duratex to develop and sign house

flooring. The new line with six different laminates has been named Marcas do Tempo by Casa Claudia.

The bold idea of using worn-out wood to look alike floor tiles came up after the executive noticed the

effect on international architecture trade shows he visited around the world. “This is a global concept

that Duratex was willing to join in”, says the executive.

Paper Doll

Denise Brandt is the artist responsible for the property

Boneca de Papel® (Paper Doll). She recently announced

a partnership with licensing agency Pro-Enter to work on

consumer products for the brand in Brazil.

For those who are not familiar with Boneca de Papel®,

the brand has made its way by fusing vintage and

contemporary features into the program. A big Brazilian

fad with past generations of youngsters in Brazil when

things were simpler and more naive, Paper Doll seeks to bring back memories from the good old days

along to pass on values for young active and plural girls.

Please, contact Denise and Luisa Brandt to obtain more information at [email protected],

www.bonecadepapel.com.br or Instagram @bonecadepapeloficial.

Worldwide success Pororo arrives in Brazil

The adventure series featuring Pororo the Little Penguin arrived in Brazil last April. Poby,

the polar bear; Eddy, the fox; Loopy, the beaver; and the dinosaur Krong are also in the

series and make up the bunch that inhabits a small village near the woods. Aired on

pay TV, the episodes finally arrived in Brazil after 10 years of success in more than 130

countries. It is also possible to watch some episodes at Pororo’s channel on YouTube.

The initiative to bring the Korean animation to Brazil came from Contents 360 and their

partners, KOCHAM (Brazil-Korea’s Chamber of Commerce, Industry and Culture) and

the Korean Cultural Center, an institution focused on promoting the Korean culture in Brazil.


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Supermarcas ready for the Terminator

Paramount Pictures Terminator Genisys is expected to open on July 2nd. The

fifth film of the worldwide blockbuster Terminator Series will have its Brazilian

licensing program managed by Supermarcas.

After finding himself in a new time-line, Sgt. Kyle Reese (Jai Courtney) teams

up with John Connor’s mother Sarah (Emilia Clarke) and the Guardian, an

aging terminator played by Arnold Schwarzenegger, to stop the one thing

that the future fears, the “Judgement Day”. The action-packed movie presents

possibilities for many different licensed products.

The new Mission Impossible movie is another movie that caught Supermarcas’

eye for licensing programs.

Brazilians love Frida Kahlo

Frida Kahlo’s Brazilian licensing program is gaining visibility by the day. A

respected artist due to her artwork and history, Frida has also achieved

equal success with her licensing program. The property relies on colorful

style guides inspired by the artist’s lifestyle, creating a full range of

possibilities to explore making product development a lot easier.

Home décor, smartphones covers, ceiling fans and, proving the brand’s

singularity, an exclusive apparel line by Riachuelo – one of Brazil’s largest

fashion retailers − are some of examples of products.

Brand House, which also represents and manages brands such as Pepsi,

The Beatles and Paris Hilton in Brazil, spearheads the Mexican-born artist brand licensing activities.

Brasilflex invests in brand licenses for new toy bubble blowing party

favors

During the last annual edition of Brazilian Toy Fair Abrin in São Paulo, toy

manufacturer Brasilflex presented the licensed versions of its leading product

Big Bolhão. The toy, local version of the Wubble Bubble Ball, is available in four

different characters: Disney’s Frozen, The Avengers, Mickey Mouse and Brazilian

kids’ blockbuster Dottie Lottie Chicken.

It is a fun item to all ages and comes with special bubble mix that guarantees

giant size bubbles for the outdoors.


May/Jun 2015

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17

Bob Zoom’s new juice line

Brazilian character Bob Zoom, star of a series of educational

music videos for kids, launched its most recent licensed success.

A line of juices featuring Bob Zoom and his friends premiered

at São Paulo’s Expobev, Brazil’s largest beverage manufacturing

trade show and at Confebras, Brazilian leading beverage

industry conference.

The new licensed product line will join an already successful line

of products comprised of DVDs, school items and party good

supplies. Licensee Saborama and Bob Zoom agent Kasmanas partnered up to manufacture and distribute

the line to all Brazilian regions.

Condor Monica Teen’s toothbrush

Condor, market leader for children toothbrush in Brazil, launches its first products specially

licensed for teenagers. Featuring the characters Monica and J-Five, from Monica Teen, the

products were developed for girls and boys of 7 years old or up.

TMJ licensed toothbrushes come with rubber grips for a firmer and comfortable brushing;

multi-level bristles, which allow more effective cleaning; and a small rubber head. Both

versions come with a protection case and are available in two colors. For more information,

access: www.condor.ind.br.

Bromélia Productions on Global License!’s TOP 150 licensors list

Produced by Bromélia and licensed by Redibra (licensing agency), Lottie

Dottie Chicken is a worldwide phenomenon. Apart from the character’s

huge success on YouTube, with almost 2 billion views between its Spanish and

Portuguese channels, it presents outstanding numbers when it comes to licensed

products present in all major retailers in Brazil.

That is one of the reasons why Bromélia Productions ranks 89 on the last Global

Licence!’s TOP 150 Licensors list. The property is currently present in a number

of countries in Latin America and Europe thanks to the support of local licensing

agencies such as Televisa (Mexico), CPLG (Spain), Character Mix (Agentina/Colombia) and P&L Global

(Peru/Chile) – all managed by Redibra. Today, there are more than 25 international licensees and an increasing

number of fans of Lottie Dottie Chicken’s enchanting rhymes and visuals.


LICENSING BRASIL18

ABOUT US

One of the most defying challenges of

modern retail is the so called “shopping

experience”. Getting the consumer to

enter into a dream world by just stepping onto the

shop floor is what makes the buying experience

worthwhile. Licensed characters from a blockbuster

movie or an appreciated sports brands have been

one of the keys retailers find to engage consumers

through thematic shopping areas and entertainment

experiences. A number of focused researches and

studies have proven over time that these initiatives

actually create an important connection with

consumers at the point of sales.

Licensing possibilities for retail are not just

promotions, marketing stunts and store decoration.

In Hong Kong a pioneer project recently associated

a fast food chain combo to Microsoft’s Xbox One

gaming platform. As odd as it may look at a first

glance, Triple-O’s burger restaurants promotional

campaign was a big hit with consumers.

According to the director of Com LicenSa –

Brazilian agency specialized in strategic brand

LICENSING AT RETAILIdeal places to captivate the consumer, retail stores must be explored by the brands to turn imagination into reality!

Source: Olhar Digital – 24/02/2015 – http://olhardigital.uol.com.br/noticia/xbox-one-ganha-lanchonete-fast-food-em-hong-kong/46970.

Xbox One at Chinese fast food chain in China, the first restaurant in the world to offer a personalized combo with Microsoft’s gaming brand. Triple-O restaurants are known for drawing client’s attention through innovative marketing actions.

licencing management and product development

– Gian Catinella, the European market is a bit more

conservative. When the subject is innovation and

branding, North-Americans are miles ahead. “Disney

stores in the US are excellent references for licensed

product displaying at retail. The flagship store at 5th

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May/Jun 2015 19

ApArt from the exposure, which influences A lot sAles

results, the interAction consumers Are Able to

experience is key. whether through mirrors, light

effects, sounds or chArActer displAys, one importAnt concept is to lAtch the connection between the consumer And products

avenue in New York has modular spaces to expose

products according to the licensed character, with

a complete portfolio, from clothing to stationery.

Besides, the color combination of the lines is perfect.

Seeing all that makes it almost impossible to resist

buying something”, says Gian.

Brazil has experienced a consistent market

expansion for the past few years with a considerably

increased licensed product offer, especially for children.

On the other hand, limited shelf space drives retailers

to pick only a fraction of available licensed products to

compose their portfolios. With that sort of quandary at

hand, selecting product mix becomes another hurdle,

as much as selecting the best properties for each

product category, choosing display options, promoting

the brand and, equally important, foreseeing inflexion

points on certain character popularity decrease – these

are some of the hurdles retailers have to face on a daily

basis. According to the specialist, another tricky task

is to offer products at the right timing. In the case of

movie-based characters, products must reach shelves

before the movie hits the big screens, which in Brazil

this is not necessarily true in many instances.

The fact is that there are countless possibilities

to be explored besides what is has already been put

into practice by retailers. Brands and characters are

important drivers to consumers, not only to a specific

product but also to all related products of that line.

“Apart from the exposure, which influences a lot

sales results, the interaction consumers are able to

experience is key. Whether through mirrors, light

effects, sounds or character displays, one important

concept is to latch the connection between the

consumer and products”, says Gian. If retailers are

able to work together with suppliers and licensors, the

brands value may increase even more.

In 2014, revenues from licensed products at

retail level in Brazil reached R$ 13.2 billion (around

US$ 4.4 billion at the current exchange rate), a 6%

increase over the previous year. This growth came

majorly from a better understanding of licensing

concepts and the Brazilian retail infrastructure – one

of the most important licensing markets within the

BRICs (Brazil, Russia, India and China). “The right

choice of a property and a creative and innovative

product development are essential factors to generate

increased sales”, says Gian.

PROJECTED RETAIL REVENUES IN BRAZIL FOR

LICENSED PRODUCTS

2012: R$12 billion

2013: R$12.480 billion (4% increase over previous year)

2014: R$13.200 billion (6% increase over previous year)

2015: Projected 4% growth over 2014 to R$13.700 billion.

Exchange rate at R$ 2.98 to US$ 1.00

Source: Abral – Brazilian Licensing Association


LICENSING BRASIL20

ABOUT US

• RETAIL AS AN EXTENSION OF ENTERTAINMENT

– Make sure the “magic” created by the property

is present at the POS, this is paramount to support

consumers buying decision. Disney´s Frozen connected

to its audience at retail by bringing elements of the

animation into the store in different ways. Some

marketing stunts included creating sensations such

as providing scents, lighting effects and music for an

immediate recognition of the brand.

• TOOLS – Use licensed brands and its messages

to entertain consumer. Associating a license to a

product transfers unique values to that object, a part

of the fantasy that surrounds the property. Licensing

is a perfect tool to differentiate products and add

value, especially to commodities in which price

normally is the only perceived attribute. Odd as it

may seem, vendors of these consumer products have

not realized that yet!

• THEMED DISPLAYS – These are a powerful

instrument and still not explored to its limits in Brazil.

In the US, big retail chains use this resource skillfully

on special dates like Christmas. It’s worth mentioning

that this is an excellent opportunity and one of the

most effective resources to increase sales.

• ADULT BRANDS – There are examples of

retailers that properly work the brand concept and the

experience. In Korea, a chain of Discovery Expedition

stores sells radical sports items – besides those articles,

the stores setting presents the perfect scenery of

a radical expedition. They add experiences to the

products and make the selling process a lot easier.

• INTERNATIONAL MARKET – European retail is

classic and usually exhibits licensed products using the

store in store concept, which is, basically, segmented

and separated corners for licensed brands inside a

bigger space. The North-American market, maybe

because it is the home of many licensed brands, tries

out new formats such as modular spaces of exhibition

and color combining, like the one mentioned on

Disney´s flagship store in New York. The appropriate

product coordination flashes out the “AND” collection

effect. This is a retail strategy in which costumers are

driven to buy one specific product “AND” a second one

due to the “pairing effect display”. Inevitably it leads to

higher sales numbers since more items are sold.

• PLANNING – A good promotional campaign

will only be successful if it tells a complete story to

consumers. All items, from gifts to communication

strategies, prices and of course product development,

must be aligned in order to make initiatives effective.

If prizes are part of the promotional stunt, proper

quantity and perceived value must be clear.

• CLIENT PERCEPTION – when it comes to

licensed products, clients understand that characters

add value and therefore they are willing to pay a bit

more for those items – about 20% above the price of

a non-licensed product.

• RESULTS – The best results of licensing

promotions at retail have been achieved when

licensors and licensees join efforts supporting and

developing altogether the campaign, objectives, costs

and expectations.

Source: Com LicenSa.

ATTENTION! FOCUS ON THE POS DISPLAY:


Mai/Jun 2015 21


LICENSING BRASIL22

ABOUT US

LICENSING AT BRAZILIAN RETAIL

“Besides store decoration, resources such as tempo-

rary point of sale material can also be used by vendors

to promote licensed products. Toy retailers are keen on

promoting licensed goods especially when pairing up with

vendors and licensors. A challenge that remains is the pro-

motion of movie-related properties due to the tight win-

dow of opportunity between availability of the marketing

material and the movie release. When it comes to that,

North-American retailers have a greater advantage over

Brazilian ones. Licensing represents a great part of our

business and we strive to keep up with constant improve-

ments, which is our priority and everyday challenge. Effective promotional activities, innovative and exclusive POP

material can make a big difference revenue-wise. An important hurdle to overcome is the presence of too many

similar products even though they are associated to different properties. Definitely, innovation would be a key

solution to that. Costumers perception on licensed products become more relevant when we are able to support

their sales with a focused and specific marketing strategy. That is the reality of the toy market and, inevitably, that

is what the consumer is looking for” – Sandra Haddad, head of commercial operations at RiHappy/PBKids.

“Store decoration is a must and promotional

stunts like travel raffles play a big role on encou-

raging consumers not only to get a better kno-

wledge of the licensed product but to actually

purchase it. At Brascol, teaming up with licensees

and licensors has been the basic strategy to de-

velop dedicated spaces, events and promotions

at the store with very good results. Retailers at

a national perspective would benefit much more

if we all worked with licensors and licensees, joi-

ning resources and capabilities, to strengthen the

business. Every time creative and innovative ma-

rketing initiatives that clearly add value to consumers are done the response in increased sales is perceived. At the

end, consumers like and respond better to marketing communication strategies that focus the customer, and this

response is inevitably increased purchases.” – Antonio Almeida, superintendent at Brascol.

Ri Happy

Brascol


May/Jun 2015 23


LICENSING BRASIL24

ABOUT US

LOOK AT SOME AGENTS/LICENSOR’S EXPERIENCES:

We like to take fun into retail stores with our

interactive spaces, storytelling and characters

visits. To celebrate Maggy’s 50th birthday, we set

up a gastronomic workshop for kids, for instance!

Another big opportunity was Monica’s Gang book

store with Saraiva (Brazilian bookstore chain); we

set up personalized stands at shopping malls to

offer exclusive products. We work directly with each

licensee to promote a good retail performance. We

also focus on the seasonality for each segment,

e.g., holidays, back to school, and children’s day.

Besides, we have a kit of materials for actions with

small retailers. Some campaigns make the difference

increasing sales, they can also help identify strategic

displaying spots in the store, promote its displays and

e-commerce channel, stimulate cross promotions

(e.g., retail, licensee and a cinema chain), product

combos etc. Consumers/fans want to be close to

Monica’s Gang, and when we offer this closeness

through diverse platforms, the choice for a

determined product is a continuity of that experience

– Mônica Sousa, executive at MSP.

The partnership between licensees and retailers can go beyond

store decoration. A good example is the use of e-mail marketing

tools and promotional activities. In such cases, the tradeoff will

greatly benefit with the retailers and licensees/licensors joined

efforts. Besides, the exchange of knowledge about consumer is

extremely important, it helps to improve product development

based on perceived trends and needs. Renner has promoted actions

even with adult brands (on Instagram and Facebook) with excellent

results. At the stores, the focus is on the product. It needs to be

trendy, of high quality and with a strong identity and connection with the licensed property. Another relevant

topic is the importance of product display (visual merchandising), which needs to be impeccable in order to stand

out but leveled with the remaining of the store environment. We cannot display licensed products out of context

on the floor; it is important the collection tells a story and drives consumers’ attention. Take super heroes for

instance, a T-shirt collection must be comprised of at least 3 or 4 characters, coordinating those options to place

the costumer into the helm of the comics world. By correctly doing so the connection between products, brands

and POS is achieved and results will come. I guarantee it! – Henry Costa, product director at Renner.

Renner


Viacom/Nickelodeon motivates retailers to develop,

beyond graphic material for store setting, campaigns

which can deliver to consumers a buying experience, such

as characters Meet & Greets, storytelling, and memorable

destinations trips. International retail, especially in

some categories, need constant licensing launches. The

demand for brands is intense but the cycle of a brand

in the international market goes faster than in Brazil.

Retailers, especially toy magazines, and hypermarkets

can work their settings very well. That can even have

an impact on the consumer who did not intend to buy

anything. The sales volume is so big that allows retailers

to establish direct contact with industries, offering

exclusive lines, especially in the United States. Another

important factor to determine the success of a campaign

is planning, from product buying to their arrival at the

store. Brazilian retailers can innovate in their campaigns

by developing them with companies from other segments,

offering nice prizes and promoting social network content.

Ever since we began our direct business in Brazil, we have

developed many actions with partner retailers of toys,

textiles, accessories and publishing categories.

The costumer who walks into a store with a licensing

campaign tends to develop an emotional connection with

that place. Later on, that person will admire the products

quality, check if they really portrait their experience with

the brand, and check out the advantages offered by the

campaign. This year, we have to focus on being creative,

working closely to retailers and licensees to attract

consumers. – Angela Cortez, senior licensing director

at Viacom/Nickelodeon Brasil.

Recent campaigns: licensing campaigns for the

opening of Ninja Turtles at RiHappy – recognized as “Best

retail campaign of 2014” – and Sponge Bob.

For store setting, we can offer POP material such as

signing displays, cubes, metalized balloons and stickers.

Apart from that, we make promotional campaigns with

prizes and several different formats. We also promote

activities such as Hello Kitty visits to the store and

recreational workshops for kids. Those activities are always

published at our websites and social network profiles.

As for the international market, they use a lot of

POP material and also create special Hello Kitty corners

in their retail chain stores. We evaluate what has been

done abroad with good results for also putting it into

practice in Brazil. In some stores there are too many

licensed products, the same goes for promotional

material, leading to a retail with too much information

and where no brand is well recognized. We have had

great experiences at retail with activities for children

and Hello Kitty’s presence.

We highlight the campaigns that generate extra

benefits to the consumer at the time of the purchase

and also those which lead to a different experience.

The clients’ perception is very positive, because the

campaign made them much more involved with the

character’s world. – Ponciana de Carvalho Lopes,

Trade Marketing cordinator at Sanrio.

Recent campaign – Sanrio is a Japanese company

with offices around the world and Hello Kitty products

selling in more than 100 countries, therefore offering

a very diverse international campaign experience.

®


LICENSING BRASIL26

ABOUT US

According to Gian, it’s necessary to diagnose ma-

rket conditions and from that point on define clearly

the opportunities at hand. “The best campaigns are

those that haven’t been made yet, the ones that sur-

prise consumers and still make good results. Brazilian

licensing is evolving. But it’s necessary to have stra-

tegies in which brands doesn’t cross paths and jeo-

pardize overall results”, he says. Finally, the licensed

product, with adequate pricing, good exposure, and

innovative campaigns may can be the basis for the

creation of new initiatives and growth of licensing in

retail. “As was very well put by Walt Disney, ‘when

we make fantasy, we must not lose sight of reality”

concludes Gian.

IMPORTANT!

At retail, the brand must connect to the digital world.

New physical concept stores can be an effective and aggressive opportunity to face the recent market growth of virtual commerce.

Consumer loyalty will be maximized once retailers are able to simultaneously attract, connect and introduce new buying experiences.

Com LicenSa

www.comlicensa.com

[email protected]

Creating an attractive buying experience is

essential for the satisfaction of consumers as they

became more connected. Technology like QR codes,

augmented reality and holography add new content,

entertainment and brand recognition to retail. Besides,

social networks and online campaigns, with the use

of hashtags and sharing, may be valuable resources.

Important international retail chains take the buying

experience to another level by exploring all five senses.

These businesses work, under the same roof, with

decoration elements, technology and interactivity,

all of that to create a greater connection between

consumers and brands.

The Brazilian retail is very segmented, thus, the use

of for technologies and creativity will not only reach

consumers at the highest level possible but keep costs

under control. Social networking is a good example on

how to engage consumers, just as effective as product

corners with bundled brands and exclusive targeted

e-mail marketing.

Line grouping and scenography bring positive

results. Apart from that, campaigns that bring a

reward desired by the consumer are also quite

successful (e.g.,themed birthday party with the Lottie

Dottie Chicken, trip to New York with Capricho…).

Consumers strive for attention, and customized

promotional campaigns draw buyers to products and

add value to the brand. – Patricia Maria Gomes,

trade marketing manager at Redibra.

Recent campaign: Lottie Dottie Chicken

promotional stunts developed by licensed agencies

across Spain, Argentina, Mexico, Chile, Colombia

and Peru. The activities were executed in important

regional retailers like Falabella and Cencosud, and

local players like El Corte Ingles and Palacio de Hierro.


May/Jun 2015 27


LICENSING BRASIL28

COVER

For the third following year, hot Brazilian

properties have come to Las Vegas to show

what they are made of: creativity, educational

content and captivating characters. They represent

great possibilities to retail, toy and infant products

manufacturers. The Brazilian brands presence in Las

Vegas happens due to the efforts of Abral (Brazilian

licensing association) in partnership with Apex-Brasil

(Brazil’s trade and investment promotion agency).

Bringing all these amazing brands to the expo

floor also results from the work currently being done

in Brazil to promote the licensing business. The effort

is proving its results with a growing market year

after year! One can notice the growing economic

importance of licensing through toys and infant

products trade shows’ increasing attendance and

visibility. We take pride in inviting everyone to visit

the Brazilian Brands booth and take a look on what

Brazilians have to show. Our brands are very happy to

be in Vegas!

Brazilian properties travel to Las Vegas Licensing Show

brazilian_brands.indd 28 5/22/15 4:47 PM

May/Jun 2015 29

www.tycoon360.com.br

Property: Mundo BitaBita is a Brazilian pre-school property with spectacular

growth, which is quickly becoming the new hot property for

kids in the country. It presents unique content with music videos

and animation, and brings a multi-platform approach. Mundo

Bita is on Discovery Kids, online, DVD’s and live shows. Target:

kids from 0 to 6 years old.

Some of the property’s highlights:- Over 27 million views on YouTube (February 15)- Golden DVD awards in 2014 – 1st DVD launched by Sony Music- 2nd best-selling DVD for kids in Brazil (November 14) - Aired on Discovery Kids channel in daily capsules of musical videos

Property: Isabela FiorentinoIsabella hosts the TV show What Not to Wear on SBT channel in

Brazil. She is also a fashion icon, a fashion & beauty expert, a top

Brazilian model and an entrepreneur. Her concept of versatile and

accessible fashion for contemporary women has strong appeal for

young women of age 18 to 35.


COVER

www.iguinho.com.br

Property: Gui & Estopa Gui & Estopa is one of the highest-rated series on Cartoon Network,

also exhibited on TV Cultura, Tooncast Latin America (Spanish) and

Boomerang. Through humor, the animation stimulates the audience's

imagination and creativity. The characters are all dogs that behave like

humans. The plots revolve around everyday ordinary and sometimes

not so common situations. Gui & Estopa are the main characters. Gui is

energetic, optimistic and often naive. Estopa is a glutton, good-natured

and unshakable dog. They are friends with Croquet, Rocket, Piti and

Gui's mother. The latter appears in episodes that address the relationship

between parents and kids.

Property: Red NoseRed Nose was created in Brazil back in 1996, and its extreme sport concept was developed to fill in a

market demand for products destined to athletes and lovers of extreme sports. The logo, a pit bull dog,

illustrates the brand’s feeling, packed with attitude, strength, agility and boldness. These are the brand

values to embed products and marketing campaigns featuring Red Nose. The result is a modern brand. “Join

the Red Nose team. Overcome your limits!”

www.rednose.com.br/2015


May/Jun 2015 31


COVER

Property: Patati PatatáPatati Patatá are Brazil´s most beloved clowns, by far the

most recent preschool property phenomenon in Brazil, with

more than 60 licensing agreement and over 1,500 released

products. They became almost a unanimity with kids with the

largest DVD selling numbers in Brazil. Premieres in October

on Discovery Kids.

Property: JolieThey are cute and romantic characters that came

out of notebooks to charm girls that have delicate

and soft features. The property is the sales leader

in notebooks by Tilibra, is present in more than

30 thousand points of sales, has won four license

awards and has over 800 licensed products in Brazil.

Property: My Big Big FriendIt is one of Discovery Kids most watched series that captivates

kids with music, fantasy and imagination. My Big Big Friend has

104 episodes of 11 minutes; the 2nd season with 52+ episodes

is on air with versions in English, Portuguese and Spanish.

The property is the winner of five international awards and its

characters are on several different platforms such as Netflix,

Youyn, PlayKids, CDs and DVDs by Sony Music and apps. My Big

Big Friend will have its movie opening in 2016.

www.kasmanas.com


Property: Snow & StellaSnow & Stella presents two very unlikely friends and

their beautiful friendship story. Many unexpected events will

occur when a cute bear separated from his family runs into

a clumsy star that accidently fell on Earth. Stella helps Snow

get back to his family while she tries to return to the sky.

Property: Dino MundiDino Mundi explores the universe of dinosaurs with an interactive adventure. Through augmented

reality technology, dinosaurs come to life on tablets and smartphones. Kids will be amazed while feeding

and playing with these fun creatures.

www.toystalk.com

Property: SulamericanaSulamericana is the largest costume manufacturer

and distributor of Latin American. Currently the company

manufactures out its two plants in São Paulo (Brazil) and Buenos

Aires (Argentina) and it is in process of building a new plant

in Paraguay. The company carries a wide range of licensed and

generic costumes and accessories for children and adults. This

is the first time a manufacturer joins Brazilian Brands as an

exhibitor and displays its licensed products.

www.sulamericana.com.br


LICENSING BRASIL34

COVER

www.tvpinguim.com

Property: FishtronautFishtronaut is an enviro-friendly animated

preschool series that follows the adventures of a

fish that is a secret agent and wears a space suit.

With the help of his two best friends, Marina

and Zeek, this trio will solve mysteries, protect

the environment and learn all about the world

around them. Since its debut on Discovery

Kids in 2009, Fishtronaut has consistently

topped the charts and has branched out into

a wide range of merchandising, iOS apps, live

musicals and events, and is even getting ready

for his very own movie premier.

Property: Earth to LunaEarth to Luna follows the adventures of a

6-year-old girl who is completely passionate about

just one thing: science. For Luna, Earth is a giant

laboratory and she dives into every new experience

with boundless energy and enthusiasm. There is

nothing Luna will stop at until she finds out “why

is this happening?”.


May/Jun 2015 35


LICENSING BRASIL36

COVER

Property: Que Monstro te MordeuThe show, created by a Brazilian legend in kids’ entertainment,

Cao Hamburguer, is a live-action story about the Monstrous World of

Monsters – where every monster drawn by a child in the real world

becomes alive! Every episode brings a new monster to life and affects

the characters, making them learn how to deal with new emotions

and situations. The show has 50 half-hour episodes for TV that air on

Cultura (open TV) and Rá-Tim-Bum (cable TV) and 50 three-minute

episodes for YouTube.

Property: Lottie Dottie Chicken Lottie Dottie Chicken started out as a YouTube video

clip and soon turned into a phenomenon amongst kids and

parents. Today, with 4 DVDs, over 60 licensees and over 1,7

billion views on YouTube – the first channel to reach this

number in Brazil –, the brand is already considered a classic.

It has become a huge hit in Hispanic countries too, with 800

million views on YouTube and over 25 licensees across Mexico,

Spain, Portugal, Argentina, Colombia, Chile and Peru. The

brand has great plans for the future: a new live show, books

illustrated by famous Brazilian artists, TV campaigns and a

new series with a totally renewed look!

www.redibra.com.br


May/Jun 2015 37

Property: FICO SURFINGFico Surfing is a TV cartoon in partnership with TV Pinguim, creator of worldwide hit Fishtronaut.

Targeted for children 0 to 6 years old, Fico Surfing is a radical dive into the waves of imagination. Fico and

his friends Johnny, Sunny, and Sunny’s Hotdoggin’ wiener dog are going to help kids everywhere discover

a world of adventures where nature takes the center stage. Now launching the mobile game, with the

innovation that allows parents to monitor the activities and the development of skills of children through

a control panel. The app is now available for Android system devices on Google Play Store for just $ 2.50

and will soon be released for iOS platform.

Property: FICOSurf is up! With more than 31 years in the market and a tacky-

-sounded name, Fico has set a solid footprint in the Brazilian market.

Present at over 20,000 retail doors, Fico sells over 300 products for both

genders including clothing, backpacks and notebooks. Annual sales

growth exceeds 20% for the past few years, boosted by quality products,

a TV cartoon and Fico Surfing a gaming project with the star character

Fico and his friends.

www.fico.com.br


LICENSING BRASIL38

COMPANY

Brand licensing has been

a part of Havaianas

marketing strategy since

2010. Up to that year, its kids’

sandals line displayed generic

exclusive motifs and patterns,

with plenty of colors and

ludic elements. Their first

shot at licensing came from

Warner Bros. properties

such as Pucca, Barney,

Woody Woodpecker and

super heroes. They were a

major hit with kids and the

initiative led Havaianas

Joining top players, Havaianas bets on licensed products

to increase its licensing portfolio at the time.

A long-lasting partnership with Disney was set up

the following year, when new collections included

Mikey, Minnie, Pooh and Tinker Bell’s licensed sandals.

According to Havaianas’ marketing department, the

binding of two market leaders boosted their footprint

at retail and brought the company even closer to

target consumers. Investments on displays and

promotional kits have also stimulated the growing

offer of licensed Havaianas sandals.

Current portfolio – Apart from the worldwide

famous flip-flops, the Brazilian company also

markets other items such as sneakers, towels, purses,

smartphone covers and a complete outfit collection.

CompanyLB#Y6 havaianas.indd 38 5/22/15 4:44 PM

May/Jun 2015 39

The 2014/2015 summer collection hit the market

loaded with best-selling characters and brands. Some

of the licensed highlights are Disney’s Cars, Planes,

Pirates of The Caribbean, Frozen, and the classics

Mickey and Minnie Mouse. This collection has other

all-time hits such as Universal’s Minions and Schulz’s

Snoopy, also available for grown-ups. In fact, many

of the characters targeted to kids play big on the

adult segment – the Minions are a living proof of this

phenomenon, in so much that Havaianas might even

launch new products in the second half of the year.

HISTORY

Havaianas was created by Alpargatas in 1962.

At first, the new brand was set up to offer affordable

flip-flops, and the major inspiration for its design was

Zori, a traditional Japanese sandal made out of braided

fabric slabs and rice stems. In the 1990s, Havaianas had

its brand repositioned, which led to its actual status

of national unanimity in Brazil. Today there are 362

Havaianas stores around Brazil, 81 abroad and offices

in New York and Madrid. According to data provided

by the company, 94% of the Brazilian population has

owned or owns a pair of Havaianas. Approximately 4

billion pairs have been sold since its inception in 1962.

DID YOU KNOW THAT...

In 1963, more than 1,000 pairs of Havaianas flip-

flops were sold every day.

In the 1980s, Brazil’s federal government listed

Havaianas flip-flops an essential consumption item

for the working class and caped its price to help

control inflation.

In 2013, more than 233 million pairs were sold.

In Campina Grande, one of the largest

manufacturing plants of the company, 9 pairs of

Havaianas are made every second.

In order to own all patterns and combinations of

flip-flops available, a consumer would have to buy

454 different pairs.

•

•

•

•

•

CompanyLB#Y6 havaianas.indd 39 5/22/15 4:44 PM

ON THE SPOT – APAS

APAS is one of the most important and traditional retail

trade shows in Latin America. Focused on the food &

beverage market, the show also gathers a number of

vendors related to the supermarket business. The annual show

staged in the city of São Paulo gathers a myriad of visitors that aim

to view and learn about the latest licensing trends for the trade

segment. Check out some of the licensed highlights. To the supermarket shelves

Peppa’s dental hygiene line (Dentalclean)Lottie Dottie Chicken’s apples (Cantu)

Lottie Dottie Chicken’s disposable diapers (Melhoramentos CMPC) Lottie Dottie Chicken’s baby line (Neopan)

Disney Princess’ juice (Maguary)

Powerpuff Girls’ lamen noodles (Renata)Looney Tunes’ disposable diapers (G&B Higiênicos)

On the Spot -Apas.indd 40 5/22/15 4:38 PM

41May/Jun 2015

Monica and Friends’ mini melon and mini watermelon (Itaueira)

Hello Kitty’s candy (Fini) Minions’ chocolate milk (Leco)

Monica and Friends’ mini tomatoes (Trebeschi)

Woody Woodpecker’s cookies (Todeschini)

Peppa Pig’s buttery cookies (Santa Edwiges)

Sponge Bob’s chocolate-coated marshmallow treats (Bel – ZDA Group) Garfield’s toothpaste and toothbrush

(Dentalclean)

Ben 10 and Powerpuff Girls’ cookies (Renata)Pororo’s juices (OG Company)


LICENSING BRASIL42

ON THE SPOT – APAS

Mickey’s strawberry yogurt (Itambé)

Hello Kitty’s panettone (Santa Edwiges)

Monica and Friends’ baby cup and plate (Kitstar)

Ben 10’s pasta (Renata)

Patati Patatá’s mini easter cakes (Village)

Scooby Doo’s easter chocolate egg (Village)

Adventure Time’s cake formula (Renata)

Penelope Pitstop’s cotton swabs (Bellacotton)


anuncio.indd 43 5/26/15 9:39 AM

ON THE SPOT – TOYS

Hello Kitty’s tent and swimmies [Braskit]

Earth to Luna game line [Estrela]

Lilica Ripilica’s cooking utensils[Bang Toys]

Crystal Fantasy Disney [Copag]

Pocoyo figure [Cardoso]

Coca-Cola skateboards[Bel Fix]

This years´ ABRIN – Brazil largest toy show – presented over

180 exhibitors and 1,500 product launches. The annual

event in the city of São Paulo got together with an increa-

sed crowd over last years, Brazilian and international manufacturers,

retailers of all sorts, wholesalers, distributors and business people

connected to the toy industry.

The importance of licensing to the toy industry is undeniable

and noticeable with its increased and stronger presence in each new

edition of the show.

Check out some of the licensed players present at the show floor:

On the Spot.indd 44 5/22/15 4:42 PM

Mickey plush [Dican]

Elsa doll [Elka]

Disney pillow line [Fom]

Angry Birds skateboard [Fun Divirta-se/Barão Distribuidora]

Baby Disney cup[Girotondo]

Pou plush[Grow]

Descendent Disney dolls [Hasbro]Frozen magic ice bracelet

[Intek]

Monica and Friends plastic crib mobile [Kitstar]


ON THE SPOT – TOYS

Lottie Dottie Chicken teether [Latoy] Chiquititas kitchen

[Magic Toys]

Dreamworks Home plushes[Long Jump]

George pushing figure[Lider Brinquedos]

Disney Princess Ariel doll and costume [Mimo Brinquedos]

Musical Luna doll [Multibrink]

Lottie Dottie Chicken pillow[Neopan]

Mutant Ninja Turtles figure [Multikids]

Soccer fan figures[Novabrink – Babybrink]


47May/Jun 2015

Frozen’s cash register[Yellow]

Board game Achei! by Luciano Martins[Nig]

Lalaloopsy’s little sewing machine[Play Cis]

Inside Out figures[Sunny]

Baby driver Mundo Bita [Semaan]

Lottie Dottie Chicken baby body[Sulamericana]

Frozen castle [Xalingo]

Doc McStuffings costume [Rubies Fantasias]


INTERVIEW

Mauricio de Sousa was born in Santa Isabel,

state of São Paulo (Brazil), in 1935. Before

turning 25 he created his first character –

the little dog Bidu. This is the starting point of a successful

journey towards building the worldwide known comics

Monica and Friends and the MSP – Mauricio de Sousa

Produções −, the company behind the characters.

Today, the company has grown into a number of

divisions and its properties became a reference to the

Brazilian licensing industry. Mônica Sousa (Mauricio’s

daughter) runs the licensing business at MSP with more

than 150 licensees including games, toys, clothing, house

decoration, books and other works. Check out the chat

between Mauricio, Mônica and Licensing Brasil and learn

some details about his fascinating story.

Licensing Brasil (LB): Have you always been

stimulated towards becoming an artist? What

were the most significant influences from your

childhood?

Mauricio de Sousa – With a poet as a father and

a very sensitive illustrator as a mother, I have learned

that art and creativity are sovereign gifts. One must

Mauricio and Mônica Sousa

not bow to doubt or fear, these are gifts that must run

free, no strings attached! That allows me to sit in front

of my working desk or computer with the certainty

that ideas will flow.

LB – Do you consider yourself a successful artist

or an entrepreneur?

Mauricio – I am an artist who figured out how to

make money.

LB – After so many years publishing comics, how

do you see the so called digital revolution?

Mauricio – It is another wonderful platform for my

creations.

LB – Your work is on many different platforms

– apps, social networks, videos... Do you have any

projects for a feature film on the run?

Mauricio – Movies in themselves are not profitable

at the current Brazilian environment. If developed along

other communication platforms, they can make a bang

for the investment. Based on that, yes, we have two

movie projects on the run.

LB – How do you feel knowing your characters

and licensed products are part of so many people

everyday lives?

Strong licensing friends

Interview_Monica_2.indd 48 5/22/15 4:35 PM

LB – Could you tell us a little bit about MSP’s

brand portfolio?

Mônica – Mauricio de Sousa Production has a number

of characters sets, we call them “gangs”. Since inception,

my father created a multiplicity of characters and we

grouped them together on Monica and Friends, Chucky

Billy’s Gang, Monica Toy, Monica and Friends Baby, Bug-

a-Boo’s Gang, and Young Monica’s Gang to name the

most prominent ones. All of that makes up our brands’

portfolio for a varied range of categories, a large number

of licensees with products for almost all ages.

LB – What are the values most praised by Monica

and Friends characters?

Mônica – Ethics, respect for diversity, family ties, love,

security for children, and citizenship are some of the values

we try to emphasize and work with within our company,

with our partners and coworkers.

It is important to remember that Monica and Friends

is not only a brand for licensed products, but a property

present in hundreds of social campaigns developed by

Mauricio de Sousa’s Cultural Institute. The gang has been

featured in health, educational, cultural and ecology

campaigns for organizations such as the Pan-American

Health Organization (OPAS), WHO, Unicef, Unesco,

WWF, America Heart Association and it has taken place

in governmental campaigns for the ministries of Health,

Education, Culture, Agriculture and Transports, with more

than 70 million institutional magazines distributed for

free. MSP has also produced a series of comics for the

regional office of World Health Organization (WHO).

LB – Can the audience expect new releases with

Monica and Friends?

EB – The app Comic Box we launched in March

generated a great fuzz, likewise the opening of

Monica and Friends’ Park − which is for sure one of

the most expected moments for this year. Another

highlight is the partnership with Agaxtur, a Brazilian

leading travel services agency that will take fans to

Monica and Friends in Bariloche, one of the most

beautiful snow resorts in Argentina.

Mauricio – It gives me the assurance that we are

doing a good job with a good support material.

LB – What is the importance of brand licensing

to MSP?

Mônica – Licensing is one of MPS’s biggest triumphs.

It represents 90% of the company’s revenues. Over 150

licensees/partners have developed more than 3,000

licensed products. We cover most product categories

from editorial to personal care, toys to stationery, food

and beverages and many others. And we are growing our

digital footprint…

LB – What was the very first licensed product

with a Monica and Friends character? When was it

launched?

Mônica – We began to license our brands in the

1960’s with products such as party goods, apparel and

dolls. However, the one with most notoriety at the time

was Thunder the Elephant, a character that for more than

35 years featured on tomato sauce cans.

LB – What are you working policies for the

licensing business and how do you select your

partners?

Mônica – We take great care on selecting our partners.

We seek product developers that have synergy with

our characters, that bring out the fun of our characters’

DNA and that pay close attention to the well-being of all

consumers/fans.

LB – MSP delivered a new series called Monica

Toy. Has this new program been able to expand the

licensing program into new product categories?

Mônica – Monica Toy is a spin-off of Monica and

Friends. It is a 2D comic series comprised of 30-second

animated episodes targeted to a younger audience. It

brings the same Monica and Friends characters on a toy

art style design with an universal language. It is a format

we came up with thinking and aiming the international

market. This gang was inspired at length by the digital

universe and it was launched on Monica and Friends

official YouTube channel. Today, it is present in licensed

notebooks, backpacks and decoration items.

Interview_Monica_2.indd 49 5/22/15 4:35 PM

The new Monica’s Park in the SP Market Mall,

with a footprint of 12,000 square meters

(130,000 sq ft), will be the largest indoor

amusement park in Latin America. Scheduled to open

this coming July 2015 with an expected visitation on its

first year of 650,000 fans, São Paulo city’s most recent

attraction will be able to accommodate 3,000 people

simultaneously. Packed with family attractions, the

park is themed after Brazil’s most beloved characters –

Monica and Friends.

MSP and São Joaquim Group joined forces to

develop the project with a R$ 38 million (US$ 15

million) investment. This is the second Monica’s Park

in São Paulo; the first one was closed in 2010 after

years of success amongst kids. The announcement of

the new complex stirred up fans and created great

enthusiasm and excitement!

São Joaquim Group, a 100% Brazilian company,

owns SP Market Mall and Monica’s Park. Mauricio de

Sousa, cartoonist and Monica and Friends’ creator, is

delighted with the new project: “We chose SP Market

due to its large available area where we´ll be able to

offer all the attractions we anticipated. This park is

50% bigger than the former one and it is our intention

to provide educative interactive attractions for the

whole family, a fun way to support and help parents

and educational institutions on the formation of our

children. We want to surprise and amuse audiences

of all ages”.

Infrastructure – The park will be comprised

with more than twenty very innovative attractions,

free Wi-Fi access, souvenir shop with licensed

products, medical assistance, parking lot and

restaurants. A creative and kids-friendly atmosphere

will guarantee a unique experience for families

and groups of all sorts. At Monica’s Village, visitors

will be able to immerse into the comics world

when visiting the houses of Monica, Maggy and

other friends – scenery of so many exciting stories

brought to reality from the cartoons.

Mauro Sousa, director at Mauricio de Sousa Ao

Vivo, also talked about the importance of the new

park: “It is a great endeavor not only institutionally,

as it will boost brand relevance in the segment of

amusement parks, but also because it will bring

joy and fun to an audience that misses very much

that kind of entertainment. This is the ideal year to

celebrate this big project, after all, it is the year of

Mauricio’s 80th birthday!”.

Website: www.parquedamonica.com.br

New Monica’s Park opening in July

SPECIAL

Especial_ ing.indd 50 5/22/15 4:30 PM

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Untitled-2 1 5/22/15 4:28 PM

Licensing Brasil Magazine #6

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