TOTAL LICENSING
By Marici Ferreira,
Editor, Licensing Brasil.
Tel: 55 11 5092 5588
marici@
palavraeditorearte.com.br
Licensing Brasil
Event Review
Marici Ferreira, editor of Licensing
Herbert Grecco, Disney - Brasil marketing
Brasil organised the event and, in
director, showed his company’s properties
an exclusive report back to Total
Licensing, explains the format of the
event and highlights some of the
success stories.
“Brazil is an emerging market in
The first Licensing
terms of licensing and a a market with
Brasil meeting was
enormous potential. However, medium
held in Sao Paolo in
and small manufacturers, as well as
September last year.
importers still do not understand the
The objective of the
business channels involved in licensing
event was to bring
and, for this reason, sometimes end up
together, in a single
having problems contacting licensing
day and under one
agents.
roof, key licensors,
As a result, some feel that it is difficult,
manufacturers and
if not impossible, to be part of the sides of the industry – for those several market sectors such as food,
others interested in
licensing marketplace. In reality, whilst interested in acquiring licenses, as apparel, stationery, toys, promotion
acquiring licenses in
the Brazilian licensing scenario has well as licensors and agents. As the and electronics among others, as well
Brazil.
been changing over recent years, there only territory-specific magazine for as various retailers and advertising
is still a lack of information exchange licensing in Brazil, Licensing Brasil has agencies, together with the main
on both sides. access to those interested in showing licensing agents. It took place on
The Licensing Brasil Meeting was their brand portfolios and also to September 10
th
in São Paulo, Brazils
created specifically to cater for both those eager to take licenses for their largest city and business center.
products. The highlight of the meeting was the
180 professionals attended the The meeting succeeded in gathering opportunity to gather together key
Licensing Brasil event manufacturers and importers from licensors and entrepreneurs from
Brazil interested in acquiring licenses.
Redibra, Exim, Creative, Kasmanas,
ITC, Disney and Warner made use of
screening opportunities to introduce
new trends for 2009 and 2010 to the
180 professionals who attended the
event.
Being fully aware of the brands which
will be popular in the next two years
and having access to licensing agents,
undoubtedly enabled attendees to
plan their licensing businesses in a
more cohesive and straightforward
way and, as a result, with more chances
of success in the marketplace.
The second Licensing Brasil Meeting
will be held on September 16, 2009.
The format of the event will be
enlarged with the introduction of a
number of table top displays which
will allow further opportunities for
attendees.
108
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