TOTAL LICENSING
SPONGEBOB IN BRAZIL
SpongeBob SquarePants premiered division of Unilever) generated over
on cable TV in Brazil in 2000 followed US$10 million in revenues with pine-
by free TV Globo in 2001. From 2003 apple popsicles alone as the number
to 2008 the show was ranked the #1 one product in the children’s catego-
kids show in Brazil and the charac- ry list for almost two years.
ter was among the top three favorite Elma Chips (Pepsico) invested US$
character amongst Brazilian children. 1.5 million in marketing to promote
Exim’s licensing program in Brazil its “Gift with Purchase” campaign that
began in 2003 and, to date, retail distributed 130 million premiums;
sales have exceeded US$ 100 million Grendene (one of the largest show
with over 200 licensees across cat- manufacturers in Latin America)
egories such as accessories, apparel, sold over four million pairs of
baby care, back to school/stationary, tennis shoes between 2004 and
DTR, food & beverage, footwear, gifts, 2005; Lepper (domestics and linens)
accessories, personal care and cos- registered a 26% increase in bedding
metics, home décor, furniture, party product sales, together with 10% on
goods, pet products, promotions, bath towels and 16% for beach tow-
publishing, toys and wireless. els. SpongeBob outsold the number
Over recent years, Exim have en- two product by 100%!”
Retail promotions, new innovative
joyed a number of major success sto- For 2009, Exim will celebrate Sponge-
products, and a number of events will
ries. Batavia (dairy products) boosted bob’s 10th anniversary through a
be geared to transforming Sponge-
sales in excess of 200% over a four massive marketing investment and
Bob into an “evergreen” property.
year period; Kibon (the ice cream new and more creative initiatives.
eas never licensed before. Bonilla joined Nickelodeon early last
Looking ahead, Nickelodeon & Via- year and begin his task by consulting
com Consumer Products are planning consumers as to what SpongeBob
to celebrate SpongeBob’s tenth anni- meant to them. He soon realized that
versary with the launch of new styles whilst innocence, free spirit, optimism,
and product lines. enthusiastic, funny and positive were
The new initiative is the brainchild words that appeared often in his re-
of Nickelodeon’s SVP of Creative search, he knew that the time had
Strategy, Gary Bonilla. He explained, come to create a graphic look for the
“Over the last ten years, we have brand that would help to move it for-
built a consumer products program ward.
that has been very tied to the origi- “After ten years, it really was time to
nal television programming. This was redesign SpongeBob, especially as he
absolutely the right approach at the is appealing to new audiences”, com-
time and helped SpongeBob become mented Bonilla. “We all wanted a new,
a cultural icon.” modern look. SpongeBob is so iconic
92
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