TOTAL LICENSING
LICENSING THE EXIM WAY
practices from any one country, so
Founded and headed by Elias Hofman, Exim
we can work towards securing the
Licensing is one of the longest-running licens-
best possible communication among
ing companies in Latin America. Today, with a our offices. As an example, we have
head office in Miami, Exim has offices throughout
just organized and put together a
South and Central American countries.
system in which we upload success-
ful marketing cases and presentations
Total Licensing caught up with Elias Hofman and
from the different territories for all of
asked him how he views the marketplace today
the offices to use and benefit from.”
and, importantly, how he sees it growing and
changing over the coming years.
How has the economy affected
your licensing activities and pro-
grams? Are there territories that
Exim is one of the longest-serv- Brazil has grown by over fifteen times
are better than others?
ing agencies for Latin America. in the last three years and the office
How have you seen the industry now has over 30 people exclusively
Elias Hofman: “I believe that this has
change over the years in this re- dedicated to licensing, promotions and
been pretty much explained above,
gion? retail activities. In addition to these, are
But we could add that Exim has taken
Elias Hofman: “Our company has our colleagues in the entertainment di-
the lead in the process of not just in-
been licensing in Latin America for 27 vision. Mexico comes right after Brazil
forming our licensors about the crisis
years and nowadays Exim’s and presents potential that is close to
affecting our business in the region,
network has added four- that of Brazil. After the two giants in
but more importantly, we have offered
teen offices throughout the the region, I would say that Argentina,
alternatives which allow us to keep
region, plus three offices Chile, Peru, Colombia and Panama are
business at same level. This has been
dedicated to entertainment the territories with highest potential.”
an interesting process and we find
(live shows and live tel-
the discussions with licensors very
evision production), trading
encouraging as the great majority are
and premiums and technol-
open and willing to find solutions that
ogy (mobile content and
in the past were not even considered”.
wireless). The industry has
changed a great deal, in the
How do you see the future for
same way as other markets have, such
(Left) Elias Hofman, Exim. Do you have plans for
as the US and Europe. We could say
President Exim Licensing
that Latin America is more mature in
growth? If so, in which direction?
Group and (right) Celso
terms of licensing and promotions, as
Rafael, Director General
well as at the retail level.
Elias Hofman: “We are growing the
Exim Brazil
But without any doubt, 2009 is a
live shows business in which we are
very challenging year for everybody.
the leaders throughout the region
However, we see Latin America Which properties that you rep-
with very important live shows like
in a much better position than in resent have the greatest poten-
Backyardigans, Lazy Town, Doki, Bar-
the past. This level of crisis a cou- tial. Again, why?
ney, etc (see our website www.eximli-
ple of years ago would have devas- Elias Hofman: “We always try to se-
censing.com for more information).
tated the business across the region, cure a diversified portfolio to offer to
Over and above this, Exim is planning
but this is not the case right now.” our clients. Starting with pre-school
five years ahead and there are very
and up to boys and girls 6 to 11 years
exciting plans underway amongst our
Which territories do you see as old. It is difficult to name one property,
group. We can say that we plan on in-
having the greatest potential in but there is one thing that we would
tegrating all of the offices in order to
Latin America and why? like to mention which is how Exim can
consolidate our business structure.
Elias Hofman: “There are some maximize results for a licensor when
We also have have plans to go to the
countries in the region with a very representing a property across the
next level, which means developing
steady economic situation and Brazil entire region. This is what we did and
our own content. In that regard, there
has taken the lead as the number one continue to do for Strawberry Short-
are three series that we are currently
territory in Latin America. To confirm cake, which has been a huge success
working on and in the very near fu-
this, we can say that our operation in across the region. Our experience
ture, we will be able to announce
this country through Exim Character shows that we can use and apply best
some great news to the trade.
102
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160