TOTAL LICENSING
LEADING THE
WAY IN HISPANIC
LICENSING
As Mexico’s national broadcaster, Tel- do with TexMex or other adaptations. the market works and the size of the
evisa has been part of prime-time tel- To succeed in the market, you have to potential market in the US. “Hispan-
Maca �otter Alday,
evision in the United States for over really understand the Hispanic mental- ics are used to spending money”, she
Executive Director,
thirty years and the presence, and ity and cater for it in ways that will explained. “They don’t save money.
Televisa Consumer
influence, of the company is growing appeal, whether the consumer is first, Product categories that cater for big
Products
rapidly, both in terms of broadcasting second or even third generation.” families with children are the key to
and consumer product programs that A prime example of a true Hispanic the marketplace.”
are leading the way amongst US His- property is, of course, El Chavo. The Whilst Mexico and Latin American
panic consumers. Mexican sitcom was created
According to Maca �otter Alday, Execec-- more than thirty years ago
utive Director of Televisa Consumer and is widely recognized
Products, “Hispanics are the fastest and loved in the Hispanic
growing ethnic group in the United community.
States and Mexican-originated Hispan- The original series com-
ics are the majority,” she explained. prised over 1300 episodes
“Today, there are more than 41 million and attracted more than
Hispanics living in the US.” This means 500 million viewers around
that there are more Latinos in the the world.
United States than there are Canadi- In October 2006 Televisa took El countries continue to be important
ans in Canada!” Chavo to a new level with an animated for Televisa, the United States, and its
series comprising 78 x half-hour epi- growing Hispanic population is, with-
sodes, written by the original creator out doubt, a priority.
of the series. “Our concentration is taking our
Since then, the character has held mul- brands and properties into the US and
tiple slots within the top five Spanish- we’ve been hugely successful so far,”
language programs on cable in the US she continued.
market and Televisa have developed a Beyond El Chavo, Televisa have a num-
comprehensive licensing program with ber of other properties that are suc-
68 partners in Mexico and more than cessfully entering the US marketplace.
100 in the US and Latin America. Atrévete a Soñar, translated as Dare
“The power of El Chavo is amazing,” to Dream, is Televisa’s new series for
continued Maca �otter. “�ight across young audiences. Set in a high school
generations, it is a big part of Hispanic and filled with music, the series is
life and this has translated into a really based on Patito Feo, an original story
major licensing program.” produced in Argentina during 2007
Maca �otter believes that in the Unit- and 2008.
ed States, the key to unlocking the po- The series appeals to girls of all ages
tential of the Hispanic market is edu- and made its Mexican debut in Febru-
cating buyers and manufacturers. “For ary. In the US, it will begin airing on
example, six years ago when Wal-Mart Univision this Summer.
was opening their entertainment divi- Staying with live action and �ebelde is
El Chavo™ logo and characters are trademarks
sion, the buyer was saying to us, ‘who a remake of the incredibly popular Ar-
of Roberto Gómez Bolaños © All rights reserved
is El Chavo?’ He agreed to take 5,000 gentinean telenovela, �ebelde Way.
2004-2009.
units as a trial. Forty-eight hours after As an extension of the series, the key
The Hispanic population presents a they went in-store, they had sold out actors became the �BD band, which
tremendous consumer product op- and, to date, more than one million caught on amongst young consum-
portunity – particularly for those who copies have been sold.” ers in Mexico, the United States and
really understand the marketplace. So what is the key to the Hispanic Latin America, breaking sales records
“True Hispanic culture has nothing to market? Maca �otter explained how with every album. Wal-Mart released
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