TOTAL LICENSING
CHICO CHIHUAHUA EXPANDS PRODUCT LINES
Chico Chihuahua, a property launched on the internet tial of the Chico Chihuahua brand
in Spanish and English in 2008 through animated e-cards outside Mexico.”
and a daily comic strip, is adding new products to its of- In April 2009 Chico Chihuahua
ficial line. The new ranges include back to school supplies signed a deal with Moblicorp S de
including backpacks, bags, pencil cases, and gifts such as �L, to manufacture kids’ furniture
cushions and plush. and toddler gyms using Chico Chi-
The first line of products included a line of greeting cards, huahua Moblicorp is the number
stationery and bags which are currently being sold in spe- one internet hotel and restau-
cialty gift stores across Mexico. What started as a sideline rant wholesale furniture store in
job is becoming a full time occupation, explained Blanca Mexico.
�uíz, creator and owner of the Chico Chihuahua brand. Plans for www.chico-chihuahua.
“Our brand is gaining recognition not only on the inter- com include additions to the web-
net where we have over 20,000 visitors a month with no site and a new section aimed at
advertising, but on the retail stores,” added �uíz children aged four to nine in addi-
“Over and above these products, we created a line of tion to the existing material aimed
“souvenirs” for tourists visiting Mexico that are avail- at teens and pre-teens.
able on selected stores in Cancún and �iviera Maya. The Chico Chihuahua is Mexican Chihuahua dog that lives his
products include T-shirts, embroidered beach towels, em- daily life in a villa along with his best pal Pulga, a flea that
broidered beach bags and gift boxes in the shape of jala- lives in his fur.
peño cans. Although our main focus right now has been “We are taking major steps to build our program”, com-
the Mexican market, the success we are having with our mented Blanca �uíz. “We are a growing business with
products in Cancún and �iviera Maya, and the number of plenty of innovative ideas in the pipeline, so I am sure,
international visitors to our site tells us the great poten- there is more to come.”
LICENSTAINMENT IN CHILE - A NEW SERVICE MODEL
What are your annual sales projec- education that doce&friends provides censed product. For this, our very own
tions? What is your net wholesale for its clients. We also made them see advertising agency is responsible for
By Jose M. Donoso
price? How much is your marketing that we, the agents, are respected by getting the brief in order to develop a
General Manager
investment? These, along with many licensors, and that this has become a strategy that meets the licensed prod-
doce&friends
other questions, are questions from mature business model. uct’s positioning, and carry out the
Chile
the past in Licensing, at least in Chile. With all the information our clients campaign. If this campaign carries a TV
Today, in a licensing market as devel- gathered, along with our experience commercial, our production company
oped as the one in Chile, you must with over 30 years in the market, we will be responsible for its full
dare to change and to look for differ- met back in Chile to define the dif- production. Finally, through
ent sales alternatives in order to con- ferent strategies and needs for every our advertainment company,
tinue to be successful in this business, one of them. We jointly defined which our clients have the possibil-
which is far from reaching its maxi- license applied best and for which ity to maximize their pres-
mum growth. product. ence on the media through
Some three years ago, we decided to And this is where Licenstainment bebe-- placement or through the
teach our clients absolutely everything gins. Doce&friends has absolutely in- optimization of their ad
in connection with the licensing world. tegrated all those marketing services sponsorship. In summary,
And for that purpose, our very first that our clients may need into four Doce&friends offers an
action was to invite them to attend companies. Once we have defined integral marketing service
the New York Licensing Show, so they what character or group of characters for each of our clients,
became familiar with this new tool, so will be used, we prepare the whole thus granting the license
they could have a feeling about it and design and product development an added value that is
directly contact licensors, having their through our very own design team. If much bigger than simply
own meetings, watching and making this license carries a promotion, we developing products.
decisions with absolute freedom. It perform the research and develop- Today, the sale of a license in Chile is
gave them the opportunity to gather ment of the promotional elements directly associated with the delivery
all the decision elements relating to through our promotion and events of creative services and with a search
the best license for them. company, and we finally import them of formulae to make them work. To
Some might think that this was a sui- through our office in China and deliver be successful today, means offering a
cidal strategy, since we are bringing them into our client’s warehouses. On point of difference and, particularly,
them the business on a silver tray. But many occasions, we will need to cre- one that is found in the quality of the
that never happened. It was part of the ate effective communication for the li- services.
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