TOTAL LICENSING
Over the following pages, we have gathered information licensing categories are quite out-
together from different territories in Latin America - Brazil,
standing and are gaining increased
Chile, Columbia and Mexico in order to give our readers a
market share. These include corporate
brands, music bands and celebrities.
taste of how the licensing industry works in the continent
Licenses created from within large
and how the industry differs in the various countries.
companies are also becoming more
common in Brazil. Characters are de-
BRAZIL
growing strongly.
signed for a certain product line and
Brazil has approximately 900 licensed
as a result of their tremendous suc-
companies and 450 available licenses
cess at point of sale, after a period of
By Marici Ferreira, which are distributed amongst eighty
time they turn up on a license owned
Editor, Licensing Brasil.
licensing agencies. The sector employs
by the company. In order to com-
Tel: 55 11 5092 5588
about 1,200 people and generates
marici@ palavraeditorearte.com.br
mercialize this new brand, the original
thousands of jobs not only in the in-
company generally works in partner-
dustries where licensed products are
ship with a licensing agency. Good ex-
manufactured, but also through other
amples of this trend are two Brazilian
ancillary activities such as packaging,
advertising, distributing, delivery and
sales.
Licensed product revenues in 2008
were about $1.5bn with royalties
ranging from 6% to 14%. The forecast
for 2009 is around $1.6bn with royal-
Every day more and more licensed ties again from 6% up to 14%.
products from different market sec- Alongside traditional movies and chil-
tors are found on Brazilian shelves. dren’s characters such as Powerpuff
Of course, if we compare the Brazilian Girls, Ben 10, Hello Kitty, Barbie, Hot
market to the American market, the Wheels, Ice Age, Harry Potter and
brands - Menininhas and Jolie, both of
Brazilian licensing industry is still an Cars which are, without any doubt,
which have been developed by Tilibra,
infant but it is definitely thriving and the highest sellers, a number of other
the leading manufacturer of school
notebooks in Brazil. This has attracted
the attention of companies within
other sectors who are focusing on
character development for their dif-
ferent product lines that include pens,
clothes, accessories, toys, etc.
We also have here in Brazil some li-
censing of products that carry their
own brands that can be found in hy-
permarkets and department stores.
By selling their own product brands
it continues to add value to the prod-
ucts.
In summary, Brazilian managers are
always looking for new opportunities
in this sector and are willing to enter
into partnerships which will eventual-
ly contribute to the growth of the in-
dustry as well as the market in which
they work.
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