TOTAL LICENSING
was forty-five. He could see that Bra-
zil was still relatively under-developed
and, with over 100 million inhabitants,
had enormous potential. However, he
needed to find a business that did
not need huge amounts of investment.
As he explained, “At the time, I had
limited funds to invest in production
and distribution so I needed to look
for opportunities where I could take
advantage of my experience in mar-
keting that I had gained working for
multi-nationals”.
In 1984, Peter visited New York. Whilst
he was there he saw a television pro-
Peter Carrero, Director of Formica Brasil and be a part of the new economic
gram about the marketing efforts
at a reunion in 1968, seated alongside boom through the companies that I
made by companies such as Mattel and
Antonietta Provenzano, his future wife. worked for”.
Hasbro to promote sales of products
Peter moved to Brazil in 1969 and
based on different characters. “It was
a subsidiary of Warner Lambert. He worked for Formica. It was during an
then that I decided to start a business
had also been president of Bausch & internal Formica meeting that he met
in Brazil selling licenses,” he explained.
Lomb. his future wife – Antonietta Proven-
“I did a quick analysis and realised that
The opening up of Brazil, of course, at- zano. Peter and Toni are still married
there were only three or four licen-
tracted the attention of multi-national and Toni is ITC’s Vice President taking
sors active in the market at the time,
companies who could see the oppor- care of legal, agreements and brand as-
and they weren’t doing much in terms
tunities that the vast country could surance matters.
of marketing.”
provide. “Because of the interest in Peter had a main ambition when me
In fact, at the time, the market was
Brazil”, he continued. “I was lucky moved to Brazil. He wanted to run
monopolised by Hanna-Barbera, Dis-
enough to be selected to go to Brazil his own business by the time that he
ney, and home-grown success Mau-
TM & © 2009 Marvel.
34
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