TOTAL LICENSING
separate occasions.
Celebrations were held to mark Gar-
field’s tenth anniversary in Brazil with
a major presentation and, to celebrate
the character’s 30
th
, Peter organised a
Garfield 30 promotion through more
than 100 store windows which was
the first promotion in a major Brazil-
ian shopping mall to use a character.
Snoopy and the other Charles Schulz
characters have been a continuous
success story for ITC. The company
has won numerous awards from
United Media, licensors of Snoopy.
A highlight of the program over the
last twenty-five years was Snoopy in
Fashion. ITC signed an agreement with
Connie Boucher from Determined
Peter, Toni and Garfield creator, Jim Davis
Productions that created a Snoopy
such success with the Hallmark
in Fashion program featuring some of
business at their Kansas headquarters
ranges, it was time to look for other
the most important fashion designers
and at Hallmark Barcelona.
properties to represent for licensing.
of the time. ITC brought the exhibi-
Following this, ITC created Brazil
He targeted Hallmark, United Media,
tion to Brazil in 1991 to much acclaim
Cards, a new company established in
Lucasfilm and Mattel. “Amazingly”,
and the event is credited as establish-
Peter Carrero with Snoopy creator
early 1985 specifically to manufacture
continued Peter, “I got them all within
ing a major Snoopy apparel program
Charles Schulz in Santa Rosa,
and market Hallmark social expres-
the first year, along with Garfield. Fred
California 1987
sion products using the same product
Gaffney actually introduced me to
mix and promotional procedures that
Howard Roffman at Lucasfilm and, as
Hallmark used in the United States.
a result, we were appointed the agent
The top of every display fixture had a
for Star Wars which was a huge leap
printed sheet carrying a message and
for us.”
the image of the property or charac-
Peter believed strongly in the power
ter. The cards had a color system used
of marketing, as he does today. In fact,
to identify the occasion. Through this
back in 1985, he was the first Brazil-
system, Brazil Cards delivered 40,000
ian licensing company to advertise his
display fixtures in 18 years for social
properties in a worldwide directory
expression products using Snoopy and
and he credits this was helping him to
Garfield.
sign Lucasfilm and Mattel.
The process was highly success in
Today, both Snoopy and Garfield are
Brazil and, as a result of Peter’s ef-
still handled by Peter Carrero and his
forts, Brazil became the second high-
team. During the 25 years that he has
est market, after the US, for Garfield
represented Garfield, creator Jim Dav-
social expression products.
is has visited the country twice and
Peter realised that if he had enjoyed
ITC have proudly accepted the Best
International Agent award on two
34
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