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TOTAL LICENSING
LATIN AMERICA SPOTLIGHT: CPL, PERU
By 2010, the population in Latin Ameri- growth rate than their Latin American market has
can will be near 600 million inhabitants. American counterparts al- grown significantly in
The gross domestic product of countries though this is expected to the last two decades, a
within Latin America and the Caribbean change in coming years. growth he sees as con-
grew by 4.6 percent in 2006 although In terms of licensing, a major tinuing into the future.
this is expected to fall slightly in 2007, force in Spanish-speaking “For most of the US
largely as a result of Argentina and Ven- Central and South America is studios, Latin America
ezuela completing their recovery. Compañia Panamericana de Licencias. has changed from being categorized as
With the exception of these two coun- Headquartered in Peru, CPL has been ‘others’ in terms of their concentration
tries, economies with- in the Latin American licensing scene to now being viewed as an area with
in Latin America grew for twenty five years and currently rep- big potential”.
at a fairly similar rate resents a broad roster of properties in- With the regions covered by CPL, well-
last year – somewhere cluding Warner Bros, Cartoon Network, known properties such as Spider-Man,
between 3% and 6%. Marvel, Nickelodon, Televisa, Sony Pic- Looney Tunes, Sponge Bob and Dora
As in previous years, the tures, BRB and Paws. the Explorer continue to be popular.
Southern Cone (Argentina, Chile, The company currently has offices in fif- However, for the first time, local prop-
Paraguay and Uruguay) and the Andean teen Spanish-speaking territories includ- erties such as El Chavo del Ocho are
communities are expected to be the re- ing Mexico, Argentina and Chile and, in now competing with them. Salazar sees
gions with the highest growth rates – es- 1998, company president Luis Salazar enormous potential in these home-
timated at between 5.7% and 6.9%. was awarded International Licensing grown properties – particularly in terms
Further north, the economies of Mexico Agent of the year by LIMA. of the fast-growing, Spanish-speaking
and Central America have had a lower Luis Salazar believes that the Latin market in the United States.
Marcio F. Domingues is involved realizing that through licens- show which will tour the major cities and Hello Kitty; Rebeldes; Blockbust-
a member of the Board ing, they are able to reach wider au- of Brazil and further consolidation of er movies (such as Spider Man, Shrek,
of ABRAL (The Brazilian diences and, in the process, increase the brand.” and Marvel Characters); Lifestyle
Licensing Association), their revenues. As a result of its success both as a Brands (such as Speedo, surfwear
and is Managing Partner 2006 also saw the expansion of two children’s broadcaster and licensor, brands and local Brazilian Designers),
of OMNI E+ Licensing Brazilian broadcasters’ licensing vi- Cultura Marcas has closed a number Sports (including local Brazilian foot-
Ltd, located in São Paulo, sions - Cultura Marcas and Globo of recent arrangements to work with ball teams) and Soap Opera-based
Brazil. Marcas. properties from HIT Entertainment, properties.
The impressive growth of Cultura BBC, CCI, Entara and Sesame Work- In summary, Brazil is experiencing lo-
OMNI E+ Licensing Ltd Marcas’ in-house hit series ‘Cocoricó, shop. cally what certainly occurs in other
are consultants in aimed at children aged three to nine Globo Marcas has pursued a some- parts of the world. Competition has
consumer product has certainly had quite an impact on what different strategy. Despite con- increased dramatically, resulting in the
licensing and home the market with a variety of licensees centrating most of its efforts on Bra- struggle and need for most of the in-
entertainment throughout ranging from a newly developed com- zil’s famous telenovelas (soap-operas) dustry to find the right market niche.
South América. ic strip set to be published bi-weekly which usually last on an average five Those involved in the business must
to food supplies. to seven months on air with average be ever more alert to the key com-
For information, contact The General Manager of Cultura Mar- ratings hovering around 40-50 points ponents of a successful licensing pro-
Marcio Domingues at cas, Ricardo Fiuza, claims that “The on- at prime time, it has sought to capi- gram: Clarity, Consistency and Con-
marcio.domingues@ air daily presence has enabled us to talize further on its market strength stancy.
omnicomfilmes.com.br. position the characters as long-term and since the beginning of last year, To end, Brazil is poised to grow its
properties, thus attracting first class represents the Pan-American Com- Gross Domestic Product by at least
partners such as Globo Pub- mittee as the official agent of the Pan 4.0% in 2007 with an increase in its
lishing and Riachuelo American Games. In addition, it plans corresponding consumer confidence.
department store to capitalize on the vast catalogue This will provide opportunities for all
chain for ap- of its in house mini-series titles pro- those involved in the industry.
parel. We have duced by TV Globo over recent past Of course, this in turn will increase
witnessed a decades. even more the share of licensed
growth of In terms of actual properties, the top products available to local consum-
nearly 50% performers by revenue currently in ers propping up the overall business
on the num- Brazil (not ranked) include Classic segment in the economy. Overall, the
ber of categories properties (such as Disney, Warnerarner Brazilian economy will be stronger
licensed in 2006. For Brothers, Mauricio de Souza, Mattel as a result of renewed and additional
2007, we plan a musical for Barbie and Hot Wheels, Snoopy consumer confidence.
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