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TOTAL LICENSING
By: Dalia Benbassat
VP Corporate Relations
Leading Retail
and Acquisitions
Tycoon Enterprises SA
de CV
T. +5255 5395-7833 in Latin America
F. +5255 5395-7873
tydalia@tycoon.com.mx
Much has happened in licensing since As a result, within a very short space of implied expansion into other business ar-
1990, when Latin America was only just time, Tycoon Enterprises was born. eas and to align a wide spectrum of en-
awakening to the Other studios and events soon followed. tertainment and marketing services, all in
phenomenon. Turner, Mattel, NFL... the list included big a one stop shop under the same roof.
Other than Dis- names that saw their their licensing in- In 1996 Tycoon opened its Home Enter-
ney Consumer come grow so significantly in the territory tainment division, offering Tycoon’s licen-
Products there that eventually they opened open their sors, and others, a strong arm for the
was no particular own offices or incorporated dedicated li- distribution of their music and homevideo
structure for in- censing teams to their local operations. products. But more than a distributor of
dependent com- Sony, Lucasfilm, Sesame Workshop, product, Tycoon Home Entertainment
panies except United Media, Hit Entertainment, 4Kids soon became a developer of concepts,
for the larger Entertainment, MLB, Viz Media, Santoro, combining its core products with gadgets
property owners. Vooz Character System, LazyTown Enter- and props to create a unique experience,
Mexico in par- tainment… many of these continue to be and attaining gift and lifestyle shelf space
ticular, despite Tycoon’s clients after more than a decade at retail. Distribution grew to all sales
its geographical working together. points in Mexico, Central America, the
Simpsons Kiosks display
proximity to the Clients were quickly surprised at the re- Caribbean, Chile and Brazil.
all local licensees’ mer-
US, was not really in the mind or on the sults that Tycoon was able to bring them. Un undoubted leader in the preschool
chandise in Mexico’s top
radar of the average licensor. In fact, at And the licensing business in general be- market, Tycoon today also holds an in-
malls
the time, Latin America as a whole was a gan a significant transformation. What credibly vast portfolio of documentaries,
vast land where significant licensing rev- was true, at the time, is that the market health, television series, soaps, art and
enue seemed hard to grasp or even to was highly neglected and few foreign li- sports related titles. Tycoon is recognised
imagine. censors had ventured to even attempt to as the largest homevideo distributor for
Elias and Alberto Fasja were, at the time, know or understand more about it. national Mexican broadcaster Televisa.
two eager entrepreneurs, building a busi- Tycoon turned this into an opportunity by In 1997, Tycoon Live Entertainment de-
ness in the fashion apparel industry and engaging property owners in the territory buted the Barney stage show in Mexico.
were licensees for brands like Nina Ricci, and sharing their vision of its potential, This was the first time that an audience
Cacharel and Perry Ellis. Still a long way and, as a result, bringing the brand licens- of 8000 on each of 13 consecutive dates
from what Tycoon was to develop into.. ing practice in the country to a much attended an event and was something
Elias and Alberto had an idea. They would higher standard of service. This included never seen before in Mexico. Since then,
produce a line of merchandise based on the streamlining of procedures and de- Tycoon Live Entertainment has become
a local pop entertainment figure called voting professional management to each the single best performer in the produc-
Chespirito, who also had a widely viewed property. tion and promotion of stage shows for
character television series. The idea did Service, service, service. young audiences. Other past successes
Mexico’s most popular not come to fruition at the time, because, Most licensors quickly realized the ben- include Plaza Sésamo and Spiderman.
Soccer Club, Chivas is despite their foresight and intuition, the efits of having a partnership and good Today’s hit is LazyTown the Live Show…
today a national icon trade seemed incredulous that a local representation in the territory. which has played to an audience of hun-
character could create the level of de- What set Tycoon apart then and contin- dreds of thousands with over 250 pres-
mand that Elias and Alberto spoke about. ues to do so now is the right mix of man- entations.
This brand is called today El Chavo del agement transparency, good results and Bringing the story up to date, Tycoon Live
Ocho and, 20 years on, is a trememen- solid principles. Entertainment is now preparing for its lat-
dously successful character, managed by What has kept Tycoon going and grow- est upcoming success: Hi-5 The Live Show.
the broadcaster that originally brought it ing strong each year? The ability to see GRA2 is the area of the group dedicated
to life. change coming and to reacting to it in a to BTL Marketing services, from creative
However, at the time the brothers knew timely manner. Much has changed. The concept to full execution. Each division is
Lazytown is popular with
that they had a good idea and continued business today has turned into a man- handled by separate specialized teams,
Mexican children
to look out for other oppor- agement challenge that includes brand and operates with complete independ-
tunities. management, trade marketing, legal and ence. This allows collaborative work with
At this point, everything financial services, customized accounting other licensors and rights holders and
seemed to come together. systems, trademark knowledge, anti pi- promotes field networking. This interaction
Twentieth Century Fox racy commitment and more. Tycoon could as well as the synergy achieved between
agreed to put representa- understand the industry and see what it Tycoon’s three divisions give each project
tion in the hands of the would become – as a result they were undertaken a much more interesting and
Fasja brothers.A major able to make it happen. profitable dimension.
move, indeed, as a few Multi-Platform Geographical Expansion
months later, Fox launched Tycoon became the first independent In order to offer licensors and licensees
the Simpsons. agency to understand that added value full Latin American coverage, Tycoon
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