TOTAL LICENSING
opened directly-operated offices in Costa in Latin America, and Marvel Entertain- a healthier lifestyle. This is the result of
Rica, from which all territories in Central ment – an already strong and mature work carried out by Tycoon in conjunction
America are handled (Belize, Guatemala, franchise that will nevertheless see triple- with LazyTown Entertainment.
El Salvador, Honduras, Nicaragua, Costa digit growth by the end of second year of Sports Licensing
Rica, Panama) as well as the Caribbean Tycoon’s administration. A large area of growth for Tycoon has
and Ecuador. In addition, an office was Relationship with Retail been in the sports sector – particularly
opened in Colombia which also handles Even before Tycoon was created, Tycoon’s soccer club brand licensing.
Venezuela, together with offices in Chile founders had already introduced the first Since Tycoon took over the licensing and
Big 4 Showroom – these
and in Peru. For the larger territories in ever “Shop in Shop” concept into Mexico merchandising representation of Club
were the roadshows where
the region Tycoon chose a different ap- with the apparel lines they handled under Guadalajara a.k.a. “Chivas” (México’s
Tycoon presented
proach, by collaborating with Argentina license. Continuing to develop along this most popular soccer club with over 25
merchandise from all four
and Brazil’s licensing powerhouses IMC path of course came naturally. million fans nationwide) two years ago,
soccer teams (Chivas,
and Redibra. Tycoon’s achievements in this area in- their business has grown by 60%.
America, Cruz Azul &
These three territories (Mexico, Brazil clude the first seen ever character based In addition to this, Club Universidad Na-
Pumas) to key retailers
and Argentina) together DTRs in the country into mass market cional a.k.a. “Pumas” (México’s third-larg-
comprise 70 percent channels through Soriana, Mexico’s sec- est soccer club with over a 12 million fan
of the licensing and ond largest mass market chain. Today, base) have increased their business by
merchandising revenue Wal-Mart Mexico is embarking on the 100% since Tycoon took on their licens-
produced by the region, first stages of a new DTR launch of Car- ing and merchandising administration
and the move seemed toon Pop food products… based on the last year.
very wise, as this busi- But despite these Clubs’ brand equity and
ness requires long power, and the growing desire of fans to
standing relationships acquire their team’s merchandise, it is still
and solidity. Redibra
Network’s latest group franchise launch.
hard to find these goods in local retailers
was Disney’s agency
High-end retail has also been carefully
(a situation not uncommon in other ter-
for 35 years until Dis-
nurtured by Tycoon. Mexico’s largest
ritories including soccer-mad territories
ney opened own offices,
retailer Liverpool has twice turned to
such as the UK). There is still a significant
and IMC has represent-
Plaza Sésamo to customize their Christ-
resistance from top retailers to support
ed Warner Bros for over twenty years.
mas promotion - their largest window
an individual club effort. The fear of los-
The three companies, working together,
of the year. Recent programs include
ing consumers who like other teams, the
seemed to match the requirements of
a dedicated product corner in the boys
inconsistencies in the product lines, the
the market perfectly. Together they found-
department based on Marvel’s most re-
lack of specific products, personal affili-
ed PLN – (Pan American Licensing Net-
cent release: The Incredible Hulk, as well
ations etc, have prevented retailers from
work). Several licensors, including Twenti-
as Korean lifestyle sensation Pucca who
turning the strength of Mexican soccer to
eth Century Fox, Sesame, Lucasfilm and
features in dedicated corners in the girls’
their advantage. Tycoon aims to change
Sony soon became clients of PLN across
area of every store. Sears continues today
all of this.
all territories.
with almost 50 “shop in shops” dedicated
In the last few months, Tycoon has brought
Portfolio
to Santologia, the first line of casual-wear
Mexico’s Soccer ‘Big Four’ together in this
The need to acquire properties in broad-
inspired in legend-wrestler El Hijo del
effort (the other two being Club America
er sectors became increasingly evident,
Santo, developed by Tycoon in conjunction
and Cruz Azúl).
particularly allowing for the highly erratic
with Cartoon Network.
As a result, Tycoon has successfully per-
environment of Latin America. Tycoon
Other recent retail successes include
suaded each to overcome their field ani-
learned from experience the benefits of
Chilean retailer La Polar, whose back to
mosity and unite towards retail perform-
Visit Tycoon’s website: having a combined portfolio, much like
school program with The Simpsons, for
ance.
www.tycoon.com.mx an investment mix. The portfolio became
which Tycoon was recently awarded by
Tycoon has presented close to a dozen
a mix of stable properties, and one shot
Twentieth Century Fox for Best Retail Ex-
“road shows” to Mexico’s top retail play-
properties.
ecution. Tycoon also received a prestigious
ers, displaying merchandise featuring all
As a result, Tycoon selectively expanded
“Fox Merit Award” for The Simpsons Ki-
four teams together in the hope that
into other properties, beyond their origi-
osk program, developed in Mexico’s ma-
they will see the benefit of a multi-club
nal television and character entertain-
jor shopping malls together with major
approach and will dedicate a significant
Santologia corner at Sears ment base. New sectors included film
licensee MGM.
space in their stores to the concept.
– one of the more than properties and franchises, lifestyle-trend
In addition, Barney’s Baby Month promo-
The principle is simple: These club brands
40 shop in shops at Sears & fashion, art, and sports.This includes
tion at Mexico’s mass retailer Chedraui,
will never cannibalize each other: a team
Mexico. the support of local developments, such
received Hit Entertainment’s “Pingu
fan would rather die than wear the op-
as internet phenomenon
Award” for overall Best Retail Program
ponent’s shirt!
Huevocartoon.com which
of the Year. Other past retail initiatives
But a collaborative joint effort between
is now close to releasing its
worth international recognition have
the largest teams is likely to gain much
second feature film. (The
been DreamWorks’ Shrek 2 which was
more attention from general consumers
first film became the second
awarded “Best overall promotional pro-
and certainly from retailers. Understand-
largest grossing Mexican
gram of the year”.
ably, Tycoon is hoping for great results.
movie of all time).
Finally, in a major move, Wal-Mart also
So what is Tycoon’s formula?
Recent acquisitions by Ty-
recently announced a strategic alliance
The importance of having a clear vision;
coon include Australian-born
with LazyTown Entertainment, to of-
the courage to do what it takes to make
preschool phenomenon Hi 5
fer kids in Mexico product solutions for
it happen and, importantly, never ceasing
which is progressing rapidly to enjoy what they do!
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