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TOTAL LICENSING
By Marici Ferreira,
Editor, Licensing Brasil.
Tel: 55 11 5092 5588
marici@
palavraeditorearte.com.br
AN EMERGING MARKET
Diversity is the main characteristic people who are engaged
of Brazil. The country’s 500-year-old in distribution, delivery
history has built up a rich nation, and sales to retailing.
a melting pot of people from dif- Last year the mar-
ferent cultural backgrounds spread ket made R$3 billion
right across this huge territory. In (around US $1.8 billion)
In the first of
all, Brazil has twenty-six states, a on licensing, an increase
a new regular Federal District, our Capital City of 11% compared with
column,
- Brasília and 5,563 cities and towns. 2006. This year’s esti-
Marici Ferreira,
The geography of the country shows mate is R$3.2 billion
economic activities and population ($1.95 billion), with roy-
editor of
highly concentrated in smaller parts alties varying from 6% to
Licensing Brasil
of the territory mainly along the coast. 14% according to Abral
magazine, the
to sales. As the licensing market in
Wealth and income concentrations (The Brazilian Licensing
Brazil basically targets children and
only licensing
are the main reasons for social exclu- Association).
teenagers, little has been done to tar-
publication to
sion found in the country. Reducing However, the licensing marketplace
get adults with the exception of the
the social gap is one of the main chal- in Brazil has not been measured par-
be produced in
fashion market.
lenges facing public authorities at the ticularly accurately yet, so rather than
Brazil, sets out
Properties related to other sectors
present time.
how the
such as brand, corporate and also
Allowing people
art have not been widely
Brazilian
to have equal
marketed in Brazil.
marketplace
opportunities
One of the reasons
and, therefore,
works and what
for this may be the
giving them
to look out for
Brazilian cultural
a chance to
in this emerging
situation. It seems
exercise their
that a few compa-
territory.
rights as citizens
nies are focusing
is a way to assist
on these proper-
in this scenario.
quote figures let us move on to ties and a great deal still remains to
The licensing market in
some more concrete information. be done.
Brazil comprises around 900 licens-
Licensing is certainly very strong in Whilst on the subject of success-
ees and 550 available licenses shared
three segments: school supplies, cloth- ful properties, there are outstanding
amongst eighty licensing agencies
ing manufacture and toy production. Brazilian licenses that have become
who, between them, employ
These sectors have been successfully well known abroad such as Monica’s
1,000 people directly. In
using licensing and, as a result, Team, Cocoricó, Susi, Cannibal World,
addition, thousands of
have helped the growth of other Mila and Co., Alexandre Herchcovitch,
jobs of course exist in
sectors.
licensing product
Smilinguido and Sea Princess. These
As far as successful proper-
manufacturing,
are just some of the properties that
ties are concerned, Brazil-
together with
enjoy a broad line of licensed prod-
ian consumers generally ucts in the Brazilian market.
just follow world trends. Despite the fact that it is an emerging
Movies, animation and market, licensing in Brazil is generating
cartoons played a great interest among entrepreneurs
at local movie as well as enormous appeal amongst
theaters are consumers.
without doubt Optimistic prospects lie ahead and
consumers’ favourites Brazil offers excellent opportunities
when it comes for licensing businesses.
158
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