Redibra Celebrates Big Wins in 2016/2017

Licensing and brand extension agency sets sights on the future following a successful 2016.

April 6, 2018

Redibra Celebrates Big Wins in 2016/2017

Licensing and brand extension agency sets sights on the future following a successful 2016.

Brazilian licensing and brand extension agency Redibra is celebrating the success of several of its high-profile partnerships including Coca-Cola, Nintendo, Fox and the animated preschool property, "Lottie Dottie."

"2016 was a good year for Redibra, despite the economy in Brazil," says David Diesendruck, president and partner, Redibra.

In keeping with his company's mission to "invest in Brazil," Diesendruck points to regional breakout preschool animation "Galinha Pintadinha," which is among the first Brazilian brands to find major success in more than 20 countries. "Galinha Pintadinha" can be found on 14 online platforms, has four DVDs and more than 40 million downloads for its app.

For 2017, the brand will get a new extension with "Mini Lottie Dottie," featuring the star of "Galinha Pintadinha.

"'Lottie Dottie's' Brazilian YouTube channel was the first to reach 5 billion views, and it was awarded for this important milestone," says Diesendruck. "This year, we will launch 'Mini Lottie Dottie,'

a new property with a different content and visual identity, which will continue with new stories."

Redibra has also found success for the Coca-Cola brand in the country.

During the 2016 Rio de Janeiro Olympic Games, Coca-Cola products could be found at two retail locations within Olympic Park, each of which had almost total sell-through, says Redibra.

A high point for the brand in the country was at São Paulo Fashion Week, which found celebrity Xuxa's daughter Sasha style a collection of Coca-Cola looks.

Redibra also gained exposure for Nintendo's evergreen property "Super Mario Bros." and its main characters, Mario and Luigi, at Carnival, "Brazil's most important event of the year." The brand activation supported the launch of a fast fashion direct-to-retail partnership with retailer Riachuelo at 300 stores nationwide, says Diesendruck.

"We expect 2018 to be an even better year for Redibra as the economic scenario improves," says Diesendruck. "We believe it is time to invest in Brazil."

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