Japan's Sugar & Babe Hits Latin America

Mexico-based Unión Internacional was named agent in its home country; PieGrande will represent the brand in Chile; and IMC Licensing will handle Argentina, Bolivia, Uruguay and Paraguay.

“Since 2005 licensing business in Mexico has changed a lot, many new brands appeared in our market and competition is hard,” says Patricia Murakami, director of Unión Internacional. “Character licenses like Sugar & Babe are a new option for licensing not only because they are focused on a new target - teenagers - but because they are not tied up to a TV schedule. Sugar & Babe may last in the consumers mind for a long time as well as prevail as a new fashion.”

Launched in Japan in 2007, Sugar & Babe brand products include stationery, apparel, bags, backpacks, mobile content and footwear in countries such as Brazil, Japan, South Korea, France, Portugal, Spain and  Russia.