Vertical Licensing Takes Panini to Brazil

Panini has appointed Vertical Licensing to identify and develop new business opportunities for Panini products in Brazil. The licensing agreement allows Vertical Licensing to license out the assets which distinguish Panini all over the world.

“Panini has been active in Brazil since 1990, offering a wide range of products in the collectible and publishing segments targeted to kids and teens,” says José Martins, president and chief executive officer, Panini Brazil. “We are looking forward to working closely with the Vertical Licensing team to ensure the Panini brand will enjoy the same success it has had in Europe and other parts of the world.”

Vertical Licensing is a Brazilian licensing agency based in São Paulo, which works with clients such as PlayStation, IMPS, Mercis, Rainbow, Epic Rights and King Features.

"We are pleased to team up with Vertical Licensing in Brazil, where Panini’s awareness is enormous and has been growing bigger and bigger over the years,” says Tony Verdini senior manager, business development and partnerships, Panini. “We have appointed Vertical to grow brand extension opportunities in the territory as we do believe they are the ideal partner to achieve this goal through a sustainable business plan. We look forward to this cooperation and a wide and deep range of cool licensed products."

Brazil represents one of Panini’s key territories internationally, where the brand is popular and scores a widespread awareness, which the company is now willing to extend into a strategized consumer products program.

“It is an exciting brand extension challenge,” says Alexandre Volpi, chief executive officer, Vertical Licensing. “We are extremely proud to have been appointed to represent Panini, a highly recognized and respected brand that connects with two of the greatest passions of Brazilians: football and stickers. Our kick-off will be in the second half of this year to start building a program that should hit the shelves in 2021, when Panini will celebrate its 60th anniversary.”