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Redibra Dominates Brazil

Redibra Dominates Brazil

Licensing agency Redibra, helmed by president David Diesendruck, continues to lead Brazil in the industry by carrying some of the world's most recognizable and lucrative properties, as well as regional favorites. O

Licensing agency Redibra, helmed by president David Diesendruck, continues to lead Brazil in the industry by carrying some of the world's most recognizable and lucrative properties, as well as regional favorites.

On Redibra's roster, which covers the gamut from preschool licenses to those targeting teens, adults and the entire family, are properties such as Coca-Cola, MTV, The Simpsons, Redakai, Alvin and the Chipmunks, Sesame Street, Talking Friends, Real Madrid and many more.

This year, the agency's largest pushes center on Turner CN Enterprises' Ben 10, a perennial global property, and two more local properties that are taking off: Galinha Pintadinha and Capricho.

Galinha Pintadinha, or Little Spotted Hen, is a new property model for the Brazilian market, having gained its start online on YouTube. To date, "Galinha Pintadinha" animated clips have been viewed more than 360 million times.

"It's breaking the paradigm in Brazil," says Diesendruck. "It doesn't have a TV show or a film to support it. Galinha Pintadinha opens the doors for countless properties in Brazil and worldwide."

This homegrown "paradigm shift," as Diesendruck refers to it, means more to Brazil then just licensed product retail dollars, it also infers a growth in the region and the establishment of the country as a force in consumer products.

"Brazil has proven to be a market with enough critical mass to sustain a licensing program," says Diesendruck.

Galinha Pintadinha, a preschool property, is just launching in Brazil, having debuted last month at Brazil's ABRIN Toy Fair. According to Diesendruck, more than 500,000 Galinha Pintadinha DVDs were sold in 2011, and another one is due out this year. Redibra will expand the property across multiple key categories including apparel, toys, footwear, bedding and infant. More than 20 licensees are already on board, and a live show was recently launched.

Also high on Redibra's radar this year is its latest partnership, Capricho. Published by Abril, Capricho launched initially as a teen magazine. Since, it is has grown across numerous categories and platforms including television, mobile, food and beverage, lifestyle, gifts, accessories and more. Redibra will look to expand Capricho even further into footwear and apparel, in particular. Also on deck for Capricho: a line of Capricho nail polishes by Aeger that will include 22 polishes in 20 colors, and licensee Ludi introduces more than 70 gift products and home appliances to market.

"Capricho is the most successful brand for teen girls in Brazil," says Diesendruck. "What's unique is that the licensee gets full integration into each of Capricho's platforms. It's a tremendous opportunity for the licensee to communicate the products to the consumer directly."

And of course, Brazil as a whole awaits the premiere of Twentieth Century Fox's A Era do Gelo 4 (or Ice Age: Continental Drift in the U.S.). The film premieres June 29 in the country. Diesendruck has high expectations for the film and its licensing program, based on the franchise's last installment, Ice Age: Dawn of the Dinosaurs, which grossed $45 million in the region in 2009 alone, according to Box Office Mojo.

Redibra is also diversifying its offerings to the industry. Just last month it launched a full-service, in-house creative services division, headed by Daniela Diesendruck.

"The reality of the market is that design is becoming a must, not just an option," says Diesendruck. "Consumers are more demanding because they have so many choices. In order to stand out, licensees need to have a beautiful product, despite the hotness of the brand."

Daniela Diesendruck, who brings more than 18 years of experience, and her team will educate, train and guide licensees to create full program packages, from product to packaging to POP materials.

"We see it is as our role to help licensees and licensors in this process," says Diesendruck. "We aim to inspire and push the licensee to come up with the best idea possible for different brands."

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