TOTAL LICENSING
shelves and into homes. ates a very powerful economy that is
Adults remain the most difficult seg- extremely difficult to eradicate and
ment to reach, as is the case in most that extends, to a greater or lesser
other countries. degree although consistently alarm-
Original entertainment formulas ingly, throughout the region.
based on new media like Huevocar- Even though we have seen some im-
toon.com have nevertheless seen provement over the last few years,
surprising successes. The Simpsons, piracy still remains the rival to beat in
an all time classic, has been incredibly this competition.
powerful and consistent throughout Some of the key strategies that have
the region. helped in this task are:
But Retro-revival interpretations of - The implementation of hologram
old icons are only successful here and programs - followed by audits con-
there, and are hardly ever more than ducted by licensors and close market
isolated examples, with short success supervision.
spans. - The allocation of funds for aggres-
Other important trends include sive anti-piracy initiatives, which aside
sports licensing, which in Latin Amer- from prosecution of infractions, in-
ica is dominated by soccer. clude campaigns to teach audiences
ence continues to be terrestrial (free)
The development of this kind of pro- about the negative effects of these
TV – in particular animated shows
gram is mainly team focused with a practices, as well as sessions with lo-
coming from the US, or Manga-in-
lack of soccer leagues, and activity is cal import authorities to recognize
spired Japanese anime, and local live
very disproportionate among clubs. and stop this merchandise at their
productions that reach important au-
Some Latin American countries such doorstep.
dience levels.
as Argentina and Brazil, whose soccer But the most effective way to fight
The penetration of pay TV varies from
stars play for major European teams, piracy is to beat the transgressor
country to country but averages 30%,
create important opportunities for into the marketplace. By being able
which allows for very limited licens-
European clubs, but these are mostly to offer the legitimate alternative
ing activity.
focused on niche markets and on as- ON TIME: Product that meets the
TV programming is mostly dedicated
piration. market’s needs in terms of quality
to the Boys-action and Anime cat-
Art licensing, neglected until very and price, which is widely distributed
egories.These are preceded by pre-
recently or entirely imported from and accessible to different levels of
school in the early morning and live
abroad, has seen incredible growth in consumer.
soaps or reality shows in the late af-
recent years, with the expansion of lo- As soon as there is reasonable de-
ternoon.
cal art lines like Gusanito or Fulanitos mand, there will be piracy.
Theatrical releases also generate
in Mexico, or Valentina in Argentina. And once out there, it becomes un-
strong licensing programs. The lime-
And finally but worthy of mentioning stoppable.
light is without doubt reserved for
is the new thrust that philosophy- But TIMING is the answer.
Superheroes and CGI productions,
driven brands such as Plaza Sésamo Licensors need to do all they can to
sparked by special FX plus gigantic
or LazyTown have experienced, help licensees reach their deadlines
marketing campaigns.
thanks to the rise in public awareness and marketing dates. Legal and ap-
Girls, in particular, follow media celeb-
of the worldwide health and nutrition proval procedures must be stream-
rities and music heroes. Nevertheless,
crisis. lined; turnarounds must become
the better developed licensed pro-
This new environment has set the quicker, online procedures must be
grams revolve around those aimed at
stage for a ground breaking alliance put in place...
younger girls and lifestyle brands with
signed only weeks ago between retail If licensors are working with local
a strong connection to fashion such
giant Walmart Mexico and LazyTown, agents, it is important to empower
as Barbie, Hello Kitty, Strawberry
designed to offer consumers tangible these agents, so that important deci-
Shortcake, and more recently Pucca.
solutions that can help them create sions can be taken locally.
The infant category has also proven
better lifestyle choices, in the form
to be a successful vehicle for licensed
of products, in store activities and PR
brands. Traditional brands such as
initiatives.
Winnie the Pooh, Disney Classics,
Barney, Plaza Sésamo (a Latin Amer-
PIRACY ISSUES.
ica co-production of Sesame Street
Pirated goods are worth over 50%
which just turned 35!) hold important
of licensed sales in Latin America.
positions at retail. More recent re-
Counterfeit merchandise sees its way
leases like Hi 5, LazyTown and Back-
into Latin American markets with
www.nickelodeon.tv
yardigans are seeing their way onto
seemingly little impediment. This cre-
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