TOTAL LICENSING
Doing Business in
cal production as we have partnered
with great textile companies around
the region, which has given our prop-
erties a higher standard of awareness
Latin America
and strength.
With regards to the stationary cat-
egory, we have seen an important in-
crease in business. Almost all of our
countries have a paper production
By Elias Hofman, The Latin American market is a com- on a product can create, resulting, of
which has led to local production of
President plex one. To describe the region it is course in greater sales and revenues.
notebooks and all of paper products,
Exim Licensing Group important to be aware that the indus- In addition, Latin American entrepre-
involving added-values such as recy-
www.eximlicensing.com try has to understand different legis- neurs have also learned the correct
clable paper, different model concepts
lation and different cultural ways of steps needed to build a brand in Latin
for every target, etc.
doing business. Together, these form America including what is needed and
Countries such as Colombia, Argen-
one of the most important emerg- what the consumer is asking for. They
tina, Brazil, Peru and Mexico have
ing markets nowadays. Exim oper- understand that is not only about
strong food and beverage production.
ates through their 14 offices in Latin closing a licensing deal, but also about
This is a key category as through it,
America, together with their special- partnering with important players
we can reach our most important
ized divisions includ- throughout the economic chain
target market – kids. Bearing in mind
ing Live Shows, TV in order to encourage the
that Latin America has different food
(Entertainment, need for the brand or
production regulations, we have part-
Technology character and there-
nered with industries that produce
and Premi- fore helping the
healthy but enjoyable foods in order
ums. whole placement
to take advantage of this important
This means of products along
sector of the economy.
that every- the way.
Foods such as cereals, chocolate,
day, we face The most impor-
milk, and juices have enjoyed a boost
different tax, tant players in the
in sales due to endorsement made
economic licensing field are
through licensing of many of the
changes, im- chosen depending
brands and characters we represent.
port and ex- on the categories that
On the other hand, but equally impor-
port and banking they work in. In Latin
tant, we also consider promotions to
regulations which Exim America, we consider the
be a major category. Promotions form
handles in order to advise our li- most important categories as being
a big piece of the licensing cake. We
censors on what is the best way of those that have developed and have
have been working hard with retailers
doing business in Latin America. become a major source of revenues
around the region in order to create
This of course, creates innumerable over past years.
promotional concepts. The idea is for
business opportunities, as within its Within these categories, and in gen-
complexity, Latin America is also eral for the entire region, the most
known to be a strong upcoming mar- important sectors are:
ket, not only because we have two • Toy s
of the most important populated • Textiles - included bed, linen and
markets, Brazil and Mexico, but also, apparel. This is a very important
because almost all the countries have category.
overcome difficult social and political • Footwear
situations which have left them with • Stationery - including notebooks,
the experience of how to strengthen back packs, school supplies, etc
their economies and the willingness • Food and Beverage
it to be different and innovative yet
to develop local industry and exploit • Publishing
interesting for both the licensor and
all of its resources. • Live Shows (tours throughout
the retailer. Along the way, Exim has
This in turn has led to new and in- the region).
come to work with important retail-
teresting opportunities within the re- We can not forget that countries such
ers in all the countries in Latin Amer-
gion, especially in licensing, since the as Brazil, Colombia, El Salvador and
ica. Effectively this is the gateway to
market understands the importance Mexico have great textile and foot-
the entire marketplace.
of having its products associated with wear production where the quality
Retailers have been very coopera-
an important brand as well as the of products is outstanding. At Exim,
tive and interested in promotions we
enormous awareness an endorsement we are taking advantage of this lo-
have proposed. We work with all our
www.nickelodeon.tv
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