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TOTAL LICENSING
business divisions to create a different retailers have been highly supportive HIT- Barney
concept for each promotion. In addi- of promotions as well as the creation Lazy Town (Brazil Only, but regional
tion to creating the promotion, we of complete licensing programs that Live Shows for Brazil, Puerto Rico,
create Live Shows and meet and greet incorporate the key product catego- Colombia, Venezuela and Uruguay).
opportunites which have created very ries. American Greetings
positive results for our retailers. At Exim, we consider retailers to be Pokemon
In addition, through Exim Technology, one of the most important channels Dreamworks (Brazil Only)
we are creating programs to allow of distribution, and spend consider- Nickelodeon (Brazil and Chile only)
the retailer to interact with its target able time cultivating their goodwill as Sesame Street (Argentina & Uruguay)
consumer. The creation of especially we expand our licensing efforts in the Nelvana (Fairly Odd Parents (region-
design websites for an specific pro- region. al for Latin America), Digata, Ruby
motion, has brought excellent results Everything written above as come Gloom and Grossology (for all Latin
and has allowed the retailer and Exim from 25 years experience, during America except Mexico)
which Exim has grown to incorporate Speed Racer
seventeen offices and three business United Media – Peanuts. (Except for
divisions. As a result, Exim represent Brazil and Argentina)
some of the most important proper- Universal
ties in the world. In summary, Latin America is an
Nowadays Exim represents both ma- emerging market which is rapidly
jor licensors with properties that are growing. Of course, it has its changes
now established in the region after that accompany all this growth but
much effort, and other properties with great opportunities to be ex-
that are on their way to becoming im- ploited along the way. We at Exim,
portant parts of our market. Further- aside from a vast knowledge of the
more, Exim believes that through its region, have a great faith in what Latin
own television slots in Argentina, Bra- America will bring in the near future.
zil and Uruguay, it can support many We will definitely see great and good
of the properties it represents. economic changes in spite of some
Amongst the key representations, crucial difficult situations we are liv-
Exim includes: ing through now. But that surely, will
DIC- Strawberry Shortcake be over passed due to the richness
to complete a database of clients,
WWE of our markets, the good quality of
and thus create a base to work from
Discovery Channel (Animal Planet, our local production but most of all,
throughout the year.
Discovery Kids, DOKI, American because of the tenacity of the whole
It is important to note the fact that
Chopper) licensing environment in the region.
By José Donoso,
Doce Ltda, Chile
www.doce.cl
Chile - 30 years of licensing
It was in September 1978, when my ters such as The Muppets, The Pink strategies.
father, Andres Donoso, decided to Panther, The Flintstones, Thundercats, This created an educational process
create the first licensing company in G.I. Joe, Transformers, He-Man and for advertising agencies and the retail
Latin America, Doce Ltda, after being many others. Then the market be- world, who saw the potential of busi-
in the publishing business for many came more mature with the arrival of ness driven by this strategy. Therefore,
years. It was with The Smurfs and a classic properties like Looney Tunes they began adding the use of licensing
black and white photocopy style guide and Disney. And it was characters like to their annual business plan. And this
that he gave birth to this new way to these that created the foundation for was what made major Chilean mass
do business, centred around the cre- the professional development of li- marketing companies and potential
ativity of a registered trademark. censing in Chile. licensees start believing in this new
By the beginning of the 80s, American Licensees started to put their trust in business opportunity.
and European companies recognised this marketing tool, which provided By the middle of the 90s, the retail
Chile as the perfect place to serve as them with a significant differentiation world began to perceive the business
a test market. It was a country of 15 at the point of sale. The added-value with a different attitude, and also be-
million inhabitants, with a solid econ- achieved by the use of a character be- came part of the licensing world. And
omy, a recognized honesty, and a high came so big that, during the 90s, com- it is at this point when we, as an agen-
professional level among company ex- panies like Coca Cola, Pepsi, Unilever cy, began our efforts to educate retail-
ecutives. and many other multi-nationals incor- ers and retail buyers. We made them
www.nickelodeon.tv
The 1908s saw a parade of charac- porated licensing into their marketing understand that business growth lied
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