TOTAL LICENSING
on buying products directly from our ceive the assurance that they are Recently though, the way to sell a li-
licensees or developing products with making the right choice. They invest cense has changed. Today, a licensing
an added value. We made them un- millions of dollars in back-to-school, agency must be a marketing service
derstand that it was no longer about Children’s Day, and Christmas cam- company, with the ability to solve all
just adding the animated character to paigns, so it is very important to be- marketing variables. Not only must it
any given product, and waiting for it come their partners and, even more have personnel that are qualified in
to sell by itself. It was about designing important to make them feel that the licensing field, but also extensive
a strategy by making the right use of way. promotional and advertising knowl-
the style guides, the brand assurance edge.
processes, the design process, fashion, An agent must know a lot about the
trends, and above all, the knowledge theatrical and television sectors, and
of and the attributes related to remain up to date in connection
each licensed character. with important or relevant issues.
Today, Chile is a mature Finally, an agent must have young
country, with a high ex- people who are proficient with
pertise from all those the use of current technological
who take part in the deci- codes.
sion making process in con- Today, Doce is celebrating 30
nection with licensing. years in the business.
All retailers travel to the Licens- We are the oldest licensing com-
ing Show with us to get a bet- pany in the region, and the one with
ter “feel” for new trends, to hold the largest knowledge of licensing in
meetings with licensors and to re- Latin America.
By Luis Salazar,
Compañia Panameri-
cana de Licencias Compañia Panamericana de Licencias
www.cpl.com.pe CPL is one of the leading companies Moreover, the Latin American market ing advantage of this opportunity for
in promotions and licensing in Latin is growing in the pre-school category. new properties to stand out in other
America. With more than 25 years That´s why the Backyardigans have markets.
experience in the Latin American great results in the licensing sector. Our business helps to achieve all
market, and with 15 offices across We are also aproaching the market kid’s fantasies by having their favorite
the area, we have developed several character on products. Clients can
successful strategies to improve the develop high quality products and
licensing and promotions market what we do is to give them addi-
in countries that now repre- tional value with the images of
sent a very important income kid´s and mom´s favorite char-
for multinational companies, acter; differentiation is the key
such as Warner Bros., Car- to improving the business and
toon Network, Nickelodeon, making it grow.
among others. As usual, movies continue to be
Nowadays, the licensing busi- very strong in terms of licensing
ness has been improved by new and promotions with Speed Racer
successful properties that have and Batman: The Dark Knight the
conquered the Americas, includ- most the most popular films for
ing USA and Latin American ter- this year.
ritories, such as Betty la Fea (Co- To be successful in the Latin Ameri-
lombia), also known as Ugly Betty, can market, you need to understand
Patito Feo (Argentina), Valentina its heritage. You need to know the
(Argentina), Red Nose, Menininhas market and its needs, its customs and
(Brazil), El Chavo and RBD (México), its language. We have more than 25
among others. For example, El Chavo years experience in this market and
with Baby Looney Tunes, Dora the
is a very successful animated series each day we grow with it and learn
Explorer and Go,Diego go!.
that has conquered not only the more about it. This learning process
The Licensing and promotions busi-
kids at home, but also reached the never ends, but we can proudly say
ness is growing fast. The most
parents, that remember each episode that we are part of the heart of our
popular characters for premiums
from the live action series, and they market and we are growing as fast as
are Looney Tunes, SpongeBob, Ben
enjoy spending time with the kids. it is growing.
www.nickelodeon.tv
10 and Justice League. We are tak-
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