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TOTAL LICENSING
properties including El million albums worldwide
Chavo, Televisa telen- in the last four years
ovelas, AAA (Mexican and product lines
Wrestling Union), include food
Nickelodeon, Big products, ap-
Tent, Nelvana and parel, haircare
Zinkia. In addition, products and
they work with figurines.
a number of inter- RBD was the subject of a major di-
national partners including rect-to-retail promotio with WalMart
Televisa Consumer Products was set Redibra in Brazil, United Media and recent involving over 400 sku’s and 75
up in 2003 as part of Mexico’s lead- Brands Planet in the US, CPL in Peru suppliers. All product categories were
ing broadcaster and distributor. The and Elastic Rights in Europe. coverd and Televisa developed three
objective of the new division was Televisa’s licensees, too, encompass different Style Guides specifically for
to leverage existing major global companies the project.
relationships with as well as local Latin A further major success was the tie-
manufacturers, pro- American licensees. in with Mattel to lauch
motional partners To date, licensees in- a special edition of
and retailers to clude Pepsico, Bimbo, Barbie, inspired by
create compre- Procter & Gamble, Rebelde’s char-
hensive licensing converse, Mattel, acters. Product
and merchandising Sabritas, Bondy, Salo, was launched
programs. Avante and others. in Latin
As a broadcaster, A key ‘local’ prop- America, the
Televisa has been erty for Televisa US and Spain.
active since the ear- C o n s u m e r Finally,
ly 1960s and now Products is Lola is a Mexi-
produces 50,000 El Chavo. The can telenovela
hours of original show traces back produced by Tel-
programming which to 1971 when it evisa, that portrays
reaches 100 coun- appeared as a sketch the fictional life of a
tries around the world. It is also the in the Chespirito show. In 1973, El modern Cinderella
largest Spanish-speaking publishing Chavo became a weekly-half hour se- called Lola Valente,
house in the world and owns three ries, where it was regularly watched who resides in
well-known Mexican soccer teams by over 350 million Mexican viewers. Mexico City. A Lola
and one of the best known stadiums Televisa launched an animated version magazine for teen
in Mexico. of the program made by Ánima Estu- has been published
Today, Televisa Consumer Products, dios in 2006. Today, the property is monthly, since April
headed by Executive Director Maca highly successful with a wide ranging last year and product lines include
Rotter Alday, represents a number program of products available includ- footwear, DVDs, bags and accessories
of Hispanic, as well as international ing DVDs, plush and stationery. amongst others.
A number of promotions have also www.televisa.com
been successful including a major
McDonald’s Happy Meal promotion
this April which followed on from the
success of an earlier Happy Meal pro-
motion that moved more than 3 mil-
lion El Chavo plush in one month
only.
RBD is another Televisa
success story – this time
based on a Grammy-nomi-
nated Mexican pop group
that gained popularity
from Televisa’s teenage-
oriented telenovela
Rebelde. In all, RBD
has sold over 11.4
www.nickelodeon.tv
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