National brand gains strength in licensing

Sao Paulo-The Brazilian children''s characters begin to gain market share in product licensing and already help to national factories make more profit. Partnerships for content production and dissemination by digital platforms drive the success of the brands.
With success overseas, one of these examples is the chicken Pintadinha, with more than 600 licensed items became one of the 100 largest licensable marks from all over the world.
"We achieved a consolidated level on the market and yet we managed to keep our sales this year at a level close to that of last year. We work very well with the character, who has one of the main children''s channels from YouTube, currently, "says the Manager of the Bromeliad productions, Michael Moreira. The company is responsible for the creation and administration of all content in all Pintadinha chicken distribution channels.
Mentioned by Matthews, the child character on the internet has surpassed the milestone of 2 billion views.
"To maintain this growth and reach an even greater number of homes, we are working on dubbing the character for foreign languages like Spanish, Italian, Japanese and Chinese. In Latin America, the design is available on Netflix, "says the Manager.
Except for sales outside the country, the company hopes to keep the level of sales achieved last year. The forecast, however, was not disclosed. To compete with familiar characters, such as those from Disney the Ayrton Senna Institute decided to remodel the Senninha, inspired by the pilot, who died in 1994. The strategy will be very similar to that used by Bromeliad productions, owner of the Chicken Pintadinha.
"For being an NGO and not a production company, we had a hard time to produce content and let the Senninha even more known. Close, then partnered with Endemol. This agreement will bring the Senninha to another level, with the creation of a series of drawings and even greater disclosure, "says the Executive Manager of the Ayrton Senna Institute Senninha Core, Mauro Ratto.
To follow the content of 26 episodes that will pass on TV, the brand has developed, in partnership with the Play, a dissemination strategy through a digital channel on YouTube.
"Our plan is to make the brand Senninha grow at least 20 times over the next five years. It will also be possible thanks to the financial model that contemplates, "says Ratto.
Part of the sales of the products Senninha, according to him, are directed to the Institute, which annually is responsible for the education of more than 1.8 million children throughout Brazil.
After the refurbishment, the brand Senninha is present in about 70 products. One of the goals of the Institute is to increase that number to somewhere around 300.
According to the Brazilian Association of licensing (Abral), the sale of licensed products in Brazil moved $ 17 billion last year.
The expectation of the entity is to increase that amount to at least 5% this year. "The licensed products usually have a 30% higher sales than those that do not have brand or character. The moment is quite appropriate for the country, mainly by the fact that we are very creative, especially in difficult times like this, "says the President of Abral, Marici.
For her, the Brazilian characters are falling more and more in the taste of Brazilian children and up. "Compete with Disney is very difficult. But our brands are developing and are knowing seize the opportunities, "he says.
Industry
For the toy makers, one of the biggest advantages to license domestic brands is the currency, as the dollar has strengthened quite scathing against real in recent years.
"Regardless of nationality, we like to work with strong characters, who are having success or consolidated in the market. The highest dollar factor is not enough to impact since the manufacture of toys, which is usually made out of Brazil ", explains the Director of marketing for Sunny toys, Sharon Czitrom.
Maybe that''s why, the company announced that it plans to invest in the production of chenille around here, and with that increase your sales in at least 20%.
Currently, the Sunny sells 16 licensed items and plans to earn between 8% and 10% more this year forward to 2015.