In 2024, the priority for licensing the Endemol Shine Brasil clear. The company will put its efforts into MasterChef Brazil, one of the most beloved and longest-running cooking programs in the country, and Simons Cat, one of the coolest cats on TV. Furthermore, the producer also opens up the opportunity, for the first time, to develop licensing for brands outside the group.
Endemol Shine Brasil is responsible for licensing products from brands such as MasterChef Brasil, Simon’s Cat and Mr Bean to name a few, with more than 300 licensed products and digital initiatives, with dynamic multiplatform strategies and content for brands and channels. They all reach the general public in the form of notebooks, t-shirts, mugs, backpacks, kitchen utensils and much more.
Fernanda Abreu, head of Licensing at the production company, part of Banijay, the largest independent content conglomerate in the world, is confident about the business in 2024.
We are already reaping the benefits of some launches that we negotiated in 2023, such as several products from MasterChef Brasil, which is a perennial brand, that is, it can be worked on all year round, even if the program is not on air, and which is synonymous with category. Between January and February we launched a new line of aromas with Dani Fernandes, vegetables with the Trebeschi brand, a very important company in its segments, as well as other products that will come, such as, for example, a line of shoes that we should announce soon, says Fernanda Abreu.
Among the next launches of MasterChef Brasil is a food storage line with products for the most varied budgets. This follows the brand’s premise of offering MasterChef quality, the largest gastronomy brand, for all types of audiences and consumers.
Simons Cat has more than six million subscribers on YouTube and has a Brazilian Instagram page managed by the Endemol Shine Brasil Digital team, which, together with licensing, offers a medium in which the licensee has direct contact with their audience, in addition traditional media in which it already advertises on a daily basis.
Simons Cat is a light, dynamic and fun brand that follows world affairs. Simon, the creator, is always keeping an eye on everyday movements and adapts different situations, with a lot of humor, for comic strips, shorter black and white animations and long animations for YouTube, which speak to different audiences, cat owners or not. . The difference is that this is a digital brand, updated, with very extensive material to develop products, says Fernanda.
In addition to ever green brands, which are always worked on, Endemol Shine Brasil also deals with in and out brands, which are one-off and special projects, such as The Wall, Topa or No Topa, The Masked Singer Brasil, with promotions, campaigns, and launching products on demand.
The producer is also open, for the first time, to working on licensing for brands that are not part of the group, serving clients that are without agencies, using the entire structure and expertise of Endemol Shine Brasil.
We are always attentive to being able to close deals according to the brand, the category and different experiences.
This is because the licensing market has changed significantly in recent years, with more flexibility in contracts and business models.
This is a reflection of the change in consumer behavior, as well, as they have access to a much wider range of varieties than in the past, as streams, YouTube channels and digital influencers. With this, people are able to have more access to brands and content that becomes licensed. Boosting the sector is being open to these changes to do more and more business according to opportunities, concludes Fernanda Abreu.
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