Both children’s and adult programs, such as Big Brother Brasil, are among the opportunities
Globo is bringing some innovations in the categories of products and experiences at the 2022 edition of LicensingCon, an annual fair dedicated to the licensing market for brands and characters in Brazil.
At the fair, the broadcaster will present business solutions in its brands through diversified formats, designed for different profiles of partners, be they in the toy, clothing, home, school, food, personal care or even experiences and promotions segment.
We want to share brand news for the market not only for the second half of this year, but also for 2023 and 2024. We will present new business opportunities on all Globo platforms, with the differentials we have for having an ecosystem that brings together brands, content and media production, explained Vivianne Banharo, Relationship Marketing and Licensing Manager at Globo.
Among the highlights are Miraculous As Aventuras de Ladybug, which has more than 131 million products sold in Brazil and, by the end of this year, will have more than 40 new items, such as toys, footwear and clothing, and “DPA Detetives do Prdio Azul”, which will have 20 new SKUs in toys by Christmas this year, in addition to a partnership with a fast food chain and new theater features for 2023.
Still for children, Globo will present a format that combines a brand initiative with a licensing business model: the Gloob Navio, a cruise that will promote activations of the channel’s main attractions, such as DPA, Bugados and Miraculous Ladybug, in addition to already confirmed attractions, such as Luccas Neto, Vitor Kley, Melim, Larissa Manoela and Sienna.
As for the adult brands, Globo has prepared four delivery packages that will serve companies of different sizes for Big Brother Brasil. The broadcaster’s proposal will have options for all sizes of partners, offering the business opportunity that best suits each one.
For Canal OFF, the broadcaster is offering the chance to license products that take the spirit of the brand beyond screens and there are possibilities for producing content for both TV and digital, in addition to opportunities that raise sustainability through the positioning of the channel. By the end of the year, the channel will have a partnership with a clothing lifestyle brand and the launch of a cosmetic intended for sports.
Among the opportunities, media formats and target possibilities that go beyond the brands mentioned above and include the territories of soap operas, sports and cuisine.
A brand can, for example, enter an attraction like the BBB through a partnership with the production, being part of the scene of the house and then have that same product licensed and sold throughout Brazil. Furthermore, we were able to include a differentiated media investment in the negotiation, which gives our partners a greater chance of selling the product, offering them another way of communicating with their public, concluded Vivianne Banharo.
