“Have you heard that Brazilian fans are incredibly passionate? Now, imagine that passion for your brand!”
We interviewed Marici Ferreira, CEO of EP Grupo and president of the Brazilian Licensing Association (ABRAL)/Licensing Internacional. In the interview, the executive talks about her career, the market for brands and characters, and emphasizes the importance of LicensingCon Latam. Check it out!
Marici, how did licensing come into your life?
Well, it all started with the toy market. I founded my publishing company in 2003 with Revista Espaço Brinquedo (a toy magazine). By visiting many international toy fairs, I observed the power of licensed toys. There is a magic synergy between these two sectors, and they are very much correlated. So, in 2007, Licensing Brazil magazine was added to my business. That’s how it came to my life, but over time, it grew.
Tell me about your business today.
What started as Espaço Palavra, a publishing company, has now become EP Grupo, a platform for content, events and consulting. Our content division covers two magazines, a website that is updated daily with news, a weekly newsletter, special reports, and social media. Our consulting division uses our extensive experience to help companies with everything they need in this market. Our main business is LicensingCon, an event tailored for the licensing market. We also promote LicensingCon Awards, Top Kids (for the toy market) and some smaller events after fairs, bringing trends and insights to our clients.
You’re also president of the Brazilian Licensing Association (ABRAL), right?
Yes. ABRAL is a non-profit organization that brings together licensors, agents, licensees, manufacturers, distributors, retailers, and many other segments that are involved in the licensing market. Since 2017 we have been partners to Licensing International, working together to grow this business. I’ve been president since 2011, and it’s been amazing to see our work paying off.
Brazilian market has been growing, according to the 2024 Global Licensing Industry Study. What are the opportunities there?
In 2023, Latin America was the 4th fastest-growing region, with Brazil being the driving force behind it. The country’s revenue was $6.9 billion, an 8% increase compared to 2022. It was the 8th highest in revenue, just after major global powers. I’ve noticed that more companies are understanding the importance of talking directly to fans, and that’s when licensing begins to interest them. But there’s still a lot of room to grow. Brazil is a vast country, so there are opportunities for all brands here. Consumers want experiences, collabs and brands that resonate with their emotions. Have you heard that Brazilian fans are incredibly passionate? Now, imagine that passion for your brand! It’s amazing.
So, please tell me about LicensingCon.
LicensingCon is Latin America’s leading licensing event. We’ve been promoting it for 18 years. I like to call it a “boutique event”, because it’s not big, but it’s beautiful and of a high standard. The event is divided into a booth area and a content area, so visitors can watch presentations about the future and interact with companies in the same space. In the end, visitors leave energized with the latest trends and innovations in the licensing market to create their business strategies, while brand owners and agencies meet potential clients.
How about the 2025 edition? What can you tell us?
We are working on it at full speed. It’s going to take place on August 27th and 28th at Vila dos Ipês in São Paulo. This year, we’re changing the name from LicensingCon to LicensingCon LATAM, as it is a growing market with great potential. Geographically, we are very close, so it makes a lot of sense.
We can confirm that worldwide companies like Mattel, ZAG, Paramount, Ubisoft, BBC, Hasbro, Universal and Sanrio will be there. We also have many Brazilian agencies and Mauricio de Sousa Produções, with Brazil’s huge success Turma da Mônica (Monica’s Gang). Additionally, WGSN is confirmed for the main lecture in the auditorium.
What are your expectations for the 2025 edition?
This year’s theme is “CONnecting stories and business”, so we expect to offer even more connections to our visitors, exhibitors and speakers, allowing them to transform stories into beautiful products, services and experiences.
Last year, we had about 2,500 visitors. Our goal is to increase this number, attracting new companies to discover this captivating market. We’re also aiming to bring in more international exhibitors and visitors, not only from Latin America but from all over the world. Our country is full of opportunities for everyone.
What can international visitors and exhibitors find in Brazil that’s different from other places?
Well, I’m a bit biased, but Brazil is a very welcoming and warm country. Brazilians love to talk, hug and create. We’re incredibly creative, so you’ll find great teams to collaborate with, developing amazing products.
As I mentioned before, this isn’t a big fair, but you’ll love it.
Everyone is welcome to come to Brazil in August! We’ll be waiting for you.
Count on me for whatever you need. Write to me: marici@epgrupo.com.br
What: LicensingCon Latam
When: August 27th and 28th
Where: Vila dos Ipês – São Paulo – Brazil
More information: www.licensingcon.com.br
