The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we profile one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
I often joke that I didn’t find licensing, licensing found me because I grew up immersed in the industry. My grandfather founded Redibra in 1963 to represent Disney in Brazil, helping pioneer the licensing business in the country. Today, my father is Redibra’s CEO. And, when I was a kid, my mother led the creative team at Mattel Brazil. But what truly shaped me wasn’t only my family tree, it was growing up surrounded by brands and characters, and understanding the emotional connections people build with them. Some of my earliest memories are giving my father a child’s perspective on what everyone at school was talking about. I remember when Ben 10 was becoming huge and every kid in my class was obsessed with it, and the property was joining Redibra’s portfolio. On weekends, I’d go to Hot Wheels events with my mother and see firsthand how brands could create unforgettable experiences. Looking back, I realize I was learning licensing long before I even knew the word “licensing.” Today, I have the privilege and the responsibility of helping write the next chapter of that story.

What’s a “typical” day in your current position?
Every morning starts the same way: learning. I spend the first part of my day reading industry news, studying my clients’ businesses, and looking for signals that could open new opportunities. After that, it’s all about execution, prospecting, follow-ups, and connecting brands with ideas they may not have considered before. My afternoons are usually filled with meetings, brainstorming sessions, and partnership discussions. I believe the best business development starts long before the sales pitch. The better you understand your client’s challenges, the more relevant your ideas become. At the end of the day, I like to disconnect through sports. Whether it’s tennis, soccer, or the gym, it’s where I recharge.

What’s your biggest personal or professional accomplishment?
Personally, my greatest accomplishment is earning the opportunity to continue my family’s legacy as the third generation at Redibra. A legacy isn’t something you inherit automatically, it’s something you earn every day. Professionally, I’m most proud of launching the first proprietary consumer experience created by Redibra with the Care Bears Run in Brazil. What made the project special wasn’t simply organizing a themed race, it was designing a complete brand experience. We connected the event with sponsorship activations, quick-service restaurant partnerships, and an exclusive Care Bears experience at São Paulo’s Ferris Wheel, creating multiple touchpoints before, during, and after the race day. To me, that’s what great location-based entertainment is all about: creating memorable moments that strengthen the emotional connection between people and the brands they love.

What are the most significant trends or changes that you’ve seen in the business in recent years?
I believe the biggest shift isn’t in licensing itself; it’s in consumer behavior. Licensing is no longer about putting brands on products. It’s about turning emotional connections into products, experiences, and moments that become part of people’s everyday lives. That’s one of the reasons we’ve seen categories like food, beverages, and personal care grow so quickly. They allow consumers to interact with the brands they love every single day, making those brands part of their routines rather than occasional purchases. At the same time, we’re living in an economy where attention is increasingly scarce. Intellectual properties have a unique advantage because they create instant emotional connections, helping brands stand out in an incredibly crowded marketplace. I’m also fascinated by the rise of sensory licensing. Experiences built around taste, scent, and other senses create memories that last much longer than visual communication alone, and I believe that’s one of the next frontiers for our industry.

What keeps you up at night? What’s your biggest challenge these days?
The biggest challenge is making sure our business evolves as quickly as consumers do. New platforms, communities, and ways of engaging with brands appear almost every day. My responsibility is to constantly think about new business models, new licensing categories, and experiences that didn’t exist before. Redibra helped pioneer licensing in Brazil over 60 years ago. My challenge today is helping define what the next generation of licensing looks like.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Curiosity. Licensing sits at the intersection of entertainment, retail, culture, and consumer behavior. The best ideas rarely come from looking only at our own industry; they come from connecting dots that other people don’t see yet. Of course, trust and transparency are essential in any partnership. But curiosity is what allows you to anticipate trends, identify unexpected opportunities, and create collaborations that feel authentic rather than forced.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
One quote that has stayed with me comes from Reed Hastings: “If you delay embracing the future, the future will leave you behind.” I believe great companies honor their history without becoming trapped by it. Legacy should give us confidence, not comfort. The goal isn’t to preserve the past, it’s to build on it.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
Honestly, my favorite licensing deal is always the next one. One of the things I love most about this industry is that it never stands still. Every year, new communities emerge, new business models appear, and brands find new ways to connect with consumers. That constant evolution is what keeps licensing exciting for me, and it’s why I’m always looking forward to the next great partnership.

If you weren’t in licensing, what would you be doing now?
I’d definitely be working in sports. I played water polo competitively for eight years, representing Brazil in international tournaments, and sports have always been a huge part of my life. Before joining Redibra, I also worked at 365Scores, combining my passion for sports with technology and fan engagement. Licensing and sports have more in common than people think. At the end of the day, both industries are about building communities around something people genuinely love.

The last licensed product I bought was…
A Guns N’ Roses t-shirt. Sometimes the classics never go out of style.