Redibra Launches R-Lab an Incubator for Local Talent Projects
Brazilian Licensing and Brand Extension agency bring its expertise to the new national content producers and presents Boris & Rufus
São Paulo, August 2018 – Redibra is launching RLab, an incubator for the new and promising crop of projects that are emerging in the Brazilian audiovisual market, to guide them on content monetization. Pioneer in the country, Redibra is responsible for local licensing success cases such as Show da Luna (Earth to Luna) and Galinha Pintadinha (Lottie Dottie Chicken). Both, with international presence.
“RLab will stimulate the transformation of traditional licensing into new business models through strategic curation and mentoring that will empower new players and their products. The movement is in line with other institutions that invest in startups and disruptive ideas” explains Diesendruck.
The Brazilian animation Boris & Rufus, produced by Belli Studio in Blumenau-SC, is the first project of RLab. The animated series was created by Filipe Cargnin and Elisa Baasch de Souza. “The partnership is extremely important because it will bring to our IP an end-to-end management with the expertise that only Redibra can offer, increasing the visibility of our characters and contributing to the appreciation of the audiovisual content produced in Brazil,” says Filipe. Boris & Rufus is already airing on Disney XD across Latin America.
RLab is headquartered within Redibra (São Paulo-SP) and will offer the same comprehensive management that serves the partners of the parent company with research on market trends, product development, retail activations, royalties and contracts monitoring. Currently, the list of brands licensed by Redibra includes Chevrolet, Capricho, The Simpsons, Super Mario Bros., Galinha Pintadinha, Show da Luna and Coca-Cola.
“We have talent in Brazil for cases of global success. We want to share our experience and relationship network to incubate and accelerate projects that we believe have this potential ” concludes David.
REDIBRA: A NEW LOOK AT LICENSING
São Paulo, August 2018 – Redibra, licensing and brand extension agency, is the pioneer in this segment in Brazil and continues to innovate. Licensing was non-existent in Brazil when Redibra was founded in 1967 by Elcan Diesendruck. Until the mid-90’s he was Disney’s exclusive representative. In 1994 the entertainment giant started its own operation in the country.
In 1998, David Diesendruck, then Vice President of Licensing for Latin America, after five years as a Disney executive in the United States, decided to return to Brazil and resume the operations of Redibra, then to other brands, under an unprecedented management model.
“We have adopted the concept of boutique, with careful curation, and we work closely with the licensors to ensure continuous brand activations, keeping them relevant and desired. Our purpose goes beyond the commercial aspect: we want to see the fans smile” says David Diesendruck, managing director of Redibra.
David built a diversified portfolio with brands from different segments and age groups. Redibra became the most awarded licensing agency in Latin America. Currently, clients list includes Chevrolet, Capricho, The Simpsons, Super Mario Bros., Galinha Pintadinha (Lottie Dottie Chicken), Show da Luna (Earth to Luna) and Coca-Cola, whose licensing program in Brazil is the largest in the world. Redibra’s initiatives and the Coca-Cola licensees marketing campaigns have changed consumers perception elevating the soda brand products to the status of a desired lifestyle brand.
To better cater its partners, Redibra has dedicated teams for trend research, design, trade marketing, product approval, royalties and contracts monitoring. “Companies are looking for new ways to engage, connect and deliver experiences to their consumers. Licensing is an opportunity to broaden and consolidate this relationship through products that put brands and characters on the day to day of their fans. It’s gratifying to be involved in this process” concludes David.
In 2018, in tune with segment evolution, RLab is inaugurated: an incubator whose main objective is to assist Brazilian companies in brand extension projects and monetization of audiovisual content through new business models.