In 2024, Endemol Shine Brasil’s licensing priorities are clear. The company will put its efforts into MasterChef Brasil and Simon’s Cat.
Endemol Shine Brasil announced that, for the first time, it is open to the possibility of working on licenses for brands that are not part of the group, serving clients that do not have agencies, based on all the structure and experience that the company, part of the Banijay group, has.
Fernanda Abreu, head of Licensing at Endemol Shine Brazil, commented that this new strategy is because the licensing market has changed significantly recently, with more flexibility in contracts and business models. “This is also a reflection of the change in consumer behaviour, who have access to a much wider range of varieties than before, with streams, YouTube channels and digital influencers.”
According to the executive, “People have more access to brands and content that have become licensed due to this dynamic. Driving the sector means being open to these changes to do more and more business based on opportunities.
In 2024, Endemol Shine Brasil’s licensing priorities are clear. The company will put its efforts into MasterChef Brasil, one of the country’s most beloved and longest-running cooking shows, and Simon’s Cat, one of the coolest cats on TV.
Endemol Shine Brasil is responsible for licensing 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 through notebooks, T-shirts, mugs, backpacks, kitchen utensils and much more.
In this regard, Abreu said they are already reaping the fruits of some of the launches they negotiated in 2023, such as several MasterChef Brasil products, a perennial brand. “You can work all year long, even if the program is not on the air. Between January and February, we launched a new line of aromas with Dani Fernandes, vegetables with the Trebeschi brand, a significant company in its segment, and other products to come, such as a line of footwear that we should announce soon,” he highlighted.
Among MasterChef Brazil’s upcoming launches is a food storage line with products for all budgets. This follows the brand’s premise of offering MasterChef quality, the largest gastronomy brand, to all types of public and consumers.
Simon’s Cat has more than six million subscribers on YouTube. Its Brazilian Instagram page is managed by Endemol Shine Brasil’s Digital team, which, together with the license, provides a medium in which the licensee has direct contact with its audience, in addition to the traditional media in which it already advertises daily.
According to Abreu, Simon’s Cat is a light, dynamic and fun brand up-to-date with world news. “Simon, the creator, is always attentive to the movements of everyday life and adapts various situations, with a lot of humour, in comic strips, shorter animations in black and white and longer animations for YouTube, which speak to different audiences, cat owners or not. The difference is that it is an updated digital brand, with ample material to develop products,” he said.
In addition to the “evergreen” brands (which are constantly being worked on), Endemol Shine Brasil also deals with “in and out” brands, which are one-off and unique projects, such as The Wall, Topa não Topa, The Masked Singer Brasil, with promotions, campaigns and on-demand product launches.
