Bromélia Filminhos and the international adventures of Lottie Dottie Chicken

• Autor(a) principal: Pinho, Maria Luiza Carvalho de Aguillar
• Data de Publicação: 2015
• Outros Autores: Rocha, Ângela da
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/286
• topic: Animation; Characters; Internationalization; Licensing; Branding; Animação; Personagens; Internacionalização; Licenciamento; Marca

This case study examines the trajectory of a company in the audiovisual industry, founded in 2006, responsible for the first Brazilian animated series whose artistic and authorial design was produced entirely in Brazil, to reach the one billion views milestone on YouTube. Created in 2007, the series became a massive hit with children by using the internet as a launching platform and so breaking with the established paradigm of using only traditional media (television and cinema) to introduce an animated character. In just 18 months, the company had its brand licensed to more than 600 products, achieving almost 50% of its revenues from licensing in Brazil. In 2012, Bromélia Filminhos began their internationalization process. Management expected that international activities would soon account for 10% of the company revenues. This case study aims to discuss the internationalization of a small animation studio and the business potential for the licensing of Brazilian characters and brands at the national and international levels.