{"id":46422,"date":"2025-12-26T16:59:01","date_gmt":"2025-12-26T15:59:01","guid":{"rendered":"https:\/\/www.licensingitalia.it\/?p=46422"},"modified":"2026-02-26T16:59:48","modified_gmt":"2026-02-26T15:59:48","slug":"interview-with-marici-ferreira","status":"publish","type":"post","link":"https:\/\/www.licensingitalia.it\/en\/interview-with-marici-ferreira\/","title":{"rendered":"Interview with Marici Ferreira: Licensing in Latin America"},"content":{"rendered":"

18Licensing Italia interviewed Marici Ferreira, CEO of EP Grupo and President of the Brazilian Licensing Association, to gather a first-hand perspective on how licensing markets in Central and South America are evolving.<\/strong>
From digital transformation and e-commerce to gaming and immersive technologies, and from the growing role of local IPs to Brazil\u2019s strategic leadership, the interview offers a clear snapshot of the forces reshaping the Latin American licensing ecosystem, with a special focus on the upcoming LicensingCon LATAM 2026, the region\u2019s leading industry event.<\/p>\n

LI: What do you see as the most significant developments shaping the Central and South American licensing markets today? How is the LATAM market adapting in areas such as e-commerce, digital and social media content, gaming, and XR?<\/b><\/p>\n

MF: The licensing markets in Central and South America are currently going through one of their most strategic phases of transformation, driven by three major forces: digitalization, channel diversification, and the maturation of brand and intellectual property consumption.<\/span><\/p>\n

One of the most significant developments is the increasingly deep integration between licensing, digital content, and e-commerce. Brands are moving beyond a purely physical retail approach and embracing omnichannel strategies, with a strong presence across marketplaces, social commerce, and direct-to-consumer (D2C) sales. This allows for faster product launch cycles, more agile market testing, and greater offer personalization.<\/span><\/p>\n

Within digital content and social media, we see IPs being created and strengthened directly on platforms\u2014often before reaching physical retail. Creators, digital characters, streaming animations, and native social media formats have become new sources of licensable properties, expanding the traditional licensing ecosystem.<\/span><\/p>\n

The gaming segment also plays a central role in this transformation. Games are no longer just product categories; they have become powerful platforms for brand building, engagement, and transmedia consumption. Licensed brands within games, collaborations with studios, and hybrid physical-digital experiences are increasingly present across Latin America.<\/span><\/p>\n

Immersive technologies such as XR (augmented, virtual, and mixed reality) are beginning to gain traction, particularly in marketing campaigns, brand activations, and point-of-sale experiences. While still in a gradual adoption phase, these technologies already show strong potential for enhancing storytelling, engagement, and conversion.<\/span><\/p>\n

Overall, the Latin American market is adapting with greater agility, a stronger data-driven mindset, direct consumer relationships, and tighter integration between content, product, experience, and community. Structural challenges still exist\u2014such as logistics, informality, and unequal digital access\u2014but progress is consistent, and growth potential remains highly significant in the coming years.<\/span><\/p>\n

LI: How would you assess Brazil\u2019s current position and influence within the broader region\u2019s licensing ecosystem?<\/b><\/p>\n

MF: Brazil holds a central and strategic position within the Latin American licensing ecosystem, which generated US$15.704 billion in retail sales in 2024, according to the Licensing International\u2019s <\/span>Industry Study 2025<\/span><\/i>.<\/span><\/p>\n

It is the largest market in the region, exerting strong influence over trends, launches, and expansion strategies. Its strength stems from the scale of consumption, retail diversity, the advancement of e-commerce, and the increasing maturity of industry professionals. Brazil has also expanded the creation of local IPs with regional and global potential, establishing itself as the main licensing hub in Latin America.<\/span><\/p>\n

LI: What are the major retailers in Brazil, and how are they adapting their strategies?<\/b><\/p>\n

MF: Among Brazil\u2019s largest and most influential retailers are Carrefour Brasil\u2014leader in national retail revenue; Magazine Luiza (Magalu)\u2014strong in department stores, home appliances, and electronics, with growing digital leadership; Via Varejo\u2014owner of traditional chains such as Casas Bahia and Pontofrio, currently reinventing itself in e-commerce; and Americanas\u2014long-established in department retail with a strong online and marketplace presence. Amazon and Mercado Livre also stand out, with Mercado Livre being the absolute leader in the marketplace and integrated logistics model in Brazil.<\/span><\/p>\n

Overall, Brazilian retail has focused on expanding proprietary marketplaces, integrating physical stores with online channels (omnichannel), and intensifying the use of apps, technology, and modern logistics to meet increasing digital demand.<\/span><\/p>\n

To compete with global giants and digital platforms, retailers such as Magalu and Via Varejo have made acquisitions of startups and technology and logistics companies, strengthening their marketplace, delivery, payment, and services infrastructure. A recent example is the strategic alignment between Magalu and Americanas, aimed at increasing competitiveness against Mercado Livre.<\/span><\/p>\n

At the same time, Brazil has seen growing competition from Chinese e-commerce platforms such as Shein, Shopee, and Temu, which have intensified price competition through aggressive pricing, vast product selection, and strong digital execution.<\/span><\/p>\n

The most effective strategy today combines omnichannel + marketplace + e-commerce + efficient logistics, enabling companies to respond more quickly to changes in consumer behavior and escalating global competition.<\/span><\/p>\n

Brazilian retail chains are also expanding their product mix, investing in private labels, licensed brands and characters, and strategic partnerships, which facilitates the introduction of licensed products, collectibles, and special collaborations. With the growth of digital consumption, there is greater room for fast launches, limited editions, and niche products\u2014strengthening the licensing and collaboration model between IPs and retailers. Physical stores remain relevant, however: according to 2024 data, major retailers continued opening new locations while expanding their offline operations alongside digital growth.<\/span><\/p>\n

LI: Which properties or categories have been performing best across Brazil and LATAM, and what consumer trends are driving this success?\u00a0<\/b><\/p>\n

MF: Strong performance has been led by a mix of entertainment, nostalgia, lifestyle, and accessible consumption, driven by new digital dynamics and the search for emotional connection with brands.<\/span><\/p>\n