The International Licensing Industry Merchandisers’ Association has teamed with with PROMARCA, the leading licensing organisation in Mexico, to form LIMA Mexico.
The new arm of the organisation will operate under a license from LIMA, utilising the trade association’s trademark and related intellectual property. A managing director of LIMA Mexico will be named soon.
“We are delighted to extend the LIMA brand into Mexico and provide our services, support and programming to PROMARCA members throughout the country,” said LIMA president Charles Riotto.
“Our goal is to extend the LIMA brand and its benefits to members, in Latin America and, ultimately, across the globe, to raise the profile of the overall licensing industry.”
Maca Rotter, president of PROMARCA, added: "This is an ideal scenario for all of the licensing players in Mexico who created PROMARCA five years ago, such as Tycoon, Televisa, and fulanitos, to name a few."
"Now all affiliates will have access to LIMA's benefits while providing insight from our region to open up new opportunities for the industry as a whole."
Under the new agreement, PROMARCA affiliates will become LIMA Mexico members with full LIMA benefits.
With the opening of LIMA Mexico, the Association will have seven international offices, including New York, London, Munich, Tokyo, Hong Kong and Melbourne.