Guinness World Records expands Latin American presence - Licensing.biz

Guinness World Records expands Latin American presence

Firm signs deal with Exim Licensing Group to handle representation rights in South America.
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Exim will handle the rights to create product and promotional opportunities including apparel and accessories, stationery and paper products and back-to-school products.

Exim Licensing Group is headquartered in Miami with offices in 13 Latin American Countries. The two year agreement will allow Guinness World Records to further expand its reach into the Latin-American market.

Diego Barassi, SVP regional marketing for Exim Licensing Group, said: “We are confident that with our knowledge and leadership in this market, Guinness World Records will become one of the most important and strategic brand properties across Latin America in the next few years, not only because of the high potential it has on consumer products and promotions, but also because the brand has a unique positioning in the mind of the consumers.

Beatriz Fernandez, international licensing manager for Guinness World Records added: "From the very beginning Exim Licensing Group showed a really good understanding of our brand values as well as excitement about its potential.

"Their experience dealing with other international brands as well as their markets’ expertise makes them a great company to partner with’.

The deal was brokered directly by Guinness World Records and the representation comes into effect immediately.

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