Panini embarks on new licensing programme in Brazil with Vertical Licensing

The global stickers and trading cards company, Panini has made its latest move to strengthen its presence in Brazil with the appointment of Vertical Licensing. The new agreement will allow Vertical Licensing to license out the Panini assets across the region as it looks for new business opportunities.

Panini has become synonymous with collectables, stickers, and trading cards and has carried a reputation in the field across generations and into the digital age. The heritage and nostalgia of the brand has lent itself to collaborations with the likes of Adidas, Puma, 55DL and Mattel.

Meanwhile, Vertical Licensing is a Brazilian licensing agency based in São Paulo. It currently works with clients such as PlayStation, IMPS, Mercis, Rainbow, Epic Rights and King Features.

Brazil represents one of Panini’s key territories internationally, where the brand is hugely popular and scores a widespread awareness, which the company is now willing to extend into a strategized consumer products program.

“It is an exciting brand extension challenge. We are extremely proud to have been appointed to represent Panini, a highly recognized and respected brand that connects with two of the greatest passions of Brazilians: football and stickers,” said Alexandre Volpi, CEO of Vertical Licensing.

“Our kick-off will be in the second half of this year to start building a program that should hit the shelves in 2021, when Panini will celebrate its 60th anniversary.”

José Martins, president and CEO at Panini Brazil Ltd. commented: “Panini has been active in Brazil since 1990 offering a wide range of products in the collectible and publishing segments targeted to kids and teens. We are looking forward to working closely with Vertical Licensing team to ensure Panini Brand will enjoy the same success it has had in Europe and other parts of the World.”

Tony Verdini, senior manager, business development and partnerships at Panini, added: “We are pleased to team up with Vertical Licensing in Brazil, where Panini’s awareness is enormous and has been growing bigger and bigger over the years.

“We have appointed Vertical to grow brand extension opportunities in the territory as we do believe they are the ideal partner to achieve this goal through a sustainable business plan. We look forward to this cooperation and a wide and deep range of cool licensed products.”


About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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