Industry News


24 Jan - 2020

Brand House Licensing will manage licensing for YooHoo across the entire Brazilian market

Aurora World – a leading character and content company and the owner of the globally successful YooHoo brand – has announced the appointment of a new licensing agent in Brazil for YooHoo.

Brand House Licensing will manage licensing for YooHoo across the entire Brazilian market for three years, starting from December 2019. The appointment follows the company’s successful introduction of YooHoo to Brazil at Expo Licensing Brasil 2019, held in Sao Paulo in August.

Headquartered in Porto Alegre, capital and largest city of the Brazilian state of Rio Grande do Sul, Brand House Licensing is one of Brazil’s leading licensing agencies, representing several globally popular brands such as The Beatles, AC/DC, Frida Kahlo, Mia and Me, Pink Floyd, Iron Maiden and Annie. Brand House Licensing describes itself as a licensing and consulting agency committed to guiding its clients from strategic and creative planning to effective results for their markets.

The news of the Brand House appointment comes as Aurora continues the successful rollout of a new YooHoo plush range. The original YooHoo plush range – a multi-million-selling success all over the world since its launch in 2007 – has long been the most successful range in Aurora’s portfolio. The new YooHoo line – refreshed to reflect the themes and characters of YooHoo to the Rescue – is expected to match the success of the earlier one, especially given the strong reach of the new series launched on Netflix in March 2019 in 20 different languages in 190 countries. The many new characters and their habitats introduced in the new series will enhance and expand the collectability of toy lines in particular.

The new YooHoo plush toy line has already received a major launch in Japan, the UK, Spain and Russia. More launches are planned or underway around the world, building on the success of YooHoo to the Rescue. Along with the Brand House Licensing appointment, a number of other licensing agent appointments are being planned or announced to meet growing licensee interest in many regions.

As well as a renewed plush toy line based on the new series, a licensing and merchandising programme is under way across many other categories. There are several products ready for launch in territories worldwide from a number of licensees, including Panini (stickers, mini figurines, trading cards), Nuvita (baby products), Kennedy Publishing and Media Zawada Services (magazines), and Dev Games and Tap Tap Tales (digital apps).

YooHoo to the Rescue is a funny, exciting and beautifully designed animated series with strong environmental themes, in which YooHoo and his crew travel from the magical forest of YooTopia to Earth to confront threats to nature and wildlife, meet many different endangered animal species from around the world and make new friends along the way.

Jay Noh, Director of Content Business, Aurora World, says: “Brand House has a strong reputation in Brazil and has already done good work with YooHoo at Expo Licensing Brasil. We are looking forward to continuing this successful relationship in this important market as the popularity of the YooHoo brand grows, driven by YooHoo to the Rescue.

Lena Vettoretti, Director of Brand House, says: “Aurora’s success with YooHoo plush has made this one of the world’s best-known children’s brands. Now, with the arrival of YooHoo to the Rescue, it is enjoying even more success. We are delighted to be working with the YooHoo brand in Brazil and certain it will attract strong licensee interest here.

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