La Zona Marketing agency is working constantly to make its properties Mi Duende Mágico and Ratoncitos Dulces Sueños thrive in Chile, and aims for international expansion
La Zona Marketing agency have great news and projects for its children’s properties Mi Duende Mágico and Ratoncitos Dulces Sueños.
The two properties started as toy brands and had a big growing in Chile with licensing. Both brands are very successful because they convey family values, traditions and fun, touching the most intimate emotions of kids and adults.
Mi Duende Mágico (My Magic Friend) was born in 2012 to celebrate the spirit of Christmas. It features 60 characters that represent the season, including pets, elves and reindeers.
The brand sold over five million plush toys and 30.000 books; it launched a show, various apps and apparel lines in Chile.
As a positive response to the Coronavirus crisis, for this brand a magical music collection is planned for the next Christmas, with a strong commercial brochure and bright contents.
The star product will be a cute puppy toy, designed to raise awareness of childhood cancer: all the incomes from its sale will be donated to a non-profit organization dedicated to children diagnosed with cancer, of some of the poorest Chilean families.
Created in 2015, Ratoncitos Dulces Sueños (Sweet Dreams Mice) counts more than 30 cute and collectable characters, that bring magic to sleep experience. The IP have an excited storytelling made with universal and educational contents (oral hygiene, astronomy, healthy coexistence…).
The brand sold more than one million plush toys only in Chile, achieving the first place in views digital content and social media every launching season.
The app Ratoncitos Dulces Sueños C-Educa was recently born to contribute to the educational system in Chile during the difficult period of the Coronavirus. It uses the power of the music for a playful learning and have important partners such Fundación Chile and the University of Desarrollo.
For both properties la Zona is currently working on developing TV series and looking licensors outside of Chile. The company has already expanded into other Latin American countries due to the partnership with Cencosud, one of the largest retailers in South America. Bernardita Astaburuaga, creator of this two licenses and owner of La Zona Marketing agency, declared that after the Chilean success they can move on with enthusiasm to Mexico and the rest of the world.
Edited by Rossella Arena