Industry News


24 Aug - 2020

Tags from the story: Panini S.p.A., Vertical Licensing.

The worldwide famous stickers and trading cards Company and the Brazilian agency reached an agreement for the licensing of panini branded products in brazil

Panini S.p.A. has appointed the agency Vertical Licensing as its main partner to identify and develop new business opportunities for Panini branded products in Brazil. The licensing agreement allows Vertical Licensing to license out the rich and iconic assets which distinguish Panini all over the world.

From the early stages of childhood Panini has been woven into the fabric of football’s heritage and the children themselves. Panini is synonymous with the magical moment of opening a packet of stickers or cards that has survived generations and has prospered into the digital age. One of the wonders of the brand is that it captivates young and old of both genders and becomes an important element in family life and growing up together. Panini is a brand that evokes huge heritage and nostalgia, elements that brought the company to partner with Adidas, Puma, 55DSL and Mattel on international first-class collaborations.

Vertical Licensing is a Brazilian licensing agency based in São Paulo, which works with clients such as PlayStation, IMPS, Mercis, Rainbow, Epic Rights and King Features. Key distinctive factors, which make Vertical Licensing stand out, are the main company values of thinking differently, passion, ethics and respect for the emotional connection that is established between brands and people.

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”, says 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 & Partnerships at Panini, stated "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."

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