Bromélia Filminhos and the international adventures of Lottie Dottie Chicken

Authors

  • Maria Luiza Carvalho de Aguillar Pinho Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro/RJ
  • Ângela da Rocha Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro/RJ

DOI:

https://doi.org/10.13058/raep.2015.v16n3.286

Keywords:

Animation, Characters, Internationalization, Licensing, Branding

Abstract

This case study examines the trajectory of a company in the audiovisual industry, founded in 2006, responsible for the first Brazilian animated series whose artistic and authorial design was produced entirely in Brazil, to reach the one billion views milestone on YouTube. Created in 2007, the series became a massive hit with children by using the internet as a launching platform and so breaking with the established paradigm of using only traditional media (television and cinema) to introduce an animated character. In just 18 months, the company had its brand licensed to more than 600 products, achieving almost 50% of its revenues from licensing in Brazil. In 2012, Bromélia Filminhos began their internationalization process. Management expected that international activities would soon account for 10% of the company revenues. This case study aims to discuss the internationalization of a small animation studio and the business potential for the licensing of Brazilian characters and brands at the national and international levels.

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Author Biographies

Maria Luiza Carvalho de Aguillar Pinho, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro/RJ

Mestre em Administração pela COPPEAD/UFRJ. Áreas de interesse em pesquisa: Negócios Internacionais, Marketing e Empreendedorismo.

Ângela da Rocha, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro/RJ

Doutora em Administração pela IESE Business School, Universidad de Navarra – Espanha. Áreas de interesse em pesquisa: Negócios Internacionais e Consumo simbólico.

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Published

2015-09-30

How to Cite

Pinho, M. L. C. de A., & Rocha, Ângela da. (2015). Bromélia Filminhos and the international adventures of Lottie Dottie Chicken. Administração: Ensino E Pesquisa, 16(3), 609–639. https://doi.org/10.13058/raep.2015.v16n3.286

Issue

Vol. 16 No. 3 (2015): Julho-Setembro

Section

Teaching Cases

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