Honing In On The Hispanic Market

Licensors and licensees continue to develop product initiatives meant to appeal to U.S. Hispanic consumers:

  • In April, Masked Republic introduced a website, LuchaCentral.com, with Asteri Networks as a hub for news and content about Mexican masked wrestling. In addition to curated and original news, an event calendar, profiles of the luchadors (wrestlers), and a social media platform, the site includes merchandise links.
  • Nickelodeon in November launched a licensing program for Canticos, an infant and toddler property based on Spanish-language nursery rhymes. Developed by Encantos Media Studios, the property originated as a bilingual book, app, and video property in 2015.
  • Working with Learfield Licensing, headwear maker New Era debuted a Hispanic Heritage Collection last fall as part of its collegiate licensed cap array, featuring a half dozen universities in California, New Mexico, and Texas. The designs were done in collaboration with Hispanic artists such as David Flores, Los Otros, and Mister Cartoon.
  • Also last fall, Mattel announced a Quinceañera Barbie, which it hoped would become an ultíma muñeca, or last doll, traditionally given by a father to his daughter as they have a dance together during the quinceañera festivities. This is not a licensed product, although Mattel, of course, is both a licensee and a licensor.
  • In August of last year, the Celia Cruz estate and its licensing agent Beanstalk inaugurated a lifestyle licensing program for Cruz, the late Cuban singer known as the “Queen of Salsa.” The agency had assumed responsibility for her licensing activity, formerly overseen by Univision, in March 2017. Merchandise initially is being sold through a dedicated website.

These ventures illustrate how licensors, licensees, and other marketers are taking a variety of different paths in their quest to reach Hispanic consumers, which currently account for 18% of the U.S. population, according to Census estimates, and are set to command $1.7 trillion in purchasing power by 2020, according to Nielsen.

We hope to see you at Licensing Expo next week. If you plan to attend Licensing University, check out the panel on “Finding and Working with Agents and Consultants,” moderated by Karen Raugust. If you’d like to meet with Karen, you can reach her here.

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