Licensing Con São Paulo: Old is the new new in licensing — except when it isn’t

At Licensing Con São Paulo, the industry showed both its appetite for the familiar and its search for the next big thing.

With 48 exhibitors—including major global licensors, local creators, and agencies—and around 2,500 visitors, the event confirmed Brazil’s position as one of the world’s most relevant hubs for brand extension and collaborations. According to Licensing International, licensed retail sales in Brazil reached USD 7,4 Billion in 2024.

Some key takeaways from this edition:

– Nostalgia and sequels are powerful, but not the whole story: established IPs continue to dominate, new formats like K-Pop Demon Hunters capture attention.

– Music & sports IPs are gaining traction, broadening the licensing mix.

– F&B, H&B and LBE (parks, attractions, resorts) are expanding their interest in licensed properties.

– Local creators/influencers are growing carefully under new children’s digital regulations.

– Retailers remain cautious, testing smaller, clustered drops for unproven IPs.

– DTRs & collab players are demanding marketing investment presenting retail media kits to licensors.

– Kids’ musical clips from local IPs continue to be a content powerhouse: millions of subscribers and billions of views.

The next edition is already set August 12–13, 2026.

The mix of caution and creativity we’re seeing in Brazil doesn’t just reflect local dynamics — it mirrors the global trajectory of licensing.

It was inspiring to see the energy and direction of our industry. Excited to keep building and shaping this conversation globally, comments David Diesendruck, Redibra.