It was 2011 when I walked into a department store in Mexico City and grabbed a Star Wars T-shirt. I looked at the label and noticed a line that read: “Product licensed by…” It went on to list the details about the company that manufactured that product.
I had never heard of licensing before. Since I was an artist living at a $5/night hostel in downtown Mexico City at the time, it really caught my attention. I did some research and realized that, for me, this was the best way to grow my brand without needing significant capital. For the next four years, I went on to work with many of the top brands in Mexico, launching products across many categories.
The State of the Industry
In my opinion, over the last fourteen years, the licensing industry in Mexico has grown—but mostly when talking about the “big brands.” The brands everybody wants: the movie hits, Star Wars, Mattel, etc. It has become harder for independent brands with small budgets to find long-term licensors. Many big companies will take a chance for one year, but most are not willing to stick it out for the long term to help those smaller brands gain traction in the market. On the other hand, many smaller brands and artists lack the discipline and persistence to persevere.
Breaking Through the Noise
At the beginning of my career, I attended the Mexico Licensing Show for several years until it was discontinued. This year, they launched a one-day event, which I think is very good for the local industry.
The big brands will always lead the way, but I believe there is room for smaller brands like mine to become success stories through perseverance, determination, and a will to weather the ups and downs.
Are you looking for fresh designs for your next product line? Let’s connect on Instagram @juandelascurain
The Cold Call Strategy
In the early days, I would sit at a local Starbucks, cold-call the marketing managers of Kimberly Clark companies, and introduce myself. After hearing my pitch, they would almost always say, “But no one knows you! We only work with established brands, you know, like Disney or Hello Kitty.”
My response was always the same: “You know, there was a time when Walt Disney was just an unknown artist sitting by himself doing his sketches.”
It took a while for them to believe that I was serious, but eventually, they did.
A Vision for Mexico
Some companies say that people only want to buy products associated with the big brands. I don’t think that is true. It might be easier to sell the big brands, but people are always looking for fresh, new content—and there are many, many talented people in Mexico.
With a population of 120 million people in Mexico, the potential for the licensing industry is massive.
I think for the industry to reach its full potential, several things need to happen:
- Education: We have to introduce licensing to more young creatives, brand creators, and marketing managers early in their careers. I found it by chance, though I believe all things happen for a reason.
- Long-term Vision: Retailers and manufacturers have to give more opportunities to smaller brands, looking at the long-term vision of how much they can win if they stick with them.
- A New Platform: Lastly, I think Mexico should have its own licensing expo—one with a fresh vision, new concepts, and new ideas!
Interested in licensing my art for your brand? Send me a message today.
Final Thoughts
Remember: “It doesn’t matter where you come from, or how much money you might have. If you have faith, a dream, and you work smart, you can accomplish anything.”
This article also appeared in Edition 52 of The Bugg Report Magazine
