SYLMARA MULTINI is the director of licensing and retail for the Rio 2016 Olympic Games. Prior to joining Rio 2016, Multini worked for the Walt Disney Company and toymaker Mattel. As the head of Rio 2016’s licensing and retail, Multini oversees the development and distribution of Olympics-branded products and merchandise. With Rio 2016 halfway through completing its 65 licensing agreements and a mascot yet to be announced, Multini spoke to SBD Global about targeting the youth market and tapping in to the country’s “carioca spirit.”
On the impact of the FIFA World Cup in Brazil ...
Sylmara Multini: It was a great learning opportunity for us. It is a privilege to observe such a mega event only two years before ours. One of the licensing decisions we made has been to focus on the independent retailers spread throughout Brazil. They have the potential to represent 80 percent of sales. Because [the events are] happening only in Rio and in the football cities, all Brazilians will be with their eyes on the Games.
On her previous work with Disney and Mattel ...
Multini: The background in character licensing has helped us shape our mascot strategy and develop kids products, since this young public is one of the biggest public consumers in licensing products. ... We expect the mascots to take off virally. Social media will help them connect to the kids.
On the biggest marketing challenge of Rio 2016 ...
Multini: Time is of essence. Engaging the Brazilians and the world early has been one of our biggest challenges.
On selecting licensees ...
Multini: Two aspects are the most important when the licensing team choose a company. First is their capability of creating great products with design and the “carioca style.” The second would be an ample distribution to all kinds of stores all over the country, not only at the 150 Rio 2016 official stores.
On prospective bestsellers ...
Multini: [It is] hard to say at this point because we are still closing some deals. But the plush mascot will definitely be among our top sellers because of the appeal to children and adults.
On unique Rio 2016 products ...
Multini: Our apparel products carry a little fashion touch and they are full of the carioca spirit that will be unique to our games. Natives and tourists can buy our souvenirs and clothes with the carioca style which is so well known all over the world.
On her favorite Olympic sport ...
Multini: Water polo. I just love this sport. I’m a real fan.
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