It would be impossible to assess the past year without stopping for a minute to reflect on the impact the pandemic had on all our lives. Back in 2019, no one could have imagined, as we said goodbye to clients, colleagues and friends in Las Vegas, that we would only get to see each other again three years later. It is even disheartening to think that on top of all the businesses that disappeared and the economic difficulties suffered, there are many faces whom we will never see again.
Without a doubt, Licensing Expo 2022 will become a milestone. Having the licensing industry gathered again after so long, transcends its commercial purpose and it even means rebirth for many of us. This year's event is of great importance; because we will be meeting anew after having survived the hardest challenge humanity has ever faced in the last century.
At the time of writing this article, just weeks before the 12-hour plus trip that awaits us from Colombia to Mccarran Airport, the feeling is one of gratitude and optimism. Gratitude to be able to return and optimism, because we got our lives back. The joy of knowing that very soon we will be walking through Mandalay Bay towards the Convention Center is immense.
Our traditional summary of the achievements and activities of the last 12 months begins this time with news that fills us with pride and satisfaction at KOPA. The protein powder (mass gainer) inspired by Godzilla vs Kong, a product that we announced precisely a year ago in this publication, it's nominated at the Licensing International Excellence Awards, in the category Best Licensed Product, Food or Beverage for an Entertainment Brand.
The value and meaning of this recognition are considerable for all of us at the Agency. To comprehend the extent of this nomination, we must contextualize it first, understanding that everything was developed during times of the pandemic when the threat of a new variant was glooming and the Covid restrictions that had been lifted at the end 2020 were back in place.
We knocked on many doors, in Chile, Peru and Ecuador, but it was in Colombia, where we were able to materialize the idea that we had had for months of a Godzilla-powered protein. Whims of life that an old personal friend, Luis Omar Cataño, with whom we reconnected during the lockdown, the one who introduced us to his old university classmate and current General Manager of Megaplex.
There were months of meetings, all virtual obviously, until the negotiation was finally closed. That's how the world’s first-ever Godzilla vs Kong - Mass Gainer came to life. The DNA of the IP was successfully transferred and assimilated by the product, making it recognizable and believable instantaneously. Megaplex harnessed the titans' strength, energy and raw power into a whey protein powder.
The product, campaign, video and competitions were unprecedented for Colombia and the product category. Godzilla and Megaplex really did write a new page in Colombia’s licensing history book.
Luck was also on our side. By the time the film was released in March 2021, new Covid cases had decreased and consequently restrictions were eased. Godzilla vs Kong went on to become the first blockbuster in times of pandemic, raising more than 439 million dollars worldwide and we were fortunate to see it in Colombia's movie theaters. The video clip produced by the licensee to promote the product was shown in all Cinemark theaters, just before the start of the film. Seeing it on the big screen was really exciting.
Despite all the logistical challenges due to the biosecurity protocols, the competitions held in different gyms across the country to support the product's release, were a total success. The response from the public was amazing, men and women participated in the different trials, teaming up as #TeamGodzilla and #TeamKong.
The good news for Godzilla does not end here. The joy we feel is double, because the King of the Monsters is also nominated in the Best Product, Appliances, Electronics, Housewares, Hardware for Entertainment Brands category. TOHO Co. and Stern Pinball are finalists. Both nominations are the first for Toho Co. and Godzilla in all its history.
But Godzilla isn't the only nominee this year. The newest addition to KOPA's portfolio, Tetris®, the popular video game, is also nominated, and in four categories! Best Product, Appliances, Electronics, Housewares for Corporate or Lifestyle Brands has two entries. The other two are in Food, Beverage Products for Corporate or Lifestyle Brands.
What a great way to start with Tetris in Latin America! These nominations are a demonstration of the recognition and relevance of the brand in our industry. As of this year, KOPA represents Tetris® in Mexico, Central America, Colombia, Ecuador, Peru and Chile. Still with a month to go until the event, several meetings have already been booked with potential licensees from Latin America.
To conclude this year's report, we should swith to our client -and also fellow nominee- Global Merchandising Services, as Gordon Ramsay Hell's Kitchen cocktails are also finalists at the Licensing International Excellence Awards.
As expected, it's been a good year for our beloved Metal bands as their licensing programs continues to get louder and noisier throughout Latin America. Fans -and licensees- can’t get enough of Iron Maiden, Motorhead, Judas Priest, Motley Crue, Slayer and Megadeth.
Soon, two new apparel licensees from Colombia will be announced and a new one from Mexico it's on its way to join Toxic; which did a fantastic job with Iron Maiden’s Senjutsu capsule in 2021.
There are several negotiations currently underway, great things are coming, but it will have to wait until the next edition of Total Licensing.
What a great lesson these last 12 months have been! Thanks to all those who have always believed in KOPA, especially our clients, Licensing International and Total Licensing. See you in Las Vegas!
May 2022
