ZAG extends South American licensing programme with new office in Buenos Aires

Published on: 16th February 2022

Animation studio ZAG has established its first office in Buenos Aires, Argentina, to directly spearhead merchandising and licensing activities in Argentina, Bolivia, Paraguay and Uruguay for the company’s portfolio of  “ZAG Heroez” brands, which includes the worldwide hit Miraculous – Tales of Ladybug and Cat Noir and Ghostforce

The new Buenos Aires office is headed by Melisa Fuhr, Director of Licensing and Retail for South America, who is also in charge of the direct operation in Chile and Peru. Fuhr reports to Angela Cortez, ZAG’s VP of Licensing and Consumer Products for Latin America.

Fuhr is tasked with further developing the company’s brands, working directly with new licensing and promotional partners to implement a strategy that will increase visibility and market share, as well bolstering relationships with retailers to enhance the brand’s visibility at retail.

“We are confident that our strategy to directly handle consumer activities in key regions is the optimal approach to building our brands,” says Julian Zag, EVP, Global Operations and Head of Consumer Products. “2022 is a milestone year for us with the much anticipated launch of our US$100 million Miraculous animated feature release later in the year alongside a global QSR promotion, the release of a new mobile game and our first console game, amongst other initiatives. Plus, we are also receiving increasing and positive activity across our social media for Ghostforce since its debut in December 2021 on Discovery Kids, and this is the ideal time to work together with licensees across the region to build additional ways for fans to interact with the series.”

Angela Cortez adds: “We want to thank Caffaro Hnos and his team at IMC for their oversight of Miraculous over the past few years. Together with ZAG, Caffaro Hnos has paved the way for the success of this phenomenal brand in Argentina.”

“We see numerous opportunities to continue to build on the success of Miraculous across Argentina,  Bolivia, Paraguay and Uruguay and build strong and lasting partnerships with the best companies and retailers in the region for both Miraculous and Ghostforce,” says Melisa Fuhr. “The new toy line for Miraculous from ZAG Labs is already performing well at retail and we are eager for the Zag Lab and Playmates toy line for Ghostforce to hit retail in 2023.”

Before joining ZAG, Fuhr spent 15 years with Arcor SAIC, the largest confectionery manufacturer in Latin America. She went from her role as Events and Promotions Manager to become the company’s Director of Licensing. Fuhr oversaw licensing, partnership and promotional activities for all product categories, from candy to ice cream, cookies and chocolates. She also developed and negotiated promotions and campaigns with partners such as Disney, Universal, Nickelodeon and Fox. She was also Director of Licensing for South Latin America for El Reino Infantil, the number one Spanish-language Youtube channel for children worldwide.



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