São Paulo – The increasingly widespread presence of 2014 World Cup products across malls in Brazil indicates that the contest, due in Brazil starting on June 12th, is drawing near. Mascot Fuleco dolls and caps, ice buckets, backpacks, T-shirts, balls and all sorts of Fifa-authorized items are available from official World Cup kiosks, which are opening at malls and bus stations throughout the country.
Globo Marcas is the company in charge of licensing the World Cup products, and of authorizing the opening of points of sale at malls and stations. As of early April, there were 11 kiosks ready to operate. According to Marçal Barcelos, the branding director at company Preffer Marketing e Comunicação, which Globo Marcas has accredited for developing the project, 20 to 30 kiosks are expected to be up and running come May 20th.
There are over 2,000 official products, and over 70 companies are authorized to manufacture them. The official kiosks licensed by Globo Marcas are located in the cities of São Paulo and Campinas, in the state of São Paulo, Curitiba, in the state of Paraná, Florianópolis, in Santa Catarina, Recife, in Pernambuco, and Rio de Janeiro, in the namesake state. The units have a temporary license to operate until July 31st.
According to Barcelos, the kiosks can be opened in any Brazilian city. The cities are not required to host matches or foreign national teams. Parties interested in opening kiosks must negotiate with each mall for the space, and invest R$ 50,000(US$ 22,000 at current exchange rates), according to the project’s website. The working capital required for purchasing the merchandise ranges from R$ 100,000 to R$ 150,000 (US$ 44,000 to 66,000).
The first step, however, is to pre-register on the project’s website, after which the applicant’s profile will be assessed. Once approved, the applicant is authorized to negotiate with the mall in which the kiosk will be located. According to Barcelos, kiosks can only be opened in Brazilian territory. He explains that this is the first project of its kind for the World Cup, and is being tested by the Fifa. There are kiosks at airports as well, but these are handled by other companies.
Additional information :
www.quiosqueoficial.com.br
*Translated by Gabriel Pomerancblum
