Vertical Licensing
Vertical Licensing is a privately held Brazilian licensing agency, founded in 2016 and based in São Paulo, that represents international intellectual property owners (PlayStation, Moomin, Smurfs, Panini, King Features, and others) in the Brazilian market, brokering licensing deals with local manufacturers, retailers, and media partners.
- Company typePrivate
- Founded2016
- HeadquartersLeopoldina, Brazil
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Vertical Licensing does
Vertical Licensing is a privately held Brazilian brand licensing agency founded in 2016, headquartered in São Paulo (Vila Leopoldina district), with 11-50 employees. The agency operates as an intermediary between international intellectual property owners (licensors) and Brazilian manufacturers, retailers, and media partners (licensees), managing the full licensing value chain including brand positioning, licensee selection, product development support, retail coordination, and digital marketing support. Its portfolio spans video game IPs (PlayStation franchises such as God of War, The Last of Us, Horizon, Ghost of Tsushima, Gran Turismo, Astro Bot, Helldivers 2), classic and contemporary animation (Smurfs via IMPS/Peyo, Moomin via Rights & Brands, Popeye/Betty Boop/Olive Oyl via King Features, Masha and the Bear, Talking Tom & Friends via Outfit7, Poppy Playtime), collectibles and publishing (Panini, 3 Palavrinhas), music IPs (K-Pop artists aespa, NCT DREAM, NCT 127, RIIZE), and lifestyle properties (Miffy via Mercis).
The business model is a B2B licensing representation agency: Vertical Licensing earns representation fees and royalties by securing Brazilian market mandates from international brand owners, then brokering licensing deals with local manufacturers, retailers, and broadcasters (e.g., Umbro, Ofner, SBT, Loungerie, Starbucks tie-ups). Pricing is not publicly disclosed and operates on quote-based arrangements. There is no proprietary technology platform; the core offering is a service product, supported by conventional content marketing via the company website, blog, and social media channels (Instagram, LinkedIn, Facebook, Twitter). The agency is led by CEO Alexandre Volpi and Commercial Director Martha Colpaert, with no disclosed parent company, external investors, or M&A activity. Geographic scope is Brazil-only, and the operating model is founder/owner-operated with primary go-to-market through direct licensing representation to manufacturers.
Vertical Licensing firmographics
Firmographics- Name
- Vertical Licensing
- Legal name
- Vertical Licensing
- Website
- https://verticallicensing.com.br
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vertical Licensing is a privately held Brazilian licensing agency, founded in 2016 and based in São Paulo, that represents international intellectual property owners (PlayStation, Moomin, Smurfs, Panini, King Features, and others) in the Brazilian market, brokering licensing deals with local manufacturers, retailers, and media partners.
- Ownership category
- akta.pro rank
Vertical Licensing industry classification
Industry- Product category
- Brand Licensing Agency Services
- NAICS
- Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) (533)
- akta.pro primary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
Keywords
Where Vertical Licensing is headquartered
LocationHeadquarters
- HQ city
- Leopoldina
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Vertical Licensing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Licensing representation fees and royalties: Vertical Licensing earns revenue by representing brand owners (licensors) in Brazil, facilitating licensing agreements with local licensees, and providing ongoing support for licensing programs. The company manages the relationship between intellectual property owners and product manufacturers/retailers.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Vertical Licensing product offering
Product offeringCore offering
Vertical Licensing is a Brazilian brand licensing agency that represents international intellectual property owners in the Brazilian market. The firm is appointed by licensors (such as PlayStation, Rights & Brands for Moomin, IMPS/Peyo Company for Smurfs, King Features for Popeye/Betty Boop/Olive Oyl, Mercis for Miffy, Outfit7, Rainbow, and Panini) to manage the full licensing value chain, including brand planning and positioning, licensee selection, product development support, retail coordination, and digital marketing support.
Product overview
Vertical Licensing is a Brazilian brand licensing agency that specializes in managing intellectual property portfolios for international entertainment brands across the Brazilian market. The agency's product portfolio consists of licensing representation services for a diverse collection of properties organized into brand categories including video games (PlayStation properties such as God of War, The Last of Us, Horizon, Ghost of Tsushima, Gran Turismo, Astro Bot, Helldivers 2), children's entertainment (3 Palavrinhas, Masha and the Bear, Talking Tom & Friends, Poppy Playtime), animation classics (Smurfs, Moomin, Popeye, Olive Oyl, Betty Boop), music properties (K-pop artists aespa, NCT DREAM, NCT 127, RIIZE), and lifestyle brands (Miffy). The company also represents the Panini collectibles brand. Each property is managed through dedicated brand pages with style guides, licensee programs, and retail partnerships. The core service encompasses the entire licensing value chain from brand positioning and licensee selection through product development support, retail coordination, and digital marketing support. The agency acts as the local licensing agent, connecting international IP owners with Brazilian manufacturers, retailers, and media partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Licensing Strategy and Brand Management Services Core agency service encompassing brand planning and positioning, licensee selection and development, product development support, retail coordination, and digital marketing support for intellectual property owners entering or expanding within the Brazilian market.
- Moomin Licensing Representation Official licensing representation for the Moomin brand in Brazil, managed through partnership with Rights & Brands. The agency handles brand positioning, licensee selection, product development support, and digital marketing for the property.
- Smurfs Licensing Representation Licensing representation for The Smurfs brand, including the Peyo Company properties, positioning the characters as ambassadors for sustainable development goals and UN initiatives. The agency manages style guides, partnerships, and product licensing programs in Brazil.
- PlayStation Licensing Representation Licensing representation for PlayStation intellectual property including God of War, The Last of Us, Horizon Zero Dawn, Ghost of Tsushima, Gran Turismo, Astro Bot, and Helldivers 2. Manages brand extensions across consumer product categories in Brazil.
- Panini Licensing Program Licensing program for Panini collectibles and publications in Brazil, spanning trading cards, stickers, magazines, and children's books. The program connects football passion with collectible culture through licensee partnerships.
- Miffy Licensing Representation Licensing representation for the Miffy (Nijntje) character created by Dick Bruna, managed through Mercis. The property encompasses books, animated series, and brand extensions targeting both children and design-conscious adult consumers globally and in Brazil.
- 3 Palavrinhas Licensing Representation Licensing representation for the 3 Palavrinhas children's music and animation property, created by Oinc Filmes. The brand features Christian values content with music and animation properties, featuring characters Sarah, Miguel, and Davi across YouTube, television, and licensed merchandise.
- Popeye and Olive Oyl Licensing Representation Licensing representation for Popeye and Olive Oyl characters managed through King Features Syndicate. The properties have undergone brand repositioning with modern style guides, targeting fashion, lifestyle, and collectible categories with collaborations from global brands like Moschino, Moncler, and Benetton.
- Betty Boop Licensing Representation Licensing representation for the Betty Boop character targeting the female demographic with emphasis on empowerment, nostalgia, and fashion collaborations. The property features 90-year anniversary activations and partnerships with brands including Nike, H&M, and Moschino.
- Masha and the Bear Licensing Representation Licensing representation for the Masha and the Bear animated series targeting preschool audiences. The property features over 100 episodes across 7 seasons, available on major streaming platforms and broadcast channels in Brazil.
- Talking Tom & Friends Licensing Representation Licensing representation for the Talking Tom & Friends mobile game franchise and animated series created by Outfit7. The property maintains position as the most downloaded mobile game franchise since 2013 with over 21 billion downloads globally.
- K-Pop Artist Licensing Representation (aespa, NCT, RIIZE) Licensing representation for K-pop music properties including aespa, NCT DREAM, NCT 127, and RIIZE. Manages artist brand extensions across merchandise and consumer products in the Brazilian market.
- GOAT Animated Film Licensing Representation Licensing representation for GOAT (Um Cabra Bom de Bola) animated sports film produced by Stephen Curry, scheduled for February 2026 release during NBA All-Star Weekend. Manages brand extensions tied to the basketball-themed comedy.
- Poppy Playtime Licensing Representation Licensing representation for Poppy Playtime horror-themed toy franchise, expanding the property into consumer products in Brazil.
Companies that use Vertical Licensing
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Vertical Licensing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Vertical Licensing partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered minor and core.
- SBTminorVertical Licensing facilitated the partnership between 3 Palavrinhas and SBT television network for the 'Bom Dia & Cia' program, expanding the brand into broadcast TV.
- StarbucksminorMercis (Miffy owner) partnered with Starbucks for the Miffy + Starbucks collection of collectible items launched in the US and Canada.
- Rights & BrandscoreRights & Brands appointed Vertical Licensing as the official licensing agency for Moomin in Brazil, expanding the global licensing network with a strong local partner known for developing consistent and successful licensing programs.
- OfnerminorVertical Licensing facilitated the partnership between Panini and confectionery chain Ofner for the '#TimesdeCraques' promotion featuring collectible mini balls.
- Umbro BrasilminorVertical Licensing facilitated the collaboration between Panini and Umbro for the 'Cola Junto' clothing collection featuring Panini sticker-themed apparel.
- Panini S.p.A.coreVertical Licensing was appointed by Italian company Panini S.p.A. (world leader in collectibles) to identify and develop new business opportunities for Panini-branded products in Brazil. This marked Panini's entry into the Brazilian licensing market, representing their consumer products program expansion.
- PlayStation (Sony Interactive Entertainment)coreVertical Licensing represents PlayStation game franchises including God of War, Horizon, Ghost of Tsushima, Gran Turismo, Astro Bot, and The Last of Us for licensing in Brazil.
- IMPS (International Multimedia Productions)coreVertical Licensing represents the Smurfs (Les Schtroumpfs) brand in Brazil, facilitating licensing partnerships with local manufacturers and retailers.
- King Features SyndicatecoreVertical Licensing represents King Features character portfolio in Brazil including Popeye, Betty Boop, and Olive Oyl, managing licensing programs and partnerships.
- MerciscoreVertical Licensing represents Miffy (by Dick Bruna) in Brazil, managing brand licensing and partnerships with local retailers and manufacturers.
- Outfit7coreVertical Licensing represents Talking Tom & Friends mobile game franchise in Brazil, facilitating licensing agreements with local partners.
- RainbowcoreVertical Licensing represents Rainbow's properties in Brazil, including 3 Palavrinhas.
- Peyo CompanycoreVertical Licensing represents the Smurfs intellectual property for Peyo Company in Brazil, acting as licensing agent alongside IMPS.
- Epic RightsminorVertical Licensing represents Epic Rights properties in Brazil.
- Uatt?minorVertical Licensing represents Uatt? properties in Brazil.
- Tom VeigaminorVertical Licensing represents Tom Veiga properties in Brazil.
- Media IMminorVertical Licensing represents Media IM properties in Brazil.
- APC KidsminorVertical Licensing represents APC Kids properties in Brazil.
- Comix ZoneminorVertical Licensing facilitated the licensing agreement between Peyo Company and Comix Zone for the Smurfs anthology release in Brazil.
- LoungerieminorVertical Licensing facilitated the partnership between Olive Oyl (King Features) and Loungerie for a Mother's Day collection featuring loungewear and sleepwear.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Vertical Licensing competitors and assessment
Company assessmentDirect peers
- Retail Monster: Brand licensing and retail development agency representing entertainment and consumer brands across product categories. Overlaps with Vertical Licensing in serving licensors seeking consumer product extension into international markets including Latin America.
- Beanstalk: Global brand extension licensing agency managing programs for major entertainment, sports, and consumer brands worldwide. Direct competitor for international licensor mandates, with deeper resources and broader geographic reach that could pressure Vertical Licensing in Brazil pitch situations.
- LMCA (License Marketing Consultants & Agencies): Long-established US-based licensing agency managing brand extension programs across categories including entertainment, sports, and corporate brands. Competitor for IP owner mandates with global network of regional agents, competing for the same A-list licensors as Vertical Licensing.
- Brandgenuity: Global brand licensing agency that builds and manages licensing programs for entertainment, sports, and consumer brands. Competes with Vertical Licensing for the same A-list IP owners (Sony, major animation studios) seeking local or regional representation, particularly in emerging markets.
- Tycoon Enterprises: Latin American licensing agency representing international entertainment and consumer brands across multiple Spanish-speaking LATAM markets. Direct competitor to Vertical Licensing for IP owners seeking pan-regional Latin America representation, with overlapping client profiles (entertainment IP, character brands).
Others
- Licensing International: Global trade association for the licensing industry, of which Vertical Licensing is a member through its award participation. Industry body rather than competitor, but a key ecosystem enabler for licensing agencies globally.
- CAA Brand Management: Brand licensing and management division of Creative Artists Agency, representing entertainment, sports, and celebrity IP globally. Large incumbent agency with deep relationships across Hollywood studios and IP owners that compete with country-level agencies like Vertical Licensing for representation mandates.
Broad incumbents
- WildBrain: Canadian-based global entertainment and licensing company managing its own IP portfolio (Peppa Pig, Teletubbies, Strawberry Shortcake) plus third-party licensing representation. Larger and vertically integrated competitor that could absorb licensing mandates currently held by agencies like Vertical Licensing.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Vertical Licensing social profiles
Digital presenceVertical Licensing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vertical Licensing leadership team
Management profileNumber of profiles
Profiles2 records
Vertical Licensing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vertical Licensing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vertical Licensing
What does Vertical Licensing do?
Vertical Licensing is a Brazilian brand licensing agency that represents international intellectual property owners in the Brazilian market. The firm is appointed by licensors (such as PlayStation, Rights & Brands for Moomin, IMPS/Peyo Company for Smurfs, King Features for Popeye/Betty Boop/Olive Oyl, Mercis for Miffy, Outfit7, Rainbow, and Panini) to manage the full licensing value chain, including brand planning and positioning, licensee selection, product development support, retail coordination, and digital marketing support.
Is Vertical Licensing a public or private company?
Vertical Licensing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vertical Licensing founded?
Vertical Licensing was founded in 2016. It employs 11 to 50 people.
Where is Vertical Licensing based?
Vertical Licensing is headquartered in Leopoldina, Brazil, in the Latin America region.
How does Vertical Licensing make money?
One revenue line is on record: licensing representation fees and royalties.
Who are Vertical Licensing's main competitors?
Direct peers on record are Retail Monster, Beanstalk, LMCA (License Marketing Consultants & Agencies), Brandgenuity and Tycoon Enterprises. Others are Licensing International and CAA Brand Management. WildBrain is listed as a broad incumbent.
Does Vertical Licensing have an API?
No public API is recorded for Vertical Licensing.
What industry is Vertical Licensing in?
Vertical Licensing's product category is Brand Licensing Agency Services. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing. Its NAICS code is 533.