The Senninha character is present in Expo Licensing Brazil, held on 30 and 31 August in Sao Paulo. The fair is one of the main events in Latin America focused on the licensing of brands and products. This year, the fair shows the strength that Brazilian children’s characters are gaining in the market.

Proof of this is the renovation of Senninha character launched 22 years ago by Ayrton Senna. For 2017, the Instituto Ayrton Senna, owner of the brand, plans to double the sales of the licensed products and is present in 150 new items. Today, there are 50 licensed items of 13 companies, including school supplies, food, among others.


Senninha is a rare case where licensing is used as financial resources to support a cause. Part of the revenue from the Senninha products is intended to Instituto Ayrton Senna, who for more than 20 years working to bring quality public education on a large scale in all regions of Brazil.

For this reason, the products that bear the mark of small pilot are not preferred only by identification with children, but also chosen by their parents seeking support socially responsible companies.

To approximate the kids who did not have the opportunity to follow the F1 three-time champion of the race on TV, the brand has been working through the production of content for younger audiences on channels like Discovery Kids, TV Cultura and in children’s digital platforms Playkids and Forums and still produces a season of cartoon to enlarge the display of character among children, due for release in 2017.

To achieve business objectives next year, it is being closed a partnership with an e-commerce company to help boost sales. Another source of revenue Senninha are events and exhibitions. In the first half, the character had six exhibitions. Moreover, the largest complex of kart Brazil, Speedland also entered into a partnership for children’s riding courses – already were three classes in the first half.

By the end of the year, the kart track will also place the first Senninha Racing Day – the children’s version of the consolidated Marathon Relay Ayrton Senna Racing Day, which is in its 13th edition.

source/photo: Ayrton Senna Institute