[APRIL 30, 2019 —ALBANY, IN] Brazil’s largest retail and distribution group, Grupo Pão de Açúcar is teaming up with the world-famous cat Garfield to offer a variety of private label treats to their customers. Grupo Pão de Açúcar (GPA) began dishing out Garfield goodies in February under their Qualitá brand, the biggest private label program in Brazil.
Working with suppliers including Barion Industria, Moinho Romariz Industria, and Turatti & Turatti, GPA launched the new program in 700 Extra and Pâo de Açúcar stores presenting milk chocolate Easter treats, chocolate covered popcorn, and chocolate bars. Garfield’s participation in “Solidarity Easter,” a GPA promoted social event in which employees and suppliers distribute free chocolates to NGOs and underprivileged communities, along with the extensive use of point-of-sale materials and Garfield costume appearances in the stores ensured a successful kick-off, making the Garfield Easter items an instant best-seller.
“Garfield recently celebrated his 40thbirthday so he’s familiar to several generations now. For parents, he’s a reminder of their childhood, and for their children, the fat orange cat is a funny and irreverent character that makes them smile,” says Jim Davis, creator of GARFIELD. “I hope Garfield continues to be successful for GPA and that we can continue to develop new products for years to come.”
With more than 2,000 points of sale located in 22 states and DC (Brasilia) in Brazil, GPA is not only the largest retail and distribution group in the country, but also the largest private sector employer, with more than 140,000 employees.
GPA worked with licensing agent Vertical Licensing to bring the agreement to Paws, Inc., cartoonist Jim Davis’ licensing company. Paws, Inc. was founded in 1981 to handle the creative end of the Garfield licensing business. Today, Paws is the sole owner of all copyrights and trademarks for the Garfield property and controls not only the creative angle of the fat cat’s flourishing empire, but also the licensing, marketing, and brand management of Garfield and the Garfield characters.
GARFIELD was born on the comics pages on June 19, 1978. The creation of cartoonist Jim Davis, GARFIELD is a humorous strip centered on the lives of a quick-witted orange cat who loves lasagna, coffee, and his remote control; Jon Arbuckle, his owner; and Odie, a sweet but dumb dog. GARFIELD was introduced to the world in just 41 newspapers and is now the most widely syndicated comic strip ever, appearing in 2100 newspapers. The strip, distributed by Universal Press, is read by over 200 million people each day and is translated into 42 languages.
The success of the comic strip spawned an entertainment empire including television: Garfield and Friends, The Garfield Show, and 13 primetime specials; movies: Garfield: The Movie and Garfield: A Tail of Two Kitties; hundreds of best-selling books, and thousands of licensed products.
Garfield has long been considered an evergreen property because he has not only endured but continues to be fresh and funny after over 40 years in the limelight.
Follow Garfield with nearly 20 million other fans, on Facebook (facebook.com/Garfield) and Twitter (twitter.com/Garfield), Instagram (instagram.com/Garfield) and visit garfield.com, and Garfield’s free educational site, professorgarfield.org.