U.S. HISPANIC
Televisa: After six years, we finally broke the barrier and entered with El Chavo merchandising in the U.S.
Maribel Ramos-Weiner| 11 de julio de 2013
Maca Rotter, executive director of Televisa Consumer Products
After six years of battling to enter the U.S. Hispanic market with merchandising of El Chavo, Maca Rotter, executive director of Televisa Consumer Products, victoriously showed PRODU a speaking doll of El Chavo, which will be available in U.S. department stores starting August 15th.Were celebrating. Im going to camp outside Toys’R Us in New York on August 14th, to see the faces of people buying El Chavo, said Rotter from her Televisa Chapultepec office in Mexico City.The executive admitted that at the half-way mark, her team almost gave up thinking they would never win over the U.S. Hispanic market. She credited the final push to partner company Univision, especially thanking Luin Frazier, senior director Consumer Products at Univision Communications, who facilitated conversations with Stephen Berman, CEO of JAKKS Pacific, one of the largest merchandising distributors un the U.S.Apparently, Berman himself surveyed his Hispanic friends to gauge the potential of El Chavo, the first Hispanic product to enter the U.S. in this category.
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