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Landward licensed to produce and market 2014 World Cup mascots
2013-11-18     Source: Hangzhou China

On November 12, Hangzhou Landward Industrial Co., Ltd., a company in China (Hangzhou) Cross Border E-Commerce Park in Xiacheng District, obtained the official license to produce and sell products related to 2014 World Cup mascot ˇ°Fulecoˇ±.

Kayford Holdings Ltd., an overseas subsidiary of Hangzhou Landward Industrial Co., Ltd., obtained the license after several rounds of competition. Landward has subsequently registered to establish Hangzhou Ford Brand Management Co., Ltd. to be in charge of the operation of products related to ˇ°Fulecoˇ± in mainland China.

Fuleco is an armadillo, which is an endangered species in inland Brazil. The FIFA and 2014 World Cup organizing committee have picked it as the mascot to emphasize the importance of environmental and ecological protection. Also, the mascot is expected to be popular among children all over the world.

ˇ°The profit of making such a mascot used to be at most USD 3 dollars,ˇ± said Li Hong, president of Hangzhou Ford Brand Management Co., Ltd., holding a Fuleco stuffed toy. ˇ°With the license, we can now set the price by ourselves; for example, this toy is priced at USD 12.99, which means our profits will double or even triple,ˇ± Li added.

Li noted that the license covers the making of five Fuleco-related products, which are stuffed toys, 3D dolls, key chains, party products and automobile accessories. The license covers all regions around the world, and the company is the exclusive licensee for the marketing of stuffed toys and 3D dolls worldwide.

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