LIMA Joins with PROMARCA to Form Mexican Division

MEXICO CITY: Global trade organization LIMA has partnered with Mexican licensing group PROMARCA to establish LIMA Mexico in an effort to extend its reach into Latin America.

The new unit will operate under a license from LIMA, utilizing the association’s trademark and related intellectual property. Additionally, PROMARCA affiliates will become LIMA Mexico members with full LIMA benefits. The Mexican arm of the group is LIMA’s seventh, joining branches in New York, London, Munich, Tokyo, Hong Kong and Melbourne.

“We are delighted to extend the LIMA brand into Mexico and provide our services, support and programming to PROMARCA members throughout the country,” said LIMA President Charles Riotto. “Our goal is to extend the LIMA brand and its benefits to members—in Latin America and, ultimately, across the globe—to raise the profile of the overall licensing industry.”

“This is an ideal scenario for all licensing players in Mexico who created PROMARCA five years ago, such as Tycoon, Televisa and fulanitos, to name a few,” said Maca Rotter, the president of PROMARCA. “Now all affiliates will have access to LIMA’s benefits while providing insight from our region to open up new opportunities for the industry as a whole.”