Exhibiting brands at BFSHOW are betting on licensing famous movie characters to win over kids
Iconic characters from the children’s universe were present at the 6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, held in São Paulo/SP. Among the highlights showcased by exhibitors are licensed footwear products inspired by Toy Story 5, which premieres in Brazilian theaters on June 18.
Woody and the gang are leaving the big screen to win over kids’ feet. At BFSHOW, Grendene Kids launched its licensed collection inspired by the animated film. The line features three sandal models inspired by Woody, Jessie, and Buzz Lightyear, with velcro fastening and soft soles designed to ensure comfort for children. To make the products even more appealing to kids, each model comes with a character-themed carrying case.
“The collection has been very well received. The market understands that including the toy together with the product is a major attraction for retailers. In the end, it’s a useful gift: the mother buys the footwear, and the child still gets an extra present. Everyone ends up happy,” explains Aneli Marques, Portfolio Product Coordinator at Grendene Kids.
Dyan Calçados, in turn, introduced a collection featuring 16 products inspired by the film. Available in different sizes, the sneakers translate each character’s personality through design, colors, and details.
The models inspired by Woody and Jessie feature a more casual look, with references to the country style, country including earthy tones and cow print patterns. Meanwhile, the Buzz Lightyear sneakers bring a futuristic concept, with LED soles inspired by the character’s space-themed universe. cow print. Já os tênis do Buzz Lightyear trazem uma proposta futurista, com solado em LED, em referência ao ambiente espacial do personagem.
The company also took advantage of another major movie premiere to launch its Moana collection. The young navigator inspired sneakers and even sandals, embracing the more beach-oriented atmosphere of the live actionadaptation, which premieres in July.
“We have been working with Disney, Marvel, and Pixar licenses since April 2025, and due to the results achieved in the first year, we were able to renew the contract ahead of schedule. As a result, we have already secured the partnership through March 2028,” explains Thiago Sassilotto, Commercial Director at Dyan Calçados.
Superheroes
Longtime favorites among children and the footwear industry, superhero-themed footwear continues to rank among the top-selling products. Both brands also feature products inspired by Marvel and DC characters in their portfolios. The star of the collections remains Spider-Man, still the favorite among kids.
In Grendene’s lineup, the superhero appears on the brand’s famous clogs. In this model, the Spider-Man footwear also comes with a toy — this time, a water launcher inspired by the hero’s iconic web-shooting ability.
Dyan’s collection features Spider-Man in more than 30 different products. Among this year’s launches is the roller sneaker. Available in sizes ranging from 28 to 35, the model comes with a special feature. “Children have the option to remove the wheels, cover the opening with a plate, and wear it as a regular sneaker,” explains Sassilotto.
According to him, Spider-Man products are always a major success. “They don’t depend on movie releases to sell. When there’s a new film in theaters, it simply becomes an additional attraction. The products have their own strength and appeal across generations,” concludes Sassilotto.
