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From nostalgic notebooks to contracts with millionaire characters, a Brazilian company has transformed school supplies into desire, memory and international power, marking generations with iconic covers and a global presence that goes far beyond the classroom.
From a small business in Bauru to the national leader in stationery, Tilibra has won over generations of students with innovation, nostalgia and lots of marketing.
For many people, going back to school always smelled like new plastic and notebook covers shining on the shelf. And among so many products that marked an era, few names are as familiar as Tilibra.
Founded in 1928, the Brazilian brand stopped being just a notebook manufacturer and became a true empire in the stationery sector, dominating shelves, hearts and even international character licenses.
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Based in Bauru, in the interior of São Paulo, Tilibra started out modestly, manufacturing notepads and diaries in a regional printing shop.
But it was over the following decades that the company transformed its portfolio and began investing in something that would change the market forever: the emotional appeal of custom covers.
From basic notebooks to school bestsellers
In the 80s and 90s, with the growth of children's consumption and the strengthening of pop culture, Tilibra saw a little explored market: license famous characters to appear on your products.
The idea was so successful that it became a standard. From Garfield and Monica's Gang to Barbie, Dragon Ball Z, Naruto and Harry Potter, Tilibra covers have become an object of desire among children and teenagers, who made a point of choosing the “coolest” notebook before classes started.
This movement transformed the simple act of buying school supplies into an emotional and even social experience. Having the latest notebook became a status symbol among schoolmates, and Tilibra knew how to capitalize on this like few other companies.
Million-dollar partnerships and market dominance
Tilibra's commercial turnaround came along with the advancement of brand licensing, when characters and franchises became true gold mines.
Today, the company holds licenses for some of the most valuable names in the entertainment world, such as Marvel, Disney, DC Comics, Hello Kitty, Stranger Things, BTS, among others.
This strategy placed Tilibra on a higher level, allowing its products to be sold at higher prices — and with a significantly higher profit margin.
More than that: it guaranteed the company a competitive edge that few competitors were able to match.
With this, Tilibra consolidated itself as leader in the notebook segment in Brazil, with a market share of over 40% in several categories, according to industry data.
Currently, the brand is part of the North American group ACCO Brands, one of the largest conglomerates in the world for school and corporate supplies, also owner of brands such as Derwent, Rexel and Mead.
Innovation that goes beyond the covers
Despite being remembered mainly for its notebooks, Tilibra also stood out for its ability to innovate in a traditionally static market.
Over the years, it has launched products with removable sheets, smart dividers, paper with different weights, stickers, weekly planning, lined pages for personal organization and other details that have transformed the notebook into an almost luxury item.
Design has always been a competitive differentiator. The covers gained textures, metallic finishes, holographic finishes, localized varnish and even interactive models.
At the same time, the company also expanded its operations into other stationery niches, such as diaries, planners, pencil cases, backpacks, pencils, pens and office accessories.
In recent years, the brand has also started to operate strongly in e-commerce and launched an online store with national shipping, seasonal promotions and themed kits.
Digitalization has become a priority, with campaigns focused on influencers and actions on social media to attract young audiences, who today consume in an increasingly connected way.
Nostalgia and branding: the ingredients for success
It's impossible to talk about Tilibra without mentioning the nostalgia factor. Many people who are now adults still fondly remember notebooks from decades past — especially those from the Tilibra Teen, Jolie, Capricho, Menininhas lines, or the classics with prints from the NBA, Looney Tunes, Pokémon or Knights of the Zodiac.
This emotional bond with the consumer has been cultivated over generations and is one of the keys to the brand's lasting success.
The company invests not only in quality, but in branding, building a strong and recognizable identity in any stationery store in Brazil.
What's more: this nostalgic appeal has been explored by Tilibra to this day, with re-releases of old collections and commemorative versions that revive characters and styles that were successful in the past.
Far beyond school
Although the name Tilibra is directly linked to the school environment, the company has also diversified its products to reach professionals, companies and the adult public.
Its lines of executive diaries, planners and personal organization accessories are a hit among entrepreneurs, university students and stationery fans.
This expansion of the audience allowed Tilibra to not depend exclusively on the seasonality of the school period., maintaining consistent sales throughout the year.
Today, the company exports to dozens of countries and continues to be a reference for quality, innovation and creativity.
From a simple notebook to an object of desire, Tilibra's trajectory is an example of how a Brazilian brand knew how to grow consistently, adapting to new times without losing its essence.
And you, which Tilibra notebook marked your childhood — the one that made you feel ashamed to write on the first page? Tell us in the comments!
