With more than seven decades of history, Bob's remains attentive to market movements and cultural transformations, maintaining its essence as a traditional brand, but always open to new languages ​​and formats of connection with the consumer. A pioneer in fast food in the country, the chain invests in strategic collabs and licensing of characters to dialogue with different generations and consolidate its space in an increasingly competitive market.

Currently present in all Brazilian states, Bob's has more than a thousand points of sale and projects revenue 10% higher than the R$1.5 billion recorded in 2024, driven by new brand movements and

bolder communication, which has pleased consumers and has been reflected in the network's growing results.

Getting closer and closer to children and young adults, Bob's is betting on the DreamWorks Animation animation “Gabby's Magic House: The Movie”, which hits Brazilian cinemas on October 9th. From the 1st of

October, the network launches the national campaign “Bob's Play and Gabby's Magic House”, aligned with Children's Month and entirely focused on the character's playful universe.

The film is DreamWorks Animation's first cinematic adventure based on the global hit series. Since the series premiered in 2021, the production has been among the 10 most watched on TV in 63 countries and has become one of the main brands aimed at preschool audiences in the world, inspiring award-winning lines of toys, publications, home products, clothing, as well as original music, a successful app and a YouTube channel visited by millions of fans weekly. Additionally, Gabby's Magical House continues to expand through Universal theme parks

Destinations & Experiences, global fan experiences, live events and more.

The Bob's campaign features five collectible characters: Gabby, Mercat, Pandy, Cakey Cat and Gabby's House itself; and also debuts the new exclusive 180 ml Milk Shake, “Festa de Granulados”, created especially for children. The products will be available in Bob's Play Combos, which include options such as cheeseburger or French fries accompanied by a drink and toy.

To enhance the launch, Bob's designed a 360° communication strategy, which combines activations at points of sale, special content on social media, influencer marketing and press relations. The objective is to engage children and families across different channels and reinforce Bob's as a reference in unique and fun experiences.

Other major brands have already joined the universe of Gabby's Magic House, consolidating the character as a global licensing phenomenon. Bob's entry into this ecosystem further strengthens its

connection with children and family audiences.

Consumer behavior research shows that brands that invest in early childhood are up to 40% more likely to create long-term emotional bonds, as they establish an emotional relationship even in childhood.

first years of the consumer's life. This loyalty accompanies the customer at different stages, creating preferences that extend into adulthood.

It is precisely in this direction that Bob's has acted. After partnerships that strengthened the connection with young people and adults, the network focuses on renowned characters from the children's universe to increase its relevance between parents and children.

The power of Gabby's Magical House: The Movie

Brand strategy

The project is anchored in three main objectives:

 Consolidate the Bob's Play category, reinforcing the brand's relevance

in the children's universe;

 Increase the average ticket, with parents and guardians accompanying

children in restaurants;

 Strengthen emotional connection, creating positive memories from

early.

"Investment in collabs and licensing is not just a promotional action, but part of a long-term branding strategy. Bob's is a traditional brand, but one that remains in constant dialogue with

new generations, without losing its essence. We want to build emotional bonds that guarantee the longevity of the business and the perpetuity of the brand”, says Renata Brigatti Lange, marketing director at Bob's.

With a consolidated national presence, consistent expansion and an agenda of activations that bring the brand closer to new audiences, Bob's shows clear signs that it is prepared to continue growing, now with the freshness of someone who also speaks children's language.

About Bob's

Bob's, the first fast food and food franchise chain in Brazil, founded in 1952 in the hustle and bustle of Copacabana, quickly became fashionable and became a craze among Rio's residents. Its expansion throughout Brazil began in 1984 by

through a successful franchise system, which continues to this day offering support to all those interested in opening a unit in the chain. Currently, there are more than 1,000 points of sale in all regions of Brazil.

About the film Gaby's Magic House, from DreamWorks Animation

DreamWorks Animation turns its global hit streaming series into its first cinematic adventure. Gabby goes on a road trip with her grandmother, Gigi, to the wonderful urban world of

Cat Francisco. But when Gabby's dollhouse, her most prized possession, ends up in the hands of an eccentric cat lover named Vera, Gabby embarks on a real-world adventure to bring the Gabby Cats back together and save the dollhouse before it's too late.

This year, according to Nielsen, the series Gabby's Magic House was the most watched original streaming series by children. Netflix expanded the series to a total of 100 episodes, and season 11 premiered on the platform

in February 2025.

Sobre a DreamWorks Animation

DreamWorks Animation (DWA), a division of Universal Filmed Entertainment Group within NBCUniversal, a subsidiary of Comcast Corporation, is a global family entertainment company with film and

television. The company's broad intellectual property portfolio is supported by a robust global footprint in consumer products, which includes licensing and entertainment venues around the world.

DWA's film legacy includes many of the world's most beloved characters and franchises, such as Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon, Spirit, Trolls, The Boss Baby, as well as The Bad Guys and Puss in

Boots: The Last Wish (2022), which together have accumulated more than US$16 billion in global box office. The DreamWorks Animation television studio is one of the world's leading producers of high-quality animated programming

for families, reaching consumers in more than 190 countries with a wide variety of award-winning original content distributed via streaming and linear channels.

About Universal Pictures

Universal Pictures is a division of Universal Studios (www.universalstudios.com), which is part of NBCUniversal. NBCUniversal is a leading global media and entertainment company, developing, producing and marketing entertainment, news and information for a worldwide audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a film company

features, significant television production operations, a leading group of TV stations and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.

Source: Advice