The Brand Experience panel took place today during the eleventh edition of MIA | Mercato Internazionale dell’Audiovisivo, bringing together some of the industry’s leading professionals to discuss the evolution of licensing strategies, the value of IPs, and the creation of 360-degree brand experiences.
At the heart of the discussion was the need to develop content that connects with audiences across different languages, platforms, and formats. Maura Regan, President of Licensing International, explained: “Licensing today is about enriching the consumer experience, building engagement around IPs and allowing fans to connect in multiple ways, from retail to theme parks. Consumer engagement is at an all-time high, and every touchpoint, even retail, has become a medium to nurture the bond between audiences and the stories they love”.
Along the same lines, Mikael Shields, CEO of Acamar Films, emphasized: “To make a new product successful, three elements are essential: a clear audience, a solid core strategy, and strong partnerships.” Shields also shared the development of Bing, created over seven years before its launch, as an example of a project designed to support children’s cognitive growth.
Francesco Manfio, General Manager of Gruppo Alcuni, announced the return of a historic Italian property: “In 2026, on the occasion of the anniversary, a new series of ‘Cuccioli’ will be launched, entirely produced in Italy, marking a return to the project’s origins”.
The connection between audiovisual content and publishing was highlighted by Enrico Racca, Editorial Director Children’s Book at Mondadori: “For a publisher, licensing remains a key element. The book does not replace the animated series but allows readers to extend and deepen that narrative experience”.
Hélène Juguet, Managing Director at Ubisoft Film & Television, previewed the launch of Splinter Cell on Netflix: “I’m very proud to launch Splinter Cell on Netflix: it’s a wonderful time for storytellers because we can tell the same story in new ways. Expectations are very high”.
Mitsuru Oda, President of Skybound Japan Inc., shared the perspective of the Japanese market, where production cycles are extremely fast: “Japanese networks can refresh their programming every three months, supported by the high volume of content they generate”.
For Carlos Biern, Content & Media Sales Director at DeAPlaneta Kids & Family, the goal is to turn every story into a complete narrative universe: “We have distribution and licensing teams all around Europe, and we invest a lot of time and resources in stories that can become franchises”.
Finally, Iginio Straffi, Founder and CEO of Rainbow, highlighted the importance of historical audiences: “Years ago we realized we had a group of ‘nostalgics’ all around the world, which is why we collaborated with Netflix for the live-action ‘Fate’, which was very successful. Now we have a secondary line for young adults, a target for classic IPs that must be considered”.
Across creative reflections and market strategies, the panel underscored a shared point: today, the value of a brand is measured by its ability to create experiences that go beyond the screen and engage audiences in every dimension of their imagination.
