The Brand Experience

In “The Brand Experience” format we explore the journey of cross-media IPs that have successfully expanded through audiovisual adaptations as well as licensing and publishing.

Session I: BUILDING IPs FOR LICENSING SUCCESS
How can locally developed IPs become global licensing successes? This session explores how storytelling, publishing, and audiovisual strategies can align to scale brands internationally—while preserving their original identity and embracing a licensing-first approach from the earliest stages of development.

Introduction by:
Maura Regan | President, Licensing International (United States)

Speakers:
Enrico Racca | Editorial Director Children’s Book, Mondadori Libri (Italy)
Francesco Manfio | General Manager, Gruppo Alcuni (Italy)
Mikael Shields | CEO, Acamar Films (UK)

Session II - INTERGENERATIONAL IPs ACROSS MEDIA
Can animation be both the starting point and destination of a brand’s journey? This session explores how franchises evolve across generations and platforms—from toys, publishing, and games into animation, and from screen to shelf—building long-lasting global IPs with cross-generational appeal.

Speakers:
Helene Juguet | Managing Director, Ubisoft Film & TV Paris (France)
Iginio Straffi | Founder & CEO, Rainbow Group (Italy)
Carlos Biern | Content & Media Sales Director, DeAPlaneta Kids & Family (Spain)

Moderator:
Federica Pazzano | Conference Programming Lead - Animation Division | MIA | Mercato Internazionale Audiovisivo (USA/Italy)