LicensingCon LATAM 2026 continues today with its second and final day in São Paulo, featuring an agenda that focuses on consumer trends, artificial intelligence, data, live commerce, and the strategies of major companies such as Netflix and Disney.

The first day highlighted the growing importance of entertainment within the licensing business. With panels featuring Warner Bros. Discovery, Paramount, Mattel, and CyberAgent, the event demonstrated how movies, series, characters, and franchises are expanding far beyond their original content to become true consumer universes.

“Good intellectual property can have many lives” was one of the recurring messages throughout the day, during which IP owners, agents, manufacturers, retailers, and content companies shared strategies and opportunities.

Marici Ferreira, CEO at EP Grupo and president of the Brazilian Association of Brand and Character Licensing (Abral-Licensing International): ‘It’s a trade show where you’ll find the future, because it’s everything you’re looking for for the future-what you’ll be doing a year from now.’

The day began with a global overview of the industry presented by Maura Regan from Licensing International, who discussed the market’s key trends, challenges, and opportunities. Next, Warner Bros. Discovery and Paramount presented their strategies, while Mattel once again demonstrated the potential of building brands capable of spanning content, products, and experiences.

Another highlight was the session titled “Made in Japan: A New Era of Japanese Animation in Brazil,” where Kyohei Nishikawa, Masaya Hasegawa, and representatives from CyberAgent analyzed Brazil’s potential for the expansion of Japanese properties. The growth of anime and its fan communities is opening up new opportunities for distribution deals, products, and experiences.

There was also a focus on the connection between Brazil and other markets. Sam Entretenimento presented business opportunities between Brazil and South Korea, highlighting the role of licensing as a bridge for the flow of content and properties between markets.

In the exhibition area, the booths of Universal, Mattel, Hasbro, Warner Bros. Discovery, Paramount, Senna Brands, Hello Kitty, and Globo were among those that drew the most attention. Also noteworthy was "The Creative Hub", a space dedicated to audiovisual producers and new development opportunities.

Testimonials? Edgar Chavez Gonzalez, business development director, byFrog (USA): ‘What we’re looking to do right now is showcase brands to different manufacturers so they can start developing products related to a brand’. Maria Giminiani, partnership analyst, Afterverse Games (Brazil): ‘I’m here to look for IPs to collaborate on in our game. The name of our game is PKXD’. Gustavo Alil Santos, international business director, Pepper2Play (Brazil): ‘The Brazilian market is growing rapidly in the world of video games. Currently, we have a population of 215.000.000 people, of whom 160.000.000 play video games’. Morganna Fraga, producer, TV Cultura (Brazil): ‘We can see how various companies are able to create products that are very well crafted for different markets.’

The presence of companies such as the BBC, Globo, Netflix, Universal Products & Experiences, Ubisoft, Endemol, Redibra, and Warner Bros. Discovery reinforces the cross-cutting nature of this edition. For the audiovisual industry, the first day yielded a concrete conclusion: the challenge is no longer just to create a property, but to find the partners, categories, and platforms capable of driving it toward new business opportunities.

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