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Licensing Con LatAm 2026: What the top market experts revealed about the future of entertainment and brands?

  • Writer: Camila Belli Kraus
    Camila Belli Kraus
  • 19 hours ago
  • 2 min read

In August, the event delivered two intense days of content, business, and future vision. Beyond networking and meetings at the Creative Hub, the lecture lineup brought together major names from the global market to map out where the entertainment, retail, and licensing industries are heading.

 



Some of the key takeaways and trends that stood out:


  1. Continuous market expansion:

Maura Regan (President of Licensing International) presented data revealing that the global licensing market surpassed US$ 389.8 billion, highlighting Latin America's 7.6% growth. The advance of licensed retail reinforces that well-built brands overcome moments of economic uncertainty.


  1. The power of data and the "Cross-Gen" phenomenon:

Circana's presentation highlighted the advance of intellectual properties in entertainment and the surge of the kidult market. In Brazil, while exclusively children's products grew by 2%, cross-gen lines (for kids and adults) skyrocketed by 140%, driven by the collectibles fever.


  1. The "Netflix Effect" and new consumer channels:

Netflix addressed innovation in licensing and how screen consumption translates directly to retail. Complementing this digital movement, Mimo Live Sales discussed the impact of Live Commerce on interactive sales conversion.


  1. Agentic AI and behavioral trends:

Vimer Retail sparked reflections on brand building in the era of Agentic Artificial Intelligence, while WGSN presented the Future Consumer 2028 outlook, highlighting the search for physical, authentic, and immersive experiences.


  1. Globalization, cultural bridges, and purpose:

The event brought speakers from Japan to debate the New Era of Japanese Animation in Brazil, and Sam Entretenimento addressed business opportunities between Brazil and South Korea. To broaden the strategic reflection, Mario Cortella brought a philosophical perspective to the universe of business and licensing.


Where does Belli Studio connect with this scenario? 


Following these discussions reaffirms Belli Studio's purpose at the Creative Hub: to develop original Brazilian brands (such as "Boris and Rufus", "Tuca the Master Cook", and "Sea Blue Squad") ready to engage with new consumer demands, national and international partnerships, and transmedia formats.


The national creative industry grows stronger when it combines good stories with an active market presence.



 
 
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