A new perspective on the fan-consumer and the future of licensing
On the occasion of the first Licensing Day España, an event marking a milestone for the licensing industry in Iberia, Mattel Consumer Products is pleased to announce the presentation of “Kidult, Decoded”, the study that is redefining how brands, pop culture, and consumers connect.
Developed by the market research firm Doxa in collaboration with MLD Entertainment, organizer of Milano Licensing Day, the Kidult Decoded project was born from the desire to explore how pop culture shapes the new marketing paradigm — one that transforms consumers into active fans, capable of building value and identity around the brands they love.
Kidult, Decoded white paper, already successfully presented in two events in Milan – K-Marketing Forum and Pop Culture Connections – defines the concept of Kidult not as an age group but as a cross-generational attitude — a network of passions and shared languages that connects Gen Z, Millennials, and Gen X.
This approach, which goes beyond traditional generational segmentation, is perfectly aligned with Mattel’s philosophy, which for years has been committed to building emotional and cultural connections with its audience through Mattel Creations and with Mattel Brands licensing programs.
“We are thrilled to bring Kidult, Decoded to Spain,” says Eleonora Schiavoni and Mattel Consumer Products team Iberia, “because we believe its insights can inspire all our partners to create experiences and products that speak to passion, before age.”
The presentation of Kidult, Decoded at Licensing Day España thus represents not only a moment of reflection but also an opportunity to strengthen the international dialogue on the future of licensing and experiential marketing.
For information and registration: Preshow – AEFJ
