The 19th edition kicks off on Wednesday, September 17 with Pop Culture Connections—an evening event that introduces the key themes of the fair—and continues on Thursday, September 18 with meetings, themed panels, the Warner Bros. Discovery Press Day, and a cross-cutting look at the new trajectories of pop culture, from design to digital.
Pop culture is no longer just a form of entertainment—it has become a shared language that spans media, industries, and generations. From comics to fashion, video games, music, food, and design, it now serves as a narrative and strategic tool capable of shaping tastes, behaviors, and purchasing decisions. In this dynamic and ever-evolving landscape, Milano Licensing Day returns as Italy’s leading event dedicated to the world of licensing, organized by MLD Entertainment.
The 19th edition opens with Pop Culture Connections, an evening of multidisciplinary insights through talks, panels, and conferences. The program begins with the Kidult Conference—curated by BVA Doxa and MLD Entertainment—offering a deep dive into new generations through the original “12 Kidult Tribes” model. Next comes a presentation by Jakala on the rise of collecting in mass culture, followed by the Pop Collaborations panel, curated by SDA Bocconi, which explores the synergies between intellectual properties, fashion, design, and experience marketing.
Thursday, September 18 at NHOW Milano marks the core of the event with a full day of meetings, networking, themed panels, and the Warner Bros. Discovery Press Day. The program offers a cross-industry view of the evolving pop culture landscape—intercepting creative inspiration and analyzing new consumer behavior models. It’s a unique opportunity for professionals, brands, agencies, and creatives to build connections, explore new collaborations, and discover the most relevant trends in the market.
Among this year’s innovations is a digital business matching platform designed to enhance the participant experience and facilitate targeted meetings between brands, licensors, and licensees. With this tool, attendees can schedule appointments in advance, maximizing opportunities for discussion and collaboration.
Also returning is the Pitch Program—the beating heart of the event—giving companies the chance to present their projects and proposals to a select audience of industry professionals. In addition, a new edition of Brand Jam – Meet The Unexpected will spotlight surprising collaborations between brands, licenses, and creative ideas.
Milano Licensing Day continues to establish itself not only as the go-to event for licensing professionals, but also as a privileged observatory for identifying trends, enhancing intellectual properties, and turning ideas into real business opportunities. A hub where pop culture meets industry—and where the licensing business evolves into new forms.