Mattel and Amazon MGM Studios are confirmed to present the opening day keynote at this year’s Brand Licensing Europe, 7-9 October 2025 at Excel London.
‘A legend reborn: Reimagining Masters of the Universe’ will unpack the strategy and storytelling behind the Masters of the Universe franchise revival in an exclusive keynote tracing the project from script to future shelves ahead of next summer’s Masters of the Universe movie release.
License Global’s content director Ben Roberts will moderate a panel featuring Josh Silverman, chief franchise officer at Mattel Inc, and Greg Coleman, global head of Integrated Marketing at Amazon MGM Studios.
“Masters of the Universe is more than a franchise; it’s a cultural touchstone that continues to resonate across generations. As we enter this exciting new era, we’re proud to partner with Amazon MGM Studios to reimagine the world of Eternia through a bold and cinematic lens.
“Our keynote at Brand Licensing Europe marks the first step in unveiling a truly cross-platform revival – one that unites compelling storytelling, deep fan connection and innovative consumer experiences. From the big screen to the toy aisle and beyond, this is the most ambitious evolution of Masters of the Universe to date, and we can’t wait to share what’s next,” said Josh Silverman, EVP and Chief Franchise Officer, Mattel Inc.
“This is a phenomenal opportunity for everyone involved in brand licensing, retailers, manufacturers and brand owners – to hear how one of the biggest toy brands in the world crafts the revival of a much-loved heritage brand like Masters of the Universe and how this rebranded franchise is then brought to life from creative to entertainment and retail,” said Ella Haynes, BLE event director.
Launched in 1998, Brand Licensing Europe is the only pan-European annual event dedicated to licensing and brand extension. The London event features over 2,500 brands and more than 7,500 licensees, manufacturers, retailers, distributors, and licensing agents.
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