Brand Licensing Summit Mexico

All Events Licensing International Events Seminars & Webinars Conventions & Trade Shows

October 27, 2025

Event Time:

10:00 am - 6:00 pm CST

Location:

Mexico City
Teatro Centenario Coyoacan
Avenida Centenario No. 159
Colonia Del Carmen
Coyoacan, Mexico City

Join Licensing International for the 2025 Brand Licensing Summit in Mexico City. This event will bring together top decision-makers to discuss opportunities across brand licensing in the region, including location-based experiences, sports collaborations, and retail trends. Catch up with friends and create new connections through networking opportunities with industry leaders.

Price:
Member: $50
Non-Member: $75

Agenda:

9:30-10:00 AM	Arrivals & Check-In
10:00-10:05 AM	Welcome and Opening Remarks Maca Rotter, President & CEO of La Panadería Licensing
10:10-10:40 AM	Keynote with Q&A "The Keys to Loyalty" Join Mastercard to learn about the keys to building successful loyalty and marketing programs. In addition to providing best practices, this session will highlight emerging trends in the loyalty landscape. Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard
10:40-11:10 AM	Book Signing with Raja Rajamannar
11:15-11:45 AM	Research Presentation “The Consumer of the Future: Emotions” Join WGSN to identify the six emotional states that will be driving consumers in 2027. This session will delve into the underlying emotions behind WGSN’s STEPIC (Society, Technology, Environment, Politics, Industry, and Creativity) framework and offer a roadmap to future-proof your business by providing insights into how consumers will feel—and how they’ll want to feel—in two years. This information will empower companies to create the right products at the right time. Catalina Marín, Trends Expert at WGSN
11:50-12:20 PM	Presentation and Q&A “Trends in 2026” Join Alvaro Rattinger, CEO of Merca 2.0, to learn about the trends and consumer behaviors that will drive purchases in Mexico throughout 2026 and beyond. Alvaro Rattinger, CEO of Merca2.0
12:25-1:35 PM	Lunch and Networking
1:40-2:10 PM	Presentation and Q&A “Taking Advantage of the Experience Economy” Learn how immersive experiences come together and connect with fans. This session will explore opportunities across the location-based entertainment landscape, including theme parks, pop-ups, restaurant collaborations, and more. Veronica Hart, Chief Growth Officer at RWS Global
2:15-2:45 PM	Presentation and Q&A "Learning the Licensing Commandments" Join Maca Rotter as she shares key takeaways from her recently reissued book Los 10 Mandamientos Del Licensing, including how to successfully partner with brands to engage meaningfully with consumers. Maca Rotter, President & CEO of La Panadería Licensing
2:50-3:25 PM	Networking Break
3:30-4:00 PM	Presentation and Q&A
4:05-4:35 PM	Presentation and Q&A “Leveraging Licensing at Retail” Semblanza Rodrigo Luna, Director of Marketing at Liverpool México, shares the trends retailers are focused on moving forward and how they are using brand licensing to attract new consumers. Semblanza Rodrigo Luna, Director of Marketing at Liverpool México
4:40-4:45 PM	Closing Remarks Elizabeth Foster, VP of Content & Communications at Licensing International
4:45-6:00 PM	Cocktails and Networking
6:00-7:30 PM	Frida Kahlo, El Musical: La Vida de un Ícono