Mattel and Amazon MGM Studios are confirmed to present the opening day keynote at this year’s Brand Licensing Europe, which runs 7-9 October 2025 at Excel London.  

‘A legend reborn: Reimagining Masters of the Universe’ (1:30pm, 7 October) 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 directed by Travis Knight and starring Nicholas Galitzine as He-Man.  

BLE visitors are invited to join Mattel and Amazon MGM Studios as they reveal how the upcoming blockbuster reimagines the iconic 1980s franchise for a new era – blending legacy, innovation and cross-platform storytelling to ignite fan engagement and drive retail success across generations.  

License Global’s content director Ben Roberts will moderate a stellar line-up of speakers including:  

• Josh Silverman, Chief Franchise Officer, Mattel Inc.
• Greg Coleman, Global Head of Integrated Marketing, 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. 

“With Masters of the Universe, we’re creating an epic, cinematic experience that honours the property’s rich history while blazing new creative territory. At BLE, we’re excited to offer an exclusive behind-the-scenes look at how we’re bringing Eternia to life through state-of-the-art filmmaking. Together with our partners at Mattel, we’ll showcase this world to both longtime fans and new generations through exciting licensing and brand opportunities.” – Greg Coleman, Global Head of Integrated Marketing, Amazon MGM Studios. 

“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.  

“There really is something in this session for everyone as it looks at the power of nostalgia and fandom as well as the science behind it, how to revive a brand AND successfully take it to retail, and how to future proof it once revived. This is a must-attend event and my advice to everyone at the show is, arrive early.” 

BLE is Europe’s leading event for licensing, brand extension and collaborations organised by Informa Markets’ Global Licensing Group and sponsored by industry trade association Licensing International. It runs from 7-9 October at Excel London and visitors can register for a free pass here. European visitors attending from outside the UK may need to apply for an ETA, which can be done quickly and easily here. 

About Brand Licensing Europe  
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. Brand Licensing Europe is a part of the Global Licensing Group at Informa Markets, the licensing industry’s leading trade show organiser and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together.  

About License Global 
License Global, a part of the Global Licensing Group, is the leading publication for the brand licensing industry, delivering award-winning editorial content, including news, trends, analysis and special reports about the global consumer product and retail marketplace. Through its magazine, website, daily e-newsletter, webinars, videos and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Shanghai and the Brand & Licensing Innovation Summit. 

About Global Licensing Group    
The Global Licensing Group at Informa Markets is the licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together. The following events and information products are produced for the licensing industry by the Global Licensing Group at Informa Markets: Licensing Expo, Brand Licensing Europe, Licensing Expo Shanghai, License Global magazine, licenseglobal.com and License Global Daily E-News. Global Licensing Group events are sponsored by Licensing International.    

About Licensing International      
Licensing International is the leading trade organization for the $369+ billion global brand licensing industry. Licensing International’s mission is to foster the growth and expansion of brand licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, more than 1,200 Licensing International member companies in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit www.LicensingInternational.org for more information. 

About Mattel, Inc. 
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com. 

About Amazon MGM Studios
Amazon MGM Studios is a leading entertainment company focused on the production and global distribution of film and television content. Original series premiere on Prime Video, which is available to watch on hundreds of compatible devices in more than 240 countries and territories worldwide. Original films are produced and acquired by the studio for theatrical release and exclusively for Prime Video. Amazon MGM Studios also produces content for MGM+, the premium pay television network.