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.
“Masters of the Universe is more than a franchise; it is a cultural touchstone that continues to resonate across generations”
License Global’s content director Ben Roberts will moderate a stellar line-up of speakers including Josh Silverman, chief franchise officer at Mattel and Greg Coleman, global head of integrated marketing at Amazon MGM Studios
Josh Silverman said: “Masters of the Universe is more than a franchise; it is a cultural touchstone that continues to resonate across generations. As we enter this exciting new era, we are proud to partner with Amazon MGM Studios to reimagine the world of Eternia through a bold and cinematic lens.”
Greg Coleman said: “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 are 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 will showcase this world to both longtime fans and new generations through exciting licensing and brand opportunities.”
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.
BLE, 7-9 October 2025, Excel London. Register for a free visitor pass now
