Licensing Italia, Licensing International Italy, collaborated with Fiera Milano by actively taking part in Milano Home (January 22–25, 2026, Fiera Milano Rho), a key reference event for the home and specialized retail sectors, as well as in Brand Power, the initiative organized by Milano Home in collaboration with Promotion Magazine and dedicated to the worlds of incentive, loyalty, promotion, and corporate gifting.
As stated by Emanuele Guido (Head of Home, Fashion and Leisure Exhibitions at Fiera Milano), “Trade fairs are the place par excellence where people with different ideas meet and engage in direct and concrete dialogue. Our goal is to create connections that generate value, stimulate new projects, and provide retailers and companies with tools to grow. Milano Home aims to be exactly this: a positive ecosystem that helps the sector orient itself, compare perspectives, and build its future.”
The presence of Licensing International within the event once again proved to be a valuable opportunity for networking and discussion between exhibitors and visitors of Milano Home and Brand Power, and companies and professionals from the licensing and brand extension universe. This further strengthened the strategic positioning of licensing as a development lever for companies and brands, while confirming the role of Licensing Italia as a key reference point in the dialogue between licensing, culture, and product innovation.
As part of the packed schedule of talks within the Milano Home – Brand Power program, Licensing Italia organized the round table titled “Art Becomes a Brand”, dedicated to the meeting point between companies and artistic and cultural brands from a product development perspective. Moderated by Rai journalist Adriano Monti Buzzetti Colella, the panel featured Antonio Tarasco (Director General for Archives at the Ministry of Culture in Italy), Gilberto Cavagna di Gualdana (Partner, BIPART Studio Legale), and Francesco Raiano (Partner, Booster Milano), the licensing agency representing Seminal in Italy.
The speakers discussed how museums, cultural institutions, and artistic brands are expanding their missions by exploring new licensing and merchandising opportunities. The panel examined how collections can be enhanced well beyond the boundaries of the museum shop, through collaborations with designers and brands and the development of capsule collections capable of transforming artistic brands into products that generate both cultural and economic value, while engaging new audiences and consumers.
The program was further enriched by the presentation of the latest wave of the Licensing Talks research, introduced by Roberta Nebbia (Managing Director, Licensing Italia / Licensing International Italy) and Pamela Saiu (Head of Research Office, Mondadori Media – Hubits). The study, conducted twice a year by Hubits, Mondadori Media’s research hub, aims to compare characters, brands, and influencers by analyzing a sample of 2,400 people aged between 3 and 49. The research provides an in-depth overview of behaviors, interests, and purchase intentions, as well as the adaptability of brands across different product categories.
Within the Milano Home program, Licensing Italia also directly involved some of the leading international licensors, including Warner Bros. Discovery Global Consumer Products, which hosted the keynote “Warner Bros. Discovery Global Consumer Products – When Lifestyle Meets Storytelling.” The presentation, delivered by Elisabetta Adamo, Category and Retail Business Development Manager, explored how the power of storytelling, when applied to Home and Stationery products, can become a strategic driver for the development of new business opportunities. Starting from some of the most iconic global properties, the keynote examined possible evolutions, positioning strategies, and ways to translate an IP into the right product, creating a distinctive and compelling offering capable of attracting new consumer segments and generating value across the entire value chain.
Licensing Italia’s participation at Milano Home thus represented a significant opportunity for discussion, networking, and knowledge sharing, confirming licensing as a key tool for innovation, brand extension, and the creation of new business opportunities within an ever-evolving ecosystem.
The next edition of Milano Home and Brand Power is scheduled for 2027.
