{"id":48313,"date":"2026-07-13T18:31:38","date_gmt":"2026-07-13T16:31:38","guid":{"rendered":"https:\/\/www.licensingitalia.it\/?p=48313"},"modified":"2026-07-13T18:31:38","modified_gmt":"2026-07-13T16:31:38","slug":"maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers","status":"publish","type":"post","link":"https:\/\/www.licensingitalia.it\/en\/maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers\/","title":{"rendered":"Maurizio Distefano Licensing: Strong IPs for a New Generation of Consumers"},"content":{"rendered":"<p style=\"font-weight: 400;\">Today\u2019s licensing market is increasingly driven by cultural relevance and the evolving expectations of consumers. In this context, <strong>Maurizio Distefano the evolution of Licensing<\/strong> continues to stand out thanks to a portfolio of internationally successful IPs that are perfectly aligned with the values and sensibilities of the new generations of families.<\/p>\n<p style=\"font-weight: 400;\">Recent research confirms a significant shift in consumer behaviour: <strong>Gen Z parents<\/strong> are becoming an increasingly central target audience, bringing with them new expectations around <strong>authenticity<\/strong>, <strong>inclusivity<\/strong>, <strong>emotional wellbeing<\/strong> and <strong>sustainability<\/strong>. Maurizio Distefano the evolution of Licensing has successfully anticipated this evolution by building a portfolio capable of engaging both Millennials and the new generation of parents.<\/p>\n<p style=\"font-weight: 400;\">Among the agency\u2019s leading preschool properties, <strong>Bluey<\/strong> has established itself as a benchmark thanks to its authentic, empathetic and contemporary portrayal of family life, while <strong>Bing<\/strong> supports young children in developing emotional and social skills through simple and relatable everyday situations. <strong>CoComelon<\/strong>continues to lead the digital-first preschool segment thanks to its music-based educational approach and strong multiplatform presence.<\/p>\n<p style=\"font-weight: 400;\">The portfolio also includes iconic brands such as <strong>Care Bears\u2122<\/strong>, which continues to promote values of kindness, sharing and emotional expression that strongly resonate with today\u2019s parents, as well as global franchises such as <strong>Masha and the Bear<\/strong>, which successfully combines humour, authenticity and universal storytelling.<\/p>\n<p style=\"font-weight: 400;\">Beyond content, the agency supports its partners in developing <strong>consistent, high value-added product strategies<\/strong>. Today\u2019s consumers are increasingly looking for products that combine <strong>quality<\/strong>, <strong>educational value<\/strong>, <strong>personalisation<\/strong> and <strong>sustainability<\/strong>, creating new opportunities across categories such as toys, publishing, apparel, lifestyle and location-based entertainment.<\/p>\n<p style=\"font-weight: 400;\">The agency also closely follows the evolution of media consumption, driven by the growth of digital platforms and short-form content. Properties such as Bing, Bluey, CoComelon and Masha and the Bear successfully combine entertainment and educational value, offering engaging viewing experiences tailored to young audiences across TV, streaming platforms and social media.<\/p>\n<p style=\"font-weight: 400;\">Music-driven content is also becoming an increasingly strategic asset. Franchises such as CoComelon demonstrate how music and repetition can support learning, language development and daily routines, opening up new licensing and family engagement opportunities.<\/p>\n<p style=\"font-weight: 400;\">Through live experiences, retail activations and cross-category collaborations, Maurizio Distefano the evolution of Licensing continues to create authentic and lasting connections between brands and families.<\/p>\n<p style=\"font-weight: 400;\">In a constantly evolving industry, success increasingly depends on the ability to select IPs capable of combining awareness, purpose and innovation. With a portfolio strongly aligned with the values of today\u2019s consumers, Maurizio Distefano the evolution of Licensing continues to promote an increasingly relevant, responsible and future-oriented approach to licensing, responding to the needs of new consumers while supporting partners in the development of high-impact projects.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today\u2019s licensing market is increasingly driven by cultural relevance and the evolving expectations of consumers. In this context, Maurizio Distefano the evolution of Licensing continues to stand out thanks to a portfolio of internationally successful IPs that are perfectly aligned with the values and sensibilities of the new generations of families. Recent research confirms a [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":48314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-48313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maurizio Distefano Licensing: Strong IPs for a New Generation of Consumers - Licensing Italia<\/title>\n<meta name=\"description\" content=\"The licensing market is evolving alongside the changing needs of families and consumers. 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In this scenario, Maurizio Distefano the\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.licensingitalia.it\/en\/maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers\/\" \/>\n<meta property=\"og:site_name\" content=\"Licensing Italia\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Licensingitalia\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-13T16:31:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.licensingitalia.it\/wp-content\/uploads\/2026\/06\/newsletter-giugno-apertura-ENG.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"558\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alice Corbari\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@LicensingItalia\" \/>\n<meta name=\"twitter:site\" content=\"@LicensingItalia\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alice Corbari\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.licensingitalia.it\/en\/maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers\/\",\"url\":\"https:\/\/www.licensingitalia.it\/en\/maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers\/\",\"name\":\"Maurizio Distefano Licensing: Strong IPs for a New Generation of Consumers - Licensing Italia\",\"isPartOf\":{\"@id\":\"https:\/\/www.licensingitalia.it\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.licensingitalia.it\/en\/maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.licensingitalia.it\/en\/maurizio-distefano-licensing-strong-ips-for-a-new-generation-of-consumers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.licensingitalia.it\/wp-content\/uploads\/2026\/06\/newsletter-giugno-apertura-ENG.png\",\"datePublished\":\"2026-07-13T16:31:38+00:00\",\"dateModified\":\"2026-07-13T16:31:38+00:00\",\"author\":{\"@id\":\"https:\/\/www.licensingitalia.it\/en\/#\/schema\/person\/fcb77de6050b2a1f51f003a6cb3279a6\"},\"description\":\"The licensing market is evolving alongside the changing needs of families and consumers. 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