Licensing Expo is putting the spotlight on streaming-driven fandom.
Informa Markets’ Global Licensing Group confirmed that Marian Lee, Chief Marketing Officer at Netflix, will headline the opening keynote at Licensing Expo 2026 in Las Vegas. The session, titled “The Netflix Effect on Fandom,” will take place May 19 and explore how the company builds and scales global fan engagement.
Lee will discuss how Netflix translates storytelling into cultural impact, focusing on licensing, partnerships, and brand extensions. The conversation will also examine how franchises evolve beyond the screen through retail, experiences, and collaborations.
Recent examples highlight that approach. Netflix has expanded its footprint with initiatives such as Netflix House, a permanent location-based entertainment concept, and large-scale brand campaigns tied to tentpole properties, including Stranger Things. The company has also leaned into licensing programs that extend franchises into toys, apparel, home goods, and more.
The keynote will also touch on emerging hits such as the Pulse of Play Award and Oscar-winning KPop Demon Hunters, which secured global toy partnerships with Hasbro and Mattel, signaling strong cross-category potential. The film also spawned another Pulse of Play Award-winning line with Funko’s KPop Demon Hunters Pop! Vinyl figures.
Amanda Cioletti, Vice President of Content and Strategy for the Global Licensing Group, will moderate the session.
“Licensing is a vital component of modern brand strategy, enabling companies to transform storytelling into tangible experiences that resonate with fans and foster deeper connections,” said Cioletti. “This opening keynote with Marian Lee will provide critical insights into how brands can harness licensing as a strategic tool, whether through extending into new categories, creating immersive location-based entertainment, or forging impactful partnerships. As one of the world’s most important film studios, Netflix’s innovative approach serves as a blueprint for amplifying cultural impact, deepening fan engagement, and driving global brand loyalty, making this session a must-attend for any brand looking to elevate its strategy in the evolving world of licensing.”
For Licensing Expo attendees, the keynote sets the tone for a show increasingly focused on how entertainment IP drives consumer products, retail engagement, and experiential growth.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut on May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
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