Informa Markets’ Licensing Expo, the event for licensing, IP extension and brand collaborations (May 19-21, Mandalay Bay Convention Center in Las Vegas, NV), announces the opening keynote session titled, “The Netflix Effect on Fandom: A Fireside Chat with Marian Lee, Chief Marketing Officer, Netflix.”
Netflix’s influence on culture
Netflix is a driving force behind some of the most passionate and diverse fan communities in the world, using innovative licensing strategies and partnerships to expand its franchises, deepen engagement and foster global brand loyalty. In this fireside chat, Chief Marketing Officer Marian Lee will take center stage to discuss the transformative power of Netflix in shaping global fandoms.
The opening keynote, taking place Tuesday, May 19 at 10 AM in the License Global Theater, will be moderated by Amanda Cioletti, Vice President of Content and Strategy for the Global Licensing Group, which includes Licensing Expo, Brand Licensing Europe and media brand License Global.
Key Takeaways of the Session:
- How Netflix cultivates and sustains fandom.
- Insights into Netflix’s strength in storytelling, how it works with the best creators and how that translates into cultural impact.
- The role of licensing and partnerships in expanding the reach of key Netflix franchises.
Beyond streaming
Leaning on case studies from the campaign for the fifth and final season of “Stranger Things” to the launch of its first two permanent IRL Netflix House locations, the evergreen “Bridgerton” franchise and the mega-hit, global phenomenon “KPop Demon Hunters,” Lee will provide invaluable insights and a glimpse into Netflix’s unique approach to licensing and how that translates to global cultural impact and fan engagement.
- Netflix House Philadelphia and Dallas: At more than 100,000 square feet, these permanent and ever-changing entertainment venue lets fans of the streaming platform interact with their favorite Netflix stories beyond the screen. More locations are live and in the works. Las Vegas is next, coming in 2027.
- “KPop Demon Hunters”: Netflix is making history with its runaway hit. In a first-of-its-kind program, Hasbro and Mattel have been named global co-master toy licensees for the animated feature. The landmark deal will introduce a full portfolio of toys, collectibles, games, role-play products, and more to fans of all ages.
- “Stranger Things 5″ Campaign: Netflix launched an extensive brand collaboration campaign for the final season of the series, a first for a streaming series in size and scope. The campaign includes partnerships across multiple categories and retailers, including apparel, accessories, toys, homegoods, books, and food and beverage.
About the keynote speaker
Marian Lee, named Chief Marketing Officer in 2022, leads a global team of entertainment marketers who are focused on delivering joy to Netflix members by introducing shows, movies, games, live events and more to audiences around the world. Over the course of her impressive career, Lee has worked with some of the world’s leading brands in fashion and entertainment. Her experience spans various roles at Spotify, PricewaterhouseCoopers and Condé Nast, including VOGUE and J.Crew.
Why this matters
“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,” shares 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. We are beyond thrilled to welcome Marian to our stage.”
World-class education and insights
Licensing Expo’s content program, curated by License Global, will deliver key insights across the spectrum of licensing, brand extension, business strategy and trend presentations. Visitors can view the full agenda here.