Global Brands, Local Relevance: How NBCUniversal Builds Franchises That Thrive Across Markets

The strongest global franchises are built for longevity, not just launch moments. Success today requires a deliberate strategy to grow brands outside of a theatrical launch—through products, gaming, experiences, retail, and cultural connections that keep fans engaged year-round and across generations.

At Universal, some of the world’s most iconic franchises resonate not only on a global scale, but also within the unique cultures, trends, and consumer behaviors of markets around the world. In this fireside chat, Universal’s Rafa Macias, Executive Vice President, Global Consumer Products & Games, will share how Universal turns entertainment properties into enduring global franchises. From identifying cultural opportunities and emerging trends to empowering regional teams and partners, Rafa will discuss how Universal balances global scale with local relevance to build brands that connect with fans wherever they live.

Attendees will gain practical insights into building franchise ecosystems that extend far beyond the theatrical slate, creating meaningful local connections while unlocking global growth opportunities.

Speakers:
Rafa Macias, Executive Vice President, Global Consumer Products & Games, Universal

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