Milano Licensing Day

The Mondadori Group brands will take part in the forthcoming Milano Licensing Day, the networking event that brings together the main operators in the Italian licensing and brand extension market, which will take place on 10 September at the Hotel Nhow in Via Tortona 35.

Among the opportunities offered by the brands of the Mondadori Group, Italy’s leading publisher of magazines and digital content, is an innovative offer of content and services the circulate around the passions and interests of readers, engaging communities with web sites, on social networks, magazines and events.

The licensing programme includes brands in the kids sector, cooking titles and, from this year, also the wellness sector with MyPersonalTrainer, the web site for wellness and physical fitness. As well, of course, as CasaFacile, a point of reference for lovers of interiors and daily living, and Focus, Italy’s most widely-read monthly, and the publishing brand for popular science and entertainment.

The Milano Licensing Day will also see the confirmation of the Focus Junior “system”: a brand dedicated to children between the ages of 8 and 13 which has renewed its collaboration for 2020 with Ferrero, following the success of the 2018 Easter egg initiative with Kinder Gran Sorpresa.

Among the most successful operations of 2019 was the Focus Pico initiative, the Group’s brand aimed at children aged between 3 and 6, that brought to infant schools “The’ABC of the Sabbiarelli”, an educational project developed using sand painting techniques. The Sabbiarelli kit and the Focus Pico magazine reached some 350 classes across the country, and also included a fun competition that unleashed the kids’ imaginations.

The Mondadori Group brands are among the protagonists of the “Milano Licensing Day”, an event that brings together the leading operators in the licensing and brand extension market, taking place on 13 September at the Hotel Nhow in Via Tortona.

Among the opportunities offered by the magazines of the Mondadori Group, the Italian leader in the sector, is a licensing programme that above all involves the titles in the kids and cooking segments. Products under license and formats in franchising in line with the philosophy, identity and brand assets, that drive the encounter between demand and offer that for years has been the essential ingredient of the Milano Licensing Day.

An innovative offer of content and services that circulate around the Mondadori Group magazines; not just a basic printed product, but rather an authentic integrated communication system that makes the most of the editorial expertise, by investing every day on the web and social networks, promoting events around the country and involving communities of readers with a wide range of initiatives.

Heading up the new proposals will once again be the Focus Junior “system”. During the year, the brand, which is an established point of reference in the world of children and young readers, has reached a number of licensing agreements with prestigious brands, leading to a range of quality products: from personalised Easter eggs with Kinder Gran Sorpresa to the flowpack miniatures produced by Dynit, and from the large-format exercise books of BM Arti Grafiche to the cards and diaries of Giochi Preziosi.

Also featuring at the Milano Licensing Day will be forthcoming books, the latest project developed by Focus Junior: from 30 October young readers from the age of 6 will have the opportunity of discovering a large number of science-related curiosities in “Un mondo di record” and to discover the incredible diversity of our planet thanks to “Un mondo di mappe”.

A sort of “fun science” that is spreading across Italy, thanks to franchised educational and play spaces carrying the Focus Junior label.  After a made-to-measure bedroom produced by Cgfdesign, just a few days ago, the first Focus Junior Play Lab was opened in Lecco; a space designed to satisfy the natural curiosity of children and early teens with science laboratories, and drawing, cooking and digital journalism workshops and which, in addition to the space and equipment also offers a teaching plan conceived by the editorial team, the training of operators, a communication plan and a range of activities in the local area.

The strength of the Mondadori Brands is confirmed also in the kitchen, thanks to initiatives organised by Sale&Pepe, which with its franchised cooking school every day offers a new and exciting way to experience restaurants and their protagonists being guided by passion and skill. Set up in Milan in 2015, the Sale&Pepe cooking school has a broad selection of courses for adults and children, events for individuals and companies, showcooking demonstrations and themed-evenings. It is a format that can be reproduced across the entire country two ways: from a traditional space equipped with a chefs kitchen and work benches to itinerant “cooking stations” in public spaces, with the brand that offers in every case the opportunity to transform a love for food into a remunerative job.