Today, the success of a brand is not measured only by sales but by its ability to create meaningful connections with fans. Licensing has evolved into an emotional bridge between narrative universes and global communities.
The Importance of Active Engagement
In 2025, successful franchises emerge on social media, streaming platforms, and immersive experiences. To spark discussions, it’s essential to activate multiple touchpoints and leverage surprise effects. Forget the traditional model based solely on cinema and TV. Today, the core of successful franchise thrives on streaming platforms and immersive experiences that turn every launch into a global event. Through digital-first campaigns, live events, and interactive initiatives, the goal is to engage fans and encourage the creation of user-generated content (UGC – User-Generated Content), organically amplifying the franchise’s visibility.
Inspired by the Past, Projected into the Future
Following in the footsteps of Walt Disney, who created Disneyland, today the engagement with the fandom is driven by experiences that make fans feel part of the worlds they love. However, organic digital content takes things to the next level – expanding its reach and making a truly global impact.
Experiencing a Story Is More Powerful Than Watching
It Entertainment giants are investing more than ever in creating connections with their audiences. King’s Cross Station becoming a must-visit destination for Harry Potter enthusiasts (Harry Potter), reproduction of iconic series sets (Friends), or the recent traveling immersive experiences (Tim Burton in Italy, Pixar in Spain) show how experiencing a story strengthens emotional ties with a brand and encourages user-generated content. Netflix, with its global premier and initiatives, has demonstrated how the audience has become an active part in spreading the message. Notable examples include the launches of Stranger Things 4 and Squid Game 2, where Netflix brought the most iconic monuments in the world into the “Upside Down”, such as the Empire State Building in New York and Piazza Duomo in Milan. For Squid Game 2, the famous doll Young-hee was placed in iconic locations such as the Champs-Élysées in Paris and the Grand Canal in Venice, along with city takeovers in Sydney, Seoul, Singapore, and other major cities, turning the anticipation for the new season into a viral event.
Fashion & Entertainment: A New Synergy
Collaborations between fashion and entertainment are redefining licensing. Wearing a brand becomes a way to join a community and express belonging to a narrative universe. The PUMA x Squid Game campaign is a notable example of how a brand can immerse itself in a story and create a connection between sports and pop culture.
Sabor’s Mission
Sabor doesn’t just create products; it creates emotions. The goal is to transform every collection into an experience that fans can live and share, making it a piece of a larger shared universe. Today, a brand’s value is measured by its ability to evoke emotions, and Sabor is ready to make a difference.
