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The newly reformatted MipJunior will host 900 delegates from over 60 countries, leading into Mipcom Cannes which drew 10,500 participants from more than 100 nations last year.

The presentation will offer an inside look at how Mattel is evolving its 80-year legacy through bold storytelling, cross-platform franchise development, and major creative partnerships.

This marks a strategic move by the platform as it expands its engagement with the global television industry.

The MipJunior programme will feature thought leaders, innovative business models, fresh content and audience insights under the banner ‘The Transformation Starts Here’; with round table networking sessions spanning both days and all areas of the kid’s eco-system.

Founded and led by producer, publisher, and media entrepreneur Rick Parkhill, BrandStorytelling has evolved over the past decade into the leading annual event supporting the growth and development of brand-funded programming in the U.S. and internationally.