Consumers no longer want to simply buy brands. They want to participate in them. As entertainment, sports, creators, retail, and live experiences continue to converge, the most enduring brands are evolving beyond campaigns into year-round cultural franchises. Roberto Stanichi, President, Chief Marketing and Brand Officer at Mattel, shares how iconic brands continue to reinvent themselves to earn a meaningful role in the moments that bring the world together, transforming cultural relevance into lasting fandom and long-term growth.