By Justin Anderson

This story originally appeared in Kidscreen‘s sister publication Realscreen.

MIPCOM organizer RX France is rolling out MIP BrandWorks, which aims to connect brands and agencies directly with the world’s leading studios, production houses, streamers, creators, IP rights holders and commissioners to accelerate partnerships, development and dealmaking around brand-funded content and IP.

The initiative builds on last year’s introduction of “brand entertainment” into the MIPCOM program in Cannes, with the goal of expanding the international community of content producers, commissioners and distributors to include brands and agencies within the broader MIPCOM global media and content market. 

MIP BrandWorks will run across the three days of MIPCOM 2026 — set to take place October 12 to 15 in Cannes — and is being coproduced in partnership with Emmy-nominated producer Doug Scott, co-founder of creative lab UNXNOWN, founder of Ogilvy Entertainment and former Cannes Lions jury president for branded content.

The new content track at MIPCOM is part of a broader expansion for the 2026 edition of the content market, with the creator economy, AI and microdramas/vertical series taking on what organizers say will be a “significantly enhanced role” at the market, “reflecting the shifts that are reshaping how content is created, funded and distributed globally.”

MIP BrandWorks will include mainstage keynotes, data-led insights, partner showcases and private dealmaking environments. A brand showcase will feature high-impact sessions connecting brands as commissioners directly with producers and creators; curated matchmaking for themed sessions across microdrama and vertical series, scripted, unscripted and more; and a Brand x Creator Pitch Fest that involves a live development marketplace pairing global brands with top prodcos and creators.

Consumer brands have been increasingly stepping in to help finance kids programming. Sports leagues like the MLB, Dave & Buster’s, Chick-fil-A and even banks have made big content plays recently in their efforts to attract and retain younger consumers. And big kids brands like Miraculous have signed deals to make new content with automobile manufacturers. 

Also scheduled is the CXO Summit, an invitation-only forum co-produced with David Freeman, CEO and founder of Kynetic Media Ventures, and intended for senior leaders “shaping the future of brand-funded content and IP.” Designed for honest conversation, shared challenges and meaningful partnerships, the summit brings together decision-makers from across brands, agencies, creators, studios, platforms and emerging AI innovators.

“MIP BrandWorks signals the next evolution of MIPCOM Cannes, reaffirming it as the gateway to the global media and content business,” said MIPCOM Cannes director Lucy Smith in a statement. “What began as a step change last year is now a full transformation. Across the industry, companies are no longer operating separately — they are building together, and MIPCOM is where those partnerships can flourish.” 

Image courtesy of RX France.