The 2024 edition of Lucca Comics & Games ends with record numbers, key anniversaries for big international brands and insights for the licensing industry.
The event masterfully brought together major international franchises, featuring exhibitions and initiatives to celebrate their anniversaries in 2024 alongside new brands, talent, and fresh stories from the worlds of video games and comics. Many of these stories hold the potential for adaptation into other media as part of the industry’s cross-media growth and development. Several companies which are keeping an eye on pop culture and young generations attended the event.
2024 Brands & Anniversaries
This edition celebrated several evergreen brands that grow dearer to the public as they age, alongside promising new properties.
Celebrating its 50th anniversary, Dungeons & Dragons—the beloved role-playing game enjoyed by generations—recently saw a resurgence in pop culture thanks to the Netflix Original series Stranger Things. D&D was also showcased in the Gateway to Adventure: 50 Years of D&D Art exhibition, curated by Jon Peterson and Jessica Lee Patterson.
Also celebrating 40 years, the timeless video game icon Tetris, created in 1984 by Alexey L. Pajitnov, was represented at Lucca by Pajitnov and Henk B. Rogers, co-founder of The Tetris Company. They recounted the game’s history, its impact on pop culture, and the future direction of the brand.
Dragon Ball (Toei Animation), the pop culture phenomenon created by the genius of Akira Toriyama, also reached 40 years, as did the first Ghostbusters film from 1984, screened at Lucca Comics & Games 2024. Transformers, another 40-year-old franchise, has evolved over the decades in multiple forms—from robot-to-vehicle action figures to television animation, publishing, and film (the latest movie, Transformers One, was released in Italy by Eagle Pictures on September 26, 2024). For the 40th anniversary, Hasbro also launched initiatives that extend into the music and fashion universes.
Among the anniversaries, One Piece (Toei Animation)—one of the most beloved anime brands, especially among cosplayers—celebrated its 25th anniversary at Lucca Comics & Games 2024.
Donald Duck, turned 90, and celebrated his birthday alongside the Topolino editorial team. Hellboy (Star Comics) is now 30 years old, and the Japanese RPG Monster Hunter is “just” 20 years old. Italian anniversaries included Carotina by Lisciani Giochi at 25 years and Panini Comics, founded in 1994, marking its 30th year.
Italian Animation Series & Co-Productions
The event also included previews, gaming activities, and meet-and-greets in collaboration with Rai Kids, featuring beloved characters from Italian children’s linear TV channels Rai Yoyo and Rai Gulp, including some made-in-Italy hits. Highlights included Hello Kitty’s 50th anniversary (Sanrio) and the “Rai Yoyo Parade” with Pinocchio, The Smurfs, Bing, Lucky, Ronfi, Pocoyo, Summer & Todd, 44 Cats, Masha and the Bear, and Hello Kitty. Rai Kids also featured at Lucca Super Spikeball, the animated series by former volleyball world champion Andrea Lucchetta (available on RaiPlay), and Gormiti. The new live-action show by Rainbow, Gormiti: The New Era, is now airing on Rai 2, available on RaiPlay, and daily at 8:10 and 18:20 on Rai Gulp starting Monday, November 4.
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Read the full article by Federica Pazzano on licensingitalia.it
