Bentonville Film Festival Announces 2025 Dates and Launch of X Tracks Licensing Summit

BFFoundation (BFF), in collaboration with founding partner, Walmart, and presenting partner, Coca-Cola, has announced the 2025 Bentonville Film Festival dates and the introduction of the X Tracks Executive Licensing Summit, created by Steven Ekstract, managing director, Global Licensing Advisors (and founder, License Global).  

Bentonville, Ark., will become a center for filmmakers, content creators and the licensing community as they come together June 16-22, 2025 to celebrate diversity in media and explore the latest licensing and brand collaboration trends.

At the heart of this year’s festival is the X Tracks Executive Licensing Summit, designed to unite Walmart buyers, marketers, merchandisers and senior licensing executives for a deep dive into the industry’s most impactful trends. Co-presented by United Talent Agency (UTA), the summit will cover key growth areas in licensing, such as entertainment, music, influencers, gaming, brand partnerships, short-form content, food and beverage collaborations and experiential brand activations.

The summit will be divided into two sessions. The first half will feature key executives and buyers from Walmart who will present to the licensing community, offering insights into what they look for in licensed products. The second half will include in-depth panels and discussions on translating these insights into successful licensing strategies and partnerships. X Tracks’ content will be curated to highlight the newest and hottest licensed properties, ensuring attendees are equipped with the industry’s most relevant and cutting-edge opportunities.

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The summit on Thursday, June 19, 2025, at The Momentary, a collaboration between UTA and X Tracks, promises high-level leadership networking and the chance to develop innovative partnerships that will shape the future of consumer engagement. It will also feature the Brand Collaboration Corner, a dedicated space highlighting the most exciting and creative brand partnerships expected to captivate consumers in 2025 and beyond.

“We are excited to bring UTA’s expertise to X Tracks, offering licensing executives a unique opportunity to explore the most current and emerging trends in the industry,” says Wendy Guerrero, president, BFFoundation. “This summit will foster collaboration, networking and knowledge-sharing among the biggest names in licensing and content creation.”

In addition to XTracks, the 2025 Bentonville Film Festival will feature the BFF Creator Convergence: Amplifying Voices and Ventures, a multi-day summit that promotes collaboration among entertainment creators and innovators. In partnership with UTA, this initiative will support underrepresented creators by providing opportunities to connect with industry leaders and advance their careers.

As always, BFF continues its commitment to promoting inclusion in media with panels and discussions on topics like women’s entrepreneurship, body representation and maternal health, in collaboration with the Geena Davis Institute on Gender in Media.

For more information on attending the X Tracks Executive Licensing Summit or the BFF Creator Convergence, visit Entertainmentxtracks.com.