Licensing Italia Talks with Tea Carmarino Brand Manager Food Ambient Culinary di Nestlé Italiana Spa about – Licensingitalia.it, 30 ottobre 2025 about the new collaboration between Nestlé Maggi and Toei Animation Europe that brings together two iconic brands in a high-impact strategic licensing partnership.
“The agreement — brokered by Starbright Licensing, which manages the Dragon Ball Z licensing rights in Italy — has given life to an exclusive line of Maggi Saucy Noodles inspired by Dragon Ball Z, bringing the symbolic power and storytelling energy of the legendary anime into the world of food.
The collaboration will also take center stage at Lucca Comics & Games 2025, where Nestlé will present the Maggi Saucy Noodles x Dragon Ball Z with dedicated activities and engaging moments designed for fans and visitors.
In this interview, Tea Carmarino, Brand Manager Food Ambient Culinary at Nestlé Italiana S.p.A., discusses how the collaboration was born, the goals behind the partnership, and the results achieved in terms of brand engagement, collectability, and sustainable innovation.
L.I. How did the collaboration between Nestlé Maggi and Toei Animation Europe for the Dragon Ball Z-inspired line come about?
Our Maggi Saucy Noodles offer an authentic Asian experience, thanks to their distinctive “sauciness” and unique flavor. This authenticity is essential to attract a young and mindful audience — one that seeks not only convenience and speed, but also a flavorful, immersive experience that evokes different cultures and cuisines.
What better choice than a meaningful partnership with Dragon Ball Z? This iconic anime is not only a symbol of Japanese culture but also a global phenomenon that has captured the imagination of millions around the world. The memorable scenes in which Goku and other characters enjoy noodles create an emotional and cultural connection that perfectly complements our product story.
The synergy between Maggi Saucy Noodles and Dragon Ball Z goes beyond simple co-branding — it’s an opportunity to tell a story that unites food and entertainment into a shared, convivial experience.
L.I. What is the main goal of this initiative, and who is it aimed at?
The main objective is to stand out on shelves, be distinctive, and attract new consumers. We’re targeting long-time Dragon Ball Z fans, but especially Gen Z, who are deeply connected to the worlds of manga, anime, and gaming.
This partnership allows us to align even more closely with their values and interests, positioning Maggi as a brand that enhances their moments of togetherness — a trusted ally of flavor and convenience.
Collectability also plays a key role in driving engagement. We launched a limited-edition range of 9 collectible cups, each featuring a different Dragon Ball Z character, creating a sense of exclusivity and connection with the anime universe.
L.I. The new Saucy Noodles stand out for their distinctive flavors and personalized packaging. How did you choose the flavors and match them with the characters?
Maggi Saucy Noodles are available in three flavors: Sesame Chicken, Sweet Chili, and Teriyaki.
We selected the most iconic characters so that every consumer can find their favorite or collect them all.
To make the experience even more interactive, we introduced a short online quiz that helps consumers discover which flavor and character best match their personality.
L.I. The reusable cups with QR codes are both original and sustainable. How does this project reflect Nestlé Maggi’s commitment to innovation and sustainability?
The collectible and reusable cups with QR codes are an invitation to recycle and re-use creatively.
Each QR code printed on the Maggi Saucy Noodles cups links to a dedicated website where consumers can access exclusive content and additional features.
One example is the section on cup re-use, offering creative ideas to transform them into useful and fun objects such as pen holders, cocktail cups, plant pots, and more.
This not only promotes responsible use of resources but also allows Dragon Ball Z fans to bring a piece of their favorite universe into their everyday lives.
L.I. What results have you achieved in terms of engagement and brand perception among Dragon Ball Z fans?
Even without dedicated or sponsored social content, we saw a large amount of organic user-generated content online featuring Maggi Noodles and Dragon Ball Z — a clear sign of spontaneous interest and engagement from our audience.
From a market perspective, we are very pleased with the results achieved: market share has grown, and we recorded an average +35% increase in product rotations during the promotional period compared to the period without the license.
L.I. Looking ahead, can we expect more collaborations or special editions connecting the Nestlé-Maggi world with pop culture and entertainment?
Absolutely! In 2026, we plan to continue and expand our collaboration with Toei Animation for Dragon Ball Z, as we see this partnership as a strong value driver.
It’s the perfect link between the Maggi Noodles range and anime & manga culture, both of which are of incredible interest to our core target, Generation Z.
There will certainly be new surprises and special activations — all in full Super Saiyan style!”.
Dragon Ball Z licensing rights in Italy are managed by Starbright Licensing.
