Basil

The Rise of Experiential Licensing in the Middle East A high-speed roller coaster ride at Ferrari World in Abu Dhabi   In today’s rapidly evolving licensing landscape, one thing is clear: passive brand engagement is no longer enough. Consumers—especially younger audiences—crave experiences that are interactive, emotional, and shareable. This shift has given rise to experiential licensing—a powerful strategy that turns intellectual property (IP) into immersive, real-world adventures. As someone deeply involved in helping global brands expand into the Middle East, I’ve seen firsthand how experiential licensing is redefining how IP is introduced, consumed, and loved in the region. From family attractions to tech-powered installations, the Middle East is proving to be a fertile ground for innovation in this space.   Why Experiential Licensing Matters Now Experiential licensing transforms traditional brand assets—characters, art, narratives, and designs—into physical and emotional experiences. Whether through themed attractions, pop-ups, immersive shows, or edutainment zones, brands are finding new ways to engage audiences, drive revenue, and deepen loyalty. Post-COVID, there’s been a global resurgence in demand for in-person experiences. Audiences want more than just content on a screen—they want to be inside the story. Brands are responding by expanding into experiential spaces, and nowhere is this momentum more visible than in the Middle East. Abu Dhabi’s skyline rises, blending modern skyscrapers with serene coastal beauty.   The Middle East: A Unique Market for Immersive IP Governments across the region—especially in the UAE and Saudi Arabia—are investing heavily in leisure, entertainment, and creative industries as part of long-term economic diversification strategies like Saudi Vision 2030 and the UAE’s National Strategy for the Cultural and Creative Industries. This shift makes experiential licensing not just viable, but strategic. Major global IP owners are now betting big on this region: Disney announced a new theme park in Abu Dhabi, marking a historic first—the brand’s first full-fledged theme park in the Middle East. This isn’t just a commercial move; it’s a reflection of Abu Dhabi’s growing clout as a hub for family entertainment, cultural tourism, and immersive storytelling. With year-round tourism, strong infrastructure, and government backing, Abu Dhabi offers the ideal platform to bring Disney’s global brand to life in a culturally nuanced and operationally sustainable way. Other IP-driven ventures like Warner Bros. Ferrari World Abu Dhabi, and SeaWorld Yas Island are not only succeeding but expanding, highlighting the demand for culturally tailored, immersive experiences.   Why Abu Dhabi? Disney’s decision to enter the Middle East via Abu Dhabi wasn’t random—it was strategic: Infrastructure & Investment: Abu Dhabi’s Yas Island is already home to major attractions and offers world-class infrastructure to support global-scale entertainment ventures. Audience Readiness: With over half the population under 30 and one of the highest social media engagement rates globally, the UAE offers a digitally savvy, experience-hungry audience. Government Vision: Abu Dhabi’s leadership has prioritized tourism and creative economy development, ensuring streamlined regulations and strategic incentives for IP owners. Cultural Alignment: Disney’s emphasis on family-friendly content fits seamlessly within the region’s values and aspirations for edutainment and cultural enrichment. What IP Owners Should Consider For global IP owners considering expansion into the Middle East through experiential licensing, here are five strategic considerations: Localization with Respect: Maintain your brand’s essence while adapting visuals, storytelling, and messaging to the region’s cultural values. Choose the Right Partners: From venue operators to event promoters, local partnerships are critical to navigating regulations and consumer expectations. Invest in Storytelling: Experiences succeed when they carry a strong narrative arc. Don’t just display your brand—invite your audience into it. Think Beyond Tickets: Revenue can come from branded merchandise, workshops, digital tie-ins, F&B partnerships, and more. Build for Scalability: Consider modular experiences that can travel across cities—from Jeddah to Doha—expanding reach while managing costs.   Final Thoughts The future of brand licensing in the Middle East isn’t just about putting logos on merchandise—it’s about bringing stories to life in ways that resonate with local culture and global ambition. Experiential licensing is not a trend—it’s the new gold standard. If you’re an IP owner, brand manager, or content creator ready to bring your brand to life in the Middle East—now is the time. With the region’s growing appetite for immersive entertainment and proven readiness to host world-class IPs, the opportunity is both timely and transformative. Let’s connect—the market is ready, and the future is immersive.      

Unlocking Brand Growth in the Middle East and Africa: How the BBM 8-Pillar™ Framework Guides Global Success By Amer Bitar – Founder and CEO of BBM Licensing When global brands think of expansion, their minds often drift toward saturated Western markets or predictable growth in Asia. But there’s a rapidly evolving region brimming with potential, cultural vibrancy, and untapped consumer loyalty: the Middle East and Africa (MEA). Yet, entering this market isn’t just about landing a distributor or translating your packaging—it’s about truly understanding the region, honoring its values, and navigating its complexity with strategic foresight. That’s where the BBM 8-Pillar™ Framework comes in. The Story Behind the Framework At BBM Licensing, we’ve spent years partnering with some of the world’s most iconic brands—helping them not just enter the Middle East and Africa, but truly thrive. Across countless projects, stakeholder collaborations, and market transformations, one insight has remained clear: the key to success lies in a brand’s ability to localize thoughtfully without compromising its core identity, and scale strategically without losing authenticity. The brands that win are those that adapt to regional nuances while staying true to their values. Breaking Down the BBM 8-Pillar™ Framework   1. Market Intelligence Assess Market Potential & Define Brand Fit • Industry and category sizing • Competitive landscape mapping • Consumer behavior and white space analysis • Opportunity forecasting 2. Strategic Market Entry Planning Design a Risk-Minimized, Impact-Oriented Roadmap • Country-specific and regional entry models • Regulatory and readiness assessments • Risk mapping and market prioritization 3. Partner Identification Secure Trusted, Culturally Aligned Local Partners • Partner vetting across licensing, franchise, and JV models • Commercial capability assessments • Contract structuring and onboarding 4. Cultural Localization Adapt Brand Narratives While Preserving Brand DNA • Tailored messaging and visual adaptation • Packaging, retail, and media alignment • Activation around key cultural moments 5. Regional Implementation Build Local Visibility & Strategic Presence • Support in setting up rep offices, hubs, and networks • Engagement with retailers, trade bodies, and mall operators • Fractional leadership and local representation 6. Ecosystem Activation Tap Into MEA’s Most Active Licensing & Retail Networks • Access to Licensing Horizons and other key trade expos • Curated B2B connections and activations • Strategic media visibility 7. Data-Driven Decision Support Equip Your Team with Localized Market Intelligence • Focus groups, retail audits, and analytics • Sentiment tracking and social listening • Custom dashboards and KPI reporting 8. Sustainable Growth Achieve Long-Term Impact with Cultural Integrity • Local brand ambassador programs • Integration with national agendas • Continuous brand recalibration Real Growth, Real Stories Take, for example, a heritage lifestyle brand that approached us hoping to “do something” in the Gulf. They had no clear direction, just a belief that their brand could connect. Using our 8-pillar framework, we audited their assets, built a licensing blueprint focused on modest fashion, and secured a retail partner in the UAE. Within 12 months, they were stocked in flagship malls, featured by regional influencers, and negotiating extensions into North Africa. Another brand—this time in edutainment—needed help navigating cultural sensitivities around content. With our cultural localization and vetting processes, we restructured their content pipeline and licensing terms. The result? A launch in Saudi Arabia that exceeded user projections by 200% and drew praise from educators and families alike. Why the Middle East and Africa? Why Now? MEA markets are evolving. Young, tech-savvy populations are demanding more choice and representation. Governments are investing heavily in culture, sports, education, and entertainment. Governmental strategic like Saudi Arabia’s Vision 2030 and events like Expo 2020 Dubai have catalyzed rapid infrastructure and consumer behavior shifts. But success isn’t guaranteed—it’s earned through insight, intention, and strategic action. How BBM Licensing Helps Brand Owners Win As brand architects, market strategists, and licensing specialists, BBM Licensing brings unparalleled insight into regional behavior, decision-making structures, and consumer expectations. But more than that, we’re narrative shapers. We help brands tell the right story, in the right way, to the right people—with measurable results. Whether you’re a museum, a lifestyle label, an animation studio, or a legacy consumer brand, we act as your extension team—strategizing, connecting, and championing your growth in the region. Ready to Grow Your Brand the Smart Way? We believe that the right brand, at the right time, in the right market—with the right strategy—can do more than just grow. It can lead. And if you’re reading this, chances are your brand is ready for that next step. Let’s explore what that journey looks like together.