What to Expect at Licensing Horizons MENA 2025
The licensing industry conference, which will take place on Feb. 25, will explore opportunities and strategies for the Middle East and North Africa through expert-led panels, discussions and networking opportunities.
Licensing Horizons 2025, a conference for the licensing industry in the Middle East and North Africa (MENA), will take place this year on Feb. 25 from 10:00 a.m. to 4:00 p.m. at the Sofitel Downtown Dubai. The event will bring together industry leaders, licensors, licensees, agents, retailers and experts to explore the region’s latest trends, strategies and opportunities for brand licensing.
“Licensing Horizons MENA 2025 is more than just an event – it’s a platform for transformation, insight and collaboration in one of the world’s most dynamic licensing markets,” says Philippe Guinaudeau, chief executive officer, BrandTrends. “As consumer behaviors shift and new trends emerge, industry leaders need to stay ahead of the curve. This conference brings together top experts, brands and decision-makers to exchange knowledge, explore opportunities and redefine the future of licensing in the region.”
“MENA is witnessing a licensing evolution, and Licensing Horizons 2025 is the gateway to understanding and capitalizing on these dynamic changes,” says Amer Bitar, chief executive officer, BBM Licensing. “From emerging consumer behaviors to the rise of immersive brand experiences, this event is designed to empower professionals with actionable insights and connections. We are excited to bring together top industry voices to fuel the next phase of licensing success in the region.”
The event will host expert roundtables for deep-dive discussions, networking opportunities and an awards ceremony celebrating the best licenses in the U.A.E. and K.S.A. Attendees can look forward to hearing from 26 industry-leading speakers and learning from experts in four deep-dive panels.
The four deep-dive panels, outlined below, will address topics including consumer behavior, emerging licensing trends, gaming and immersive experiences and retail growth strategies.
Panel One: New Gens, New Rules – Consumer Behavior Across Generations
This session brings together specialists from consumer behavior and market research and the gaming, toys and retail sectors to explore how these digital-native generations are reshaping industries. Attendees will discover strategies for engaging with these influential cohorts, understand their preferences for authentic and personalized experiences and learn how to adapt their brand to meet their evolving expectations. This panel will allow attendees to gain insights into capturing the loyalty of tomorrow’s consumers.
Panel Two: Trends in Licensing – Insights into Licensing Segments and Their Growth
In this discussion, industry leaders from television networks, licensors, licensees and agents will examine the transformative trends reshaping the licensing landscape. They will explore how societal shifts, such as the growing demand for sustainability and ethical consumption, along with the growing influence of fandom, are influencing licensing strategies. Additionally, they will examine the evolution of retail, highlighting the rise of lifestyle and experiential licensing that caters to consumers’ desires for products that align with their values, interests and evolving purchasing behaviors.
Panel Three: Engaging audiences: The power of gaming and immersive experiences in brand activation
With the rapid evolution of entertainment and consumer engagement, brands are leveraging gaming and immersive experiences to connect with audiences in innovative ways. This session brings together experts from virtual and gaming activations, on-site immersive experiences, manga-themed live events video content creation to explore the latest strategies in brand activation. The discussion will include real-world examples such as Nestlé’s “Fortnite” campaign, Dubai Police’s esports tournament and “Vegesaurs’” immersive attraction.
Panel Four: Practical Growth Strategies for Retail in Licensing
Join industry experts as they share actionable strategies for driving licensing success through retail. This panel will explore how brands can navigate the evolving retail landscape, from leveraging digital transformation to tailoring localized marketing strategies. Discover innovative approaches to maximize consumer engagement, optimize retail partnerships and stand out in competitive markets. Whether you’re looking to expand your brand’s presence or enhance your retail impact, this session will provide practical insights to fuel growth.
Those interested in attending can register here and learn more about the event at Licensinghorizons.com.
“Whether you’re looking to expand your brand, tap into the latest trends, or forge strategic partnerships, this is the place to be,” says Guinaudeau.
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