Licensing the Experience

Tuesday, April 21, 2026

7:00 PM – 8:00 PM (Dubai time - GST)

Licensing Horizons Continues with The MENA Licensing Series

Due to the current circumstances in the Middle East, Licensing Horizons Dubai 2026, originally scheduled for 24 March 2026, was cancelled. As we prepare for Licensing Horizons Riyadh 2026 in Q4 2026, we are launching The MENA Licensing Series: a monthly webinar focused on the Middle East licensing industry, featuring global and regional speakers in support of Licensing International.

Don't miss this opportunity to be at the forefront of shaping the future of brand licensing in the Middle East. Secure your spot today and join us for a day of learning, networking, and celebration.

For partnership, speaking, and sponsorship opportunities, feel free to reach out to Amer Bitar at amer.bitar@bbmlicensing.com

Why Attend The MENA Licensing Series?

The Middle East’s Premier Monthly Webinar for Licensing, Retail, and Brand Growth

The MENA Licensing Series brings together global brand owners, licensing executives, retailers, manufacturers, creators, and market-entry leaders to explore the most important developments shaping the licensing business across the Middle East and North Africa. Designed as a monthly online forum, the series delivers practical insight, strategic discussion, and high-level regional context for companies looking to understand, enter, or expand in MENA.

Strategic Insight on a High-Potential Region

Gain a forward-looking perspective on the forces shaping licensing in the Middle East, from consumer demand and cultural relevance to category growth, partnership models, and regional expansion strategy. The series helps participants understand where the market is moving and how brands can position themselves for long-term growth across MENA.

Real Market Conversations, Not Generic Theory

Each session is built around relevant industry themes, practical examples, and discussions with global and regional speakers who understand the commercial realities of licensing in the region. The focus is on actionable thinking, credible market dialogue, and lessons that can inform real business decisions.

Licensing Beyond Products

Explore how licensing is evolving beyond traditional consumer products into experiences, destinations, retail concepts, cultural collaborations, and new forms of brand extension. The series highlights how the Middle East is creating fresh opportunities for brands to grow through more immersive and experience-led models.

Access to Global and Regional Perspectives

Hear from speakers who bring both international vision and regional relevance. The MENA Licensing Series is designed to connect the Middle East market with broader global licensing thinking, creating a stronger exchange of ideas, case studies, and growth opportunities.

A Stronger Path Toward Licensing Horizons Riyadh 2026

The series is not a pause. It is a strategic continuation. As Licensing Horizons works toward its next in-person edition in Riyadh in Q4 2026, these monthly webinars will maintain momentum, strengthen industry engagement, and continue building the region’s licensing ecosystem.

Why attend?

Licensing is no longer only about products and long-term agreements.
In MENA, brands are using intellectual properties to drive traffic, engagement, dwell time, conversion, and loyalty across destinations, entertainment, hospitality, sports, and retail.
This conference is designed for marketing professionals who want to understand:

How does licensing fuel growth beyond awareness?
How do experiences outperform traditional activation models?
How does technology enable faster, more agile licensing strategies?

Who is this series of webinars designed for?

CMOs, Heads of Marketing, Brand Directors, Licensing & Partnerships Leaders, Experience & Activation Managers, Retail & Hospitality Marketing Executives.
This is a high-level strategic gathering for decision-makers who view IP as a growth engine.

Session 1: Licensing the Experience
Tuesday, 21 April 2026 | 7:00 PM Dubai Time
The MENA Licensing Series | Session 1

The first session of The MENA Licensing Series, Licensing the Experience explores how licensing is expanding beyond products into destinations, experiences, and broader brand ecosystems across the Middle East.

Bringing together global and regional voices, this session is designed to introduce the vision behind the series, frame the strategic opportunity for licensing in MENA, and ground the discussion in a concrete real-life example.

Licensing the Experience is the opening session of The MENA Licensing Series, the new monthly webinar platform launched under Licensing Horizons Forum.

This first session is designed to set the tone for the series by introducing its ambition and exploring how licensing is evolving in the Middle East, not only as a product-driven business model, but also as a powerful tool for extending brands into experiences, destinations, and new forms of engagement.

The session will combine an opening introduction, a global keynote perspective, and a focused conversation built around a practical example. Together, these elements will offer participants a strategic view of where licensing is heading and why experience-led thinking is becoming increasingly relevant in the MENA market.

Webinar Objectives

This session is designed to:

introduce the vision behind The MENA Licensing Series
position licensing as both product-driven and experience-extended
provide a concrete real-life example through a focused discussion
connect global licensing thinking with regional market opportunity
open a broader conversation on the future of licensing in the Middle East

Who Should Attend?

This webinar is relevant for:

brand owners
licensing executives
retailers and manufacturers
entertainment and media companies
consumer product professionals
location-based entertainment and experience operators
market-entry and business development leaders
anyone interested in the future of licensing in the Middle East.

Session Format

Opening Introduction: Philippe Guinaudeau & Amer Bitar
A short introduction presenting the vision of the series, its ambition, and what “Licensing the Experience” means in the MENA context.
Inspirational Keynote: Maura Regan
A global perspective on the evolution of licensing and its expanding role across industries and markets.
Session Introduction: Laurent Taieb
A short framing of the main discussion, introducing the topic, the featured speaker, and the moderator.
Main Conversation: Stéphane Boukris in conversation with Philippe Guinaudeau
A focused discussion exploring how licensing can move beyond products into destinations, experiences, and broader brand ecosystems.
Questions and answers from the audience at the end of the session.

Why Attend?

Participants will gain:

insight into the changing role of licensing in MENA
a broader view of licensing beyond traditional product categories
exposure to global and regional perspectives
a practical example that brings the concept to life
early access to the direction and ambition of The MENA Licensing Series