The Middle East Is Becoming a Global Licensing Powerhouse and Licensing Horizons Launches New Global Series to Decode the Shift
- amerbitar
- Mar 31
- 3 min read
Updated: Apr 7
Opening session to explore how Once Upon a Time in Dubai could signal the emergence of new IP from the region
Dubai, March 31, 2026 – Licensing Horizons today announces the launch of the MENA Licensing Series, a new global platform designed to advance the understanding of how the licensing industry and related commercial ecosystems are developing across the Middle East.
The global licensing industry is entering a new phase, and the Middle East is rapidly emerging as one of its most strategic frontiers.
In response to this shift, Licensing Horizons today announces the launch of the MENA Licensing Series, a new global platform designed to analyze, structure, and elevate the understanding of licensing and commercial ecosystems across the region.
Co-founded by Philippe Guinaudeau and Amer Bitar, Licensing Horizons aims to position the Middle East not just as a high-growth market but as a driver of new licensing models on a global scale.
From market to model: A fundamental shift
For years, the Middle East has been viewed primarily as an attractive destination for global brands; that perception is changing. The region is now becoming a testing ground for the future of licensing, where
retail evolves into immersive, destination-driven ecosystems,
entertainment expands into large-scale experiences,
sports transform into global brand platforms,
hospitality integrates branded environments,
technology reshapes how IPs are created and monetized.
This convergence is redefining the very nature of licensing.
A Global Platform for a Rapidly Evolving Industry
The MENA Licensing Series will bring together global leaders and regional pioneers across retail, entertainment, sports, hospitality, and technology.
Each session will focus on a structural transformation of the industry — connecting regional developments with global implications.
Opening with a Concrete Case: The Emergence of IP from the Region
The first session will focus on:
“The Birth of a Global IP in the Middle East”
centered on Once Upon a Time in Dubai, a large-scale original musical created in the UAE with ambitions for international expansion.
The discussion will explore how a creative project can evolve into a broader licensing opportunity and what it reveals about the region’s ability to generate intellectual property.
Industry leaders on a strategic turning point
Philippe Guinaudeau commented:
“What is happening in the Middle East is not incremental. It is a structural shift in how licensing is being expressed, moving from products to ecosystems, from distribution to experiences. The region is becoming one of the few places where the future of licensing is being built in real time.”
Amer Bitar added:
“The scale, speed, and ambition we see in this region are unique. Licensing is no longer an extension of brands. It is becoming a core driver of how brands live, interact, and grow. This series is about connecting that reality with the global industry.”
A platform designed to shape the Industry conversation
The MENA Licensing Series is part of a broader ambition to establish Licensing Horizons as a reference platform for licensing in the Middle East.
Through ongoing discussions, insights, and industry engagement, the initiative aims to position the region at the center of the global licensing conversation.
Mark your calendar:
🗓 April 21, 2026, at 3 pm GMT (7 pm Dubai time GST)
📍 Online
🌍 The future of licensing meets the future of the Middle East.
This is more than a conference; it's a movement. Be part of it!
For inquiries, contact:
📧 Philippe.guinaudeau@brandtrends.ai / Amer.bitar@bbmlicensing.com
ABOUT LICENSING HORIZONS
Licensing Horizons is the premier event in the brand licensing industry for the Middle East region. Co-organized by market research firm BrandTrends Group and BBM Licensing, the event was established to fill a significant gap in the region's licensing industry. As the first and exclusive platform of its kind, Licensing Horizons is dedicated to bringing together the foremost industry leaders, innovators, and experts.
This event serves as a dynamic forum where key stakeholders discuss the latest trends, challenges, and advancements shaping the industry in these vibrant markets. It provides insightful discussions on growth opportunities, emerging market strategies, and the future landscape of brand licensing.
To learn more, visit www.licensinghorizons.com.
If you would like more information about this topic, please contact Philippe Guinaudeau at philippe.guinaudeau@brandtrends.ai or Amer Bitar at amer.bitar@bbmlicensing.com
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