Leading the way

Yet again, Total Licensing was leading the way into overseas markets as the only international licensing magazine to have a presence at the Dubai Character and Licensing Fair, held last week.
The show, held alongside the Dubai Games Expo, again proved that the Middle East has not only a growing creative industry but a significantly growing and sophisticated licensing industry based on local, as well as international characters.

Last year’s inaugural show was a deal struck between Nestlé and Tashkeel – owners of The 99 – for over a million dollars. This year, two major deals were signed at the show. The first was signed between Emari Toons, one of the regions biggest animation studios, and Speedy Productions from South Africa. The deal surrounds the South African company’s Know Your Nation – a series of two minute animated series which Emari Toons will produce 100 for each of the 22 Arab League nations.

Another major signing involved Lammtara and their Freej characters. Lammtara signed a strategic alliance with Al Hokair Group to launch the first of six themed merchandise areas in shopping malls throughout Saudi Arabia.

All told, the exhibition and attendant conference again provided a valuable snapshot of the industry in a rapidly emerging region. We’ve said, time and time again, that you can only understand a a country or a region by visiting it, talking to people and listening to what makes a market tick. That’s why we, and of course the magazine, have been at events around the world over the last twelve months and why we will continue to be there.