Last month, I had the privilege of being part of the first-ever Brands Licensing Africa (BLA) trade show in Abidjan, Ivory Coast. This groundbreaking event brought together licensing professionals, businesses, and policymakers to showcase the immense potential of Africa’s licensing market. with It was also fantastic to connect with my fellow speakers, whose talent and insights enriched the entire experience. Olouwafèmi KIDJO, Sharon Weisman, Maura J. Regan, Laurent Taieb, Anne-Marie PECORARO UGGC, Philippe Guinaudeau, Ninon Lamothe and Danielle Moukoudi
The energy was incredible, with packed sessions focused on education, networking, and the integration of licensing into Africa’s economic policy. A standout moment for me was seeing the strong government support, highlighting the importance of protecting intellectual property (IP) and equipping local businesses to secure their brands.
Africa’s economy is growing at an astonishing rate, and this event was a testament to how licensing can drive future opportunities. Joining the delegation of licensing experts was both inspiring and rewarding, especially as we worked to support one of the largest economies in the world to collaborate with global brands.
Why Africa, Why Now?
Africa’s youthful population—60% under 25—is creating a huge platform for both global and home-grown brands. This isn’t just about entering the market; it’s about building a foundation for future brand development in sectors like sports, entertainment, fashion, and food & beverage.
The timing of this event couldn’t have been better. Africa is already a key supplier of raw materials like cocoa and coffee. Now, the challenge—and the opportunity—is to transform those supply chains into thriving brand ecosystems, creating long-term value both locally and globally.
Retail Trends Shaping Licensing in Africa
At the event, I spoke about key retail trends that are shaping the future of licensing. While the topic could fill pages, these were the key themes:
Omnichannel Integration: Bridging physical and digital retail seamlessly.
Immersive Shopping Experiences: Engaging consumers through experiential retail.
Sustainability and Ethical Commerce: Meeting the rising demand for transparency and ethical practices.
Automation and Robotics: Transforming logistics and retail operations.
Social and Mobile Commerce: Connecting with younger, tech-savvy audiences.
BLA was a reminder of just how much potential exists for global and local brands in Africa. The continent’s role as a key supplier to the world is only the beginning. The future lies in building on these foundations to create long-term brand investments that resonate on a global stage.
Events like BLA align perfectly with what we do at Magic Hat Brand Management. Our mission is simple: to craft tailored brand strategies, forge strategic partnerships, and unlock licensing opportunities that create measurable success.
We combine global market expertise with local insights, guiding clients across industries like beauty, food & beverage, sports, and entertainment. Whether it’s market entry, brand licensing, or creative innovation, we focus on helping brands thrive in competitive markets while maintaining their identity and integrity.