Africa is prioritizing Licensing, so how do YOU fit it?

The Brands Licensing Africa (BLA) trade show in Abidjan was a groundbreaking event setting the stage for Africa’s licensing industry to flourish. From impactful education to meaningful networking, the first-ever licensing show on the continent was full of energy, inspiration, and opportunity.

Here’s a closer look at what made it so special—and why it matters for commerce businesses everywhere:

1. Government-Backed Success: Investing in IP Protection and Growth

One of the highlights of the event was the strong government presence & support, reflecting just how seriously licensing is being integrated into economic policy. Leaders emphasized the importance of protecting intellectual property (IP) and equipping local businesses with the knowledge to secure their brands.

The show also sparked intelligent discussions, with attendees asking thoughtful and curious questions about how to navigate licensing agreements and collaborate with global partners.

With high-level support from Minister of Trade and Industry Dr. Souleymane Diarrassouba and Mr. Blé Guirao, representing the President of the Economic, Social, and Environmental Council, the government has signaled its dedication to integrating licensing into the economy. The trade show coincides with the 50th anniversary of Maison de l’Afrique, chaired by Mr. Touré Faman, reinforcing long-term economic transformation efforts led by Prime Minister Robert Beugré Mambé.

2. Licensing: A Bridge for Global Commerce Growth

The show highlighted how licensing can unlock new opportunities by creating a bridge between Africa and the world:

1. Global Brands Entering Africa: With a young and growing market (60% of Africa's population is under 25!), Africa offers fertile ground for expansion and innovation.

• As global brands look to expand into Location-Based Experiences (LBE) and immersive tourism opportunities, Africa should be top of mind. With cultural richness and untapped potential, the continent is ripe for partnerships and investment.
• Simultaneously, resources and focus on building an infrastructure and process to fight counterfeit goods that get imported (mostly from China).

2. African IPs Going Global: Licensing enables African creators to share bold, beautiful, and optimistic narratives on a global stage, helping to reshape perceptions and spread cultural values. Partnering with Studios, co-producers, designers, etc. will create a relevant global narrative for products and experiences that bridge cultural gaps.

• One Size Does Not Fit All - Cultivating local IPs to strengthen them and protect them so they become prime for licensing (first within Africa -- cross-boarder licensing increased 27% between 2020-2023 so the trajectory is positive).

3. Addressing Trade and Counterfeiting Challenges

The government support at the event was inspiring. Their active involvement shows that licensing is not just a business tool but a national priority. Leaders emphasized the importance of solving import/export challenges and implementing anti-counterfeiting programs to strengthen the ecosystem.

4. Sanrio’s Bold Move Paid Off

Shout out to Sanrio for being the first international brand to leverage the risk:reward ratio in their favor and exhibit at the first licensing show in Africa. The booth was buzzing throughout the event, proving that taking a chance on new markets can be immensely rewarding. Their success shows that Africa, with its youthful, fast-growing population, is ready for global brands to enter and thrive.

5. PowerStation’s Visual Vocabulary Methodology

I had the honor of presenting on behalf of PowerStation Studios, sharing our unique methodology for creating a visual vocabulary—the essential building-blocks for a successful licensing program.

Sharing what current trends are and how the right creative assets - from logo creation, product design, packaging to branded experiences should align to create a cohesive brand story at retail that resonates with consumers.

5. A Global Expert Squad in Action

The event brought together an incredible lineup of global experts who flew in from around the world to share their knowledge, mentor attendees, and support visitors entering the licensing industry. It was inspiring to see the industry’s leaders selflessly transfer their expertise to help new stakeholders grow and succeed.

A big thank you to all the speakers and members of Licensing International who made this event such a success: Maura J. Regan, Anne-Marie PECORARO UGGC, Claire Jeannin, Olouwafèmi KIDJO, Danielle Moukouri, Andrea BOKE, Ninon Lamothe, Daniel Avener, Kouame N.abel, Patrick Epee, Arnaud Simon, and Philippe Guinaudeau.

And a special thank you to Youssouf Camara from La Maison de l’Afrique and the Chamber of Commerce and Industry of Côte d'Ivoire for championing branding, licensing, and innovation.

A personal thank you to Maura J. Regan and Danielle Moukouri who demonstrated an inspiring balance of power and grace, reminding me what women can achieve when daring and shining a spotlight on each other.

Lastly, a big shout-out to Charles Owona Awono and Laurent Taieb, who worked tirelessly behind the scenes to bring all the elements together and set us up for success!

The Countdown to Next Year’s Show Has Already Begun!

This year’s success was just the beginning—the countdown for next year’s event has started --

The BLA trade show wasn’t just a one-off event. It was the start of something much bigger. Seeds were planted in fertile soil, and I have no doubt that next year we’ll see a beanstalk of opportunities growing from these early efforts.

Call to Action: Let’s Build a Licensing Marketplace Without Borders

To all global newcomers—now is the time to explore strategic partnerships in Africa. Join the Negosh.com licensing marketplace, a platform designed to help brands navigate cultural and language differences with ease. Africa isn’t just a market—it’s a partner in growth, storytelling, and global collaboration 🌱