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IMG expands global licensing footprint with Middle East agency acquisition

Agency bolsters its presence in the MENA region by acquiring Dubai-based 20too Licensing.

IMG has acquired Dubai-based 20too Licensing, further expanding its global footprint.

Established in 2013, 20too Licensing manages consumer product development and brand extensions in the Middle East and North Africa for a number of entertainment and lifestyle brands. These include NBCUniversal, Hasbro, The Smurfs, Sega, Smiley, the Discovery portfolio of brands such as Fatafeat, Food Network, Animal Planet and Discovery Channel among others.

The acquisition will bolster IMG’s presence in the MENA region. 20too Licensing’s founder and ceo Christian Zeidler will become vice president of licensing at IMG and he and his team will move into IMG’s Dubai office.

“This is an exciting acquisition for our licensing business and ever-growing portfolio of prestigious clients,” commented Bruno Maglione, president of licensing at IMG. “Christian and his team have built one of the MENA region’s most successful licensing agencies through creative, strategic brand ideation married to a deep knowledge of the region’s business environment and culture.

“His team will now have the full support and resources of the global IMG network and Endeavor infrastructure, and we in turn reinforce the reach and expertise of our unique licensing organisation.”

Christian added: “IMG is the universally recognised licensing industry powerhouse, and we are proud to become part of this extraordinary organisation.

“We look forward to leveraging their diverse experience and depth of resource with our specialised regional expertise to turbo-charge our activity on behalf of our clients in this region rich with ever-emerging new opportunities.”

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