The inaugural Brands Licensing Africa (BLA) event was held on October 23-24 at the Abidjan Exhibition Center in Côte d’Ivoire, marking a significant milestone for the brand licensing sector on the continent. This first-of-its-kind trade show aimed to assist established brands in expanding their reach and protecting their intellectual property while providing emerging brands with essential tools to navigate the licensing landscape.
Hosted by La Maison de l’Afrique in collaboration with the Chamber of Commerce and Industry of Côte d’Ivoire, the event received endorsement from Licensing International. Government representatives, including Dr. Souleymane Diarrassouba, Minister of Trade and Industry, and Blé Guirao, who represented the President of the Economic, Social, and Environmental Council, emphasized the government’s commitment to integrating licensing into the economy.
The event also coincided with the 50th anniversary of La Maison de l’Afrique, led by Touré Faman, chairman of the Chamber of Commerce and Industry, Côte d’Ivoire. This celebration reinforced Côte d’Ivoire’s ongoing efforts towards economic transformation under Prime Minister Robert Beugré Mambé.
According to the event’s website, Africa is poised to become the fastest-growing economy in the coming decade, driven by a rapidly expanding middle class and a youthful, brand-conscious demographic, with 60% of the population under 35. By 2030, the continent is projected to have 1.7 billion consumers, contributing to an anticipated $2.1 trillion in consumer spending by 2025.
The event commenced with speeches from governmental officials and the president of the Chamber of Commerce and Industry of Côte d’Ivoire. Maura Regan, president of Licensing International, and Youssouf Camara, general manager of La Maison de l’Afrique, highlighted the opportunities that licensing presents for Africa. Workshops and seminars led by industry experts followed, covering topics such as brand strategy, collaboration, and addressing challenges like taxation, trade regulations, and counterfeiting.
A notable highlight of the event was the signing of a memorandum of understanding between the Chamber of Commerce and the Ivorian Intellectual Property Office, aimed at strengthening the protection of local brands and enhancing global competitiveness for startups and SMEs. The event also showcased the “Made in Côte d’Ivoire” initiative, designed to elevate local products on the international stage and promote African culture and tourism through licensing.
Daniel Avener, founder of Magic Hat Brand Management, remarked, “The first Brands Licensing Africa conference was truly remarkable. The support from the Côte d’Ivoire government, the Chamber of Commerce, and the many participating businesses created a strong platform for brand development and licensing across Africa.”