Licensing Magazine conducted an exclusive interview with Joachim Knödler, Head of Licensing at Studio 100 International GmbH. The discussion focused on the significant role of the Middle East in the company’s upcoming projects and the industry overall. With its exciting business opportunities, the Middle East is poised to be a central part of Studio 100’s expansion plans, as the company aims to reach new audiences and develop new properties.
How important is the Middle East for the expansion of your brands?
The Middle East is becoming an increasingly significant market for the expansion of our brands, particularly when it comes to content and licensing & merchandising activities. The region’s demographics speak volumes: a rapidly growing, youthful population, with a substantial portion under 25 and around 9 million children under 14 years old. This creates immense demand for consumer products, especially those tied to beloved brands—whether local or international.
While cultural nuances play a role, this young audience is highly attuned to global brands and trends, largely driven by the reach of licensing. By leveraging these trends thoughtfully and tailoring our strategies to resonate with regional sensibilities, we see tremendous potential for our brands to engage and thrive in this dynamic market.
What kind of deals have you already secured for this region?
In the Middle East, we’ve already secured several exciting partnerships that showcase the versatility and appeal of our brands in this dynamic region. One of our key collaborations is with Spacetoon for Maya the Bee in location-based entertainment. This includes participation in major regional events like the Qatar Toy Festival 2, back in July and August 2024, at the Doha Exhibition and Convention Center. The festival attracted over 100,000 visitors—an impressive 33% increase from the previous year—and featured 10 themed zones and numerous live performances. Children enjoyed interactive experiences with popular toyetic brands and engaged in a variety of activities.
Maya the Bee added her special charm to the Shop Qatar 2025 festival, the country’s biggest shopping event, which ran from January 1 to 31, 2025. Maya had her own Activity Corner where children could enjoy painting and crafts, while families were delighted by her exclusive Live Show and Meet & Greet sessions. The festival was a fantastic platform to connect with audiences, as it featured over 20 malls offering major discounts, live shows, and prizes like luxury cars.
We are also working with BBM Licensing, our local partner in Dubai, to introduce our new pre-school hit Vegesaurs to the market. By collaborating with Amer Bitar and his team, who deeply understand the region’s cultural, economic, and consumer landscape, we are developing tailored solutions for local licensing opportunities and retail. These partnerships demonstrate our commitment to creating engaging, region-specific activations while tapping into the immense potential of the Middle East.
And what kind of new plans are you developing in this area?
We are actively developing a comprehensive strategy to strengthen our presence in the Middle East. As a first step, we are continuing to expand our strong relationships with key stakeholders, such as local broadcasters, to ensure consistent and meaningful content presence across the region. In parallel, we are collaborating with local licensing agents to represent our brands effectively and to define the right market entry strategies for consumer products and retail. This approach allows us to align with local tastes while respecting cultural nuances, ensuring our offerings resonate with the audience.
Our Studio 100 brands are an ideal fit for the region’s demographics, and by working closely with local partners, we can develop products that truly reflect the preferences and expectations of Middle Eastern consumers. These partnerships also enable us to tailor retail setups that suit the unique dynamics of the market, ensuring both relevance and appeal.
One key focus area is location-based entertainment. A successful example is our collaboration with Spacetoon for Maya the Bee, which has already seen positive momentum in the region. This marks just the beginning, as we continue exploring new opportunities to expand our presence and bring our properties to life through engaging and innovative experiences. This multi-faceted approach ensures that our brands connect with audiences in ways that are both meaningful and locally relevant.
How do you see the development of this area for the international licensing industry, in general terms?
As mentioned before, the Middle East offers immense potential for the international licensing industry, with high purchasing power, especially in urban areas, and increased consumer demand during key occasions like Eid al-Fitr and Eid al-Adha. Retailers are highly receptive to strategies that combine content with location-based entertainment, and the region’s large shopping malls are eager to host family-focused events to boost foot traffic.
Event-driven content is a major driver of consumer product demand, making immersive experiences like Vegesaurs highly effective. Adapted from the popular ABC Kids series, this experience, which is currently premiering in Sydney, Australia, allows audiences to explore Vegesaur Valley alongside beloved characters, creating unforgettable moments while enhancing brand engagement and product demand.
With its mix of economic strength, innovative retail, and demand for unique experiences, the Middle East is a key growth area for licensing.
