About 20too

20too Licensing is the leading agency responsible for consumer product development and brand extension across the Middle East and North Africa. The company manages some of the strongest and world’s most popular character and entertainment IP’s. Servicing the region since 2013, 20too is offering expertise across content sales, retail, brand extension, promotions, product strategy and more.

20too is run by a team of passionate industry experts who offer years of comprehensive brand development knowledge across all major categories. Individual category managers take care of soft and hard lines, e.g. apparel, footwear, toys, accessories, while other team experts will focus on the development of opportunities around FMCG, food & beverages or even events and location-based entertainment. Once products have been developed, our retail specialists will support the product lifecycle with unique marketing concepts.

Leading The Way

  • Years of experience in the regional licensing business.
  • In-depth analysis of the potential opportunities for the brand.
  • Leader in promotional, FMCG and F&B licensed tie-ups.
  • Impressive, award-winning Live Events licensing.

Enhancing Retail Exposure

  • Reach in connections with big retail chains and access to DTR opportunities.
  • Assuring high impact retail presence.
  • Working closely with licensees and retailers to maximize retail coverage and implement customized retail programs in the market.

Active LIMA Member

  • Proud and active member of the International Licensing Industry Merchandisers’ Association.
  • Over the years, 20too has actively participated in major licensing events in and outside the region including South Korea and Hong Kong, offering valuable insight into the licensing potential of the Middle East and India.
More than
SKUs created
USD in retail sales*
More than
Facebook followers
clients across the region
 *across MENA region in 2017

Our Services

We are dedicated artisans and craftsmen of our clients' success.
We understand the needs of our customers; whether a licencor, licensee or end consumer.
We tailor successful solutions to their exact needs and deliver high-value results.


We draft strategies. Implement roadmaps. Launch products. Manage promotions.


We conceptualize success. We sample quality. We approve goods. We create demand.


We support 24/7. We communicate milestones. We enable accomplishments. We tell stories.


We manage retail. We initiate hype. We design eye-catchers. We excite the consumers.


We manage the entire content landscape. We arrange translations. We take distribution to another level.


We understand the importance of communication. We engage our customers and fans. We make a difference.

OUR SErvices

100% dedicated to licensing

Account Manager Dedicated to the Brand

20too Licensing assigns account managers for each brand / brand portfolio. Account Managers are responsible for adapting a brand strategy to our market.

Focus on Each Category

Each of our industry experts offers unique insight and experience that allows them to take the lead on certain product categories or promotions.

Retail is Key

When we start developing a certain brand, we start with the most important factor: the retailers. We have a very good relationship with all of the major hypermarkets, supermarkets, department and specialty stores as well as the malls.

Our Brands



Forever Friends

Power Rangers

Paddington 2

PJ Mask

My Little Pony




Pikmi Pops

Discovery Channel


Angry Birds




Hasbro Games




Animal Planet



Discovery Adventures

Oggy and the Cockroaches

Sesame Street

Smurfs Baby

Angry Birds Hatchlings



Discovery Kids


Zhu Zhu Pets


South Park

Case Studies

Smurfy Pasta


Hasbro Gaming Collaboration in Air

My Little Pony Loves Manish Arora

Life-Sized Monoply


Our Partners

Latest News

‘Sonic The Hedgehog’ Officially Becomes Highest Grossing Video Game Movie

    Sonic the Hedgehog has topped Pokemon: Detective Pikachu in North America – becoming the biggest video game movie ever in domestic grosses – and Resident…

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Sweetbox Factory Partners with Rovio for a Wide Confectionary Range

  20too licensing and Rovio teamed up with Sweetbox Factory for a new confectionary range themed with Angry Birds.   Sweetbox have already done an amazing job…

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Contact Us

Whether you are looking for an agency to represent your properties, a partnership that will enhance your brand or product, or want to meet us to share some unique retail ideas, we are your team on the ground across the Middle East and North Africa.
Contact us so we can find a perfect solution for your brand extension needs!


Office No. 604,
Tiffany Tower, Cluster W,
Jumeirah Lake Towers,
PO Box 337155, Dubai,
United Arab Emirates