Daniel Avener on launching Magic Hat Brand Management – and excitement around Brand Licensing Africa

Hi Daniel, thanks for making time. Back in October you were recently a panellist at the first ever Brands Licensing Africa. Can you tell us about the event and why you got involved in it?
The Brands Licensing Africa trade show in Abidjan was a ground-breaking 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. One of the highlights of the event was the strong government presence and support, reflecting just how seriously licensing is being integrated into economic policy. Leaders emphasised the importance of protecting intellectual property and equipping local businesses with the knowledge to secure their brands.

“Africa’s economy is growing at warp speed.”

I joined the delegation of fellow licensing colleagues in a joint effort to support the transformation of one of the largest economies in the world to collaborate with global brands.

What was the thought process behind the event, and what were its key objectives?
Africa’s economy is growing at warp speed and 60% of its population is under 25 years old! This offers a huge platform for both global brands to enter the market and the development of home-grown brands to develop both inside and outside of Africa. Our industry can be hugely influential for the next generation of brand developments in multiple sectors, including sports, entertainment, fashion and food & beverage.

You spoke at the event about retail trends. Can you give us a few points from your discussion?
There are major thematic developments at retail which could cover several pages over a very long debate! But the key headlines that I discussed included the following:

• Omnichannel Integration
• Immersive Shopping Experiences
• Sustainability and Ethical Commerce
• Automation and Robotics
• Growth of Private Labels
• Social and Mobile Commerce
• Resale and Second-hand Markets

Thinking about the wider event, how would summarise the licensing opportunities that exist in Africa today?
This inaugural event highlighted just how much opportunity there is for global and local brands in Africa. Africa is already suppling the world with key ingredients and raw materials, and now the future will be building on these commercial channels into long term brand investments.

You recently launched your own company, Magic Hat Brands. Can you tell us more about the business?
At Magic Hat, we specialise in crafting tailored brand strategies, securing strategic partnerships, and unlocking licensing opportunities across diverse industries. Whether it’s entering new markets, expanding product offerings or enhancing brand equity, we partner with clients to turn their visions into measurable success.

Our approach is rooted in a deep understanding of global markets, cultural nuances and emerging trends. From Asia to Europe and the Americas, we leverage a network of experts and key industry connections in territories around the world to ensure brands achieve sustainable growth. With this global reach, we empower businesses to navigate complex markets with confidence – while maintaining their brand’s identity and integrity.

Magic Hat provides an integrated suite of services designed to meet the needs of brands at every stage of their growth journey. From strategic development and market entry to brand licensing and creative innovation, we offer end-to-end solutions that drive value and deliver results. Our experience spans sectors including beauty, entertainment, food & beverage, sports and lifestyle, enabling us to apply industry-specific insights to every project.

“Our approach is rooted in a deep understanding of global markets, cultural nuances and emerging trends.”

You have extensive experience in brand licensing. What advice would you give to a brand owner considering entering the licensing market. How can they be ‘market ready’?
Be very clear on your intentions and objectives and make sure these are realistic in context of a global market. Licensing is a fantastic business model to deliver on a number of different metrics, so prioritising these for both internal and external alignment is key. Work with a trusted partner like Magic Hat; big agencies are not always the answer.

And don’t follow trends, create them. Look ahead. The integration of storytelling, ethical practices and cutting-edge technology will define successful licensing strategies. Brands that focus on building emotional connections with consumers and adapting to dynamic market trends will thrive in the evolving licensing landscape.

Finally, over your career can you highlight three products you have been involved in developing that you are most proud of?
There are too many products to name, but I am rather proud of the Hershey’s global food and beverage licensing programme that I created across Asia, which currently generates over $800 million in retail sales annually. I am also proud of the work I did with the Amy Winehouse Foundation, especially the Design Museum exhibition and the select collabs that were created for the 10th anniversary of her passing.