Mendia Licensing will build relationships with Spanish and Portuguese licensees and develop new categories and products working with licensees on product development, positioning, and roll-out strategies for various merchandise categories. Mendia Licensing will also work with retailers.

“Sofia Noguera and her team at Mendia Licensing have knowledge and experience working in the Iberian territories. They have helped popularize classic brands like Felix the Cat and Route 66 in the region. Now, they will use that experience to leverage marketing and licensing efforts for our ‘new classic,’” says Dr Naif Al-Mutawa, chief executive of Teshkeel Media Group.