IMG has announced the acquisition of Middle East licensing agency 20too. 

Established in 2013, 20too has managed consumer product development in the Middle East and North Africa for NBCUniversal, Hasbro, The Smurfs, SEGA, Smiley, the Discovery portfolio and more. 

With a new focus on MENA, Christian Zeidler, founder, chief executive officer, 20too, will become vice president, licensing, IMG with his team moving into the IMG Dubai offices. 

“This is an exciting acquisition for our licensing business and ever-growing portfolio of prestigious clients,” says Bruno Maglione, president, licensing, IMG. 

 “Christian and his team have built one of the MENA region’s most successful licensing agencies through creative, strategic brand ideation married to a deep knowledge of the region’s business environment and culture. His team will now have the full support and resources of the global IMG network and Endeavor infrastructure, and we, in turn, reinforce the reach and expertise of our unique licensing organization.” 

“IMG is the universally recognized licensing industry powerhouse, and we are proud to become part of this extraordinary organization,” says Zeidler. “We look forward to leveraging their diverse experience and depth of resource with our specialized regional expertise to turbo-charge our activity on behalf of our clients in this region rich with ever-emerging new opportunities.”   

As one of the leading global agencies, IMG represents brands across entertainment, popular culture, automotive, food and beverage, fashion and more, with 25 offices globally.