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TOTAL LICENSING
objective of catering for the public in- series, which will be produced in Eng- 52 x 15 minute episodes have been
terest in their brands and characters. lish and Arabic, has everything that the produced, designed to teach young
JCC Yard was created as the retail arm target audience of ten to twelve year children about family communication,
of JCC TV and today offers an array of olds want – heroes, villains, vendettas, interaction and values.
edutainment games, soft toys and sta- drama, exotic locales, climactic sword- Over and above their own program-
tionery products, amongst others. fights, daring rescues, battling armies ming, Baraem has a range of interna-
The interest in branded merchandise and a dash of the bizarre. tional programs, dubbed into simpli-
grew and in 2008 a licensing strategy In terms of Baraem TV, the station fied Arabic. These include In the Night
was formulated in order to build on is funded by The Qatar Foundation Garden, Koala Brothers, Rosie
this interest both at home in Qatar for Education, Science and Commu- and Jim, Bananas in Pyjamas,
and, of course, on an international nity Development and JCC produces Postman Pat and Rupert
basis. Today, JCC Yard is working with around 15% of the content broadcast Bear.
a number of different publishers on a on the station. As a result, JCC Yard Moving forwards,
range of titles and formats using char- have a number of properties which JCC Yard are look-
acters from Baraem TV and JCC, in an they are now licensing including Nan ing to expand their
attempt to meet the need for quality and Lili. partner networks
Arabic books and DVDs. Nan and Lili is one of Baraem’s signa- in the MENA re-
JCC Yard has a number of key licensees ture productions and comprises 200 x gion to jointly roll-
including Toy Triangle and Genesis in 3 minute episodes. It is an innovative, out retail products.
Saudi Arabia, Palm, covering the whole educational and interactive animation As John McLaughlin,
of the Middle East, Copywrite for Mid- series designed to entertain and em- Business Develop-
dle East and North Africa and Stag, Al power Arab pre-schoolers through ment Director at
Shola and Samaco. Retail partners al- learning and discovery. The series is JCC Yard explained,
ready include major global companies child-centred and designed to help “�e are presently in
such as Carrefour, Borders, Toys R Us, small children build confidence, friend- early discussions with companies
in Saudi Arabia, UAE and Bahrain and
we’re looking for partners in other
Arab countries.
�e are also discussing licensing oppor-
tunities with agents in North America,
the UK and Mainland Europe to make
our TV content and products available
to the Arabic speaking children.
�ith our partner MDeC, we are now
actively seeking licensing partners, in
all categories, for the co-produced
animated TV series Saladin. �e are in
proposal stage for publishing and DVD
rights categories, and are in early stag-
es of proposals in toys, figurines/stat-
ues and stationary. �e are hoping that
our presence in Brand Licensing Eu-
rope 2009 will open up new avenues
ELC, Mothercare and Next. ship and emotional intelligence. and potential partnerships in content,
In terms of the brands, a major prop- FaFa and Friends is the adventures of licensing and cross promotions.”
erty from JCC TV is animated action- an animated turtle that, together with
adventure series Saladin. Currently in his friends, are now airing on Baraem
production, the first season of the se- TV. The property began life as a series
ries which comprises 26 x 26 minutes of interstitials on JCC TV and is de-
will debut in July 2010 with the sec- signed to help preschoolers through
ond series following in June 2011. The creativity, action and interactivity in-
series is a co-production between Al cluding tips on health and nutrition as
Jazeera Children’s Channel and Mul- well as exercise. New episodes were
timedia Development Corporation in launched on Baraem in January this
Malaysia. year.
Saladin is inspired by the actual 12
th
A further property is the Al Maaa
Century statesman and �arrior and Family based on the adventures of a
covers a fictional period in his life as a family of six sheep. The series features
young adventurer. JCC believe that the costumed characters and, to date
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