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TOTAL LICENSING
DESTINATION: DUBAI
According to the Arab Fair. event, once again Lammtara will have
States Broadcasting Whilst last year’s event one of the largest booths in the ex-
Union, around 41 mil- was primarily character hibition.
lion multichannel televi- and animation driven, In the past two years FREEJ (mean-
sion homes are project this year’s event aims ing Neighbourhood in English) has
to exist in the Middle to broaden the scope revolutionised the viewing hab-
East and North Africa of licensing within the its of all Arabic speaking people.
by the end of next year. region by including a Rated as the most watched show over
Add this to the fact number of new as- the last two years this property has
that the region’s retail pects. set a standard of anima-
industry is set to reach $500 billion An expanded seminar program will tion that even Interna-
by the same time and the stage is set cover insights on trends, issues and tional Studios would be
for the second Character Dubai Fair opportunities in the industry whilst a proud to associate with.
which will be held 27 to 29 October special Screening area will show visi- These four old ladies
at the Dubai International Convention tors some of the properties on offer. have become iconic
and Exhibition Centre. In addition, the show features a Busi- characters that commu-
Following the success of the inaugural ness Plaza where exhibitors can hold nicate cultural messages
event last year, the Dubai Character one-on-one meetings with potential in a fun and amusing way
and Licensing Fair is the only dedi- clients and, finally, there will be an Art- The popularity of the
cated trade event in the Middle East ist’s Corner where artists can be con- property has been en-
that covers all aspects of licensing. The nected to the industry. dorsed by the effective
event is held under the patronage of The Middle East in general, and the licensing and merchan-
HH Sheikh Majid Bin Mohammed Bin UAE in particular, are undoubted dising program that, in
Rashid Al Maktoum, Chairman of Du- growth areas in terms of licensing and a short space of time,
bai Culture and Arts Authority. merchandising. The Arab population in has attracted twenty-
The show is held alongside the Du- MENA amounts fo around 300 mil- one licensees including
bai Games Fair and will also form the lion people living in 22 Arab countries international companies
highlight of the newly-formed Arab where 37% of the population is under such as Simbi Dickie
Asian Entertainment Content & Li- 14 years old, bringing the number of ME, Crocks, Winning Moves, Sun Ce.
censing Alliance. Arab pre-teens to around 110 million. To date, more than 450 product lines
AAECLA constitutes of licensors and In the UAE in fact, over 25% of the have been made available throughout
licensees of animation, content crea- population is under the age of four- the GCC and a number of new prod-
tors, entertainment, cartoon charac- teen. The entertainment and leisure ucts are in progress for 2010, support-
ters, logos, films, brands, arts & designs, industries are continuing to grow at ed by promotional campaigns with
animation producers, drama, comics, a rapid rate. Dubai Studio City has various high profile shopping malls, On
media, advertisers, graphic designers, unveiled a master plan for its film and pack and consumer based retail pro-
marketers, manufacturers, intellectual broadcast cluster and this is evidence motions have been running this year
property owners, retailers, licensees, of the growth in the region. during the holy month of Ramadan.
licensing agents, and other decision In terms of exhibitors at this year’s Established in 1994 in Amman, Jordan,
makers and investors from the Mid- Rubicon who are once again exhibiting
dle East and North Africa (MENA) at the Dubai Character and Licensing
countries, the Indian Sub-continent, Fair, is the MENA region’s leading ani-
Asia Pacific, Europe and the USA. The mation and multimedia education de-
Group has been formed to cater ex- velopment company.
clusively to the needs of the Charac- On the licensing side, Rubicon has
ter Licensing Content, Entertainment created an expansive licensing division
and Animation Industry and the launch complementing their various Lines of
of the AAECLA will be at the Dubai Business. The Company is the MENA
International Character and Licensing region’s licensing agent for MGM. Fu-
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