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TOTAL LICENSING
cording to the organisers “to reveal providers, Alwaseet International de-
the real world in the desert, to talk cided to actively pursue product and
about its environment and its animal promotional licensing opportunities
life through the depiction of entertain- for the brand.
ing and fun characters. In particular, we Alwaseet international MENA Re-
aim to spread and promote the desert gional Product Manager, Myriam Ho-
life of the Arabian culture globally.” ballah, said: “We are delighted to con-
JumJum World characters and stories tinue working with Guinness World
reflect many of the Arabian culture Records. The fun, entertainment and
values since it is taken from the desert educational values that this unique
life and the Arab culture where most brand brings to our market and prod-
of the characters in JumJum world ucts portfolio are invaluable assets in
ture associations and partnerships are
have the Arab attributes. such a family-orientated part of the
in development as the Group strength-
Index Holdings has announced that world.”
ens its presence in the region. The
animation will be in production in the Next, Alwaseet International plans to
Rubicon Group also has strategic alli-
next two years and are now putting expand into other product licensing
ance with Metro-Goldwyn-Mayer Stu-
together a merchandising program categories such as children’s books,
dios (MGM) and Sun R&P in Japan . A
for the character. On the promotional partworks, Toys and Games, Station-
few of the properties they represent
side, during the first six months of this ery and New Media, as a way to maxi-
include: Pink Panther, Rocky, Fame, and
year, JumJum World has been widely mize the wealth of content, photogra-
Stargate.
seen in Dubai creating awareness for phy and footage that Guinness World
2009 was an important year for Ru-
the characters. He has participated in Records offers.
bicon as fears of recession infiltrated
UAE National Day, Dubai Shopping A further exhibitor at this year’s show
distributors and retailers’ minds to
Festival (DSF), Schools Sports Day as is The Dubai Electricity and Water Au-
create a risk averse and bearish mar-
well as in soccer tournaments and in- thority (Dewa) - a public authority
ket. However, given the strength of
ter schools competitions. whose mission is to minimise its con-
the solid partnerships and its lever-
In terms of products already in the tribution to carbon footprint whilst
aged position in the market, Rubicon
marketplace, JumJum current features safeguarding and preserving its natural
was able to maintain a healthy pipeline
on plush, keychains, stationery and resources, including water.
and are pleased to be bringing many
foldable bags. In addition, T-shirts fea- One outcome of this commitment is
of their properties over the upcom-
turing all nine key characters are cur- Dewa’s mascots Splashy and Sparky
ing months to the Middle East Mar-
rently in production. – visual and verbal mnemonics and
ket now that consumer confidence is
Jast Company from Hong Kong is one identities that represent ‘water’ and
slowly returning.
of the non-MENA exhibitors that has ‘electricity’.
A special agreement has been signed
a booth at the Dubai fair this year. Jast Since the introduction of Splashy and
between MGM and Prima Gold Jew-
is a gift and toy manufacturer that has Sparky, the characters have evolved
elers (a well known jewelry franchise
also invented twelve products for pat- with a definitive purpose – to propa-
in the Middle East), which allowed Ru-
ent applications. These include musi- gate the rational usage of water and
bicon to facilitate the opening of the
cal pens, musical gift bags, musical gift electricity. They metamorphose as the
first ever MGM licensed dedicated
boxes, musical notebooks and photo situation and context demand. Splashy
Pink Panther store in the region. The
albums. and Sparky have been illustrated, made
store was launched in Dubai on 19th
Alwaseet, a further exhibitor, recently as stickers and soft toys as giveaways,
August in the world’s largest shopping
announced the renewqal of its licens- and even featured in storyboard and
mall, and has met with great success
ing representation rights deal with marketing collaterals. The two have
and popularity with consumers. The
Guinness World Records. successfully raised the need for re-
strength of this brand has prompted
Guinness World Records first appoint- sponsible consumption of water and
several other planned outlet open-
ed Alwaseet International in 2007 to electricity. In short, Splashy and Sparky
ings around the region in the coming
look after the publication of
months
the Arabic language edition
Rubicon is also discussing the licens-
of its bestselling Guinness
ing of various studio properties for
World Records book and
themed entertainment locations
record-breaking events, as its
around the region.
representative in the MENA
JumJum was created and produced by
region.
Index Holding and the inspiration for
In the past year, following
the character was that no animated
strong interest in Guinness
series to date had featured desert life.
World Records by FMCGs,
As a result, JumJum was created, ac-
QSRs and mobile content
128
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