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TOTAL LICENSING
have become brand ambassadors for now published in several languages ers,, Dooodolls has since been licensed
DEWA to educate and promote in licensed editions throughout the by iG-Interactive Sdn Bhd to create
the conservation of natural re- world. The characters are also featured Dooodolls characters into virtual ava-
sources of planet earth for fu- in a weekly comic strip published by tars and products for their massive
ture generations. leading newspapers in the GCC. In ad- multiplayer online gaming platform,
Parallel to Splashy and dition, the characters are featured on Meetoto (www.meetoto.com). Cur-
Sparky, DEWA a series of licensed merchandise from rently Meetoto ranks as one of Ma-
has also launched back to school products to mobile laysia’s top online multiplayer games.
Abu Saeed and phone content from China to Spain. In Emari Toons, an animation company
Family with a set March 2009, the first of The 99 Village known for its authentic Arabic brands
of characters in- branded theme parks was launched in like Bah Ya Bah, The Jar, Turtle Dream, 5
cluding a father, Kuwait. friends street and Arabian Sinbad will
mother, Khaled, Production of The 99 animated tel-
Waleed and a little evision series will begin airing with a
daughter Moza. primetime ninety-minute special by
The family, living the end of 2009 or early 2010 and
in a small house regular weekly offerings of the series
gets frequent will begin at Ramadan 2010. Twenty-
friendly visits six episodes of the Teshkeel/Endemol
from Splashy and series are already in various stages of
Sparky. The moral guardians for production with another twenty-six
the conservation of water and elec- soon to be commissioned.
tricity often intervene in the lives of “Teshkeel is excited to participate
Abu Saeed’s family to guide them on again in the Dubai International Char-
ways to preserve natural resources. acter and Licensing Fair following the
Teshkeel Media Group is the publisher great response to our attendance last
of The 99, the award-winning super- year, said Dr. Naif Al-Mutawa, founder
hero series that debuted in June 2006. and CEO of Teshkeel Media Group.
Teshkeel recently confirmed its partic- “The Fair is an important venue to
ipation in the upcoming Dubai show. meet future licensees and exchange again be participating at the show this
The 99 are the world’s first super- information with fellow exhibitors. It year.
heroes based on Islamic culture and also helps us keep our fan base up to Finally, the Dubai Shopping Festival Of-
history. The series promotes universal date with our latest adventures.” fice will, once again, take part in the
themes of tolerance, teamwork and Dooodolls from Malaysia is a further show showcasing their mascot, Mod-
appreciation of diversity. Launched in exhibitor. Dooodolls is well known hesh. Commenting, Laila Suhai, CEO
the MENA region in 2006, The 99 is amongst teens and tweens with rang- of the Shopping Festival Office said,
es of merchandise already in the mar- “The first edition of the show pro-
MBC Merchandising, the licensing arm of giant Middle East broad-
ket including plush, pillows, baby plush, vided an ideal platform for interaction
casters MBC, has recently signed to represent both Viz Media and
key chains and stationery products with licensing business and brands
WWE for merchandising across the region.
already in-store in Malaysia. Interna- usage rights executives and interna-
On a different note, MBC continue to grow their licensing program for
tionally, Doodolls plus and accessories tional marketing companies especially
Eish Safari. The programming, likened to ‘Survivor’ but for children, airs
are sold in sixteen countries around in characters industry. It gave us the
on MBC3, the broadcaster’s children’s channel and season 5 is
the world and the program continues opportunity to communicate with
set to launch in Spring, alongside a raft of new products. This
to grow. decisionmakers in this global industry
summer has seen the launch of licensed triker and chopper
In 2007, Dooodolls sealed its first li- that has become an important income
bikes. On the promotional side, as a first-time initiative, MBC
censing deal with MNC Holdings Sdn source in some of the advanced coun-
Merchandise, in association with Toy Triangle Company has
Bhd, creating Dooodolls pre-school tries.”
carried out a number of retail promotions surrounding the
mobile educational games for toddlers The business volume of Modhesh,
launch of products. These were held in Qater and Saudi
to help them with learning skills such including merchandise and licensing,
Arabia fully supported by television. Finally, Eish Safari
as pronunciations, alphabets, counting, touched Dh100m in 2008, with 600
merchandising is reported to be selling
logic colours and shapes. With MNC products launched including food,
well in stores including Jarir and Toys R
Holdings Sdn Bhd, Dooodolls animat- clothes, stationery, school require-
Us – particu-
ed mobile wallpapers have become ments, furniture, toys, games and edu-
larly product
increasingly successful and marketed cational electronic games that aim to
lines that
to the three key telecommunication develop children skills.
are adver-
giants, namely Maxis, Celcom & Digi. For more information about exhibiting
tised on
Due to growing brand popularity at, or visiting the Dubai Character and
MBC3.
among Malaysia’s tweens and teenag- Licensing Fair, visit www.character.ae.
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