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TOTAL LICENSING
In February 1996, Sheikh Mohammed In the years since, the month-long ily successful. Modhesh, which means
bin Rashid Al Maktoum, UAE Vice Shopping Festival held in January ‘amazing’ is now a success story in
President and Prime Minister and Rul- through February has become an ex- his own right. During the Dubai Sum-
er of Dubai inaugurated the very first traordinary extravaganza of shopping, mer Surprises, he features on more
Dubai Shopping Festival as part of the events, and entertainment that now than 600 two-metre statues around
government’s policy to position Dubai not only attracts more than 3.5 mil- the city and Modhesh Fun City, which
on the world map as an unmatched lion visitors but generates nearly $3 opened in 2000, is now the region’s
tourist and business destination. billion (US) in revenues. largest indoor entertainment venue.
Following the extraordinary success The 37,000 square metre facility fea-
of the Dubai Shopping Festival, in tures over 200 activities designed to
1998 the DSF office launched a ma- educate and entertain children. These
jor equivalent during summer months. include a special Toddler Zone as well
Entitled the Dubai Summer Surprises as a Tech Zone for older children and
launched, again involving Dubai’s 25 fun fair rides, inflatables, a Crafts Zone,
world-class shopping malls, together sand and balloon art activities. Today,
with family entertainment, events and it regularly attracts more than 5000
competitions. Under the umbrella visitors each day and each year new
logo of ‘Big Fun for Little Ones’, the attractions are added – recent addi-
event concentrates on children’s ac- tions include an Ice Arena and a Pet
tivities and, similar to its Winter coun- Zone where children can see exotic
terpart, has been an overwhelming animals.
success with visitor levels running at Of course, a result of the success of
over 2 million in 2007 and revenues the Dubai Shopping Festival and the
well over $1 billion US. Dubai Summer Surprises has been an
At the center of both events, the DSF extraordinary interest in Modhesh as
office established a character mas- a character.
cot that has become extraordinar- Modhesh first appeared in a television
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