TOTAL LICENSING
advertisement publicising the turned Modhesh into
Dubai Summer a very famous character
Surprises. and today he is an inde-
The ad fea- pendent brand that
tured a fa- may become glo-
ther bringing bal very soon”.
his children a wrapped Whilst Modhesh
present to celebrate easily outdoes
the end of the school local rivals such as
year. Once the parcel Disney or Barbie with
was unwrapped, Mod- revenues in excess of $35 million, li-
hesh appeared. censing, of course, is key to expand-
Such was the popularity ing the Modhesh program,
of the character that, both in Dubai and beyond
in 2003, the DSF Of- which is where Laila Suhail
fice began to sell Mod- believes his future lies.
hesh sourvenirs throughout the Mod- An early license has been signed
hesh Fun City attraction and in 2006, with Marmoum, a milk and dairy prod-
as a result of requests from retailers ucts supplier who now produces
who wanted Modhesh products on Modhesh juices. Similarly, Modhesh
an all-year basis, a merchandising cakes will debut shortly together with
program was established in Dubai to Modhesh Dates and Modhesh potato
capitalize on the interest in the char- chips.
acter. By 2007, there were 180 differ- “We have created nine different of-
ent Modhesh items, a figure that by ficial style guides for Modhesh to be
mid 2008 had grown to an astonishing used in all licensing agreements”, ex-
600. Products are now sold through all plained Laila Suhail.
of the shopping centres and outlets in The DSS Office have spent around $7
the Emirate and major retailers, such million in 2007 to develop Modhesh
branding initiative will position Mod-
as Toys R Us, Dubai Duty Free and as a brand including a tour around
hesh as a worldwide brand and one
Carrefour have dedicated retail areas GCC countries to visit children who
that appeals to children the world
specifically for the character. were unable to attend the Summer
over.
Spearheading the Modhesh program Surprises.
“Modhesh is the embodiment of all
has been Laila Suhail, Chief Executive Animation is also on the cards and the
that is good and great and, as such, is
Officer of the Dubai Shopping Festi- DSS Office are now working on ani-
a perfect role model for children”, ex-
val Office. Commenting on the suc- mated episodes to be translated into
plained Laila Suhail. “He’s a friend who
cess of Modhesh, she said, “Modhesh eleven languages. “There are more
will be there for them – sharing their
is an exceptionally beloved character than 180 nationalities in Dubai”, ex-
fun and lerning as well as filling their
amongst children and you can find plained Laila Suhail.
lives with happy and fond memories.
gifts and products carrying his name Of course, the next step is to take
These are qualities that relate to chil-
and images in every household in Du- the character beyond the Gulf shores
dren right around the world. We re-
bai. Over the past few years, we have and into international markets. A new
ally do believe that Modhesh’s lovable
nature will endear him to children of
all ages and, importantly, will transcend
cultural boundaries”.
For further information about
Modhesh and opportunities
available, please contact
Laila Suhail,
Chief Executive Officer,
Dubai Shopping Festival Office,
Level 1, Dubai – Department of
Economic Development Building,
Baniyas Road, P.O. Box 25425,
Dubai,UAE. Tel: +971 4 2235444,
Direct: +971 4 2020282
Email: lmsuhail@mydsf.ae
77
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