TOTAL LICENSING
he explained. “We would like to have a The Fulla dolls are aimed at girls aged kids’ channel to launch in the Middle
presence in the Middle East and North six to twelve and have, without doubt, East.
Africa but our agreement with Aldar been the fastest selling fashion dolls in Nickelodeon Arabia started airing
will create huge visibility for our prop- the UAE. They are sensitive to Arabic original productions from launch to
erties. Until we are further down the culture and, for example, to preserve ensure a wholly relevant experience
line with this, we are not sure whether the modesty required by Arab markets, for Arab audiences. Shoof Kids, hosted
we will have an agent in the UAE or by seven-year-old Emirati, Wa’ad, gives
we will continue to handle this from children the chance to send in their
London.” own home-made videos exploring
Tom and Jerry, Looney Tunes and Su- interesting phenomena that are of in-
perheroes are WBCP’s key properties terest to them and which will then be
in the region. “They are easy broad- aired on the channel.
casting”, explained DiStafano. “And In addition, Rani and Asala welcome
they don’t need dubbing”. viewers to the Jumetna Friday after-
In North Africa, DiStefano plans to noon programming block, screening
have his Egyptian agent expand his Nickelodeon shows along with inter-
territorial coverage to include Tunisia, active games.
Morocco and Algeria. The channel also showcases interna-
However, he does feel that to succeed tional content from Nickelodeon’s
in the Middle East requires a very dif- portfolio such as pre-school hit Dora
ferent business model than the model The Explorer as well as SpongeBob
used in Europe. “More and more di- SquarePants and Jimmy Neutron for
rect-to-retail and promotional deals older kids, tween live-action favourites
are likely” he explained. “We ran a Drake and Josh and Unfabulous, and
really successful retail promotion have underwear molded onto the doll the famous Nickelodeon Kids’ Choice
with Carrefour for Batman The Dark which avoids any potential problems. Awards.
Knight recently and I am sure there It quickly became apparent that Fulla The channel is supported by a dedi-
will be more of these as time moves could form the basis of a successful li- cated website (www.nickarabia.net)
censing program. Today, New Boy have available in both Arabic and English.
more than 500 different products in The Nickelodeon Arabia team is
the market place ranging from MP3 working in close partnership with
players to bicycles and perfumes. NVCP, which oversees the licens-
With the success enjoyed by Fulla, ing business across the region.
NewBoy expanded their licensing divi- In terms of marketing events, Nick
sion in 2005 and began to represent have had a presence on the ground in
third party licenses. These now include the Middle East from last April starting
the Cookie Jar properties, 4Kids En- with the Kids and Youth Summit in Du-
tertainment, American Greetings and bai teasing the launch of the channel.
Sega Licensing and have enjoyed enor- Following that, they participated in the
mous success with Turtles which has annual Dubai Summer Surprises with
been one of their best selling brands. presence at some of Dubai’s malls as
Moving forwards, the company is tak- well as a permanent stand at Modesh
ing Fulla into international markets, City. Kids were able to meet some
firstly Indonesia and then they are characters including SpongeBob and
looking to test the product in the US Dora.
on”. market. The Fulla product line contin- Commenting on the venture, Alex
NewBoy started life as a publishing li- ues to expand – a recent addition is a Chien, Vice President, Content
censee in 1999 and in 2002 began to Fulla perfume which was designed and – Nickelodeon, Emerging Markets,
import toys into the UAE. manufactured in France and is aimed MTV Networks International, said,
In 2003, seeing an opportunity in the at a more adult market. “Nickelodeon is the first global kids’
market, the company launched Fulla, A relative newcomer to the region is media brand to create a free-to-air
the Arabic world’s answer to Barbie Nickelodeon. In July last year, Nickelo- Arabic service across the region. Add-
in response to Barbie being banned in deon Arabia launched to a potential ing the voices of Arab children to our
Saudi Arabia and Kuwait. Fulla adapted audience of 190 million viewers across worldwide Nickelodeon family is a sig-
the concept of a fashion doll to Arabic the Middle East. The free-to-air chan- nificant milestone in the brand’s histo-
culture and New Boy realised, early nel (via Arabsat and Nilesat), which ry and we’re proud to launch a service
on, that they had a success on their is aimed at kids 2-14 years old, is the that’s created just for them, reflecting
hands. first pan-regional, Arabic language FTA who they are and what they want.”
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