TOTAL LICENSING
have been selling very well throughout
the region. Farook, having sold over 1
million items and are now on their 6
th
print run of their stationery line since
it launched in August 2007. Simba Toys
will have more than forty different toy
lines in the market. Bin Saifan, in fact,
operates a number of kiosks where a
full range of FREEJ merchandise is sold
in key locations within the UAE as well
as distributing the Plush line under li-
cense throughout the region
Shaun Ollier is clearly excited about
the potential of FREEJ and goes on to
say that “FREEJ is repackaging culture
for the 21
ST
Century and has been
incredibly popular amongst all age
groups”, he explained. “It’s a national
dream that required a huge amount
of effort and hard work on all sides
to make it a reality but the result has
given the people of this region, and
especially the UAE, its first ever ani-
mated series”.
Over and above the merchandising
tesy of Society Dubai Magazine
programme, FREEJ has attracted some
major sponsorship partners such as
e Cour Du who have launched a download
Pictur
catalogue for FREEJ. In addition, pro-
Mohammed Saeed Harib with his FREEJ characters
motional partners include the likes of
the series had aired, it was voted the ers and, as a result, the merchandising
Zabeel Investments who have part-
number one show in the UAE by view- programme launched in full swing and
nered with FREEJ to align their educa-
ers and critics alike. today, the property has major licen-
tional and leadership programme with
Inspired by the show’s undoubted suc- sees including Simba for a wide range
one of the characters – Um Allawi – as
cess, Lammtara went into production of toys, Shanasheel for fragrances, car
the ambassador/spokesperson for the
with the second season which aired, fresheners and shower gels, Sun Ce
launch of the Al Badaya Project, an in-
again during Ramadan, in 2007. for a full back-to-school range, METS
vestment partnership with Nakheel.
At this point, Mohammed realised that for natural fruit juices and Pure Drink-
In addition, FREEJ is also placed in-
the potential of the series was not just ing Water. Additional licensees include
flight with Emirates Airlines, Etihad and
in its television audiences but it could Hollywood Magic for apparel and
Qatar airlines as well as other major
also succeed in terms of merchandis- sleepwear, Jerboa for a publishing pro-
airlines throughout the Gulf region.
ing, product placement and sponsor- gramme in Arabic and English, Megas-
All of these activities have changed the
ship. As a result, Shaun Ollier joined tar for theatrical DVD home enter-
public perception of the show from
the company as Business Develop- tainment, Bin Saifan for plush, Crystal
one that is only shown during Ram-
ment Manager with the objective of Arc for 2D and
adan to a fully-fledged all-year-round
fulfilling the demand, by the public, for 3D crystal prod-
FREEJ products and merchandise. ucts, Emirates Pa-
As one would imagine with such a pop- per Mills for facial
ular television series, the programme tissues, Farook
began with a DVD launch. This was International for
the No 1 DVD release in August 2007 a wide range of
throughout the GCC and held the stationery, Fuala
NO 1 spot in Virgin Megastores for for confectionery
over 6 weeks. In all, more than 20,000 products. More
Season One DVDs were sold across products are be-
eleven countries. ing secured under
Season two was also voted the license.
number one show in the UAE by view- All licensed items
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