TOTAL LICENSING
What the
licensees
have to say....
FREEJ licensees are What made you decide to take a
ment of progress with the flair of culture Mega Star: “Having launched Season
hugely enthusiastic FREEJ license?
and heritage”. One in August 2007 as a Box Set with
and supportive of the Bin Saifan: “We believed in FREEJ and
Shanasheel: “These lovable and mem- a one-hour behind-the-scenes compila-
FREEJ licensing we saw immense potential for the char-
orable characters drew us to FREEJ. After tion, we increased our market share
program.
acters on merchandise in the region. We the first season of only 15 episodes, you overnight and will go on record to state
knew it was about time that the market could see people everywhere remem- that sales for FREEJ were the highest ever
To find out more,
in this part of the world enjoyed the bene- bering, imitating and making jokes. and achieved for any property release in Ara-
Total Licensing talked
fits of a well-thought-out animated series eagerly waiting for the next season. This bic. There was also the added benefit of
to five key licensees
that explains the culture of the Middle inspired us to create product”. English Subtitles and the series was Virgin
to hear their reaction
Eastern region.” Simba: “Freej is the UAE’s first 3D Megastores No 1 selling DVD for over six
to the program and to
Mega Star: “Mega Star specializes in animated series that won a number of weeks following its launch.”
find out more about
theatrical home entertainment DVD, vid- awards that confirmed its popularity in METS: “As a well known brand in the
their plans moving
eo and music distribution within the GCC communicating both the local and tra- Middle East, FREEJ has benefited our
forwards.
and became involved following the release ditional culture of the Middle East in a new line of FMCG applications in the bev-
of the first season of FREEJ that was modern way through the eyes of FREEJ. erage market. Categorizing different juice
Our participants
aired on local TV in Ramadan 2006. We The series brings the cultural national flavors with Freej characters has made it
include licensees from
immediately realized the potential of the identity back to the screen and this is ex- easier for the local market to identify the
different product
property. As a pioneering organization, we actly what appealed to us. Our group is a juice and it did not take long for the prod-
categories:
decided to explore the distribution rights licensee of many well-known internation- uct to become the beverage for the whole
for FREEJ within a license agreement with al brands which mainly target European family. A solid entry in the juice category
• Bin Saifan
Lammtara. It was self-evident in the first and Western markets. Even though these with a well established property has given
(plush, figurines and
few weeks of its launch that the series, brands are famous all over the world – as us the opportunity to explore new demo-
novelties)
as the first 3D animated program to be well as in the Middle East – we consider graphics and a new consumer mix”
launched in the Middle East, was to be a it important to contribute to the local Shanasheel: “There are many ben-
• Megastar
success. Content focused on communicat- market and help develop a more inter- efits including the confidence of selling
(theatrical home
ing the traditional and local culture of the national cultural understanding. We want products and being noticed in the mar-
entertainment)
UAE through the eyes of four loveable old to keep pace with market developments ketplace. Another aspect which we didn’t
ladies “The Fun Old Girls”. Under the di- – especially with developments in our expect but have experienced is customer
• Middle East Trading
rection of its brilliant creator Mohammed growing Middle Eastern markets. People loyalty, awareness and an appreciation
Stores (METS)
Saied Harib, the FREEJ series offered a here are proud of their cultural heritage for Freej products. ”
(FMCG products
balanced mix of both local culture and and we want to support this awareness Simba: “The Freej series are highly suc-
including juice, water
humorous comedy that truly emphasized as well as helping to keep values and tra- cessful and brilliant. The rewards demon-
and more lines to
the ordinary way of life, traditions, and ditions alive. FREEJ combines cultural her- strate this. . We believe in this brand and
come)
culture of those four cute grandmas living itage with today’s modern Middle East”. we believe that it has definitely even more
in the neighborhood.” potential for growth – maybe beyond the
• Shanasheel General
METS: “FREEJ quickly became a cultur- What benefits can you see from borders of the Middle East”.
Trading
al breakthrough in media and the charac- being associated with FREEJ?
(perfumes)
ters were embraced as national icons. In Bin Saifan: “Aside from working with How long have you been associ-
late 2007, METS (the largest distributor good people who have become both our ated with Lammtara, the owners
• Simba Toys
of beverages in Middle East) approached friends as well as our Licensor, we take and creators of FREEJ?
Lammtara pictures in order to develop great pride and enjoyment in working
Middle East
Bin Saifan: “It was in September 2007
the concept of FMCG applications for on such a colorful property as FREEJ. Of when Shaun Ollier and Khalid Abu Hmi-
(toys)
juice and other categories. The brand is course, we have also secured financial dan sat with us discussing the possibilities
young, fun, energetic, and projects a qual- as well as tangible benefits by taking a of becoming a licensee for plush, toys and
ity and premium image. It is the embodi- license.” accessories lines. We were excited as we
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