Dubai: The DSS mascot's memorabilia is enjoying brisk sales throughout the city this DSS, according to the organisers.

After charming crowds of children and their parents all over Dubai, the DSS star and mascot, Modhesh, has now spawned a whole range of merchandise.

"In the six years that Modhesh has been around, his popularity has grown in leaps and bounds. And once any celebrity becomes famous, a whole world of licensing opportunities emerges. Modhesh is no exception," a DSS statement said.

A Modhesh likeness is being used by manufacturers of juices, flavoured milk drinks, soft toys and stationery.

And many more are in line for licensing including baby product manufacturers, clothing companies and confectioneries.

"The merchandise is available at a price to suit every pocket, from Dh1 to Dh160. Through our wide-ranging designs for the merchandise and our pricing strategy, we hope that Modhesh is made accessible to all his fans and young friends," said Khalid Tahlak, DSS administration and procurement coordinator.

While visitors to Modhesh Fun City (MFC) can meet him every day at specified times during the DSS, people can also bring Modhesh home and enjoy his cheery presence throughout the year.

Modhesh memorabilia is retailed in Halls 4 and 6 and the Toddler Zone (Hall 3) at Modhesh Fun City.

Malls throughout Dubai have also stocked up on the products. At Deira City Centre, people can stock up on Modhesh merchandise at a kiosk below Arabian Treasures.

At BurJuman, it is retailed at a location between the Bossini and Next stores. At Mercato mall, Modhesh merchandise is available opposite the Grand Mercato cineplex.

In Mall of the Emirates, Modhesh merchandise is retailed from a spot near Costa's coffee and Ski Dubai. In the Ibn Battuta Mall, it is available at the entrance to the Andalusia Court.

Overseas visitors can take home the memories and smiles of DSS by picking up Modhesh collectibles at Dubai Duty Free.

Meanwhile, Deira City Centre is charming children with the Magical Bubble Show brought in exclusively from Italy.

Each day, hundreds of children queue up to watch in awe as Enrico performs his magical tricks including; covering his beautiful assistant Deze in the mystical bubble and magically changing the colour of her clothes as she jumps from one bubble to the next.