Modhesh merchandise to be launched for kids

Modhesh branded merchandise meant for school children will be launched at the beginning of Dubai Summer Surprises 2002. Modhesh, the sunny DSS mascot launched three years ago, enjoys tremendous brand equity amongst children in the Gulf.

"We introduced selected Modhesh merchandise last year and retailed it at Modhesh Fun City. Having gauged excellent reactions to the merchandise, this year an extensive range of 18 different items of merchandise will be launched," said Ibrahim Abdul Rahim, DSS administrator director.

"The selection and the manufacture of merchandise has been under way during the last three months. More than 500 design ideas were screened to decide on the final 40 designs currently manufactured at UAE-based factories. "

"The distribution and marketing strategy is currently being detailed and we are also exploring options apart from Modhesh Fun City," said Abdul Rahim.

"But we would like children to be involved in the process of selling Modhesh merchandise, similar to the children's souq last year at the Fun City.

"Plans are also under way to distribute this merchandise through more accessible locations, since there is huge demand from GCC-based families and families based in other Arab countries."

Modhesh souvenirs and stationery were a rage last year.

Children's stationery, souvenirs and holiday accessories like caps and T-shirts are the major lines under production. The pricing strategy will match the 'good value for money' price that is the overall Modhesh Fun City promise.

"Internationally, with a major movie or television hit or a comic book character, the market is flooded with related merchandise," said Abdul Rahim.

"In this region, there was a singular lack of an Arabic-speaking popular children's character. Over the last three years, we have filled this gap with Modhesh."