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The fair gathers leading toy manufacturers, distributors of child and baby related products, stationery and educational supplies and attracts over 5000 visitors from over 100 countries.
At Toy Fair ME, Lammtara is showcasing the success of the Freej property through the merchandizing programme that was launched in February 2007 in partnership with Lammtara's licensees, who have supported the production of an expansive range of products. The property has major licensees including Simba for a wide range of toys, Sun Ce for a full back-to-school range, Bin Saifan for plush, Farook International for a wide range of stationery and International Business Development for Freej full babyware line from 0 to 4 years.
"We are glad to be part of an initiative that supports the toy industry in the region and we hope that the presence of a strong local property such as Freej would attract more potential exhibitors and visitors to the show,"
said Shaun Olier, Business Development Manager, Lammatara.
Throughout the region, Freej products have been highly successful and very well perceived by customers. Farook International, for instance, has sold over 1 million items and are now on their 6th 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 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 license throughout the region.
Driven by the overwhelmed success of Freej, Lammtara is planning to extend its merchandizing programme to other key markets from around the world.
"We are looking for international agents to represent the brand and preserve its international standards and we believe that the Toy Fair Middle East is the perfect platform for us to meet prospective partners," added Shaun.
Nadeen El Ajou
