Modhesh merchandise sees exponential sales growth in 2009

Modhesh products have witnessed a 22% increase in sales compared to the first half of 2008 and sales during the month of June this year have trebled.

The plan was revealed by Ghanim Al Ghanim, Business Development Manager for Modhesh Merchandise at the DSF Office, who works closely with a team of product development and marketing specialists based in Dubai and Hong Kong. Al Ghanim says the move is part of a strategic plan to build on the brand equity of Modhesh and add incorporate more educational and positive values to the toys and games that will bear Modhesh trademarks and logos.

The current range, according to Al Ghanim, involves a variety of personal products, such as stuffed toys, towels and blankets; school items like stationery sets and pens; as well as souvenir pieces, including key chains and clocks. Of this range, the best-selling items have been the soft toys and school stationary items.

"Modhesh merchandise is about to get bigger and better, as we plan to introduce more educational toys to the range. Currently, we have bouncing balls to help children develop motor skills, as well as puzzles which help in developing decision-making skills. And we are close to production stages for exciting new products that will have more edutainment features,"

added Al Ghanim.

Although previous celebrations of the Dubai Summer Surprises had various types of Modhesh toys and games for sale, it was only in 2007 that the DSF Office made a conscious and serious effort to merchandise Modhesh.

The product development stage has been a critical component of Al Ghanim's operations. "There are a number of brand issues, value considerations, and safety standards that we have to deal with. Every color must follow the brand guideline, every material must be safe for kids, and every toy or game in both concept and use should be a reflection of all the excitement and fun as well as positive values that children and their parents have associated with Modhesh," he explained.

However, the merchandising effort is not just an attempt to commercially benefit from the success of Modhesh as a brand. "That is a normal business consideration; but we are in a unique position here to create things that will expound on Modhesh as a positive role model for children," continued Al Ghanim.

These influences, he says, focus mainly on children and how they should have respect and love for family and others; and for them to have a better appreciation for the culture and traditions of Dubai, for which Modhesh serves as a goodwill ambassador.

In addition, Al Ghanim and his team had to make sure that all the products complied with safety standards. All Modhesh items have received EN71 certification, the world-standard for safety in children's toys. "From the materials that we use to the manufacturers that we tap, we have complied if not exceeded safety standards. In fact, some of the suppliers that we deal with - in Germany, India, Thailand, Vietnam and China - are producing some of the best known brands for children's toys," continued Al Ghanim.

In fact, the EN71 product certification is just one of 17 certificates Modhesh toys have received for safety, including citations for using environment-friendly materials.

Plans are also in place to create a Modhesh concept store in a yet-to-be-named mall. Currently, Modhesh products are available at Modhesh World as well as independent kiosks in various shopping centres. Some products are also sold in Carrefour and cooperative stores. "We are still in the process of negotiating, but by next year, we should be able to reveal the location of the first Modhesh Store where we more toys and games will be offered to children, as well as an exciting in-store interactive concept that will make this a fun, entertaining and educational place for children," Al Ghanim ended.