Dubai's Modhesh eyes global TV stardom

Licensees of shopping festival character ink deal with European animation company

Modhesh, the character used by Dubai to promote its growing retail offering, is to get its own TV cartoon series under an agreement announced on Monday.

Dubai Events and Promotions Establishment (DEPE), licensees of Modhesh, said it has forged a strategic alliance with Mondo TV, a European animation production and distribution company.

Under the agreement, DEPE and Mondo TV will produce 26 episodes of the Modhesh cartoon series, each of them lasting 13 minutes.

They will be produced in both Arabic and English, and distributed on a regional and international level.

The Modhesh series, which will feature a variety of educational topics for young viewers, is expected to be ready to be shown in the UAE next year, a statement said.

The agreement stipulates that the cost of producing the series and the revenues earned from the distribution and licensing rights will be shared jointly by DEPE and Mondo TV.

The agreement also offers Mondo TV exclusive international distribution rights to the cartoon series for five years.

Laila Suhail, CEO of Dubai Events and Promotions Establishment, said: "Modhesh, which was launched as a cartoon character during Dubai Summer Surprises in 2000 has become a big hit with children across the region.

"The signing of this strategic partnership with Mondo TV will further enhance our efforts to build on the astonishing fame of Modhesh and turn it into a global icon admired by children around the world."

She added: "We are confident that the production of the Modhesh series in collaboration with Mondo TV will be a huge step forward on the road to international fame for this lovable children's character."

Matteo Corradi, senior vice president of International Sales, Mondo TV, said: "We are delighted to sign this agreement and work in close collaboration with Dubai Events and Promotions Establishment to produce this series on the amazing Modhesh cartoon character that is so popular in this region.

"We expect to finish production in less than a year so that it is ready to be telecast in the UAE next year."

Created in 2000, Modhesh was launched as the mascot for the region's biggest summer event - Dubai Summer Surprises.

Today, Modhesh is a successful brand on its own with a diverse merchandise consisting of over 1,000 products.

The Rome-based Mondo TV, which was founded in 1985, is a public company, listed on the Italian stock exchange.

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