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Wed 6 Jun 2007 03:00 PM

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Fine targets children's market

Tissue producer expects to boost children's tissue sales with Disney branding.

Fine, a Dubai-based producer of hygienic paper, is hoping to boost sales of children's tissues after launching a new range of Disney-themed facial tissues in the Middle East following its partnership with the US entertainment giant, Walt Disney Company.

The Fine-Disney tissues, which are now available in Jordan, UAE, Lebanon, KSA, Oman, Qatar, Yemen, Kuwait and Bahrain, come in a pack of five boxes which each feature 3-D images of a variety of popular Disney characters.

The boxes, which are each a different colour, also include puzzles such as 'spot the difference' and 'join the dots' to boost the product's appeal to children.

The tissue boxes also feature a different dispensing mechanism from Fine's other tissue ranges; instead of a tear-away strip, the designers have incorporated a fold-away strip that can be lifted at a special slot. This way the picture on the box is retained, and users can easily pull out the tissues.

Peter Janho, Fine's chief area officer, Arabian Peninsula and Iran, is optimistic that the product will appeal to its target audience.

"We are certain that it won't be too long before a large number of children in the region start associating tissues with their favourite Walt Disney characters, which in turn will boost sales for us," he said.

"Moreover, the Fine-Disney tissue boxes will mean a lot more to children than the usual boxes since they can collect the colourful stack-side pictures or engage in the games at the bottom of each box."

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