JumJum World
Dubai International Character and Licensing Fair 2010

JumJum World being the platinum sponsor of the upcoming Dubai International Character and Licensing Fair 2010, gives us the opportunity to be at the forefront of the Character Licensing Industry to further expose these amazing captivating desert animal characters into worldwide audiences.

Proudly created and produced by Index Holding, JumJum World characters are based on the adventures of adorable, exciting and full of life desert animals, which reflect many of the Arabian culture, values and attributes. Started with creating and producing a line of character branded merchandise since 2008, JumJum World are now ready to hit the market and will eventually produce an animation to permanently mark its name in the character licensing business locally and globally.

The inspiration behind JumJum World creation was mainly due to the fact that none of the animation series had adopted or mentioned the Desert Life. There was always a misconception about the desert. The dominant impression was that the desert only represents sand and camels. Therefore, it was created to reveal the real world about the desert, particularly UAE desert, to talk about its environment and its animal life through the depiction of entertaining and fun characters. In particular, creators of JumJum World aim to spread and promote the desert life of the Arabian culture globally.

Speaking about Arab cultures, values and attributes, we have JumJum the main character of JumJum World. JumJum is an orange camel and is known for being generous and kind hearted. Arabs are known for their generosity. Then, there is Eshrej the rat, who likes to drink coffee and talk about his wisdom and who loves poetry, a typical Arab man who must have his coffee without a day passing by. Than we have Habari the houbara, one of the bird species that can be found in the UAE desert, who worries about being extinct. Heddy the hedgehog, another fun character that will definitely captivate the hearts of young ambitious boys who wants to do the things that they never knew they could. Being a hedgehog and has short legs does not stop Heddy from having the passion to play football. All these habits and characteristics of each character portray and reflect many of the Arab culture in a way that will educate our audience indirectly through the characters and understand the value of this amazing culture and tradition being it old or new. These bracing nine characters present themselves in a unique cultural spirit introducing the culture as well as the values of the people of the UAE.

When we first started mid June 2008, Index Holding decided to tackle this industry by focusing on producing merchandising instead of animation. Our primary focus presently, is to focus on the retail and licensing business as apart of our marketing strategy with the hope of getting into animation production after. During this time, JumJum World has gone through an extensive marketing activities through maximize exposure by involving in school activities, short-term kiosk, participating events and now concentrating in going straight to the marketplace by bringing the product to the people. The idea of bringing the characters to the public is one of the most effective ways to make people remember and experience the characters.
JumJum World is our brand. The brand invokes the fact that the desert life should not be forgotten and to create consciousness on the desert animals. The brand is a “view” of the desert life. The word “view” also evokes the vision of how we want our products to be seen and recognised. In addition to our name, our logo reflects the outlook nature and quality of the work that we produce. Our characters are more than just characters; they represent and reflect the characters itself.

The most significant development in this marketplace recently has been seen through the expansion on Licensing business. Adapting and shifting market trends and increasingly diverse customer demand, we continue to develop our expertise in this field, by moving forward and accept every challenge that there is to succeed in the licensing market. By focusing all our effort and energy, we anticipate to develop in a very fast pace and maintain a top position particularly in the UAE by giving the primary focus and attending to our customers as it will give us significant advantages.

JumJum World products are intended to appeal not just the core customer 5-15 years of age but also to consumers of all ages and from all walks of life who appreciates character branded merchandise.