• The themed corner incorporates exciting design and the very latest
in FREEJ merchandise
• Lammtara discloses plans to develop a number of FREEJ corners in selective outlets of The Toy Store within the GCC
• Promotional days set for 17 and 18 December with guest visits from FREEJ characters
Dubai, 18 December 2009 – Lammtara, owner and licensor of the highly acclaimed FREEJ brand announce the launch of the first ever FREEJ Corner in partnership with The Toy Store, a part of Gulf Greetings Hallmark Stores. The corner includes the traditional Um Saeed House where the much loved FREEJ characters hang out for their morning coffee and a comprehensive range of the latest in FREEJ merchandise. The design, by renowned FREEJ designer Mohammed Magdy, is a blend of traditional Arabic culture ingeniously combined with refreshing 2D animation. This gives fans the chance to immerse themselves in the world of FREEJ, whilst getting the opportunity to enjoy an exciting product range which includes everything from stunning silver jewellry to funky watches, comforters and crocs, Top Trump cards and DVDs.
Lammtara in conjunction with The Toy Store will be hosting launch evenings for FREEJ Corner on Thursday, 17 December and Friday, 18 December, 6pm – 8 pm. Fans and families will be able to enter the world of FREEJ and meet these much loved characters who will be making a guest appearance. They will also get the chance to enjoy all the latest merchandise from this groundbreaking brand. The event evenings will also include promotions and a chance to win FREEJ prizes.
Paul Sanders and Robert Mant of The Toy Store welcomed FREEJ Corner
to their flagship store: “This corner is an exciting addition to Toy Store and
we realize the benefits of such a partnership. Not only does it showcase
traditional Arab values but it also showcases the new lines under FREEJ. FREEJ corner is set to have a broad appeal which will encompass both visitors and locals alike.”

Shaun B Ollier, Business Development Manager Lammtara, expressed his enthusiasm “FREEJ is iconic – both in its content and in its cultural messaging. It has won the hearts of millions and made the UAE proud. We
¬are really pleased to have worked together with Toy Store to launch the first FREEJ corner. In the months ahead we are hoping to develop a number of FREEJ corners in selective outlets of The Toy Store within the GCC.”

ABOOD: (Bounds up stairs of Toy Store, Mall of the Emirates and screeches around corner grinding to a halt at FREEJ Corner). Wow!
UM SAEED: (Pause) Marhaba! Strange…looks familiar, I feel right at home
UM SALOOM: (tagging along behind Um Saeed and looking disorientated) Where are we?
UM KHAMMAS: FREEJ Corner of course, goodness look at this beautiful plush doll (Um Khammas is tenderly stroking a soft toy of herself)
UM SAEED: (sarcastically) Looks like an old granny to me! … But this small one is quite lovely, very cute (picking up soft toy of herself)
UM ALLAWI: (moving to a glass case full of interesting FREEJ watches)
Now, that’s what I call gizmos…
UM SALOOM: (interrupting and looking confused) Where is Abood?
The Fun Old Girls look up to find Abood perched mischievously on top of the Um Saeed house with a trail of FREEJ crocs, and toys randomly scattered
UM KHAMMAS: Abood, come down, come down right now! Come down or they won’t be asking us back here again…
And so it was that the FREEJ characters came upon
FREEJ Corner at The Toy Store in Mall of the Emirates.
And luckily, they were asked back.