What Modesh did next

After seven years as the mascot/face/cartoon embodiment of Dubai Summer Surprises, Dubai Shopping Festival says Modesh will now become a year-round feature. DSF describes the yellow worm/spring as ‘the Mickey Mouse of Dubai’.

There has been talk for a number of years of how to extend the Modesh brand. DSF’s announcement seems more centered on having Modesh merchandise available year round. A theme park and animated TV cartoon series have been mentioned; as yet there are no firm plans. Both would make sense. Modesh has already taken to road on Gulf meet-and-greets, a TV series, made out of media central Dubai, would extend the reach. And a theme park, not necessarily on the scale of Disney World, would be a sensible next step for the already popular Modesh Fun City.

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The devil in the discount

The first five weeks of this year’s DSS have generated $74m in revenues. Visitor numbers are up and the organizers expect a record outcome for all involved.

All of which is excellent news. Maintaining forward momentum for a 10-year-old product in a city as changeable as Dubai is no mean feat. The organizers have to contend with the twin threats of local ambivalence and international competition. The figures seem expected; they’re not, every penny and visitor could have gone elsewhere this summer.

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