Nickelodeon and Viacom Consumer Products (NVCP) and Entertainment Retail Enterprises recently opened their newest Nickelodeon Store in the Dubai Mall in Dubai, UAE.

The store is owned and operated by Al Garawi Group in partnership with Entertainment Retail Enterprises.

UAE residents and tourists now have unparalleled hands-on access to unique interactive experiences and exclusive Nickelodeon products in the heart of Dubai’s premier shopping destination, said Ron Johnson, executive vice president of Consumer Products for Viacom International Media Networks.

“Dubai is the ideal location to open our second Nickelodeon Flagship store,” he said. “Viacom’s commitment to this market includes our content partnerships with OSN and Etisalat, the recent launch of NickPlay, the localization of our Nickelodeon and Nick Jr channels in Arabic, and now this exciting new Nickelodeon Flagship store.   We could not be more delighted to bring kids and families in Dubai another opportunity to interact with their favourite Nickelodeon characters.”

Located on the third floor just opposite the three-story Waterfall attraction in the Dubai Mall, the 3,800 sq-ft store is in a prime location to offer kids and families alike the opportunity to interact with the Nickelodeon brand. Shoppers can choose from a wide variety of toys, apparel, homewares and other great products featuring the brand’s beloved properties like SpongeBob SquarePants, Paw Patrol, Teenage Mutant Ninja Turtles and Dora the Explorer.

Tina Calvo, CEO of Entertainment Retail Enterprises said: "We are delighted to open at the Dubai Mall, one of the premier global retail destinations, with our partner Al Garawi Group Ltd. The store will offer a fun and immersive environment with a broad assortment of exclusive product. This opening marks the continuing evolution of our Global Retail Network and execution of our strategy with Nickelodeon.”

The Nickelodeon Store in Dubai features several unique interactive elements, including the PineAPPle Bar, where kids can play on Nickelodeon APPS, the Colouring Table, the SpongeBob Photo Sculpt and the Play Table, where kids can try out new toys. In addition, "surprise" elements serve to create a fun and stimulating experience for all.

The product assortment within the store features a broad array of more than 300 products across all categories with over 80 per cent created exclusively for the Stores by Entertainment Retail Enterprises in partnership with Nickelodeon.

Raffaele Annecchino, president and managing director of VIMN Southern & Western Europe, Middle East and Africa, said: “The Middle East is an important market for us and this store demonstrates of our ongoing commitment to invest in the region. We look forward to continued growth and success of the Nickelodeon brand in Dubai and across the Middle East and will have more exciting news to announce shortly.”

Nickelodeon and Entertainment Retail Enterprises - SRI have stores around the world including locations in Panama, Honduras, Chile, Colombia and a Flagship store in London. – TradeArabia News Service