In the first tie-up of its kind in the region, Jordanian lifestyle and streetwear brand, Jobedu, is collaborating with Disney and Warner Bros. to produce merchandise featuring some of the entertainment giants’ most iconic characters.
As the first cobranding partner in the Middle East, Jobedu recently released a new collection featuring Warner Bros. superhero characters from the world of DC comics, and is also creating character apparel from Looney Tunes, Scooby-Doo, Tom and Jerry and The Flintstones, said Tamer AlMasri, cofounder and CEO of Jobedu.
The apparel company will also be releasing their twist on Disney’s Marvel and Star Wars characters soon as well, with the Marvel merchandise scheduled to be released at the end of this month and the Star Wars characters at the end of May. The first collection featuring all the Avengers and other Marvel favorites, was launched in tandem with the release of Marvel Studios’ Avengers: Infinity War on April 26. The collections are available for purchase on Jobedu’s website, the company’s flagship store in Jordan and in the Virgin Megastore in the GCC. Collections to follow will include Yoda, Darth Vader and the enduringly popular Mickey Mouse.
“This is huge. We’re honored to be the first to localize these characters in the region. Expectations have gone through the roof and now we have major players. We had to evolve super-fast as a company to meet expectations and we need to deliver,” said AlMasri.
There’s an increasing interest for international firms to localize their brand in the region and relay their iconic characters in a way that connects with the Arab world, said AlMasri. Jobedu will Arabize designs by adding calligraphy and symbolic features to the age-old characters and themes. The company has remained true to its Jordanian roots by producing all its products in Jordanian factories and employing designers throughout the Arab world.
“We’re super excited to have Jobedu play a central role in providing consumers in the region with merchandise based on their favourite characters and franchises – and for the first time ever in Arabic,” said AlMasri. “Our name stands for something; it stands for local quality creatives and we’re developing a name as a pop-culture hub. We want to bring gaming, TV, and music to life,” he said.
Jobedu has entered into strategic collaborations with international companies which has enabled the company to aggressively expand its operations in the region. A number of investments have also been recently secured to support the growth. Investors include Oasis500, Abdul Majeed Shoman and Z-Mission Ventures.