UAE. Camel-O-Shy, a book and toy concept for kids, is hoping to expand in the Middle East following a showing at the Middle East Exclusive 2009.
Camel-O-Shy was created and designed by Sabine P. Moser, who lived in Dubai from 1999 to 2004. During this time, she could only find children’s books set in Europe and the US, and none catering to the local market.
Her experience as a qualified kindergarten teacher and a mother of three inspired her to create something more fitting to the UAE, and Camel-O-Shy was born. In 2003 she published her first book A week with Camel-O-Shy, writing and illustrating it herself.
 |
Gerhard Moser presents the Camel-O-Shy concept to The Moodie Report with the help of a marionette |
To complement the launch, Moser visited nurseries and schools in Dubai and Sharjah to present the book with a play using the Camel-O-Shy marionette. The interaction and spontaneity of the children during the presentation encouraged her to come up with two more books and an entire merchandising line.
The Camel-O-Shy merchandising line includes plush toys, pencil cases, bags, notebooks, water bottles, cushions and stationery. The brand is distributed in the Middle East by House of Gems, and it is listed with Dubai Duty Free at Dubai International Airport and with DFS at Abu Dhabi International Airport.
 |
Clockwise from left: Flexi Camel-O-Golfer, with movable limbs; Sabine P. Moser presenting a play with a marionette to excited schoolchildren; Gerhard Moser reading a page from A week with Camel-O-Shy in Arabic to Dubai Civil Aviation Authority President, Dubai Airports Chairman and Emirates Chief Executive H.H. Sheikh Ahmed Bin Saeed Al Maktoum at the Middle East Exclusive 2009 |
The success of Camel-O-Shy in travel retail spurred the company to exhibit for the first time at Middle East Exclusive 2009, said House of Gems’ Gerhard Moser. The brand’s target for the next few months is to expand to other countries in the region such as Bahrain, Oman, Qatar and Saudi Arabia.
The key to Camel-O-Shy is the story built around the character, a shy camel that eventually develops self-confidence, Moser said. Special attention is also paid to product details, such as the camel hump on the pencil case, as well as the movable limbs of the Flexi Camel-O-Golfer.
For more information, contact Gerhard Moser, tel: +971 4 235 2994, fax: +971 4 235 2995, or e-mail: moser@hog.ae. Visit www.Camel-O-Shy.com.
[comments]
