MUSE

MUSE × Magic Planet (MAJID AL FUTTAIM): Designer Toy IP Collaboration for GCC Family Entertainment

May 27, 2026 · case-studies · 4 min read

Project Overview

Partner: Magic Planet, the family-entertainment retail brand operated by Majid Al Futtaim Entertainment across UAE, Saudi Arabia, Oman, and Bahrain shopping malls.

Project Type: Original-IP designer toy collaboration — custom blind-box and plush series for in-park retail kiosks across Magic Planet locations.

Scope: Concept design → ADiP IP protection → manufacturer sourcing → ESMA conformity → in-park retail rollout.

Year: 2024–2025 (active).

Background

Magic Planet operates 30+ family-entertainment centres across GCC shopping malls (Mall of the Emirates, City Centre Mirdif, Mall of Egypt, and more). The brand has strong foot traffic — families spending 60–120 minutes per visit, with a defined retail conversion window inside each park.

The opportunity: introduce a GCC-themed designer toy IP that families could collect as keepsakes from their Magic Planet visits — turning a one-time entertainment experience into a continuing collectible relationship.

What MUSE Delivered

1. Concept & IP Development

We proposed several Gulf-heritage character concepts. The final selection became Hala, a baby Saker Falcon character inspired by the UAE’s national bird tradition, designed as a cozy collectible in traditional Emirati dress.

MUSE registered Hala under ADiP (Abu Dhabi IP) patent and trademark infrastructure to ensure clean IP ownership before retail rollout.

2. Co-Branded Collection Design

A 6-character collection was developed:

  • Hala (the baby Saker Falcon) — the anchor character
  • 5 supporting characters in Gulf-heritage themes (desert, marine, mountain, gold-souk, modern UAE skyline)
  • Each available as plush keychain, vinyl figure, and blind-box edition

3. Manufacturer Sourcing & Production

Working with our China-side designer toy supply network (Daimio, Maytree, and a Foshan plush-specialist factory), we produced:

  • 6 character vinyl figures (PVC, ~10–12 cm)
  • 6 character plush keychains (soft-touch fabric)
  • Blind-box packaging with magnetic close, premium printing
  • Custom retail display POS units for Magic Planet kiosks

Production lead time: 6 weeks from final approved artwork.

4. ESMA Conformity

Children’s product safety was non-negotiable for a mall-traffic retail environment. We submitted samples to an approved UAE lab for EQM (Emirates Quality Mark) testing:

  • EN 71 mechanical safety
  • ISO 8124 small-parts choking-hazard testing
  • Phthalate / heavy-metal screening
  • Manufacturer dossier review

Certificate issued in 3 weeks, before first retail shipment.

5. Customs & VAT Clearance

Import flowed through Jebel Ali Port (DP World) under HS 9503 classification:

  • 5% UAE Federal Customs duty on FOB value (handled via Mirsal-2 e-clearance)
  • 5% UAE VAT on CIF + duty (claimable input VAT via MUSE’s FTA-registered TRN)
  • 7 days customs clearance for first shipment

For more on UAE import flow, see our Designer Toys Import Guide.

6. GCC Retail Rollout

Distribution flowed from MUSE Dubai warehouse to Magic Planet retail kiosks:

  • UAE: 2-day delivery (Aramex B2B)
  • Saudi Arabia / Oman / Bahrain Magic Planet locations: 3–5 day delivery

Stock replenishment was handled monthly based on Magic Planet’s retail POS data — MUSE Dubai inventory feeds 6 countries with same-week reorder turnaround.

Outcome

  • First shipment delivered within 12 weeks of project kickoff (concept → shelf)
  • 6-country GCC rollout across Magic Planet network
  • Multi-year IP licensing framework established for future Hala collection expansions
  • MUSE’s Hala IP moved from concept to revenue-generating retail SKU set in a single year

Why It Worked

1. Pre-cleared compliance + ready logistics. MUSE’s Dubai warehouse, MoEC-recognised VAT TRN, and pre-clearance customs broker meant Magic Planet didn’t have to learn the import/conformity process. MUSE absorbed it.

2. Original IP, not borrowed brand. Magic Planet didn’t want a Pop Mart or Disney character (those are price-pressured and contract-locked). Hala gave the partnership clean IP ownership and brand alignment with UAE heritage.

3. China supply chain access. MUSE’s direct relationships with top Chinese designer-toy manufacturers (with Pop Mart–trained engineering talent) meant production quality and price-per-unit hit the right zone for mall-retail margins.

What You Can Take Away

If you’re a GCC entertainment operator, mall, or theme park looking to introduce a designer-toy collection or licensed character collaboration to your retail footprint, MUSE handles:

  1. Concept → IP protection → manufacturer sourcing in one operational thread
  2. ESMA conformity + UAE customs + VAT through our cleared brokerage
  3. Dubai warehouse + 6-country GCC last-mile in 2–5 days

To discuss your project: +971 55 567 1672 · leon@evplus.ae

See also: About MUSE · Hala IP · IP Collaboration · English Designer Toys Import Guide