Digital Durian Launches the First ‘Didi & Friends’ Store in Malaysia

Published by Amzar Anizam @ 23/12/2016

Ribbon cutting ceremony for the first Didi & Friends store in Malaysia.

Digital Durian, in its first collaboration with Metrojaya and Astro launched the first store for its popular pre-school animation Didi & Friends in Metrojaya, The Curve mall on 23rd December 2016.

The collaboration represents Digital Durian's first foray into licensing and merchandising store, with the aim to bring Didi & Friends fans who share the same love for the animation together under one roof.

Every aspect of the store has been crafted to bring out the fantasy world of Didi & Friends including the animation’s synonymous rainbow backdrop, playful fixtures, play area and the custom-made five feet sculptures of Didi, Nana and Jojo.

Moreover, the store is equipped with exclusive selection of high-quality and fun limited edition Didi & Friends merchandise; such as plush toys, apparel, school supplies, bags, DVDs and more.

Sinan Ismail, Co-founder and Director of Digital Durian revealed that going beyond the screen with licensing and merchandising was in their plan from the start. Hence, he urges upcoming animation studios and producers to “think about how you can merchandise it, what type of licensing and merchandising you want to get into, and is it suitable for licensing and merchandising – as it is definitely something that all animation companies should do.”

Speaking of Digital Durian’s next plan for Didi & Friends, Sinan commented that the studio is collaborating with British Council in Malaysia to publish the English version of the animation very soon.

Didi & Friends is a fun and educational animation for children aged one to six years old. Boasting over 200 million views on YouTube, the musical animation is also the number one pre-school TV programme on Astro Ceria.

Digital Durian team at the launching ceremony.

From left: Hasnul Hadi Samsudin, Director of the Creative Multimedia Division at Multimedia Development Corporation (MDeC); Sinan Ismail, Co-founder and Director of Digital Durian; Hairul, Co-Founder of Digital Durian; Putri Yasmin Megat Zaharuddin, the Vice President of GenNext Content Astro; Gina Long Ahmad, Assistant General Manager of Boustead Holdings Sdn Bhd – Leasing and Advertising & Promotions; and Simon Lee, General Manager of Metrojaya.