The show’s main characters Um Saeed, Um Saloom, Um Allawi and Um Khammas (pronounce the m in Um) is to live a peaceful life in the middle of the ever-expanding city around them. But the city’s boom unveils new social issues every day that they have to solve in their own simple and effective way. For the old women, there is no issue too hard to solve with a good cup of coffee at Um Saeed’s house.
Through sponsorship and other means, Lammtara raised the money to produce a pilot and, was given the go-ahead by the Sheikh Mohammed Establishment for Young Business Leaders (SME) who provided the initial funding needed for the project.

The first series, comprising 15 x 15 minute episodes, launched on Sama Dubai TV and Dubai TV in 2006 aired five times each day during Ramadan. The show gathered an immediate enthusiastic following and was watched by families as they broke their fast at their evening meals. By the time the series had aired, it was voted the number one show in the UAE by viewers and critics alike.

Inspired by the show’s undoubted success, Lammtara went into production with the second season which aired, again during Ramadan, in 2007.

As one would imagine with such a popular television series, the programme began with a DVD launch. Series two was also voted the number one show in the UAE by viewers and, as a result, the merchandising programme launched in full swing and today, the property has in excess of 20 licensees some of which are internationally recognised partners

Lammtara , believe that “FREEJ” is a transferable property of a quality that will be taken onto an International Stage from “Local to Global”.

Over and above the L&M programme, FREEJ has attracted some major sponsorship partners such as Du (an Emirati telecom company) along with a number of promotional partners who have aligned their products or services utilising the Iconic Characters within the animated series and is present on a number of in-flight airlines like that of Emirates Airlines, Etihad and Qatar airlines as well as other major airlines throughout the Gulf region and has attracted a number of awards on the way.

For more info on FREEJ click on www.freej.ae and for merchandising enquiries or Business Development,
email: shaun@lammtarapictures.com