Tatweer, a member of Dubai Holding, today announced the launch of Freej Dubailand, a four million sq ft family entertainment destination.

The project will be based on the much-loved characters from Freej, the Middle East’s first and most popular 3-D animation series, said a statement.

The announcement was made in the presence of Sheikh Majid Bin Mohammed Bin Rashid Al Maktoum, chairman of the Dubai Culture and Arts Authority (DCCA) at a gala event celebrating the launch.

Marking a defining moment in the UAE’s cultural history, the fantasy world of Freej Dubailand will be located in the heart of Dubailand and offer innovative rides, breathtaking attractions and fun-filled experiences. It will serve as a getaway destination for adventure lovers and leisure seekers, represented by its four main ambassadors, Um Saeed, Um Saloom, Um Allawi and Um Khammas.

Saeed Al Muntafiq, executive chairman, Tatweer, said: “It is indeed a proud moment not just for Tatweer but for the whole of the UAE that the success and popularity of a home grown product is being recognised with a dedicated world-class theme park.

“The launch of Freej Dubailand is indicative of an ambitious growth plan for the Freej brand, transforming it from a television series into a world class leisure and entertainment Arab intellectual property. Additionally, in recreating the world of Freej at Dubailand, we will provide an innovative regional touch to our entire offerings in line with Dubai Strategic Plan 2015, while further boosting the tourism sector.”

Freej Dubailand will boast hotels totalling 2,600 keys, and feature retail, food and beverage outlets, as well as a spectrum of entertainment attractions. Comprising 1.2 million sq feet of open space, it will welcome over two million visitors a day.

Mohammed Saeed Harib, chairman, Lammtara, and the creator of Freej, said: “Tatweer’s decision to bring the Freej characters to life marks an extraordinary recognition of local creativity. The concept of this theme park comes as a natural progression of the show’s popularity that cuts across all age groups and genders. Reflecting world class standards and offering inspiring entertainment, we are confident the Freej theme park will prove to be as popular as its television counterpart.”

Mohammed Al Habbai, CEO, Dubailand, said: “Freej Dubailand will add holistic value to the entire development, complementing Dubailand’s services and activities. As the first theme park born out of national talent, we consider this a landmark achievement.”

The development will be the first theme park to focus on Arab culture and creativity, heritage and achievement. Additionally, the four elderly ladies in Freej will act as ambassadors to each of the four distinct lands within the park – Window on UAE, Golden Age of Discovery, Myths and Legends, and the Land of Freej that will be an exact replica of the famous neighbourhood that is portrayed on television.

The characters will also serve as storytellers in everything from rides and shows to retail, food and beverages, providing a glimpse into Dubai’s unique past, present and future.

The three billion sq feet Dubailand, a member of Tatweer, comprises projects including DreamWorks Animation Park, Marvel Theme Park, Six Flags, HIT Entertainment, Universal Studios Dubailand, Global Village and other projects part of the destination include Dubai Sports City, Motor City, Dubai Outlet Mall, Al Sahra Desert Resort, Al Barari, The Polo and Equestrian Club, City of Arabia, Legends, Dubai Wheel and Falcon City of Wonders. –TradeArabia News Service