Licensing Magazine interviewed Dr Maria Frangieh, COO of Kids Entertainment in Dubai, to explore an innovative experience activation for children and families developed by her company, which sets a new benchmark for branded experiences internationally.
Can you introduce Kids Entertainment and how this journey began?
Kids Entertainment is a Dubai-based experiential licensing company dedicated to turning global brands into meaningful real-world experiences. Our goal is to create high-quality family entertainment that combines storytelling, learning, and interactive fun. The Peppa Dubai Tour is our newest project and has already become a regional flagship.
What makes the Peppa Dubai Tour so innovative?
This experience is one of a kind in many ways. It is the region’s first Peppa-themed sightseeing bus tour, designed to connect Dubai’s modern identity with Peppa’s playful world in a way that has not been done before. Families can enjoy kid-friendly food and drinks served onboard, an interior design that combines Dubai’s vibrant style with Peppa’s universe, and exclusive short animations made just for this tour, featuring Peppa and her family visiting Dubai’s most famous attractions. These animations play on screens at every table, so kids can follow Peppa’s journey as they explore the city in real time.
The bus is also guided by a Dubai Tourism-certified tour guide, ensuring accurate and engaging storytelling. And perhaps most exciting for fans: this is the first time Peppa and her family have left the UK for a vacation in the GCC and the Middle East. Their destination? Dubai, one of the world’s most popular family tourism destinations.
What makes the Peppa Dubai Tour innovative within the family entertainment space?
Peppa Dubai Tour is the region’s first Peppa-themed sightseeing bus experience, designed as a narrated, nonstop city tour that brings Dubai’s landmarks to life through Peppa’s world. We created a true edutainment experience that helps children learn about the city in an engaging, age-appropriate way. The online response has been incredible, with millions of impressions and remarkable community excitement.
How did the idea evolve from concept to reality?
The inspiration for this project stemmed from spotting a gap in the market for character-driven, immersive family experiences. From licensing approvals to storytelling development, every detail was thoughtfully designed. We worked with top creative, operational, and safety teams to ensure the tour provides an unforgettable experience from the moment families board.
What has been your most memorable moment on the tour so far?
One of the sweetest and funniest moments was when a young child refused to leave the bus at the end of the tour. He clung to his seat, insisting he wanted “one more ride with Peppa.”
Moments like this remind us why we do what we do: we create memories that children truly treasure.
What effect has the tour had on your business?
It has greatly enhanced our position in the licensing and family entertainment industries. The community’s response and strong digital presence indicate the region is prepared for further innovative experiences of this kind.
What’s next for Kids Entertainment?
We are expanding our portfolio with new international cartoon-themed bus experiences, unique outdoor family events, and other immersive activities that advance our mission of bringing global IPs to life in the Middle East and GCC Region.
About Kids Entertainment
As the first company in the region to run themed transport entertainment tours, Kids Entertainment has established itself as a pioneer in the family leisure industry. The company creates purpose-driven experiences that smoothly combine play and education, collaborating with trusted global and local brands to deliver top-quality entertainment concepts.
Operating under the highest safety and hospitality standards, Kids Entertainment works closely with Dubai’s government and tourism partners to develop innovative, licensed concepts. Each project is rooted in core values of intentional creativity, unwavering quality, respect for diversity and families, and a genuine passion for creating lasting memories.
With the goal of becoming the region’s leading family entertainment provider, Kids Entertainment is committed to creating innovative experiences that improve children’s lives through a great balance of fun, learning, and cultural growth.
