Dubai's fabulous foursome, Um Khammas, Um Allawi, Um Saloom and Um Saeed – or collectively known as the lovable but cranky, animated old girls of Freej – are set to storm the stage after creating quite a stir on television.

Freej Folklore is to be performed from January 8 until 18 at the Madinat Jumeirah, in two daily shows – both English and Arabic. With this theatrical extravaganza, creator Mohammed Saeed Harib hopes to change Arabic theatre the same way Freej changed local television.

"The idea of a show stemmed from a similar production we'd staged earlier this year when we announced the Freej theme park at Dubailand," said Harib, who says there's a big audiences for his work. "The shows will be popular with fans of Freej – nationals and expats alike. We will also provide headsets with English translations during the Arabic shows and special English performances will be held over the weekends."

But that's just part of a series of new developments with the popular characters. As the calendar turns to Ramadan this week, season three of Freej takes to the air on Dubai One. Harib says the new season takes the storyline back to its roots, with a focus on reviving the Emirati culture and way of life. The character, Abood, introduced in the second season, continues to appear.

A deal with telecom major du will see the first two seasons of Freej being beamed to cell phones as mobisodes or episodes customised for mobiles. They will be available from du's Mobile TV section on the portal 'My World' and adds to the bouquet of ringtones and wallpaper skins already offered.

The Freej success story has put Harib and the country on the map, especially when the show became the first ever UAE TV series to be available on flights operated by Emirates, Etihad and Qatar Airways. As demand grew for the four Emirati women who discuss life and its many issues over tea at Um Saeed's home everyday, it wasn't long before DVD sales picked up. Season One has sold 21,000 copies till date, while Season Two sold 50,000 DVDs on the first day itself, said Harib.

Merchandising was the next big step, and by the end of this year, 200 different lines will be available. "We started with Freej dolls, which were an overnight success and have sold 165,000 units till date," said the entrepreneur. "We extended the line to target the younger audience, but the success of Freej perfumes continues to shock me. More than 122,000 units of perfumes have been sold till date, and we are extending the line to shampoos and handwash.

"Following this, apparel will be the next big thing, to hit stores in October or November." What fans now want to know, though, is if a fourth season is already in the works? Harib does not offer a straight answer. "I'm not sure if there will be another season – but who knows what the future brings? If there is a demand, we will deliver."

Does that mean he will focus on a Freej full-length animated movie? Laughing at the question, the creative genius added: "Shhh! Now is not the time to discuss this – next year, maybe."



The story so far

Freej started off as a six-page study book in 1998 but it never materialised until 2003 when it was adopted by Dubai Media City. After a small demo was created, it was given the go ahead by the Sheikh Mohammed Establishment for Young Business Leaders. In September 2005, Lammtara Pictures was established to oversee the production of a TV show.

The brainchild of UAE national Mohammed Saeed Harib, Freej was the region's first 3D animated series, debuting on UAE television in 2006. It follows four old national women living in a modern day Dubai. Um Saeed, Um Saloom, Um Allawi and Um Khammas try to live a peaceful life in the midst of the ever-expanding city, but the city's boom creates new social issues for them to tackle every day. But no issue is too hard to crack over a good cup of coffee at Um Saeed's house.