Building on its expanding retail footprint across four countries, the UAE’s leading pop culture and collectibles retailer brings its curated range of licensed collectibles to families through a new Shop-in-Shop partnership with Threads and Scribble Street.

The Little Things (TLT), the UAE-born collectibles and pop-culture retailer, today announced a strategic Shop-in-Shop partnership with Threads & Scribble Street, bringing The Little Things’ curated range of collectibles to selected Threads and Scribble Street stores across the UAE through a new Shop-in-Shop concept. The move marks TLT’s first push beyond standalone mall stores and pop-ups into an everyday retail format, putting collectibles in front of families during trips they’re already making, rather than asking them to make a special one.

The agreement was formalized at an official signing ceremony and unveiling in Dubai, attended by  Hassan Tamimi, Chief Executive Officer, The Little Things, Latesh Radhakishen, Managing Director, Threads & Scribble Street and other senior leadership from both organizations. Signed at the Threads Store, Times Square Center.

This partnership lands at a moment when TLT’s footprint and visibility are both expanding fast. The brand now operates nine stores across four countries: Dubai Mall, Bluewaters Island, Dubai Hills Mall, DIFC’s Gate Avenue, and Yas Mall in Abu Dhabi in the UAE, alongside Riyadh Boulevard and Red Sea Mall in Jeddah in Saudi Arabia, Doha Festival City in Qatar, and a location in Tashkent, Uzbekistan, plus a UAE-wide e-commerce platform.

That growth has been matched by a steady drumbeat of brand takeovers. In February 2026, TLT opened its first pop-up at DIFC’s Gate Avenue and partnered with Mattel on a takeover spotlighting Barbie and Hot Wheels, deliberately targeting a cross-generational “kidult” audience of young DIFC professionals, families, and millennials and Gen Z collectors alike. It followed with a Hello Kitty and Friends “Fluff Tea Party” activation at BurJuman Mall in partnership with MiniLike, bringing officially licensed Sanrio merchandise, including plush, figurines, collectible watches and exclusive Dubai-only releases, to a second high-footfall mall.

Against that backdrop, the Shop-in-Shop partnership with Threads and Scribble Street represents the next stage in The Little Things’ retail growth strategy, establishing a permanent presence within destinations already trusted by families for school uniforms, stationery, arts and crafts and everyday school essentials. “Every store and every pop-up we’ve opened has taught us the same thing: collectors don’t want to work to find us, they want to bump into us. DIFC and BurJuman showed us that when we bring TLT into a space people already love, the response is enormous. Threads & Scribble takes that idea and makes it permanent: it puts The Little Things into the everyday routine of families across the UAE, not just the destinations they plan a trip around. This is the model we intend to keep building on as we grow,” said Hassan Tamimi, Chief Executive Officer, The Little Things.

“At Threads and Scribble Street, we are continually looking for new ways to enhance the shopping experience for families. Partnering with The Little Things enables us to introduce an exciting new product category that complements our existing range of school uniforms, stationery, arts and crafts and school essentials, creating even greater choice and convenience for our customers. We look forward to building on this partnership and continuing to evolve our retail offering.” said Latesh Radhakishen, Managing Director, Threads & Scribble Street

The Shop-in-Shop format will feature a curated selection of The Little Things’ collectibles, including anime figurines, blind boxes, trading cards and licensed pop culture merchandise, complementing the existing range of school uniforms, stationery, arts and crafts and school essentials available through Threads and Scribble Street stores.

As families across the UAE begin preparing earlier than ever for the new academic year, Jashanmal has launched its ‘Back to School. Back to Brilliance.’ campaign, bringing together an extensive collection of premium backpacks, lunch solutions, hydration products and school essentials from some of the world’s most trusted brands.

Designed to make Back-to-School shopping simple, inspiring and convenient, the campaign offers parents and students access to carefully curated collections from internationally recognised brands including Kipling, delsey Paris, Eastpak, Jansport, Jeep, Bugatti, Stanley, Jeune Premier, Trixie, Citron, all available under one roof across Jashanmal stores.

With the Back-to-School season becoming one of the year’s most important retail periods, families are increasingly prioritising products that combine quality, durability, comfort and design while beginning their shopping earlier to secure the season’s most sought-after collections.  Whether it’s a child’s very first backpack, a teenager’s laptop-ready school bag, or everyday hydration and lunch essentials, Jashanmal’s carefully selected assortment has been designed to support students of every age as they embark on a new year of learning, growth and discovery.

Shuja Jashanmal, CEO of Jashanmal Group, said:  “Back-to-school is much more than a shopping season, it’s the beginning of a new chapter for every child. At Jashanmal, we believe confidence starts with being well prepared, and our ‘Back to School. Back to Brilliance.’ campaign reflects our commitment to helping families give their children the very best start to the academic year. By bringing together some of the world’s most trusted brands, we are creating a one-stop destination where parents can shop with confidence, knowing every product has been carefully selected for its quality, functionality and design.”

Leading this year’s collection is Kipling, renowned for its lightweight, durable backpacks designed to keep pace with busy school life. The iconic Seoul collection combines spacious storage, ergonomic comfort and dedicated laptop compartments, while the limited-edition Minions Collection adds a playful touch through themed backpacks, lunch bags and wheeled school bags that children will love.

Expanding the collection, DELSEY PARIS brings French innovation to the classroom with lightweight backpacks and luggage featuring smart organisation, ergonomic comfort and durable construction. Eastpak’s iconic backpacks combine everyday functionality with timeless style, while JanSport continues its long-standing legacy with spacious, comfortable designs trusted by generations of students. Jeep’s rugged designs are built for active school days with practical storage and durable materials.

For younger students, Trixie brings imagination to everyday routines with its charming animal-themed lunchboxes, insulated bottles and snack containers, while Citron combines practical functionality with colourful designs inspired by dinosaurs, mermaids and unicorns across its range of trolley bags, backpacks, food jars and stainless-steel bottles.  Families looking for premium school bags will also discover Jeune Premier, the award-winning Belgian brand celebrated for its lightweight ergonomic backpacks that blend exceptional craftsmanship with contemporary European design.  Completing the collection are hydration favourites Stanley and Bugatti. Helping students stay hydrated through the school day, Bugatti Bottles combine sleek, premium design with durable, temperature-retaining performance.

Beyond offering world-class brands, Jashanmal’s Back-to-School campaign reflects the company’s continued commitment to providing customers with thoughtfully curated products that enrich everyday life. With more than a century of retail heritage, Jashanmal continues to evolve alongside changing consumer lifestyles while remaining focused on delivering trusted brands, exceptional quality and memorable shopping experiences.

The campaign is supported by a fully integrated marketing programme across radio, digital media, social media, influencer collaborations, CRM, SMS, email marketing and premium digital screens, ensuring families across the UAE can discover the latest Back-to-School collections wherever they choose to shop.

In today’s fashion landscape, true luxury is no longer measured by recognizable logos or fleeting trends, rather it’s defined by individuality, authenticity and personal style. Few brands embody this shift quite like Noudar, the Qatar-born jewellery brand that has steadily become a favourite among celebrities, fashion tastemakers and women who wear jewellery as an extension of who they are.

Built on the belief that jewellery should tell a story, Noudar creates contemporary pieces that celebrate femininity through sculptural silhouettes, exceptional craftsmanship and meaningful design. Every collection reflects the brand’s signature aesthetic, modern yet timeless, bold yet elegant, making each piece as relevant for everyday wear as it is for the world’s biggest red carpets.

The Jewellery Brand Fashion’s It-Girls Can’t Stop Wearing

It’s this philosophy that has earned Noudar a growing international following among fashion’s most influential women.

From music and film to fashion and beauty, Noudar’s designs have become a recurring feature across some of the world’s most celebrated cultural moments. Global icon Rihanna selected the brand for Fenty Beauty, while Jennie of BLACKPINK wore Noudar’s signature Ruby Handpiece to the Billboard Women in Music 2025, reinforcing the brand’s appeal among women known for setting global fashion trends. Latin superstar Shakira once again chose Noudar while promoting the official FIFA World Cup song, wearing the brand during the global press conference for one of the world’s biggest sporting and cultural events. Joining a new generation of global music icons, Grammy Award-winning artist Tyla showcased Noudar’s signature Henna Handpiece at the 2026 BET Awards, bringing one of the brand’s most recognisable designs to an international audience.

Hollywood’s leading women have equally embraced the brand. Jennifer Lopez, Florence Pugh, Ashley Park, Brandy Norwood, Demi Lovato, Megan Thee Stallion, Liza Soberano, Sofía Vergara, Jenna Ortega, Lana Condor, Chrissy Teigen, Paris Jackson, Charli XCX, Dove Cameron, Tracee Ellis Ross, Erin Lim, Nina Dobrev and Josephine Skriver have all chosen Noudar for premieres, award ceremonies, editorial shoots and industry events, demonstrating the versatility of the brand across every style and occasion.

The jewellery brand’s influence continues to grow with a new generation of internationally recognised artists and creators. Mariah Carey wore Noudar’s signature XXL diamond hoops during her appearance on CBS Mornings, while Lara Raj of KATSEYE showcased the brand’s white gold designs at Spotify’s Best New Artists Party. Other notable names including Karol G, Chappell Roan, Meagan Good, Marsai Martin, Becky G, Kamie Crawford, Rei Ami and Tara Yummy have also been spotted wearing Noudar, each bringing their own distinctive audience and style to the brand.

As Noudar continues to be embraced by some of the world’s most recognisable names, its presence reflects the changing landscape of luxury, where regional creativity is taking centre stage and shaping global style conversations. From Hollywood premieres and international music moments to editorial features and red-carpet appearances, the brand has become part of a wider movement celebrating fresh perspectives in contemporary jewellery.

Proudly originating from Qatar, Noudar represents the growing influence of Middle Eastern design on the international fashion scene. With each new milestone, the brand continues to bridge heritage and modernity, showcasing how jewellery born from a distinct cultural perspective can captivate audiences across the world.