The Little Things Expands with Strategic Shop-in-Shop Partnership with Threads and Scribble Street

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.