Welcome to the Emirates Man weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businessmen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.

This week, Emirates Man speaks to Elmoataz Obada, Co-founder of Monkey Distribution – the retail company behind Funko and The Wizarding World Shop by Fandom.

Licensing is a huge part of Monkey Distribution’s growing success. As the fandom grows, so does Funko as it continues to expand within the UAE, recently opening their latest store in Dubai Mall. This specialty store is known to sell Funko Pops, famous toy figurines with a disproportionately small body, a square head and black eyes. From Star Wars to Pokemon including pop culture icons like Michael Jordan to Prince Harry, they have seemed to pop-ify them all. While The Wizarding World Shop by Fandom sells authentic merchandise suited for all ages of the blockbuster movie.

Here, the Dubai-born pop culture purveyor shares how he started in the merchandising market, turning his passion into a phenomenal business plus, the insights and challenges he learned along the way.

What was your favourite subject at school?

Despite having a bachelor’s degree in pharmacy, my preferred subjects were mathematics and physics. This preference likely influenced my decision to embark on a career in sales, where numbers, margins, and negotiations play a significant role. Ultimately, successful sales agreements always boil down to mutual agreement on the numbers involved.

What was your first job?

My professional journey began as a Vaccine Medical Representative at GSK. In this role, I had the privilege of collaborating with both private and government sectors to enhance their immunization programs. A highlight of my tenure was contributing to the introduction of critical vaccines into the UAE’s national program, including those for Rotavirus, Chicken Pox, Cervical Cancer, and the Hexavalent vaccine. Subsequently, my career trajectory saw me exploring varied roles across diverse industries, from FMCG with MARS to Medical Devices at Johnson & Johnson, and finally, the toys and collectible sector with Monkey Distribution.

What eventually brought you to Dubai?

Dubai and I share a lifelong bond, as I am among the fortunate few born and raised here. My family’s roots in the UAE extend back to 1980. It’s a place that resonates with me deeply – housing my memories, friendships, educational journey, and professional milestones. In every sense, UAE is home.

What inspired you to enter the retail and licensing space?

Our inspiration for entering the retail and licensing sector stemmed from our passion for pop culture and lifestyle products. As consumer interest in pop culture grew, we identified an opportunity to bridge the gap between global brands and the MENA market. This led to the inception of Monkey Distribution, where our goal was to make these products more accessible to a wider audience, increasing availability and bringing smiles to fans’ faces.

Talk us through the concept of Monkey Distribution.

Monkey Distribution is a prominent distributor and retail operator specializing in pop culture and lifestyle products. We hold exclusive distribution rights for renowned global brands within the MENA region. Currently, we operate in 13 markets and manage a network of 10 retail stores, including the first ‘Funko’ franchise store outside of the United States and the first ‘Harry Potter Wizarding World’ store in the MENA region. Our core concept revolves around making beloved products easily accessible to enthusiasts in our region.

What are the key elements of your role?

My role predominantly orbits around overseeing Sales, Retail, and Operations. This entails spearheading a talented team, formulating strategies critical for revenue growth, maintaining competitive market positioning, and exploring expansion opportunities. Our focus is on forging new strategic partnerships, diversifying our product portfolio, and establishing a robust presence in new markets.

Talk us through your daily routine.

My day can be divided into two parts: the routine and the dynamic.

My routine involves waking up at 4:30 AM for a morning workout, followed by dropping my children off at school by 7:30 AM, and arriving at the office by 8:30 AM. This routine is consistent on most days.

Once I’m at the office, each day is dynamic and unique. It includes meetings with our team to discuss strategy, interactions with business partners, overseeing retail operations, staying updated on industry trends, and allocating time for planning future expansion opportunities.

What advice do you have for anyone looking to follow in the same footsteps?

To those aspiring to tread a similar path, I offer three key pieces of advice: Firstly, timing is critical – choose the right moment to launch your business. Secondly, the right business partner can make the journey smoother and more enjoyable. Lastly, maintain a clear vision and plan, but remain flexible to adapt based on market dynamics and business developments.

What is the best piece of advice you ever received?

“Assume less, inquire more.” This concise advice advocates for a less assumptive, more inquisitive approach. It’s about seeking clarity and facts before forming opinions or decisions, thereby enhancing understanding and minimizing misunderstandings or errors born from assumptions

And what is the worst?

I can’t recall any specific “bad” advice, but it’s essential to filter advice based on your unique circumstances and goals, as not all advice applies universally.

What has been the biggest challenge you had to overcome?

One of the most significant challenges we faced was transitioning from being solely a distribution company to establishing our own retail stores. This change raised concerns among other retailers who carried products distributed by Monkey Distribution. They were worried about potential competition from the same company that distributed the products.

However, it was crucial to communicate that our move into retail was intended to enhance overall brand awareness and knowledge in the market, benefiting all retailers, including those carrying the distributed brands. Our goal was to expand the market as a whole, ensuring everyone had a larger share of the pie rather than merely seeking a bigger slice.

I’m pleased to say that our retail partners now understand this, having witnessed the overall growth our brands have experienced in their stores.

What are your future goals and plans for your career and brand?

Our future goals include forging more partnerships with iconic brands, expanding our retail presence, and continuing to innovate within the pop culture and lifestyle product space. We aim to remain at the forefront of this industry, offering unique and exciting experiences to our customers while staying committed to delivering quality products and services.

– For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram

Images: Supplied