Wael Sinno announces creation of Funlinx consultancy

Published on: 4th June 2021

Funlinx provides state of the art brand consulting and development services to both start-ups and established businesses.

Wael Sinno has announced the co-founding of a new consultancy, Funlinx, with his colleague Ribal Mahdi.

Funlinx, a part of Toy Market Group (TMG) Holding, of which Wael is CEO, has been created with the intention of becoming a trusted go-to partner for companies looking to internalise their brands across EMEA. The consultancy will provide strategy advice, franchise optimisation, brand representation and digital transformation services to the world’s leading retailers and consumer brands, helping clients improve their competitiveness by facilitating, anticipating and responding to the rapid changes in consumer shopping habits, franchise development and retail technology.

Ribal Mahdi

Funlinx services, which are on offer to start-ups as well as established businesses, are geared towards three core types of client:

  • Companies looking to franchise a business or venture into a business segment for the first time (in any field, not just toys and kids’ products)
  • Companies looking to improve their established retail or wholesale system, source new brands, increase operating efficiency, improve quality, or increase sales effectiveness
  • Manufacturers and brands looking to enter new markets; Funlinx has developed a propriety system for helping these clients secure sales deals in new markets particularly in the Middle East, GCC, East Europe and Africa

Wael has extensive experience across toys and baby products, import and export, marketing, negotiation, budgeting, business planning and customer service. Presently, he is CEO & chairman of JoueClub France (Lebanon & Qatar), TMG Holding, and ELC Lebanon & Jordan.

Wael Sinno

Ribal, MD of Funlinx, has more than 20 years’ experience consulting on retail and consumer value propositions at a global level. He’s also an expert in omni-channel retail, franchising, direct-to-consumer supply, supply chain and operational strategy, target operated module design, and business-led digital transformation.

Speaking about what sets Funlinx apart from other consultancies, Wael told Toy World: “We don’t just talk the talk – we walk the walk. As brand specialists, our strength is our unique ‘vertical’ model. Our focus on retail, franchising and wholesale ensures that we fully understand this sector, and we combine under one roof all the essential retail and wholesale disciplines to address the challenges faced by retailers and brands in adapting to the new consumer era.”

For more information, contact Wael ( or Ribal (


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