PLAYWORLD MIDDLE EAST TO OPEN IN MARCH 2011 IN DUBAI

UAE consumers outspend regional counterparts. Research indicates continuing



positive market outlook as kids prove hard to resist



The toy industry in the region mirrors the growth trend exhibited worldwide. The UAE market is



particularly exciting for toy manufacturers, retailers and suppliers as the average consumer spends



approximately US $30 per head more than their counterparts in the region.



Playworld Middle East, which will run from March 7 to 9 at the Dubai International Convention and



Exhibition Centre is all about; the world of kids – toys, games and children’s lifestyle.



The region, with its high spending power and demand for the latest developments in the field is



of great interest for toy manufacturers and designers. Playworld Middle East is set to tap into this



latent demand by providing a comprehensive platform for manufacturers, suppliers, designers,



distributors, retailers etc. to meet under one roof.



Consumer spending on toys are on the increase in both Europe and the US, showing little sign of



being affected by any downturn. According to industry research, sales of traditional toys were up



by almost 5% in some cases. According to market figures, the global market for toys and games is



expected to be worth a whopping US $122.2 billion by 2012.



“Parents do not compromise on their children’s development,” said Ahmed Pauwels, Chief



Executive Officer of Epoc Messe Frankfurt GmbH, organisers of the region’s foremost trade



event for the toy industry – Playworld Middle East. “This trend is not restricted to parents alone,



indeed anyone who interacts with children find it extremely hard to resist treating them, be they



grandparents, uncles, aunts or even other relatives and friends. This is one of the driving factors



behind the continued growth of the toy industry,” Pauwels added.



Ms Monica Kubik, Senior Show Manager, Playworld Middle East, said: “Playworld Middle East



will be the ideal stage for toy manufacturers and suppliers to come together under one roof. The



exhibition aims to introduce new products to the market which have not previously been available

here and increase the range and quantity of toy products available across the region. There is a

huge market here for the toy industry and the exhibition will allow key companies to tap into this

exciting marketplace.”