Global stationery and toy industries firmly established at Dubai exhibitions with over 5,000 attending

Paperworld and Playworld Middle East enjoy resounding launch success with attendance in excess of 5,000 noted on closing day

Regional Toy Trade Association formed on sidelines of Playworld Middle East to align industry with global health and safety norms

Exhibitors report encouraging business leads and good response from wider MENA region



DUBAI – Paperworld Middle East and Playworld Middle East, the two Epoc Messe Frankfurt trade events that made their Dubai debut this week, concluded with resounding success at the Dubai International Convention and Exhibition Centre yesterday, Wednesday, March 9th.



The exhibitions attracted a great number of trade visitors from around the region and exhibitors reported a strong number of new business deals and inquiries from trade buyers and distributors serving the region.

“We are extremely happy with the responses from both the industry and from trade visitors to our debut events,” said Ahmed Pauwels, Chief Executive Officer of Epoc Messe Frankfurt. “The success of both trade shows has put them firmly on the region’s calendar of trade events,” he added.



In a significant development, representatives of the regional toy industry met on the sidelines of Playworld Middle East and it was decided to form the GCC Toy Trade Association. The body was formed as leading organisations from the toy trade felt the need for a region-wide representative body to align the sector with the new sets of health and safety rules and best practice guidelines being set by governments in the region.



The delegates highlighted the immediate need for the regional trade to comply with global health and safety norms and underlined the need to promote trade in ‘safe toys’. Mr Ghanim Al Ghanim, Managing Director, Glory Horizons commented: “The development of a toy association is a landmark achievement and will have a very positive influence on the toy industry across the GCC. This will ultimately ensure best practices in the regional toy trade industry and so guarantee the safety of our children.” The names of the founding members of the Toy Trade Association will be announced shortly.



Among the significant launches at Paperworld Middle East was the international unveiling of the new P’3125 designer range of writing instruments by Porsche Design, who have assigned Pelikan International to manufacture and distribute their products. The event underlined the advantage of Paperworld Middle East as a platform to unlock the potential of the promising Middle East market.



Exhibitors were pleased with the turnout at Paperworld Middle East. Ms Rola Rashed, Sector Director Chemicals & Packaging – Printing & Publishing, organiser of the Egyptian Pavilion at Paperworld Middle East, commented: “When we heard Paperworld was taking place in Dubai we decided we must be here for the first edition. The Egyptians always make an effort to participate in a launch event and start with a strong brand from the beginning. Our exhibitors did great business which exceeded all our expectations.”



Beate Oblau, Marketing and Communications Director, for C. Josef Lamy GmbH, a seller of fine writing instruments from Germany was also very happy with the results of the show and the high turnout of visitors that came to their stand including from across the Middle East as well as Kazakhstan, Uzbekistan and Pakistan. “We participated in the show to build the image of Lamy. We are a small family company established in 1930 in Heidelberg. Our writing instruments are good quality products sold in 65 countries around the world.” Ms. Oblau said that Paperworld Middle East has been a great trade show with many retailers and wholesalers coming to visit. “We have been able to develop good leads from this show.”



Rashed Al Khaitoob, Managing Director of Dubai Library Distributors, also expressed their satisfaction with the result of his participation at Paperworld Middle East. “We have done good deals and received a number of inquiries from visitors from the Middle East, Iran and Africa. Apart from licensed brand names, Dubai Library Distributors also develops their own line of products such as school bags for the Middle East.”



Klaus Baumgartner, General Export Manager of Schneider, maker of fine writing instruments from Germany said it was a good idea to launch the Paperworld exhibition in Dubai for the Middle East market. “By participating in this trade show we are able to develop good leads and the visitors are of good quality buyers and dealers. This show has great potential here in the Middle East.” He added that Schneider participates in Paperworld exhibitions in Frankfurt and Shanghai. “We received a big number of visitors from the Middle East, Turkey and Africa. We are present for more than 25 years in the Middle East and we have good distributors,” he said.