International Toys And Games Brands Flock To Playworld Middle East 2013

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Interest in regional expansion draws strong global participation. With international toys and games majors increasingly focusing on the booming markets of the region, known for their high-spend on children’s games and leisure products

Dubai, Dubai, United Arab Emirates., February 25, 2013 - (PressReleasePoint) -
With international toys and games majors increasingly focusing on the booming markets of the region, known for their high-spend on children’s games and leisure products, Epoc Messe Frankfurt, organiser of next month’s Playworld Middle East announced that the exhibition has attracted a wide range of local and international brands looking to interest regional buyers and decision makers.
 
“The Middle East region with its growing youth advantage and high levels of disposable income represents an exciting market for international manufacturers and suppliers,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt. “Playworld Middle East’s success in making remote markets more accessible to the international trade is one of the major reasons for the exhibition’s regional positioning,” he added.
 
The third edition will underline the importance of the safety aspect in children’s toys and products. Government regulations mandate that all children’s products manufactured or imported and sold in the UAE now have to bear the Gulf Conformity Mark (G mark). Emirates Authority for Standardization and Metrology (ESMA) will be present at the show to advise companies on any queries they have in relation to the G Mark.  Eng. Mohammed Salah Badri, Acting Director General of ESMA, said: “Playworld Middle East is an important platform for the regional toys and games industry. We participate at the fair to spread further awareness on the standards in place for toy safety. It is our commitment to play a part in the safety of our children by ensuring that the children’s products available here follow stringent safety requirements.” Trade visitors to the exhibition will be on the lookout for the latest lines in interactive toys, educational games and the latest trendy toy that is capturing children’s attention internationally. At the same time, traditional toys and games as well as outdoor toys and plush toys continue to be popular with kids in the region. Comic superheroes and cartoon characters such as the Avengers, Spiderman, Superman, Batman etc, are also enjoying a fresh burst of popularity, thanks to recent successful film releases.
 
Regular exhibitor Simba Toys Middle East will be showcasing a large range of new to the region products including Edu Pad and the newly popular Combat Creatures. Playworld Middle East brings together worldwide manufacturers and distributors from across the spectrum of kids’ products on one platform in a region where interest in children’s products is high priority. The exhibition will feature a range of product categories including: Toys & Games, Baby, Infant & Pre-school products, Bicycles & Sports Equipment, Models & Electronics, and Dolls & Children’s Lifestyle products. Over the three days of the show, Playworld Middle East is expected to draw in business visitors from across the region among whom will be key regional buyers, industry professionals, representatives from toy dealers, stores dealing with children’s leisure products, baby product stores, book and stationery dealers, and representatives from department stores and shopping malls, schools, nurseries, sports clubs and stores.
 
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Show Profile:
Playworld Middle East is a new trade exhibition in the Middle East dedicated to the entire range of kids’ products. It takes place annually in March in Dubai and runs alongside Paperworld Middle East. Baby, infant and pre-school products, children’s lifestyle products, toys and games, bicycles and sport equipment, dolls and models and electronics are the event’s product profiles. Playworld Middle East will take place from March 5^th to 7^th at the Dubai International Convention and Exhibition Centre. 
 
Company profile:
Messe Frankfurt is Germany’s leading trade fair organiser, with 538* million Euros in sales and 1,891 active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approx 50 international Sales Partners, giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2012, Messe Frankfurt organised 109 trade fairs, of which more than half took place outside Germany.
The portfolio of events for Epoc Messe Frankfurt in Dubai includes Automechanika Dubai, Beautyworld Middle East, Hardware+Tools Middle East, Materials Handling Middle East, Paperworld Middle East and Playworld Middle East.
(* Preliminary figures 2013)