Largest event of its kind in region to open in Dubai

The largest event of its kind in the region, Toy Fair Middle East is organized by Epoc Messe Frankfurt GmbH, a subsidiary of Messe Frankfurt, the world's largest trade fair organizer with its own fairground. It conducts over 150 events worldwide

"With the UAE ranking eight in a listing of top 10 toy importing countries, the Middle East Toy Fair is an important platform for exhibitors to network with one another and meet major buyers, industry influencers, and educators involved in the shaping of the Middle East toy market," said Eckhard Pruy, Chief Executive Officer of Epoc Messe Frankfurt. "The Middle East spends an annual average of Dhs1,200 worth of toys and video games per child, bringing to Dhs5.5bn the toy market in the region, wherein Dubai alone imported Dhs518m worth of toys, baby products and education suppliers in 2006".

"In this edition, the Toy Industry Association Inc (TIA), the U.S. trade association will launch a pavilion showcasing TIA members, said Monica Schulz Blank, show manager at Epoc Messe Frankfurt GmbH, "This is the first time the U.S. based trade association has organized a pavilion for its members outside of the United States".

"We are delighted to participate in the Middle East Toy Fair, and give our members a venue to forge relationships with distributors and retailers in this high-growth region," said TIA president Carter Keithley.

TIA is a trade association for producers and importers of toys and youth entertainment products sold in North America, representing over 500 companies who account for approximately 85% of domestic toy sales in USA. Associate members include licensors, designers, inventors, safety consultants, testing laboratories, communications professionals and the media.

To make the exhibition more relevant to the needs of both exhibitors and visitors Epoc Messe Frankfurt has enlisted the support of leading UAE and Gulf companies like Emsons, The Toy Store, Kidz Inc., Simba and Al Shula involved in toys, stationeries and back-to-school to act in an advisory capacity to the exhibition organizers. The ideas and advice of the panel members has ensured that the Middle East Toy Fair continues to address the needs of clients and specifiers. The goal of this advisory board is to create an event for the industry which is shaped by industry experts.

The top brands participating in the trade fair like Playmobil, Haba, Steiff, Bratz, Scooby Doo, Famosa, SCX, Italeri, Nikko R/C cars, Ravensburger and many more are looking forward to replicating their success across the region and also beyond, in surrounding countries that look up to Dubai for latest concepts and designs.

These countries can emerge as an important toy export or import destinations for Dubai. Dubai's strategic position enables it to tap surrounding markets like the Levant, Iran, Eastern Europe, Africa, Asia and the Indian Subcontinent.

For the first time the trade exhibition for toys, baby and infant products, stationery and back-to-school products, games, hobbies, gifts, apparel and licensing, presents the Middle East Toy Fair Award, which will be awarded in the following eight categories:

Best culturally adapted toy at the show; Best outdoor and activity toy at the show; Best board game at the show; Best educational toy at the show; Most innovative toy at the show; Baby soft toy at the show; Most innovative baby product at the show and Most technologically innovative toy at the show.

Honorees will receive special recognition throughout the Middle East Toy Fair, where their products will be showcased in a special display, and they will benefit from the wide promotion before, during and after the show.

Furthermore, they will be able to display signage on their booths acknowledging their honoree status and will also be able to use the award logo on their own promotional materials during and after the exhibition. And of course they will receive a beautiful award to showcase on their booth and in their company's trophy case.