Middle East Toy Fair concludes, raises awareness on toy safety

"The Middle East Toy market is growing at a rate of 11.8% per annum. With this huge market it is important that all stakeholders in the toy industry, the manufacturers, importers, distributors, retailers and buyers take compliance with international safety standards seriously for the protection of end users - our children," said Eckhard Pruy, CEO of Epoc Messe Frankfurt, organizers of the Middle East Toy Fair. "The Middle East Toy Fair has consistently raised awareness of parents and local authorities on the issue of toy safety in the Middle East for the last six years avoiding tragic consequences of ignorance in such matters."

"These past few years there have been concerns about unsafe toys manufactured in Asia. The issue of toy safety and age appropriate toys was the focal point of Dubai Municipality officials as well as by the Middle East Toy Fair team during the exhibition," he added.

Monica Schulz Blank, Senior Show Manager of Middle East Toy Fair said, "The standard of the products being presented at the exhibition has had a dramatic increase since the past few years, therefore ensuring that all products that are introduced to the Middle East market through this exhibition are in accordance with international standards. The exhibition showcased high quality products from 20 manufacturers in the German pavilion, a great selection of Toys from Spain, new innovations from the USA, France, Italy, UK, and many more internationally renowned brands, and products by regional distributors were introduced and presented."

"Our studies indicate that even with Dubai authorities strictly implementing international guidelines on imported toys, particularly on small parts that might come loose and choke a child and dangerous levels of lead, imported toys continue to grow and the quality continues to improve," said Schulz Blank.

The Toy Industry Association (TIA), which made its debut at this year's exhibition, has publicized its website and hotlines for those seeking information on toy safety. The website offers safety tips and insights from consumer safety experts as well as current information on all recalled toys.

The members of TIA were available at their pavilion at the event for consultation on toy safety issues during the three-day exhibition. 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.

As in previous editions of Middle East Toy Fair, Dubai Municipality participated again this year. "We welcome the continued participation and support of Dubai Municipality for Middle East Toy Fair," said Schulz Blank. "Toy safety is a very important issue as it affects the health and well being of children and the Middle East Toy Fair is an important regional forum where toy safety and international safety standards were discussed by experts, exhibitors, participants and visitors thus raising public awareness on the issue," she added.

The Dubai Municipality (DM) implements toy safety regulations under local and administrative orders and European technical guidelines on toy safety. Schulz Blank explained DM has effective regulations to prohibit the sale and distribution of unsafe toys in Dubai, more specifically; importers are obliged to apply for importation clearance for the toys they are importing to Dubai. The Bureau of Customs prohibits the entry of toys without importation clearance from DM.

"The Middle East Toy Fair has really grown stronger this year," said Ms. Schulz Blank. "The big name sponsors who have come on-board further reinforced the role of the exhibition as a credible platform for the toy sector in the Middle East. "The first two days welcomed over 2,000 registered visitors to the show, including representatives from major retailers such as Toys R'Us, The Toy Store, Magrudy's, Hamley's, Carrefour and Géant, as well as various Duty Free Shops from the region", she added.

Demonstrating their range of Playmobil, Riethmueller, Everts, Uncle Milton, 4M and Happy Hands at the Middle East Toy Fair, Rajeev Bhatia, Managing Partner for Emsons, reported excellent projected figures for their venture at the show. "We have had an overwhelming response to our products at this exhibition and have struck up good relationships with a number of dealers who were impressed with the layout of our stand and the interactive displays for our products," said Mr. Bhatia.

The Middle East Toy Fair is the region's biggest trade exhibition for toys, baby and infant products, stationery and back-to-school products, games, hobbies, gifts, apparel and licensing. Product areas within the Toy Fair are Baby and Infant, as well as Stationery and Back-To-School.