Kids 0-4 years old segment expected to grow in world toy market - Epoc Messe Frankfurt

The findings revealed that toy market growth in Asia and Africa will reach European levels by 2013.

Elisabeth Brehl, Managing Director of Epoc Messe Frankfurt, organisers of Middle East Toy Fair said, "Emerging markets in Africa (Libya, Kenya, and Nigeria) are sourcing their products from the region, mainly from Dubai."

Middle East Toy Fair is the only dedicated exhibition in the region for toys, baby and infant products, stationery and back to school products, games, hobbies, gifts, apparel and licensing.

Ms. Brehl added that opening of dedicated kids/toy sections at the malls prove how lucrative the market still stands here in the Middle East. Also tie in, that with the changes in the world markets, international toy manufacturers are interested in seeking new markets where the industry is still strong and profitable like that of Dubai's.

"Worldwide, Asia has 60 per cent of the kids population and Africa region 21% of kids 0-4 age group. Research by the International Council of Toy Industries has shown that in 2008 the world toy market is worth AED 278 billion, with a growth of +5.3% over that of the previous year."

said Ms. Brehl.

"In 2008, the region with the highest proportion of the population aged 0-14 was the Middle East and Africa at 39.4% of the total population. By contrast, North America's proportion was 19.8% of the population in 2008 while in Western Europe it constituted 17.7%.," said Ms. Brehl.

The toy industry is marked by seasonal and trend-driven oscillations and there are several factors impacting on the business climate in the marketplace such as variable economic conditions, levels of disposable incomes, and consumer demographics," remarked Ms Brehl.

The ongoing economic slowdown is expected to temporarily take the wind out of the market's sails, with consumers curtailing expenditure on leisure goods, toys, video games, and consoles, however, increasing consumer responsiveness and exposure to media and marketing has impacted positively on the growth of the toys and games market.

The market for traditional toys and games in developed countries is experiencing sluggish growth patterns largely due to the declining birth rates, and growing disenchantment of children towards conventional toys. As a result young are no longer the prime or in some cases the sole attractive targets of the manufacturers and retailers.

Youngsters, teenagers and adults are presently the prime targets. Increase in disposable incomes of the younger population is leading manufacturers to focus on this demographic cluster as a lucrative target.

"The toys and games market is further affected by the seasonality of sales, impact of changing styles and technological trends, influence of movies and cartoons on toys, advent of corporate advertising in the gaming world, growing popularity of mobile gaming," Ms. Brehl observed.

The Middle East Toy Fair is a unique platform for exhibitors to meet and network with major buyers, industry influencers, and educators involved in the shaping of the Middle East toy market. The next edition of the Middle East Toy Fair will take place from 23rd to 25th March, 2009 in Sheikh Rashid Hall, Dubai International Convention and Exhibition Centre.