Middle East Toy Fair grows by 40 per cent

The three day event is set to be the biggest in the region. The show organized by Epoc Messe Frankfurt has seen a growth of 40% compared to last year with over 300 major brands from 200 confirmed exhibitors coming from 30 countries.

Part of the growth can also be attributed to two new sections featured for the first time at the Middle East Toy Fair. According to Maren Kiesel, Exhibitions Manager at Epoc Messe Frankfurt, these include one dedicated to Baby & Pre-School products and another for Stationery & Back to School products. These have attracted new exhibitors from countries such as France, Malaysia, New Zealand, Philippines, Qatar, Saudi Arabia, South Africa and Kuwait.

"We have added these two new segments in response to market demand. By adding them to the ME Toy Fair profile, we have created a show that includes the total range of children's products."
"Recent estimates have put the Middle East Toy Market value at around $1.5 Billion and is expected to grow at around 11.5%," explained Ms Kiesel. "This is as a consequence of large families and the rapid expansion of shopping mall space by approximately 50% on an annual basis, which has increased the number of retailers and supermarkets keen to sell toys, games, books, stationery and all other related products."

Many retailers are attracted to the category because of higher margins and a trend for supermarkets to sell items that appeal to the entire family. A visit to any major store in the UAE will demonstrate how important these categories are, no more so around seasonal occasions, holidays, exam times and back to school.

Other interesting figures show that more than half the population in the Middle East is under 20 years of age. Kindergartens have more than trebled in the past five years with the number of primary schools increasing by over 35%. "This has affected the size of the baby and pre-school products market," Ms Kiesel said.

Products at the exhibition will include action figures and dolls, games and puzzles, bicycles, tricycles and ride-ons, radio-controlled vehicles, infant and preschool toys, cars, trucks and trains, puppets and plush, audio and video cassettes, computer software and video games, playground and sporting equipment, Halloween, Christmas, books, stationery, party supplies, and much more!

According to Maren Kiesel, , the international and local response to the show has been amazing. "We will have 6 national pavilions including China, Thailand, Germany, Italy, Hong Kong, Spain and France, as well as several Associations from a number of countries including Italy, Spain, Thailand and Germany."
"It is very encouraging to see international associations and government bodies strongly represented this year with the inclusion of the German, Spanish and Italian Toy Associations, various Government trade bodies such as the Hong Kong Trade Development Council and the very strong presence of Dubai Municipality's own Toy Testing Division," explained Ms Kiesel.

Some of the major exhibitors include Ravensburger, Chicos, Clever Learning Centre, Dubai Library Distributors, Disney, Revell, Hornby and Falca Toys.

The exhibition, which is open to trade only, has managed in the past years to attract buyers from toyshops, distributors, hotels, supermarkets, retail and schools.