Dubai, India (PressExposure) December 29, 2011 -- The Middle East's appetite for toys and games continues unabated with recent research confirming that consumers from the region place high value on keeping their children amused and happy. Findings by Euromonitor International, official knowledge partners for Playworld Middle East, indicate that the Middle East market for toys and games was valued at US$ 4,570 million in 2010, an 8 percent surge over that of the previous year.
This continued buoyancy in demand indicates that for most consumers in the region, the happiness of their children outweighs any restriction on leisure spending due to recent uncertainties in the overall market scenario. This trend is also expected to positively impact the upcoming Playworld Middle East, where organiser Epoc Messe Frankfurt is looking forward to representation from local, regional and international manufacturers and suppliers of toys, games and children's lifestyle products.
"The continuing surge in the demand for toys and games is driving fresh interest in the Middle East from leading international and regional players," said Ahmed Pauwels, Chief Executive Officer of Epoc Messe Frankfurt. "This demand is projected to continue into the future as countries such as the UAE continue to be a considerable target market.
"The UAE has been among the top importers of toys worldwide since 2007 and being the only dedicated trade event that represents the entire gamut of kids' products, Playworld Middle East is ideally placed to be an integral influence in ensuring further market growth," Mr Pauwels added.
Playworld Middle East, will be held at the Dubai International Convention and Exhibition Centre from March 6th to 8th, 2012 and is expected to attract exhibitors involved in the manufacturing, development, supply and servicing of children's lifestyle products from around the world. The 2012 event is also expected to attract good response from trade visitors not only from the Middle East region, but also from further afield in the Indian subcontinent, Central Asia, North and East Africa.
"Playworld Middle East gives us an ideal launching pad for our forays into the regional markets," said Christof Kaul, Creative Director at Simba Middle East. "Though we have been present in the region for a considerable period of time, events like Playworld Middle East give us valuable insight into what the customers are looking for," he added.
Relatively new to the region, Desyllas Games is rolling out their range of products at Playworld Middle East for the first time. "Our participation at Playworld Middle East is mainly to gauge market potential and to see how it reacts to our product line," said Mr. Anastasis Desyllas. "We hope to harness the potential that the Middle East offers for toys and games."
Geared to provide a streamlined visitor experience, Playworld Middle East covers the following product groups: Toys and Games; Bicycles and Sport Equipment; Baby, Infant and Pre-school Products and Toys, Models and Electronics; Dolls and Plush Toys and Children's Lifestyle Products. The event will take place parallel to Paperworld Middle East for which it has shared synergies in terms of visitor profiles.