Toy buyers from Europe, Russia, Middle East and Africa meet in Athens for inaugural event.

Mattel EuRoMEA celebrates first brand fair

Mattel is celebrating the success of its first ever EuRoMEA Brand Fair, having welcomed major toy buyers from across Europe, Russia, Middle East and Africa to Athens last week.

Brands including Fisher-Price, Thomas & Friends, Hot Wheels, Barbie and Monster High were showcased, along with new introductions such as Hot Wheels Star Wars and Ami Gami.

The show also highlighted ranges from licensing partners and new developments in recently launched brands including BoomCo and Ever After High.

The show also marked the moment of intersection of Mattel’s move into the world of construction play, with the welcoming of the Mega team as part of the brand presentation.

"The brand fair enabled us to connect with our main stakeholders," explained David Allmark, MD EuRoMEA. "Over 300 retail partners attended the show over six days which was an outstanding attendance and reflects the importance and intrigue that our partners have for our brands and marketing engagement capabilities.

"The breadth of our portfolio is seen as a real advantage for not only our retail partners, but our licensing partners as well who want to develop long-term brand relationships as their innovation, products and promotional campaigns support our own initiatives.

"Many of their products supported the show, signifying the brand strength we have beyond toy."

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