Middle East Toy Fair gains advisory board

Distributor, toy chain and media company join forces to boost show.
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A special advisory panel has been formed for next year’s Middle East Toy Show in a bid to shape the event into a key part of the toy industry’s calendar.

The Toy Store, Emsons, Simba Toys Middle East, Kidz Inc, Al Shula Trading and MBC Group have merged together to form the panel for 2008.

Eckhard Pruy, CEO of Messe Frankfurt Middle East, the organiser of the show, said: “I’m extremely delighted to have such distinguished companies so enthusiastic to be a part of the advisory board. We are dedicated to showcasing the latest market trends, and the advisory board will act as a catalyst to bringing pioneering ideas and external market expertise to make sure the Middle East Toy Fair proves to be a pivotal industry event for the market.”

The youth market in the Middle East is one of the fastest growing: nearly 50 per cent of the territory’s population is under 16. The average yearly expenditure per child on toys and video/computer games is US$327, which makes it twice the level of spend in Europe and the second largest spend after North America.

83 per cent of exhibitors who participated in this year’s show said that their overall objectives in terms of sourcing contacts for future sales were achieved.

The 2008 event is due to take place from March 31st to April 2nd in Dubai.

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