Playworld Middle East reports successful launch

First ever Playworld Middle East had 6,246 attendees and 46 exhibitors from 20 countries.
Publish date:
Social count:
5_playworld-middle east.jpg

Held at the Dubai International Convention and Exhibition Centre between March 7th and 9th, the event had previously been known as The Middle East Toy Fair.

Pleased with the results of the rebranding, its organiser Mr Ahmed Pauwels, said: “As a launch event we were really happy with the results of Playworld Middle East.

"We are confident that our exhibitors will return again next year and we believe that more industry players will also come on board after seeing this year’s success.

“It is clear that such a networking platform can help further develop and establish the industry. For our exhibitors, it really is a great way to reach out to the emerging markets of this region which can traditionally be difficult to penetrate” added Pauwels, the CEO of Epoc Messe Frankfurt.

The top five visiting countries were United Arab Emirates, Saudi Arabia, India, Kuwait and Pakistan and it was particularly noted that a large number of visitors came from the wider Middle East and North Africa (MENA) region.

Playworld Middle East was held concurrently with Paperworld Middle East - the two events share a crossover in the back to school, party items and stationery product categories.

Rajeev Bhatia, managing director of Emsons, which distributes several international well-known brands like Playmobil, Ravensburger, 4M and Disney wheeled products in the region, said:

“We feel that we reinforced our relationships with the makor retailers in the region, and hope to convert several of the new leads from the exhibition.

"Re-branding Playworld alongside Paperworld Middle East has definitely benefited us in bringing more visitors to the show, and we hope that over the coming years this exhibition will attract many new exhibitors to reflect the full variety of suppliers in the region.”

Aside exhibiting toys and stationary, the event was used as an oppurtunity to launch a Toy Trade Assosication for the region. The body was formed in order to align the sector with industry best practices and ensure the best standards are implemented and followed for the health and safety of GCC children.

Commenting on the new assosication managing director of Glory Horizons, Ghanim Al Ghanim, said: “First priority of parents is the safety of the toys with which their children play. Therefore toy safety is a major consideration for the professional manufacturer and designer.

"It is imperative that toys meet stringent guidelines for the safety of children and I am delighted that these are being implemented, not only in Dubai, but throughout the GCC.”


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.