Spielwarenmesse takes World of Toys to Middle East

Spielwarenmesse extends international fair programme with a pavilion at the Middle East Toy Fair.
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The programme, intended for toy manufacturers worldwide, will offer industry networking opportunities in this region, which also includes an extensive re-export market to Africa, the Indian subcontinent, the CIS countries and the countries bordering the Black Sea.

The Middle East is a profitable growth market for toys with a value of $1.5 billion per year and annual growth rates of approximately 12 per cent. $327 per child are spent on toys and video games – twice as much as in Europe.

Ernst Kick, chief executive officer of Spielwarenmesse, said:

“The Middle East Toy Fair is an attractive contact platform for toy manufacturers, suppliers and wholesalers in the Middle East. Exhibitors can also reach countries like Iraq or Libya via Dubai, countries which are difficult for manufacturers to access direct.

“The World of Toys programme gives toy manufacturers a strong marketing presence there. We not only support the companies’ presence at the fair, but also make it easier for them to enter the market and help them to strengthen their existing business contacts,” he continued.

Eckhard Pruy, chief executive officer of EPOC Messe Frankfurt GmbH, said:

“We look forward to welcoming the World of Toys at the Middle East Toy Fair in the coming year. The market in this region with its rapid growth creates exceptional opportunities that should be used. For example, it is estimated that sales space in the Gulf States will triple in the next 5-10 years.

“This and other factors naturally also offer interesting opportunities for the toy industry. As especially in the Arab region, personal contacts play a very important role in business life, support programmes like the World of Toys are very valuable here.”

The Middle East Toy Fair takes place in the Dubai International Convention and Exhibition Centre from March 23rd to 25th 2009 and is organized by EPOC Messe Frankfurt GmbH.

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