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MEA Toy Market To Be Worth US$17 Bn In 2011

Leading regional players confirmed for Playworld Middle East Product launches, new concepts to be highlight of trade event
Sheikh Zayed Road, Dubai, United Arab Emirates ( 26/10/2011
Recent forecasts released by Euromonitor International put the Middle East and Africa toy market value at approximately US$17 bn for 2011. Key players in the local toy industry will flex their muscles at international trade event Playworld Middle East, taking place in Dubai next March.

Gulf Greetings, Playwell International, Simba Middle East, Glory Horizons, White Heart and Ravissant are amongst the regional companies with strong market presence in the global toy industry that will be presenting their products during Playworld Middle East. A whole range of Disney products will be represented at the event with Disney licensees Simba Middle East, Glory Horizons, Party Centre and White Heart participating.

Mr. Ahmed Pauwels, Chief Executive Officer at Epoc Messe Frankfurt, organiser of Playworld Middle East, said: “There is a number of regional players that have been meeting with great success in the global toy industry. In the Middle East and Africa it is an industry that has been growing year on year. Playworld Middle East is a great way for key companies to reach further into this exciting marketplace.”

Exhibitor Gulf Greetings General Trading LLC runs their own unique brand and retail store – The Toy Store – which features the largest variety of toys in the GCC region. Gulf Greetings will use the exhibition to present The Toy Store franchising concept to the international arena with the aim of further expansion.

Mr. Peter Bracken, CEO, Gulf Greetings General Trading, said: “We established The Toy Store brand in 2004, it has since grown to be one of the leading toy specialty retailers in the region. We will now begin to franchise the concept into new territories.
Having worked closely with Playworld Middle East I believe that this venue will serve as a strong platform to help achieve this goal.
During Playworld Middle East The Toy Store will have the honour of presenting The Toy Store Awards recognising suppliers that have supported the toy trade over the years. Product awards in a number of categories will be open for nominations closer to the time.”

Playwell International, founded in 2001, is another leading player in the Middle East, having offices in Dubai, Lebanon, Syria and Jeddah. Playwell manufacture and distribute children’s toys to over 17 countries in the region. They are also behind the highly anticipated launch of National Geographic Kids in this region. At Playworld Middle East they will showcase a range of new toys from Gazillion, CAT and Jada as well as the soon to launch National Geographic Kids.

Some more exciting products can be expected from Simba Middle East, the regional office of toy giant Simba Dickie Group, one of the top five players in the global toy industry. With a focus on educational toys, the Simba product lines enhance a child’s ability in many areas as well as their overall learning skills. They will be displaying their range of products at the event such as puzzles, building blocks, wooden toys, art materials and instrumental toys.

Another big market player is Glory Horizons, creator of Dubai Summer Surprises Mascot, Modhesh. A distribution company founded in the UAE and with local management, Glory Horizons operates in seven core business segments, namely household, home linen, camping, stationery, sports items, toys and textiles. Glory Horizons will represent a variety of their products and brands at the fair.

Ravissant General Trading, another local distribution company active in many fields, will utilise the Playworld Middle East exhibition to promote their high quality toys. Ravissant represents Trefl, one of the leading, global manufacturers of jigsaw puzzles, card games and board games. Also represented by Ravissant is Theo Klein, German family business and producer of educationally stimulating toys. Their latest range of Bosch Mini Tools will be showcased at the event.

Playworld Middle East is the region’s international event dedicated to the entire range of kids’ products from toys, hobbies and baby products to sports equipment, children’s furniture and more. The exhibition, which runs alongside Paperworld Middle East at the Dubai International Convention and Exhibition Centre from March 6 to 8, 2012, will present local, regional and worldwide manufacturers and their innovations as well as regional distributors of renowned brands.


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Playworld Middle East is a new trade exhibition in the Middle East dedicated to the entire range of kids’ products. It takes place annually in March in Dubai and runs alongside Paperworld Middle East. Baby, infant and pre-school products, children’s lifestyle products, toys and games, bicycles and sport equipment, dolls and models and electronics are the event’s product profiles. Playworld Middle East will take place from March 6th to 8th at the Dubai International Convention and Exhibition Centre. For more information, please visit and to download high resolution images.

Company profile:
EPOC Messe Frankfurt GmbH is a subsidiary of Messe Frankfurt, Germany’s leading trade fair organiser, with 448.3 million euros in sales and more than 1,600 employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries, five branch offices and 52 international Sales Partners giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2010, Messe Frankfurt organized 87 trade fairs, of which more than half took place outside Germany.
The successful portfolio of events of Epoc Messe Frankfurt GmbH in Dubai includes: Intersec trade fair and conference, Paperworld Middle East, Playworld Middle East, Hardware+Tools Middle East, Garden+Landscaping Middle East, Beautyworld Middle East, Automechanika Middle East, Light Middle East and Materials Handling Middle East.
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