Region’s toy sector is worth Dh5.5bn




The value of the Middle East toy market is estimated at Dh5.5 billion with about 11.8 per cent annual growth, said the organiser of the Middle East Toy Fair, which kicked off on Monday.

The average yearly toy expenditure is Dh1,200 per child, second only to North America, said Eckhard Pruy, Chief Executive of Epoc Messe Frankfurt.

The exhibition, considered the largest of its kind in the region, has brought together 120 exhibitors from 23 countries at the Dubai International Convention and Exhibition Centre.

Monica Schulz-Blank, senior show manager of Middle East Toy Fair said this edition of Middle East Toy Fair “has grown another 10 per cent over that of last year, getting some strong sponsors and participants on board, further reinforcing the role of this exhibition as a credible platform for the toy sector in the Middle East.

“Brands participating in the trade fair such as Playmobil, Haba, Steiff, Bratz, Scooby Doo, Famosa, SCX, Italeri, Nikko R/C cars and Ravensburger are looking forward to replicating their success across the region and also beyond, in surrounding countries that look to Dubai for latest concepts and designs.

“These countries can emerge as an important toy export or import destination for Dubai. Dubai’s strategic position enables it to tap surrounding markets such as the Levant, Iran, Eastern Europe, Africa, Asia and the Subcontinent.”

The opening day of the fair also included the presentation of the first Middle East Toy Fair Awards, including categories such as best culturally adapted toy, best outdoor and activity toy, best board game, best educational toy, best baby toy and most innovative toy.