Dedicated to the entire range of kids' products, Playworld Middle East is a one-of-its-kind exhibition, which takes place annually in March in Dubai and runs alongside Paperworld Middle East. Featuring a strong line-up of baby, infant and pre-school products, children's lifestyle products, toys and games, bicycles and sport equipment, dolls and models and electronics, Playworld Middle East will take place from March 5th to 7th at the Dubai International Convention and Exhibition Centre.
Playworld Middle East 2013 – An interview with Mr. Michael Dehn, Group Exhibitions Director, Epoc Messe Frankfurt
Could you describe what Playworld Middle East is all about as a trade show?
Now in its third year, Playworld Middle East was conceived to fill a perceived niche in the regional market for a credible trade platform and networking event for the toys, games and children's lifestyle products industry in the region. From the response generated over the last two editions and the feedback we continue to receive from exhibitors and industry stakeholders, the exhibition can be considered to be a unique trade platform here. Playworld Middle East brings together worldwide manufacturers and distributors from across the spectrum of kids' products on one platform in a region where interest in children's products is high. The exhibition also highlights the latest in toy trends and drives awareness on the importance of toy safety and products for children.
Could you list some of the factors behind Playworld Middle East's success in the region?
Playworld Middle East's relative success over the first two editions is due to a number of factors. There is a large amount of interest in the region in children's products. Additionally, people living in the region enjoy a high standard of living with enough disposable income to spend on children's leisure and games. Research firm and Playworld Middle East Knowledge Partner, Euromonitor International has estimated that Asia, including the countries of the Middle East, is set to replace North America as the largest significant market for traditional toys and games in the near future. The fair was conceived after intensive interaction and research of the local market's requirements and trends. The fair's location in Dubai, the commercial and logistical fulcrum of the region, is another advantage as distributors and suppliers find it an advantageous location to deal with previously hard to reach markets and buyers.
Could you explain the various product groups represented at Playworld Middle East?
The product profile at Playworld Middle East 2013 is tailored to present trade visitors with a comprehensive and detailed view of a wide range of children's products. The exhibition covers the following categories: Toys and Games; Baby, Infant and Pre-school products; Bicycles and Sports Equipment; Models and Electronics; and Dolls and Children's Lifestyle products.
What would you consider are the key target market for exhibitors at Playworld Middle East?
Exhibitors at Playworld Middle East stand to benefit by the trade fair's considerable footprint among regional buyers and industry professionals. Trade visitors to the fair include the entire range of those involved in the world of kids including representatives from toy dealers, stores dealing with children's leisure products, baby product stores, book and stationery dealers, representatives from department stores and shopping malls, schools, nurseries, sports clubs and stores.
How do trade visitors benefit by attending Playworld Middle East?
Trade visitors are attracted to Playworld Middle East because it is the only trade fair representing the entire spectrum of children's lifestyle products in the region. Visitors to Playworld Middle East stand to benefit as they can identify, meet and engage with leading manufacturers and suppliers of equipment, products, toys and games. Playworld Middle East presents them with a range of the latest products that are currently the rage among children internationally. They also get the opportunity to exchange views and interact with international market leaders, to gain first-hand access to the latest in school and playground equipment and to inspect the latest in toys and games.
Could you list some of the latest trends in the world of children's games and equipment?
Growing awareness about the importance of child safe toys and products has led to a marked rise in the demand for enforcement of safety standards among consumers across the region. Governments have responded by implementing a safety standard set by the GCC Standards Organisation. All children's lifestyle products, toys and games produced or imported and sold in the UAE now have to conform to the stringent requirements laid down by the GSO and must bear the Gulf Conformity Mark (G mark). Traditional toys and games, plush toys and even outdoor toys and games are still high on children's wish lists around the region. For the first time, Playworld Middle East will be co-located with GESS, the Gulf Educational Supplies & Solutions exhibition. GESS showcases ICT and e-learning solutions along with a range of other scientific educational supplies. This tie-up will further enhance the offerings of this niche trade fair to trade visitors.
Any additional events at Playworld Middle East 2013?
Playworld Middle East 2013 will feature the Middle East Toys Awards. The Awards honour manufacturers of outstanding products in various categories and are presented at a networking evening on the show's opening day.