Plush toys remain a firm favourite among every child’s collection of favourite playthings, despite the vast array of electronic games and self-powered toys that vie for the youngsters attention in today’s world. The latest trends in soft toys and an increased emphasis on toy safety will be amongst some of the key topics in focus at Playworld Middle East, taking place in Dubai next month.
Plush toys remain a firm favourite among every child’s collection of favourite playthings, despite the vast array of electronic games and self-powered toys that vie for the youngsters attention in today’s world. The latest trends in soft toys and an increased emphasis on toy safety will be amongst some of the key topics in focus at Playworld Middle East, taking place in Dubai next month.
The market value for the plush toys segment was estimated to reach US$332 mn in 2011 according to research by Euromonitor International. It is not surprising that it remains a very significant segment in the world of toys and games, though their shape, nature and looks may have changed dramatically over the years. Stuffed toys in the shape of the popular cartoon characters of the day, the never-to-be-discounted teddy bear and even strange looking dolls and animals are all par for the course for toy manufacturers today.
Plush toys are expected to attract some attention at the upcoming Playworld Middle East 2013, which brings leading international manufacturers and suppliers of toys, games and children’s lifestyle products in touch with the ever-growing, high-income markets of the wider Middle East.
Market trends indicate that well-liked items among plush toys include popular video game characters, signifying a growing crossover with the digital gaming world. Traditional cartoon characters remain high sellers; additionally there is also a growing fascination for unusual dolls and strange shapes.
“While the soft toy segment is a popular product group at Playworld Middle East, growing awareness about the need for safe toys has led to a transformation in the way the market is organised,” said Ahmed Pauwels, CEO of organiser, Epoc Messe Frankfurt. “With the regional authorities cracking down on toys made with hazardous material, manufacturers and suppliers who do business in the region have to ensure compliance with the GCC safety code. Playworld Middle East is glad to be able to play a part in creating awareness about the importance of toy safety in the region,” he added.
Countries of the GCC have laid down stringent safety requirements for all toy and game manufacturers supplying the regional markets. Toys sold in the region have to carry the ‘G’ mark signifying compliance with safety standards laid down by the authorities. The regulations specify the permitted materials, dyes, chemicals and other variables involved in the manufacture of toys and games meant for the GCC market.
Playworld Middle East, will be held at the Dubai International Convention and Exhibition Centre from March 5th to 7th, 2013. It is co-located with Paperworld Middle East, the region’s exhibition for office and stationery products and GESS, the trade fair for educational supplies and solutions. The exhibitions are expected to attract trade visitors not only from the Middle East region, but also from the Indian subcontinent, Central Asia, North and East Africa.
Playworld Middle East’s product profile includes Toys and Games; Baby, Infant and Pre-school products; Bicycles and Sports Equipment; Models and Electronics; and Dolls and Children’s Lifestyle products.
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Show Profile:
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 5th to 7th at the Dubai International Convention and Exhibition Centre. For more information, please visit www.playworldme.comand to download high resolution images.
Company profile:
Messe Frankfurt is Germany’s leading trade fair organiser, with 538* million euros in sales and 1,891 active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approx. 50 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 2012, Messe Frankfurt organised 109 trade fairs, of which more than half took place outside Germany.
The portfolio of events for Epoc Messe Frankfurt in Dubai includes Automechanika Dubai, Beautyworld Middle East, Hardware+Tools Middle East, Intersec, Light Middle East, Materials Handling Middle East, Paperworld Middle East and Playworld Middle East. For more information, please visit our website at: www.messefrankfurtme.com.
* Preliminary figures 2013