THE third editions of Paperworld Middle East and Playworld Middle East, the co-located trade fairs, had successful runs with leading exhibitors and a strong visitor turnout, shows organiser Epoc Messe Frankfurt says.

“We brought Playworld and Paperworld to the Middle East to fill a perceived requirement in the market. In just three years, the exhibitions have succeeded in eliciting an encouraging response from international manufacturers and suppliers as well as regional traders and buyers,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt.

“This highlights not just the pulling power of a Messe Frankfurt trade fair but the stature of Dubai as a regional business hub,” he added.

Showcasing a wide range of paper products and office supplies, Paperworld Middle East opened with 18 per cent more participants than its launch edition just two years ago, according to the organiser. Featuring eight country pavilions, the show floor of Paperworld Middle East was busy with visitors in search of the latest international offerings.

Highlighting the growing concern for green standards and sustainable development, Paperworld Middle East’s dedicated Green Office Area attracted much attention. Supported by the Ministry of Environment and Water, the Green Office Area featured products which are sustainably produced, recyclable and environmentally friendly.

“Paperworld Middle East has succeeded in getting wide support from the regional industry in a short time,” said Elodie Lamouroux of Launch Partner Lamy, which showcased its top quality range of writing instruments. “The Middle East has been quite receptive to our product line.”

“Bringing the best of the world of toys, games and children’s lifestyle products to the region, Playworld Middle East is a niche exhibition in the region’s trade fair calendar and an important event for the industry’s marketing strategies. The latest edition witnessed a robust response from regional trade buyers and industry professionals,” said a spokesman of the organiser.

On show were the latest in toys and games from local, regional and international manufacturers, who accord the Middle East market high priority due to its high-spending reputation.

“Through a small number of companies the trade fair brings to the region a wide range of children’s products and services to suit all ages. From learning to ride a bike and colourful building blocks to the latest computer gadgets and even toy airplanes, the exhibitors had it covered,” said the spokesman, adding that the fair was a veritable sourcing platform for next season’s must-have products.

The importance of toy safety was a key focus at Playworld Middle East. UAE Government regulations mandate that all children’s products manufactured or imported and sold in the country have to bear the Gulf Conformity Mark (G mark). Representatives from the Emirates Authority for Standardisation and Metrology (Esma) were on hand to address queries in relation to the latest regulations.

Benjamin Nabert, CEO of Simba Toys, a leading German manufacturer of toys and games with subsidiaries in 22 countries worldwide, said: “Toy safety is paramount to us and our products are all stringently tested against the highest safety standards. Playworld Middle East is the best trade event that serves the region and forms an essential part of our marketing strategy.” 

The two fairs were opened by Sheikh Majid bin Mohammed bin Rashid Al Maktoum, chairman of the Dubai Culture and Arts Authority at  the Dubai International Convention and Exhibition Centre. He was accompanied by senior government and trade personalities as he made his way around the exhibition halls.

Pauwels said the presence of Sheikh Majid and officials of Esma and the UAE Ministry of Water and Environment further cemented the show’s positions as the leading industry events of their kind in the region.