Research for the International Council of Toy Industries denotes that kids in the 0-4 year age group are the toy market sector that is expected to grow in the coming years worldwide. The findings revealed that toy market growth in Asia and Africa will reach European levels by 2013.
Elisabeth Brehl, Managing Director of Epoc Messe Frankfurt, organisers of Middle East Toy Fair said, “Emerging markets in Africa (Libya, Kenya, and Nigeria) are sourcing their products from the region, mainly from Dubai.”
Middle East Toy Fair is the only dedicated exhibition in the region for toys, baby and infant products, stationery and back to school products, games, hobbies, gifts, apparel and licensing.
Ms. Brehl added that opening of dedicated kids/toy sections at the malls prove how lucrative the market still stands here in the Middle East. Also tie in, that with the changes in the world markets, international toy manufacturers are interested in seeking new markets where the industry is still strong and profitable like that of Dubai's.
“Worldwide, Asia has 60 per cent of the kids population and Africa region 21 per cent of kids 0-4 age group,“ said Ms. Brehl. “Research by the International Council of Toy Industries has shown that in 2008 the world toy market is worth AED 278 billion, with a growth of +5.3 per cent over that of the previous year.“
"In 2008, the region with the highest proportion of the population aged 0-14 was the Middle East and Africa at 39.4% of the total population. By contrast, North America's proportion was 19.8% of the population in 2008 while in Western Europe it constituted 17.7%.,“ said Ms. Brehl.
The toy industry is marked by seasonal and trend-driven oscillations and there are several factors impacting on the business climate in the marketplace such as variable economic conditions, levels of disposable incomes, and consumer demographics,” remarked Ms Brehl.
The ongoing economic slowdown is expected to temporarily take the wind out of the market's sails, with consumers curtailing expenditure on leisure goods, toys, video games, and consoles, however, increasing consumer responsiveness and exposure to media and marketing has impacted positively on the growth of the toys and games market.
The market for traditional toys and games in developed countries is experiencing sluggish growth patterns largely due to the declining birth rates, and growing disenchantment of children towards conventional toys. As a result young are no longer the prime or in some cases the sole attractive targets of the manufacturers and retailers.
Youngsters, teenagers and adults are presently the prime targets. Increase in disposable incomes of the younger population is leading manufacturers to focus on this demographic cluster as a lucrative target.
“The toys and games market is further affected by the seasonality of sales, impact of changing styles and technological trends, influence of movies and cartoons on toys, advent of corporate advertising in the gaming world, growing popularity of mobile gaming,” Ms. Brehl observed.
The Middle East Toy Fair is a unique platform for exhibitors to meet and network with major buyers, industry influencers, and educators involved in the shaping of the Middle East toy market. The next edition of the Middle East Toy Fair will take place from 23rd to 25th March, 2009 in Sheikh Rashid Hall, Dubai International Convention and Exhibition Centre.
Show Profile:
The Middle East Toy Fair, established in 2002, is the region’s largest trade exhibition for all child and baby related products – from baby products, toys and kindergarten supplies, to games, party products, school stationery and much more.
The Middle East Toy Fair is a unique platform for exhibitors to network with one another and meet major buyers, industry decision makers, and educators involved in the shaping of the Middle East toy market.
Show website: www.toyfairdubai.com
Company profile:
EPOC Messe Frankfurt GmbH is a subsidiary of Messe Frankfurt. Messe Frankfurt is Germany’s largest trade fair organiser, with 436 million euros in sales in 2008 and more than 1,400 employees worldwide. The Messe Frankfurt Group has a presence for its customers in more than 150 countries. In 2008, Messe Frankfurt organised more than 100 trade fairs, of which more than half took place outside Germany.
The successful portfolio of events of EPOC Messe Frankfurt GmbH in Dubai include: Intersec trade fair and conference, Materials Handling Middle East, Hardware+Tools Middle East, Garden+Landscaping Middle East, ISH kitchen+bath Middle East, Light Middle East, Beautyworld Middle East, Wellness & Spas Middle East, Automechanika Middle East, and the Middle East Toy Fair.
For more information, please visit our website at: www.uae.messefrankfurt.com
