Despite the invasion of electronic toys, computer games and the ever-present playstations and game apps for smart phones in the Middle East and Africa region, the market for outdoor and sports toys has been growing and is worth $242.6 million, said a study.

There is still much life in the outdoor and sports toys sector, which registered a 13 per cent growth last year compared to the same period in 2009, according to Euromonitor International, the official knowledge partner for Playworld Middle East, a specialised trade event for toys, games and children’s lifestyle products to be held in Dubai from March 5 to 7.
 
“Playing outdoors is vital for the overall health and development of growing children,” remarked Ahmed Pauwels, the CEO of Playworld Middle East organiser, Epoc Messe Frankfurt.

“The proliferation of electronic gaming options has made it easy for children to spend endless hours indoors and miss out on the benefits of outdoor play. Continuing innovation on the part of toy manufacturers to come up with attractive outdoor toys and games as well as motivation from parents and guardians will ensure that children are not strangers to the great outdoors,” noted Pauwels.

According to him, biking is very popular among children the world over and manufacturers of children’s bicycles and tricycles are expected to attract considerable interest at the upcoming exhibition.

The key products to be showcased at the event include toys and games; baby, infant and pre-school products; bicycles and sports equipment; models and electronics; and dolls and children’s lifestyle products.

Among those exhibitors include new entrants to the market, UAE-based The Little Mustard Seed, the sole distributors of First Bike range of bicycles and tricycles for children, noted Pauwels.

"First Bike is now entering the market in the Middle East and India,” remarked Chad Little of The Little Mustard Seed. “Playworld ME provides us an ideal launching pad to access trade buyers from around the region in order to familiarise them with First Bike, which collected 12 prestigious awards for quality and safety in 2012 alone," he added.

First Bike allows kids from 22 months to 5 years old to learn how to ride a bike without ever needing training wheels.

Light Blue Toys is a leading distributor of toys and games across the Mena region. At Playworld Middle East they will be exhibiting their award-winning Plasma Car range of ride-on toys as well as their OgoSport flying disks that can catch and throw balls.

“By exhibiting in previous years at Playworld Middle East we have found our outdoor toys to be well received throughout the region. We are looking forward to launching new products soon and to be collecting fresh business leads at the 2013 fair,” said Vicky Lynagh, the regional director of Light Blue Toys.

To be held at the Dubai International Convention and Exhibition Centre, Playworld Middle East, will feature exhibitors involved in the manufacturing, development, supply and servicing of children’s lifestyle products from around the world.

The event is a traditional networking platform for trade visitors not only from the Middle East region, but also from the Indian subcontinent, Central Asia and North and East Africa.-TradeArabia News Service