A UAE-based start-up specialising in 3D pop-up greeting cards will be among a score of manufacturers launching unique new products at the Middle East’s dedicated trade fair for paper, stationery, office supplies this week in Dubai.

From school bags and children’s toys and games, to art supplies, eco-friendly writing instruments, and novel paper products, the latest innovations making their regional debuts at Paperworld Middle East 2017 are as vast as they are varied.

More than 300 exhibitors from 42 countries are set to descend upon the three-day event, which runs from March 14 to 16 at the Dubai International Convention and Exhibition Centre.  

Among these is Abra Cards, one of 28 UAE companies looking to network with thousands of trade buyers, retailers, wholesalers, distributors, and corporate clients from throughout the wider region.

Abra Cards’ founder and director Kelly Heffey said the company is the first in the Middle East to offer 3D pop-up cards, which includes a range of iconic UAE buildings such as the Burj Khalifa and Burj Al Arab.

Heffey, who moved to the UAE from the UK nine years ago, found there was a lack of novel and interesting greeting cards available in the local market when she was looking for something to cheer up her grandmother who was recovering from an accident.

“Our team of ‘Paper Engineers’ work with foreign specialists to engineer bespoke pop-up designs that are then hand stitched after using cutting edge laser printers,” said Heffey.

“Our personalised cards are designed in-house and produced in the UAE.  We’re continually developing our product line and work with only the highest quality materials to create a product our end users can call a keepsake.”

Heffey said Abra Cards’ designs are inspired by ideas she observed whilst travelling recently through Asia where techniques such as Origami and Kirigami were born.

She added: “Our laser technology is at the forefront of the industry and our range of iconic UAE buildings will be very popular with both local people and visitors. We are working on widening our offering and our clients’ imagination is never restricted with Abra Cards.

“We chose Paperworld Middle East as the platform for our official launch as it provides a unique opportunity for the wholesale market to understand what we can offer. Once we’ve demonstrated our products and capability we hope to network, create longstanding relationships and ultimately meet future wholesale partners.”

Ahmed Pauwels, CEO of organiser Messe Frankfurt Middle East, said: “Paperworld Middle East continues to offer our exhibiting partners from around the world an unmatched platform to interact with regional buyers and assess conditions for prospective new market forays and product launches.  The event has grown considerably in stature and scope over the years and offers impressive market exposure for our exhibitors.”

Another exhibitor launching products at Paperworld Middle East 2017 is Melissa & Doug, one of the world’s largest children’s product manufacturers. The American-based company has launched 150 new items so far in 2017, with a selection on display during the show.

David Postlethwaite, vice president of Melissa & Doug in the Middle East & Asia, said: “We’ve been active in the Middle East for the past four years and have seen incredible growth during this time. We’re coming to Paperworld Middle East 2017 for the first time to meet more great retailers and distributors from across the region.

“Our toys, crafts and games offer countless ways to play. We encourage free play, creativity, imagination and learning, and our brand has been embraced by parents all over the world for these very reasons.”  -TradeArabia News Service