Epoc Messe Frankfurt has announced its plans to introduce Paperworld Middle East, Festivalworld Middle East and Playworld Middle East to its portfolio of exhibitions in Dubai.

To launch in March 2011, these three strongly interconnected exhibitions will run concurrently and are expected to attract a large number of visitors and exhibitors.

“After much strategising and market research we have identified a white space in the market. The shows will run together to benefit from their synergies both in terms of product categories as well as on the visitor target groups,” said Dr Michael Peters, member of the Board of Management at Messe Frankfurt.

“Paperworld and Christmasworld are the international leading show names in their industries,” added Ahmed Pauwels, chief executive officer at Epoc Messe Frankfurt.

Paperworld Middle East is a new addition to the Paperworld brand family and a strong name to the region. Besides running the leading international trade fair for paper, office supplies and stationery in Frankfurt, the Paperworld global network also incorporates Paperworld China, which has been running in Shanghai since 2005, as well as the Hong Kong International Stationery Fair, launched in 1995, which is organised by Messe Frankfurt in cooperation with the Hong Kong Trade Development Council.

Paperworld Middle East will be the first of its kind show to be introduced to Dubai and will focus on the same product groups as the well established Paperworld in Frankfurt.

Festivalworld Middle East is a development of the Christmasworld brand in Frankfurt, the world’s leading trade fair for event decoration and has been adapted to suit regional needs, with a new international name.  The first time for a Christmasworld related brand to be launched outside Frankfurt, Festivalworld will showcase all products used in the decoration of corporate events, festivities, weddings and other social gatherings.

Playworld Middle East is a new image and unique name in the trade exhibition’s industry and is an adaptation of the Middle East Toy Fair which Epoc Messe Frankfurt has run since 2002 in Dubai. The product portfolio for Playworld Middle East will include toys, games, children’s furniture and more. The show re-branding has been incorporated in order to match the feel and style of the additional two co-related shows as well as to reflect its affiliation to mother company’s, Messe Frankfurt, brands.

The addition of the three new fairs will increase Epoc Messe Frankfurt’s portfolio of trade fairs and exhibitions in Dubai to 12.  Other shows in the group’s portfolio include Intersec trade fair and conference, Automechanika Middle East, Beautyworld Middle East, Garden + Landscaping Middle East and Hardware + Tools Middle East.-TradeArabia News Service