A major lifestyle event exhibiting products and services appealing to the high net worth male consumer will feature fitness, fashion and adventure zones in addition to the original seven, said organisers.

Fitness, fashion and adventure zones will feature in addition to the drive, ride, off road, marine, aviation, digital and lifestyle zones at Big Boys Toys 2011, said Biju Jayaraaj, CEO of organisers Artaaj, a leading full service agency with offices in Abu Dhabi and Dubai.

The event will run from February 2 to 5, 2011 at the Abu Dhabi National Exhibition Centre (Adnec).

Around 100 exhibitors across 46 exclusive categories will have the opportunity to showcase their products to an affluent target audience of over 60,000 visitors, a statement said.

“Big Boys Toys is much more than an exhibition, it’s a show,” Jayaraaj said.

“Apart from being able to indulge in their passion for the ‘biggest and the best’, our visitors will have four days of non-stop exhilaration - with a range of thrilling activities and unbelievable displays, this will be one weekend to remember,” he added.

With the addition of three new zones, and the expansion to encompass the outdoor and marina areas at Adnec, the four-day exhibition reflects the strong regional demand for luxury goods, the statement added.

“Given the unique mix of cultural backgrounds of customers in the region, and the dynamism of consumer demand and consumption across all its sectors, tapping into the Middle East market has always been both challenging and rewarding,” Jayaraaj continued.

“Keeping this in mind, we have designed the 2011 show in a manner that makes it a definite must-attend for ‘global consumers’ in the region, and we are positive of the success we will witness as a result of this,” he concluded. – TradeArabia News Service