JEDDAH – With the back to school season underway, retailers have their sights set on attracting heightened customer interest. Average spending on back to school products in the US is set at $250. Boosted by festivals such as Dubai Summer Surprises, an increase in 'Back to School' promotions has been observed in this region also, with retailers hopeful of tapping into this trend in the coming weeks. Figures released by Euromonitor International reveal that the region's appetite for scientific/educational toys was worth as much as $69.2 million in 2011, up nearly 50 percent from 2006. This increase can be partly attributed to the back to school retail surge seen at the start of each school term. The back to school category attracts considerable interest each year from international manufacturers and suppliers according to Epoc Messe Frankfurt, organizer of Paperworld Middle East, the region's latest trade fair for office and stationery supplies and Playworld Middle East, the region's only dedicated trade event for toys, games and children's lifestyle products. Playworld Middle East is a trade platform for toys, games and children's lifestyle products and is co-located with Paperworld Middle East, a business and networking trade fair for the office and paper products industry. The next edition will be held March 5-7, 2013 in Dubai. "The back to school period is always a busy time for retailers," said Ahmed Pauwels, Chief Executive Officer of Epoc Messe Frankfurt. – SG
