Australia's Premier Gift Exhibition

The current 'baby boom' in Australia has resulted in many stores dedicating entire sections to baby-specific products. To assist retailers in capitalising on this growth area Reed Gift Fairs is embarking on an extensive marketing campaign that will promote visitor attendance and interest in baby care products, designer children's wear, children's furniture, children's accessories and educational toys at the 2008 Fairs.

The campaign is aimed at informing visitors and exhibitors about this lucrative and growing market and will extend beyond gift and homewares retailers to child care centres, nurseries, toy stores and other specialist outlets. With a baby born in Australia every 1 minute and 56 nseconds*, this productive market will only get bigger. Reed Gift Fairs has seen a significant increase in baby, toy and maternity exhibitors as well as new category exhibitors such as organic baby skin and care products in 2008.

The rise in baby products is also driven by international and local trends where consumers are looking to pamper babies in an original and unique way. Presentation and quality are also key factors in driving trends, says Kathy Bellingham, Owner, Babycupcakes.

"The arrival of a new baby is celebrated by people from all walks of life. Family, friends, even business colleagues are all on the look out for a stand out present so the market is always buzzing and ever-growing, " says Ms Bellingham.

"Modern gift givers are looking for the 'wow' factor in baby products. Babycupcakes launched Baby Flan at the 2007 Melbourne August fair, a slice of cake made from a singlet and a pair of baby socks, which was incredibly well received because it was something different and original, " she said.

The demand for quality, healthy and interesting baby, toy and maternity products has resulted in more general gift retailers stocking baby products including organic baby skin care, bouquets of baby singlets and socks and educational toys and puzzles.

"Reed Gift Fairs is an excellent platform for baby, toy and maternity exhibitors to showcase their innovative and interesting products amongst like-minded industry insiders and buyers, " said Omer Soker, Exhibition Director, Reed Gift Fairs.

Due to the rapid growth in consumer demand Childsmart have developed a comprehensive series of left brain and right brain developmental toys for children to encourage creative and cognitive skills.

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