Big Boys Toys opens in Dubai

Highly-anticipated regional lifestyle event opens at Atlantis The Palm
Multi-million dirham luxury mobile home rolling into Big Boys Toys

Dubai, Wednesday 8, 2012: Big Boys Toys, the region's premier lifestyle event, opens its doors under the patronage of HH Sheikh Mansoor Bin Mohammed Bin Rashid Al Maktoum, at 1:00pm at Atlantis the Palm Hotel, Dubai. The event, which is set to run till February 11^th, will feature the exclusive products and services for the man who 'wants it all'. From limited edition super cars to personal aircrafts and luxury products never before seen, and unique features and experiential activities, the show brings the most desired items together in one ideal location.

"We have so many new and exciting products featuring at the show, more than any previous editions of Big Boys Toys, and the wait is finally over," said Raha Moradi, Exhibition Director, Artaaj. "This weekend, the UAE will get up close and personal with some of the most desired products ever seen in the region, exclusively available at Big Boys Toys."

The biggest by size and attraction at the show is the multi-million dirham ultra-luxurious mobile home, the 'eleMMent' Palazzo. The eleMMent Palazzo, by Marchi Mobile, is a mobile palace for the elite. The expandable pop-up flybridge lounge is fitted with multiple bars overlooking two floors that contain a master bedroom with an integrated bathroom and a couch that can be converted into bar furniture at the push of a button. A programmed central control provides all important information at a glance, with set-up and dismantling being executed by a touch screen panel. An added security feature allows for remote video access, via an additional control unit, of the exterior and interior, and also permits to pre-set the lighting and temperature. Visitors to Big Boys Toys will have the exclusive chance to discover more features of the Palazzo.

Other vehicle debuts include the Middle East's own exclusive Nissan GT-R VVIP which will sear the tarmac with a 0-100kmph in 3.6 seconds, and dazzle with 24-carat gold-plated aspect panels, grill, and the exclusive VVIP badges, while exuding awesome power in look and aspect. Another debut, the 'Hulme CanAm Spyder' named in honour of Denny Hulme, New Zealand's only Formula One World Champion and double CanAm Champion, is not for the faint hearted. It is a unique car for those with a desire for performance, F1-type exhilaration and style. It is a true driver's car powered by a hand-built, supercharged, 7000cc, Chevy V8 engine, providing amazing torque and tractability, and can be booked for delivery on site.

A definite favourite among the extreme sports enthusiasts and recreational riders is the Dual Tracked Vehicle (DTV) Shredder manufactured by BPG Werks. The DTV Shredder is the first true crossover vehicle for action and power sports. A combination of tank, skateboard and motocross bike, it is the first year round, all-terrain vehicle - and it fits in the trunk of a car. With the DTV Shredder, the outdoors becomes the personal playground--the two aggressive tank-treads, skateboard trucks and powerful 4-stroke engine make it capable of travelling on snow, sand, trails and even mountainsides at high speeds.

As the tickets are limited, in order to avoid disappointment, and to avoid the waiting at the venue, general admission tickets for February 10^th and 11^th can be bought online from Time Out Tickets, Virgin Tickets, BoxOfficeME.com and TicketingCo.com. Tickets can also be purchased at the following outlets: Virgin Megastores, select outlets of Zoom, Choithrams, Hallmark and Spinneys and EPPCO and ENOC petrol stations.

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About Big Boys Toys
'Big Boys Toys', one of the most exciting lifestyle shows in the region, is organized by UAE-based event company Artaaj Events. It is the Middle East's premier luxury lifestyle experience, bringing together the latest technologies and biggest brands, primarily for the region's high-net-worth male consumer.

Big Boys Toys UAE remains the ideal platform for brands and products to gain valuable exposure to high net worth male consumers in one of the world's most affluent countries and in a region that offers lucrative business prospects. It is also the perfect setting to launch exclusive new products in the UAE.

About Artaaj Events
Artaaj Events is a full service agency, offering 360-degree solutions to a diverse portfolio of clients throughout the Middle East and Levant. Established in 2003, with an original team of just two people, the Artaaj Events family currently comprises more than 40 professionals from 14 nationalities - based out of Dubai and Abu Dhabi.

Cosmopolitan, dynamic and talented, Artaaj Events' multicultural team comes from a diverse international background in event management, hospitality, PR, marketing and communication, production, exhibitions, conferences, operations and logistics and design.

Approaching its ninth year in the region, Artaaj Events has successfully conducted over 1000 projects for over 350 international and local clients and incorporates four key divisions; namely, Events & Promotions, Exhibitions, Integrated Marketing Consultancy and Premiums & Mementos.

Artaaj Events owns and organizes the Big Boys Toys UAE Super Show, the Middle East's premier lifestyle event.

For media enquiries, please contact:
Tarek El-Moukachar
ASDA'A Burson-Marsteller
Telephone: +971 4 450 7640
Email:t.elmoukachar@asdaa.com