As the countdown marches on for busy parents ahead of the new school term, the final touches are being made to this year's Back to School event, ensuring children will not only be ready but excited to be back in the classroom.
Taking place at its new location in the Sheikh Saeed Halls of Dubai International Exhibition and Convention Centre, Back to School runs from 4-6 September, and this year, the exhibition joins the Dubai Calendar roster of events as part of "Summer is Dubai" campaign.
The event will feature a host of child-friendly, exciting UAE companies such as Wadi Adventure, the region's first man-made whitewater rafting, kayaking and surfing facility, Desert Chill Ice Cream Vans, D2H and Virgin Megastore Middle East.
Nora Hassan, Sales '&' Marketing Manager at Wadi Adventure said: "We have some really exciting activities on our stand, including the launch of the new school packages and our after schools programme.
"We are looking forward to increasing the exposure of our activities to the youth of UAE. The school market is vital in the growth of such sports worldwide and likewise in our local community here in the UAE." Staff from Virgin Megastore will be on hand to help calm children's anxieties about the new school year. Sarah Clayton, Senior Books Buyer and children's book enthusiast will be telling the tale of Charlie and Lola 'I Am Too Absolutely Small for School' created by famous author and illustrator Lauren Child in the new reading section of the show.
A huge hit with children three to seven years old, the books are also popular among adults thanks to their humorous storylines. Head to Sheikh Saeed Hall One at 11.00 am on the opening day to hear all about how Charlie persuades Lola that school really is worthwhile.