Dubai prepares to host the highly anticipated return of the Big Bad Wolf (BBW) book sale, transforming into a 10-day literary extravaganza during Ramadan 2026. The event will run from February 26 through March 8 at Sound Stage, Dubai Studio City, operating daily from 10:00 AM to 2:00 AM to accommodate Ramadan schedules.
After a one-year hiatus, organizers have expanded the festival to create a comprehensive cultural experience beyond mere book shopping. With over millions of titles available starting at just Dh2 and discounts reaching up to 95%, the event aims to make reading accessible to all demographics. The selection encompasses diverse genres including children’s literature, educational materials, fiction, non-fiction, and self-development books in both English and Arabic.
Andrew Yap, co-founder of Big Bad Wolf Books, emphasized the event’s evolution into a family tradition: ‘BBW has become something that families look forward to, particularly during the meaningful period of Ramadan. We’ve witnessed visitors staying until 5:00 AM, and on some occasions, we’ve remained open 24 hours to meet overwhelming demand.’
The festival transcends traditional book sales by incorporating food trucks, complimentary children’s workshops, and various competitions. Strategic partnerships with Sharjah Book Authority and Dubai Culture & Arts Authority underscore the UAE’s broader initiative to integrate reading into daily life.
Eiman Al Hammadi, Acting Director of the Literature Department at Dubai Culture, noted: ‘Such initiatives help position Dubai as a city where literature constitutes an integral part of daily culture, building year-round momentum around books and storytelling.’
Mohamed Noor Hersi of Sharjah Book Authority added that the collaboration enables affordable book access across diverse communities, reaching families, children, and young readers from various backgrounds.