Executive Summary

Jun 2019
PROSPECTS
Traditional toys and games suffers from gadgets and phone apps

Traditional toys and games declined in current value terms in 2018. With the United Arab Emirates suffering tough economic times, many consumers limited their spending in the category.

World Dubai Expo 2020 is set to drive demand

In the forecast period, World Dubai Expo 2020 is expected to boost the economy of the United Arab Emirates. Sales of traditional toys and games are expected to recover during this period, as due to their empowering and entertaining nature, children are expected to show great interest in such toys.

Demand for plush toys is set to remain low

With toys and games involving technology becoming more popular amongst children, their interests continue to change and develop. This led the plush category to witness the fastest current value decline within traditional toys and games in 2018, as few products include technology.

COMPETITIVE LANDSCAPE
Mattel continues to lead traditional toys and games

Mattel’s long-standing presence in the country and diverse product portfolio in many traditional toys and games categories maintained its lead in 2018, although it saw a slight decline in its value share. Its Barbie brand remained popular, as it is still considered to be a classic “must-have” brand, representing international fashion.

LEGO Group shapes and dominates the construction category

LEGO Group continues to develop its position in the United Arab Emirates amongst children from all backgrounds and ethnicities. With all the recent mega-projects being built in the country, from Legoland Dubai to Legoland waterpark, the equity of the brand increased massively amongst parents and children in the country.

VTech Holdings increases its share

Sales of electronic toys increased within traditional toys and games in 2018. As a company heavily involved in offering electronic traditional toys and games, VTech Holdings saw a slight increase in its value share in 2018.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in United Arab Emirates with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in United Arab Emirates, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in United Arab Emirates market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in United Arab Emirates?
  • What are the major companies United Arab Emirates?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in the United Arab Emirates - Category analysis

HEADLINES

PROSPECTS

Traditional toys and games suffers from gadgets and phone apps
World Dubai Expo 2020 is set to drive demand
Demand for plush toys is set to remain low

COMPETITIVE LANDSCAPE

Mattel continues to lead traditional toys and games
LEGO Group shapes and dominates the construction category
VTech Holdings increases its share

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in the United Arab Emirates - Industry Overview

EXECUTIVE SUMMARY

Toys and games sees slow growth
Technology drives demand
Mattel maintains its lead
Internet retailing and hypermarkets see distribution share growth
Toys and games is set to get back on track over the forecast period

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources