Construction was the strongest performer in traditional toys and games in 2021. As residents in the United Arab Emirates spent greater time at home during the pandemic, many local consumers (both adults and children) turned to construction as entertainment, supporting stronger value sales growth for leading brand Lego.
Action figures and accessories, which accounts for substantial value share within traditional toys and games in the United Arab Emirates, witnessed further low value growth in 2021. The return to full capacity in cinemas post-pandemic, along with access to superhero films on OTT platforms such as Netflix, Prime, and Hotstar, are influential in driving demand for these toys as children who watch these films at home search for their favourite character action figure that they see on the screen.
The United Arab Emirates has witnessed the emergence of strategic card games. Games and puzzles experienced flat value sales after several years of decline in 2021, benefiting from prolonged home seclusion for some of the year.
Sustainability is at the forefront of development for new players, as well as established companies. In May 2021, for example, Mattel’s PlayBack programme was launched, which is designed to use recycled materials from old Mattel toys in the production of new ones.
E-commerce is set to gain further share as a distribution channel for traditional toys and games, as local consumers become increasingly comfortable shopping online, appreciating the wider product offer, competitive pricing and convenience of home delivery. Moreover, the pandemic has accelerated the trend towards digital engagement, with local consumers having switched to online resources for a wide range of purposes, including work, study, socialising and entertainment, as well as shopping.
Like construction, scientific/educational was one of the stronger performers in traditional toys and games in 2021. Entertainment and televised content such as films and TV series gained greater importance than ever for scientific/educational toys.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in United Arab Emirates, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page