Traditional Toys and Games in the United Arab Emirates

PRE-COVID-19 PERFORMANCE

Sales impacted by popularity of gadgets and phone apps

Traditional toys and games continued to suffer from the increasingly available and popular child-friendly interactive and engaging gadgets and phone apps in 2019. Also, with the United Arab Emirates suffering tough economic times, many consumers limited their spending in the category, with plush and dolls and accessories amongst the hardest hit in the year.

New licences fail to drive demand in 2019

Licensing plays a strong role in driving demand, but there were no new licenses that made a significant contribution to traditional toys and games sales in 2019. With the continuous introduction of different movie franchises, such as DC Comics & Marvels Universe, action figure toys of favourite superheroes are common purchases, especially as these toys have a reasonable unit price.

Mattel leads, whilst LEGO Group develops its position

Mattel continued to lead sales of traditional toys and games in 2019. The company’s long-standing presence in the country and diversified product portfolio in many toys and games categories helped it to maintain its value share and position.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of traditional toys and games are expected to decline by 2% in constant 2019 value terms in light of the impact of COVID-19. This is the same as the 2% decline in sales forecast in our 2019 edition of toys and games.

Affected products within traditional toys and games

With a shift to digital entertainment which address the need for “hometainment” amid COVID-19, sales of traditional toys are expected to be impacted. With both working and learning from home as a result of the pandemic, more people are now gaming to help manage boredom and fill the void of not being able to socialise.

Recovery and opportunities

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