Traditional Toys and Games in the United Arab Emirates

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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