COMPETITIVE LANDSCAPE
Lego gains share as Mattel leads amid intense competition
The competitive landscape of traditional toys and games in the United Arab Emirates is concentrated, with the top five global companies accounting for 62% share of value sales in 2024, which is above the regional average of 56%. Category concentration remained stable over the review period, with the top five global companies holding 62% value share in 2019.
Toybox UAE expands with premium, sustainable and educational play products
In the United Arab Emirates, Toybox witnessed significant growth in 2024, focusing on premium, open-ended play products that highlight creativity, sustainability, and educational value. The company expanded its market presence through the exclusive distribution of specialised global brands such as MAGNA-TILES and Grimm’s Wooden Toys, which resonated with environmentally-conscious parents seeking durable, non-digital play options.
Spin Master buys Melissa & Doug; TJX invests in Brands for Less
In 2024, Spin Master significantly broadened its product portfolio with the acquisition of Melissa & Doug, a prominent brand in scientific/educational and wooden toys. This strategic move is poised to enhance Spin Master's presence in the United Arab Emirates, where the demand for open-ended, screen-free play is on the rise among parents who seek high-quality options for their children’s early development.
MrBeast collaboration boosts Moose Toys with science-themed toy line
In 2024, Moose Toys partnered with media personality and online content creator MrBeast to launch the MrBeast Lab toy line, which features interactive, science-themed playsets that blend digital content with physical toys. The collaboration successfully leveraged MrBeast's large online following, driving significant interest from young consumers and contributing to a rise in global sales.
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Overview:
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.
The Traditional Toys and Games in United Arab Emirates report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in United Arab Emirates?
- Which are the leading brands in Traditional Toys and Games in United Arab Emirates?
- How are products distributed in Traditional Toys and Games in United Arab Emirates?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in United Arab Emirates?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in the United Arab Emirates - Category analysis
KEY DATA FINDINGS
Construction and collectibles benefit from appealing to wide target audience
Strong growth for traditional toys and games, with construction remaining popular across age groups
Action toys and accessories increasingly driven by expanding target audience and licensed characters
Dolls and accessories remains important category due to cross-generational appeal
Virgin Megastore expands collectibles range amid kidult phenomenon
Traditional toys and games set to record solid growth, supported by rise in disposable income
Film releases and STEM toys to help drive growth of traditional toys and games
Both e-commerce and in-store experiences will shape future channel development
Lego gains share as Mattel leads amid intense competition
Toybox UAE expands with premium, sustainable and educational play products
Spin Master buys Melissa & Doug; TJX invests in Brands for Less
MrBeast collaboration boosts Moose Toys with science-themed toy line
E-commerce and hybrid models change purchasing habits
Hamleys and Teddy Mountain expand experiential retail offerings in local market
Funko targets adult consumers with exclusive collectibles in strategic locations
Hamleys promotes eco-friendly toys to engage environmentally-conscious parents
Toys and Games in the United Arab Emirates - Industry Overview
Growth driven by kidult trend, tech-focused toys and greater move towards digital content
Video games spearheads growth within toys and games
QTrobot improves learning for neurodiverse children with AI companion
Major players focus on core brands to drive sales
AR-based educational toys struggle to capture attention of Generation Alpha
Strong outlook for toys and games in the local market
Kidult trend to drive growth, while technology will transform play
Hamleys Play and Lego stores enhance experience in retail but e-commerce offers further development opportunities
Lego expands with flagship store as industry fragmentation increases
LuxAI's QTrobot secures strong position through AI-driven learning tools
Spin Master’s acquisition of Melissa & Doug reshapes competition
Lego and Mattel plan innovative toy launches during 2025
Funko and Hasbro target kidults with licensed nostalgic product lines
E-commerce, flagship stores shape toy sales; smaller retailers face challenges
Hamleys Play and Virgin Megastore innovate with experience-based retail
E-commerce gains ground in toys and games via exclusive offers
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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