2025 Developments
Toys and games in the United Arab Emirates posted a robust 11% rise in retail value in 2025, outperforming both regional and global benchmarks due to favourable economic conditions, premiumisation, and the influence of affluent adult buyers. The environment is highly attractive, supported by rapid digital adoption, a population of 11.3 million and rising consumer expenditure, bringing growth across both video games and traditional toys and games. Strategic opportunities centre on targeting adult collectors and families with premium, franchise-led assortments, prioritising digital-first distribution, and integrating local cultural relevance. Agile omnichannel strategies and investment in experiential retail are increasingly critical to sustain growth and brand engagement.
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Overview:
Understand the latest market trends and future growth opportunities for the 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the 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 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 Toys and Games in United Arab Emirates?
- Which are the leading brands in Toys and Games in United Arab Emirates?
- How are products distributed in 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?
Toys and Games in the United Arab Emirates
2025 Developments
Key Data Insights
Premiumisation and Kidult Trend Bring Double-Digit Growth
Video Games Lead Toys and Games through Digital Innovation
Plush and Licensed Toys Drive Growth in Traditional Play
Kidult Demand and Premiumisation Cause Ongoing Expansion
Omnichannel Retail and Localisation Strengthen Competitive Advantage
Sony Extends Lead through Ecosystem Strength and Innovation
Nintendo’S Switch 2 and Premium Launches Grow Brand Engagement
Amazon.Ae and Firstcry.Ae Lead the Shift to Online Purchasing
Experiential Retail Maintains Relevance through Destination Shopping
Traditional Toys and Games in the United Arab Emirates
Key Data Insights
Traditional Toys and Games Summary
Strong Market Growth Supported by Innovation and Premiumisation
Hybrid Play and Premium Nostalgia Reshape Consumer Demand
Wood & Wonder Connects Families through Mindful Play
Premiumisation and Kidult Trend Support Continued Growth
Construction to Remain Largest While Plush Is Fastest Growing
Retailers Combine Experiential Stores and Digital Convenience to Reach Families
Leading Brands Maintain Strength through Innovation and Premiumisation
Physical Stores Lead While E-Commerce Continues to Gain Share
Mindful Play Concepts Create New Retail Opportunities
Parental Values and Audience Expansion Are Redefining the Innovation Agenda
New Brands and Retail Concepts Illustrate Innovation in Practice
Business Impact: Margin Lift, Share Shifts, and Portfolio Recalibration
Video Games in the United Arab Emirates
Key Data Insights
Video Games Summary
Xbox Game Pass Shifts Spending to Recurring Subscriptions
Digital Platforms Reshape Purchasing and Engagement
Subscription Ecosystems with Local Content Drive Consumer Retention
Digital Content Continues to Outperform Hardware
Established Players Maintain Leadership through Ecosystem Loyalty
Major Launches Strengthen Engagement without Disrupting Market Leadership
Digital Channels Lead Video Games Distribution
Physical Retail Focuses on Hardware and Experiential Value
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- 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
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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