Competitive Landscape
Leading Brands Maintain Strength through Innovation and Premiumisation
Traditional toys and games in the United Arab Emirates remain relatively concentrated. Mattel Inc holds 20% in 2025, LEGO Group holds 14% and Hasbro Inc follows with 13%.
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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 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
Toys and Games in the United Arab Emirates - Industry Overview
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
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.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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