Toys and Games in the United Arab Emirates
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
Chart 2 LuxAI’s QTrobot Enriches Learning for Neurodiverse Students with Interactive Play
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
Chart 4 Hamleys Play at Dubai Hills Mall Blends Retail with Entertainment to Draw Families
E-commerce gains ground in toys and games via exclusive offers
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in United Arab Emirates 2024
Chart 7 Key Insights on Consumers in United Arab Emirates 2024
Chart 8 Consumer Landscape in United Arab Emirates 2024
Summary 1 Research Sources
Traditional Toys and Games in the United Arab Emirates
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
Chart 11 Virgin Megastore Enhances Collectibles Offerings to Attract Kidult Shoppers in 2024
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
Chart 12 Funko Boosts Market Reach Through Strategic Store Openings and Collectibles Focus
Hamleys promotes eco-friendly toys to engage environmentally-conscious parents
Video Games in the United Arab Emirates
Growth driven by next-gen consoles and increasing move towards digital content
Video games records strong supported by hardware, particularly static consoles
Video games software remains largest category, driven by digital content
Noon card incentivises digital gaming purchases, driving e-commerce growth
Chart 15 Noon and Emirates NBD Launch Co-Branded Visa Card to Boost Digital Sales in 2024
Roblox enhances accessibility with Arabic support, expands regional influence
Dubai Esports Festival highlights opportunities from adult gamers
Chart 16 DEF 2024 Highlights the Rise of Kidult Gaming Culture in the UAE
Video games software to record fastest growth over forecast period
FIFA, GTA releases and AR experiences set to propel video games
Gaming firms to benefit from mobile growth and government initiatives
Sony leads due to strength in consoles, while Microsoft counts on Game Pass
Tamatem Games adapts global games to Arabic preferences and expands reach
EQT acquires Keywords Studios, strengthening game development services
Elden Ring and Borderlands plan game releases with enhanced features
Despite e-commerce dominance, physical retail remains relevant
Gaming zones in entertainment centres attract Generation Z and millennials
E-commerce sales supported by online promotions and quick delivery