In 2023, toys and games in the United Arab Emirates continued to experience a significant transformation, shaped by evolving consumer preferences, technological innovations, and socioeconomic factors. Prior to the review period, the share of traditional toys and games within the local industry was more on a par with that of video games, but the latter has gained significant sales growth, especially since the pandemic.
In the United Arab Emirates, traditional toys and games experienced a further uptick in value sales at retail outlets, marking a steady and consistent growth trajectory. This ongoing demand can be attributed to various factors, including the ongoing sustainability trend that has captured the attention of local consumers.
Amid the backdrop of evolving market dynamics in the United Arab Emirates, the influence of significant company developments from the preceding year echoed throughout toys and games in 2023. Sony Corp's slim lead over Mattel, propelled by the success of its new gaming subscription offer, underscored the shifting landscape within the industry.
In 2023, the distribution landscape for toys and games in the local market experienced significant shifts, particularly within traditional toys and games stores as the latter continued to lose ground, reflecting changing consumer behaviours and market dynamics. However, within the channel, there were varying performances.
Over the forecast period, the outlook for toys and games in the United Arab Emirates is positive, albeit with some fluctuations. Specific categories are likely to thrive during this period, especially those that resonate with local tastes and values, in addition to those addressing emerging trends.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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