UAE Toy Market Overview, 2029

Toys and games are found throughout the world and date back to early times. Playing with toys can be an enjoyable means of training young children for life's experiences. The UAE has a large expatriate community, with many families residing in the country for work purposes. These families often have a higher disposable income and may have a propensity to purchase toys for their children due to their limited support network and the desire to provide entertainment and education for their kids. International toy brands dominate the UAE market, including LEGO, Hasbro, Mattel, Barbie, Fisher-Price, and Play Mobil. These brands have a strong presence in major retail stores, online platforms, and dedicated toy stores. The UAE has witnessed various innovations in the field of vehicle toys, catering to the interests of children and collectors alike. Augmented reality technology has made its way into vehicle toys, offering an interactive and immersive experience. AR vehicle toys utilise smartphone or tablet apps to overlay digital elements onto the real-world environment, enhancing playability and allowing children to interact with virtual vehicles. The rise of the Internet of Things (IoT) has influenced the development of smart, connected vehicles. These toys can be controlled and monitored using smartphones or other smart devices. They often come with features like voice commands, app-based control, sensors, and interactive capabilities. The UAE has stringent regulations and safety standards for toys, including labelling requirements, safety testing, and compliance with international standards. Toy manufacturers and retailers need to ensure their products meet these standards, which can involve additional costs and complexities.

According to the research report, "United Arab Emirates Toy Market Outlook, 2029," published by Bonafide Research, the United Arab Emirates Toy market is anticipated to add to more than USD 830 Million by 2024–29. Major retailer’s players such as Toys "R" Us, Hamleys, Carrefour, and Lulu Hypermarket are there in the UAE toy market. The UAE follows strict regulations and safety standards for toys, ensuring that imported and locally produced toys meet the necessary safety requirements. The Emirates Authority for Standardisation and Metrology (ESMA) regulates the safety and quality standards for toys sold in the country. This dependency on specific periods can create challenges for toy retailers and manufacturers in terms of inventory management, logistics, and meeting the surge in demand during these times. The UAE has a strong tradition of gift-giving, especially during special occasions and festivals such as Eid Al-Fitr, Eid Al-Adha, Ramadan, Christmas, and birthdays. Toys are popular gifts for children, and parents often exchange toys to celebrate these occasions. Licenced toys, featuring popular characters from movies, TV shows, cartoons, and video games, have a strong presence in the UAE toy market. Children are often drawn to toys that depict their favourite characters, and licenced merchandise is highly sought-after. Characters from franchises like Disney, Marvel, DC Comics, and popular animated series are particularly popular. Building sets and toys have gained significant popularity in the UAE, catering to children's creativity, problem-solving skills, and cognitive development. LEGO offers a wide range of building sets catering to different age groups, themes, and complexity levels. Various other building set brands are available in the UAE. Brands like Mega Construx, K'NEX, Playmobil, and Meccano offer diverse building sets with different themes, including vehicles, structures, robots, and fantasy worlds. There is a growing demand for educational building sets that promote STEM learning (science, technology, engineering, and mathematics) in the UAE. Brands like K'NEX Education, Engino, and Thames & Kosmos offer STEM-focused building sets that incorporate principles of engineering, physics, and coding.

By products, the Youth Electronics segment is leading in terms of innovation and technological integration. This category encompasses interactive toys, educational tablets, and gaming consoles that appeal to tech-savvy children. The rise of digital play experiences has transformed how children engage with toys, making electronic products increasingly popular. Brands like VTech and Nintendo are at the forefront of this trend, providing products that blend entertainment with educational content. The Outdoor & Sports Toys segment is particularly dominant, driven by the UAE's favorable climate and emphasis on physical activity. Products such as bicycles, scooters, and sports equipment are highly sought after as parents encourage outdoor play to promote health and social interaction. Brands like Fisher-Price and Little Tikes cater to this demand by offering a diverse range of outdoor playsets that foster creativity and physical engagement. The segment's growth is further supported by an increasing awareness of the importance of active lifestyles for children's development. In contrast, the Games/Puzzles segment appeals to parents seeking educational value alongside entertainment. This category includes traditional board games, educational puzzles, and interactive games that stimulate cognitive skills. The demand for STEM (Science, Technology, Engineering, and Mathematics) toys has surged as parents prioritize products that enhance learning while being fun. Brands such as LEGO and Ravensburger have successfully captured this market by offering products that challenge children’s problem-solving abilities and foster creativity. The multicultural environment in the UAE also influences this segment, with families gravitating towards games that can be enjoyed collectively, thus reinforcing family bonds.

The 0-8 years age group represents a significant portion of the toy market, driven by the developmental needs of infants and young children. This segment primarily includes toys that promote sensory development, motor skills, and imaginative play. Popular products include plush toys, building blocks, educational games, and outdoor toys. The demand for these items is particularly high among expatriate families who prioritize educational and engaging toys to support their children's early learning in a multicultural environment. The 9-15 years age group sees a shift towards more complex toys that encourage creativity and critical thinking. This segment includes board games, puzzles, action figures, and youth electronics. The popularity of licensed merchandise from popular media franchises further drives sales in this category. The increasing interest in STEM-related toys is notable, as parents seek products that provide educational value alongside entertainment. This age group tends to have a higher disposable income as children receive allowances or earn money through chores, leading to increased spending on toys that reflect their interests. For the 15 years and above segment, the focus shifts towards collectibles, sophisticated games, and electronic gadgets. This demographic often seeks products that align with their hobbies or interests, such as model kits or high-tech gadgets. While traditional toys may see a decline in popularity within this group, there is a growing market for gaming consoles and related accessories. Sales in this category are bolstered by trends in digital gaming and social media influences.

Traditional retail outlets remain a significant part of the toy distribution landscape in the UAE. Major players such as Toys "R" Us, Hamleys, Carrefour, and Lulu Hypermarket dominate this segment. These stores provide a tactile shopping experience where customers can physically interact with products before purchasing, which is particularly appealing for parents selecting toys for their children. Specialty toy shops also contribute to this channel, offering curated selections that often include educational and high-end toys. Large department stores also play a crucial role, featuring dedicated toy sections that showcase a variety of brands and types of toys. These stores often attract families looking for convenience and a one-stop shopping experience. The rise of digital shopping has transformed the toy market in the UAE. Online platforms such as Amazon.ae, Noon, and various brand-specific websites have gained popularity due to their convenience, competitive pricing, and extensive product ranges. The ease of comparing prices and reading customer reviews has made online shopping particularly appealing to tech-savvy parents. Additionally, social media platforms and mobile applications are increasingly being used for direct sales, especially among younger consumers who are influenced by digital marketing strategies. Brands leverage these platforms to engage with customers through targeted advertisements and promotions.



Considered in this report
• Geography: United Arab Emirates
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• United Arab Emirates toy market with its value and forecast along with its segments
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

By Product
• Action Figures & ACC
•Arts & Crafts
•Building Sets
•Dolls
•Games/Puzzles
•Infant/Toddler/Preschool
•Youth Electronics
•Outdoor & Sports Toys
•Plush
•Vehicles
•Explorative & Other Toys

By Age Group
•0-8 years
•9-15 years
•15 years and above

By Distribution Channel
•Online
•Offline

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially,
secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources.

Intended audience
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.