MENA: Toy Market 2024

Toy Market Size in MENA

In 2021, the MENA's toy market decreased by -16.8% to $X, falling for the second consecutive year after eight years of growth. In general, consumption, however, recorded notable growth. Over the period under review, the market reached the peak level at $X in 2019; however, from 2020 to 2021, consumption failed to regain momentum.

Toy Production in MENA

In value terms, toy production skyrocketed to $X in 2021 estimated in export price. In general, production, however, continues to indicate a resilient expansion. The pace of growth appeared the most rapid in 2017 when the production volume increased by 35%. The level of production peaked at $X in 2019; however, from 2020 to 2021, production remained at a lower figure.

Toy Exports

Exports in MENA

In 2021, overseas shipments of dolls and toys increased by 41% to X tons, rising for the second year in a row after two years of decline. Total exports indicated buoyant growth from 2012 to 2021: its volume increased at an average annual rate of +5.4% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports increased by +48.7% against 2019 indices. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

In value terms, toy exports skyrocketed to $X in 2021. The total export value increased at an average annual rate of +4.7% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

Exports by Country

Turkey represented the largest exporting country with an export of around X tons, which amounted to 59% of total exports. The United Arab Emirates (X tons) took a 16% share (based on physical terms) of total exports, which put it in second place, followed by Tunisia (6.7%), Morocco (5.3%) and Iran (5.2%). Oman (X tons) and Israel (X tons) took a relatively small share of total exports.

From 2012 to 2021, average annual rates of growth with regard to toy exports from Turkey stood at +15.9%. At the same time, Oman (+78.8%), Iran (+25.6%), Tunisia (+11.4%) and Morocco (+2.3%) displayed positive paces of growth. Moreover, Oman emerged as the fastest-growing exporter exported in MENA, with a CAGR of +78.8% from 2012-2021. By contrast, the United Arab Emirates (-5.4%) and Israel (-15.1%) illustrated a downward trend over the same period. Turkey (+34 p.p.), Iran (+4.1 p.p.), Oman (+2.7 p.p.) and Tunisia (+2.6 p.p.) significantly strengthened its position in terms of the total exports, while Morocco, Israel and the United Arab Emirates saw its share reduced by -1.6%, -13.7% and -26% from 2012 to 2021, respectively.

In value terms, Turkey ($X), Tunisia ($X) and the United Arab Emirates ($X) appeared to be the countries with the highest levels of exports in 2021, together accounting for 81% of total exports. These countries were followed by Israel, Morocco, Iran and Oman, which together accounted for a further 15%.

Oman, with a CAGR of +75.9%, recorded the highest rates of growth with regard to the value of exports, among the main exporting countries over the period under review, while shipments for the other leaders experienced more modest paces of growth.

Export Prices by Country

The export price in MENA stood at $X per ton in 2021, growing by 2.2% against the previous year. Over the period under review, the export price, however, saw a relatively flat trend pattern. The growth pace was the most rapid in 2018 an increase of 27% against the previous year. As a result, the export price attained the peak level of $X per ton. From 2019 to 2021, the export prices remained at a somewhat lower figure.

There were significant differences in the average prices amongst the major exporting countries. In 2021, amid the top suppliers, the country with the highest price was Tunisia ($X per ton), while Iran ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by the United Arab Emirates (+5.4%), while the other leaders experienced mixed trends in the export price figures.

Toy Imports

Imports in MENA

In 2021, supplies from abroad of dolls and toys was finally on the rise to reach X tons for the first time since 2016, thus ending a four-year declining trend. In general, imports, however, showed a slight reduction. The pace of growth appeared the most rapid in 2016 with an increase of 24%. As a result, imports attained the peak of X tons. From 2017 to 2021, the growth of imports remained at a lower figure.

In value terms, toy imports soared to $X in 2021. Total imports indicated a remarkable increase from 2012 to 2021: its value increased at an average annual rate of +5.6% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, imports increased by +36.8% against 2019 indices. As a result, imports reached the peak and are likely to continue growth in the immediate term.

Imports by Country

The United Arab Emirates (X tons) and Saudi Arabia (X tons) represented the key importers of dolls and toys in 2021, recording approx. 22% and 20% of total imports, respectively. Iraq (X tons) took a 9.2% share (based on physical terms) of total imports, which put it in second place, followed by Israel (9.1%) and Turkey (7.5%). Kuwait (X tons), Morocco (X tons), Iran (X tons), Oman (X tons), Qatar (X tons), Algeria (X tons), Bahrain (X tons) and Libya (X tons) held a little share of total imports.

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the main importing countries, was attained by Algeria (with a CAGR of +18.0%), while imports for the other leaders experienced more modest paces of growth.

In value terms, the United Arab Emirates ($X) constitutes the largest market for imported dolls and toys in MENA, comprising 32% of total imports. The second position in the ranking was held by Iraq ($X), with a 14% share of total imports. It was followed by Israel, with a 13% share.

From 2012 to 2021, the average annual rate of growth in terms of value in the United Arab Emirates totaled +12.3%. In the other countries, the average annual rates were as follows: Iraq (+40.5% per year) and Israel (+10.5% per year).

Import Prices by Country

The import price in MENA stood at $X per ton in 2021, surging by 19% against the previous year. Import price indicated a prominent increase from 2012 to 2021: its price increased at an average annual rate of +7.1% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, toy import price increased by +67.4% against 2016 indices. The most prominent rate of growth was recorded in 2020 when the import price increased by 29% against the previous year. Over the period under review, import prices reached the peak figure in 2021 and is expected to retain growth in the immediate term.

There were significant differences in the average prices amongst the major importing countries. In 2021, amid the top importers, the country with the highest price was Iraq ($X per ton), while Oman ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Iraq (+24.3%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform