TOTAL LICENSING
The Middle East The UAE and Saudi Arabia Light competitive environment for these two territories with many of the brands appealing to both genders at the same time. Each demographic target knows about twenty two different brands - 33% of what British Children would mention. Altogether, kids can mention 71 different brands across all demographic groups. Although there are a few gender-orientated brands, most of them would appeal to both boys and girls, aged from three to fourteen years. Infant brands are not so developed in the Middle East countries. Fulla is a fashion doll in the Middle Eastern countries. The brand now attracts more younger girls than a year ago but directly competes with Barbie on this demographic target. Birds of Paradise: Not only a TV channel (on YouTube, the channel even registers 3.9 million subscribers) but also a band with children’s songs. Among those aware of the brand, 55% love the brand. Consequently, the brand scores a high purchase intention level but only in the master category of the brand (music).
it in Saudi Arabia, 60% of the kids love the brand and want a licensed product with Masha - especially girls (50%). FIFA: This license appeared in the top 30 for the first time; clearly favored by boys aged 10 to 14, especially in Saudi Arabia (12% of them place it as one of their three favorite brands). This is also one of the rare top brands attracting such a segmented demographic group in Middle Eastern countries. Spider-Man: Kids 3 to 6 and 7 to 9 know the brand and love it. The brand is even their favorite of all for boys aged 3 to 6 years. And although
UAE AND SAUDI ARABIA The Facts
Population 2018 Births (2017) 0-14 Population 0-14 in % population Source: Eurostat
Brands
615,102 8.755m 24.9%
Oct 2018
No Entertainment brands kids 0 - 14 know 71 Top 5 favorite 26% Top 20 favorite 75% Source: BrandTrends Research by Kidz Global
Philippe Guinaudeau of Kidz Global takes a look at children’s entertainment brands that are popular in two key Middle Eastern territories - the United Arab Emirates and the Kingdom of Saudi Arabia.
ownership is quite general, consumer demand for the brand remains very robust, with even more kids willing to have products than kids already having products.
TOP 30 FAVORITE ENTERTAINMENT BRANDS Kids 0 to 14 years. UAE and KSA - October 2018. Unaided mentions
Masha and the Bear is one of the growing brands in the region for kids up to 6 years old. Ahead of Birds of Paradise in the UAE, and right behind
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