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China is by far the biggest player in the United Arab Emirates toy market, with a revenue of $63.9 billion in 2017, according to a report by Euromonitor cited by Fortune.
But the Middle Eastern nation is also home to a slew of smaller players, many of which are struggling to compete with the big boys.
"The market is still in the early stages, but there are a lot of promising companies," says a director at a toy industry trade group in the UAE.
"The big players are investing a lot in research and development to come up with new and better toys."
Among them is Toys Home, which has opened its 12th store in Dubai's Wafi Mall.
"Our dedication to quality, innovation, and customer satisfaction remains unwavering, and we eagerly await the chance to welcome families to our new store in Wafi," the company says in a press release.
Toys Home is also planning a store in Sharjah.
(China is the world's second-largest toy market, after the US.)
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