What’s trending in the Middle East

BrandTrends discloses the key trends in the Licensing market

For more information about the most popular brands, characters and licenses, around the world, email us: philippe.guinaudeau@ brandtrends.com or maha. khan@brandtrends.com

What is trending in the UAE?

The market in the United Arab Emirates is very competitive.The decrease in known brands since April 2020 (-12%) demonstrates a disinterest in the licensing landscape. Additionally, the market is very diverse in terms of player sizes as well as age and gender. This makes it difficult for brands to sort through the clutter. A group of dominant brands controls the market. The most frequently mentioned brand by children is Lego, while Marvel, Spider-Man, Tom & Jerry, and Disney are close behind. Disney often performs better among girls whereas Marvel and, to a lesser extent, Spider-Man are even stronger among boys. Success of Tom & Jerry and Lego has been proven to transcend gender and age. Secondary players perform at a similar overall level, with their positioning being good against a particular target and weak against the others. If YouTube continues to be the most popular streaming platform, Netflix becomes a serious competitor. Even more people would have access to content, which would spur brand competition. While focusing on age and gender, Lego and Tom & Jerry performs well across targets while Netflix is settling its influence.

In details, the main trends among boys are:

• 0 to 2 years old: Baby Shark loses and is #5 on popularity; Tom & Jerry is now most popular and appealing brand • 3 to 6 years old: Cocomelon settles its performances and is #3 in popularity; Lego is the most favorite brand • 7 to 9 years old: Tom & Jerry is most popular and appealing brand; Lego is the most favorite brand • 10 to 14 years old: Marvel is #2 on popularity and most favorite brand; Lego is the most appealing one • 15 to 25 years old: Tom & Jerry is most popular brand; Netflix most salient and #2 on favorite

And among girls:

• 0 to 2 years old: Baby Shark is most popular and appealing brand; Cocomelon is #2 on popularity and most favorite • 3 to 6 years old: Tom & Jerry is most popular and appealing brand; Barbie is most favorite one, while Frozen loses footprint • 7 to 9 years old: Barbie is most popular and favorite brand; Lego ranks #2 on favorite • 10 to 14 years old: Lego is most popular brand; Netflix is the most salient and ranks #2 on favorite list • 15 to 25 years old: Marvel is most popular brand; Netflix ranks #2 on salience, #3 on favorite list

For a better overall success in the United Arab Emirates, brands should concentrate on determining their positioning among various targets. The expanding influence of platforms, even in these particular times, may present a chance to support brand visibility and maintain a successful strategy.

What is trending in Saudi Arabia?

Saudi Arabia is a highly concentrated market, thus there are very few opportunities for a brand to stand out from the competition. The number of brands that youngsters up to the age of 14 are familiar with has decreased by 7% since April 2020, indicating a reduction in interest in entertainmentrelated content. A group of powerful competitors controls the market. The most frequently mentioned brand is Tom & Jerry, followed by Disney, Spider-Man, and Batman. Numerous leading characters round out the ensemble and deliver reliable performances. When it comes to profiling, the gender difference is more significant than the age differential, with the exception of the largest players. While focusing on age and gender, Tom & Jerry and Disney performs really well across targets leading to a stronger positioning, able to sustain the brand along time.

In details, the main trends among boys are:

• 0 to 2 years old: Tom & Jerry keeps its leadership on popularity, appeal and favorite; Disney is the most salient in mind • 3 to 6 years old: Spider-Man is most popular, appealing and favorite brand; Disney is the most salient in mind • 7 to 9 years old: Pokemon then Pikachu are most popular brands; Lego is still the most favorite brand • 10 to 14 years old: Super-heroes keep leadership on popularity, salience and favorite; Lego is still the most appealing brand • 15 to 25 years old: Squid Game is most popular brand; Marvel is most appealing and favorite

And among girls:

• 0 to 2 years old: Pororo keeps its leadership on all KPIs; Tayo the Little Bus increases on awareness while keeping good proximity and is #2 on popularity • 3 to 6 years old: Pororo is still #1 on popularity, salience and favorite; Disney Princess is the most appealing brand • 7 to 9 years old: Frozen is still most popular and appealing brand but looses on favorite; Pororo is the most salient brand • 10 to 14 years old: Lego is #2 on popularity, #1 on appeal and favorite; Marvel and Disney rank #2 on favorite • 15 to 25 years old: Frozen is still most popular brand; Marvel is most favorite brand

The main challenge in Saudi Arabia is competing with strong brands that serve several markets. To have any chance of succeeding in this country, you must have an extensive presence. Maintaining attention and establishing the brand’s positioning over time should be made easier by expanding the content and spreading the brand over other categories.