ANIME AND POP CULTURE ICONS TO DRIVE UAE TOY MARKET GROWTH IN 2026

From teens to seasoned collectors, the momentum built in 2025 continues to drive demand for anime and pop-culture collectibles across the UAE and global markets, positioning the toy sector for strong growth in 2026. Once seen as a childhood hobby, collectibles have evolved into a cultural phenomenon driven by social trends.

“A growing appreciation for storytelling, personal engagement, and fear of missing out on emerging trends has fuelled the rapid expansion of the collectibles market in the UAE,” said Hassan Tamimi, CEO of The Little Things.

Articulated and poseable figures have gained strong traction among collectors. “In 2025, brands such as SH Figuarts, Hot Toys, and ZD Toys recorded strong sales in the UAE, reflecting surging demand for figures that allow customization, scene recreation, and creative play,” noted Tamimi.

Commenting on exclusivity, which continues to be a key driver in the market, he said, “Limited-edition figures, blind-box formats and character-led merchandise emerged as key growth drivers, showcasing how collectibles are viewed as a statement rather than just children’s toys. Moreover, these collectibles are also finding appeal as distinctive gift items.”

“The shift is also evident among Gen Z, with the rising demand for plush keychains and trinkets from brands such as Sanrio, Pokémon, and Monchhichi, portable and personal accessories that double as an expression of individuality through playful, nostalgic, and customizable designs,” added Tamimi.

Brands like Funko continue to drive demand, with fans pre-ordering releases, lining up in stores, and attending events to secure their favorites.

Notably, among the pop-culture collectibles, LABUBU stood out as the most popular in the UAE and globally in 2025. Created by Hong Kong-born, Netherlands-raised illustrator Kasing Lung, the character gained significant popularity among the collectors. POP MART, known for its wide range of collectible figures, has also seen strong growth and fan engagement in the region. Other intellectual properties like CRYBABY, SKULLPANDA, HIRONO, and DIMOO have emerged as fan favorites in recent months.

“Nostalgia plays a significant role in today’s collectible market,” Tamimi said, “Many fans who grew up collecting toys and watching pop-culture classics now have adult purchasing power to buy the items they once wished to own, creating a market where nostalgia meets aspiration.”

Looking ahead to 2026 toy market in the UAE, Tamimi shared toy companies are expected to push creative boundaries further matching the evolving expectations of fans. “Collectible brands will likely explore more interactive, customizable and limited-edition releases in 2026,” he added.

Commenting on the growing pop-culture collectibles community in the UAE, Tamimi added that the UAE hosts several pop-culture and toy festivals throughout the year including the annual Middle East Film & Comic Con (MEFCC), which continues to fuel fan engagement and growth. Another key event happening in February this year ‘Animenia’- five days of anime, live music, and Japanese pop culture attracting fans and collectors’ enthusiasts from across the region.