KSA Childrens Costume Market Outlook to 2027

Market Overview:

Increasing theme parks, consumption of shows and movies are boosting demand for costumes in the Saudi market. Social reforms by government such as organization of GEA's March 2022 costume party. Children's costume preferences are highly dynamic, influenced by ever-changing pop culture trends. Competition from rental costume companies hindering the sales of the companies.

Rubies is the market leader with ~25% of brand share in the KSA Children’s Costume Market. Fragmented marketwith presence of multiple players in the industry competing on variety parameters, price and variety being the most important factors. Western pop culture, including Superheroes, Disney and Anime, to influence kids which in turn will drive the demand in future.

Companies like Al Harithy Company for Exhibitions (ACE) and Fantasy World contribute to the design and production of diverse costumes, reflecting both Saudi culture and global trends. Retail giants such as Toys "R" Us and Babyshop play a crucial role in the distribution of these costumes, providing convenient access through physical stores and online platforms like Souq (Amazon.sa) and Mumzworld. Marketing efforts led by agencies like Leo Burnett Riyadh enhance brand visibility, while consumer behavior is significantly influenced by cultural events and school-related activities. Regulatory compliance is maintained through organizations like the Saudi Standards, Metrology, and Quality Organization (SASO), ensuring that children's costumes meet safety and quality standards. This dynamic ecosystem showcases the collaboration of major players across manufacturing, distribution, and marketing, ultimately shaping the landscape of children's costumes in Saudi Arabia.

KSA Children Costume Market Analysis

• With a population where 30% is under the age of 142, the demand for children's costumes remains strong, especially during cultural and religious celebrations.
• Traditional and cultural costumes are popular, constituting 40% of the market share, with character-themed costumes gaining traction, particularly those inspired by international animated series.
• Distribution Channels: Online sales of children's costumes surged by 25% in 2021, with major e-commerce platforms like Souq and Mumzworld dominating the digital landscape.
• Demand for traditional Saudi costumes witnessed a spike during cultural festivals, with sales peaking at a 15% higher rate during these events7.
• Digitalization: The adoption of online platforms for costume purchases has accelerated, with digital sales accounting for 40% of the total market revenue.

Key Trends by Market Segment:

By Gender: In 2022, the KSA Children’s Costume market has been dominate dby female gender by 44.8%. Various events and celebrations takes place throughout the year, such as weddings, family gatherings, and cultural festivals. Female kids' costumes are  more popular because they cater to a broader range of occasions and themes, from traditional attire for special events to princess or character costumes for entertainment purposes.

By Age Group: In 2022, Children aged 9 to 15 in Saudi Arabia have a high demand for costumes due to influence of movies, TV shows, and video games play. During events like Eid al-Fitr and Eid al-Adha, dressing up in traditional or themed costumes is a common tradition.

By distribution channel : In 2022, The online sales channeldominated in KSA Children’s Costume Market.KSA witnessed a surge in online shoppers, from 11.6 million in 2017 to 19.3 million in 2022.Online channel’s convenience and diverse options make it the top choice for kids' costumes in Saudi Arabia.

Competitive Landscape:

Major Players in Market

• KSA Children’s Costume market is fragmented and there are approx. 30-40 brands in KSA Children’s costume.
• Major brands like Rubies, California Costumes, Melissa & Dough, Delights Direct and Disguise.
• Rubies is the market leader with ~25% of share in the KSA Children’s Costume Market. Branded costume is valued at SAR 30.9 Mn with market share of 53.7% and nor branded with SAR 26.6 Mn.

Recent Developments

• Establishment of General Authority of Entertainment (GAE) in 2016 by Royal Decree.
• Launch of Development & Investment Entertainment Company (DIEC) in 2018 with an initial capital of SAR 9.7 billion.
• Objective to reduce licensing process time for construction of entertainment facilities from 90 to 5 days.
• Contracts signed with AMC Theaters, Six Flags, National Geographic, Cirque Du Soleil, and IMG Artists to operate entertainment venues
• Government of Saudi Arabia aims to increase household spending on entertainment from 2.9% to 6% by 2030.

Future Outlook:

• The KSA Children costume market is expected to grow with a CAGR of 5.4% during 2022- 2027.
• Rising influence of Western pop culture, featuring iconic superheroes, beloved Disney characters, and the emerging trend of Anime, is poised to substantially boost the demand for costumes inspired by these themes
• Organization of more of music concerts, cultural festivals, costume parties, aligning with Saudi Arabia's vision for economic diversification through a thriving entertainment sector.
• Strategic collaborations with global entertainment leaders, such as AMC Theaters, Six Flags, National Geographic and others, are poised to revolutionize KSA's theme park experience triggering a substantial rise in costume demand