Saudi Arabia Toy Market Overview, 2029

The increasing personal disposable income and rising middle-class population are notably driving the market growth, although factors such as the growing popularity of digital games and e-games may impede the market growth. There is a growing emphasis on children's development and education in Saudi Arabia. Educational and interactive toys are popular, as they align with the aspirations of parents who prioritize their children's learning and skill development. Licensed merchandise, such as toys based on popular movies, TV shows, and cartoons, also attract consumer attention. Toys Brand Trading Company is one of the Saudi Arabian leading corporations in the domain of children toys sales and distribution of wide range of international trademarks and brands. Children between the ages of 9 and 15 are potentially the target market for toys in Saudi Arabia. The toy market experiences peak demand during holidays and special occasions like Eid al-Fitr and Eid al-Adha, as well as during school vacations. Toy sales typically spike during these periods, and retailers often offer promotions and discounts to attract customers. Riyadh Toy Festival was a notable destination and a landmark event in toy industry across MENA. Saudi Arabia, United Arab Emirates, Bahrain, Oman, Kuwait and Qatar have joined forces to create the Gulf Cooperation Council (GCC). This group, also referred to as the member states, has created a collaborative set of regulations with which toy importers must comply. The Saudi Arabian Standards Organization (SASO) enforces safety standards and regulations for toys in the country to ensure the safety and well-being of children.

According to the research report "Saudi Arabia Toy Market Overview, 2029," published by Bonafide Research, the Saudi Arabia Toy market is anticipated to grow at more than 9.52% CAGR from 2024 to 2029. The growing acceptance of electronic games and digital games is a significant barrier to tradition toy market expansion. Traditional toys like building toys are being replaced by digital and electronic games. Low customer loyalty to conventional toys, notably building toys, and the arrival of numerous well-liked motion sensor games on digital gaming platforms have an adverse effect on traditional toy sales. However, there has been a shift towards modern toys and licensed merchandise, including action figures, electronic toys, video games, and branded merchandise from popular movies, TV shows, and cartoons. VTech is a well-known brand specializing in electronic educational toys for children and WowWee is also known for its innovative and interactive robotic toys. Being a distinguished target for all family members, it offered various entertaining options including releasing 500 new toys before they were officially launched in the Saudi market. There is a growing demand for eco-friendly and sustainable toys that prioritize environmental consciousness. These toys are made from renewable materials, utilize recycled components, or focus on minimizing waste and promoting sustainability throughout the production process.

The toy market in Saudi Arabia is experiencing significant growth across various segments, Outdoor and sports toys are gaining popularity as parents increasingly recognize the importance of physical activity for children's health and development. These products, which include items like bicycles, sports equipment, and outdoor games, encourage children to engage in active play, fostering both physical fitness and social skills. Games and puzzles remain a leading segment in the Saudi toy market, valued for their cognitive development benefits. Traditional board games and jigsaw puzzles help enhance critical thinking, problem-solving skills, and social interaction among children. The increasing focus on educational toys aligns with parents' aspirations for their children's learning, contributing to the sustained popularity of this segment. The rise of e-commerce has also made it easier for consumers to access a wide variety of games and puzzles, further boosting sales. Action figures and accessories are another significant segment within the toy market, appealing primarily to children aged 5-12 years. These toys often feature popular characters from movies and television shows, which enhances their appeal. The demand for licensed merchandise based on popular media franchises has driven growth in this category, as children enjoy collecting figures that represent their favorite characters. Building sets, including construction toys like LEGO, are favored for their ability to stimulate creativity and engineering skills in children. This segment is particularly popular among older children who can engage in more complex building projects. The educational value associated with these toys is a key driver of their popularity in Saudi Arabia, as parents seek products that combine fun with learning opportunities.

0-8 Years segment encompasses infants and toddlers (0-3 years) and preschoolers (3-5 years), focusing on toys that promote sensory development, motor skills, and early learning. Popular products include soft toys, educational toys, and interactive games that engage young children through play. For ages 5-8, there is a transition towards more complex toys such as building sets and outdoor sports equipment, which encourage physical activity and social interaction. This age group is crucial for market growth due to the high spending power of parents seeking quality educational toys. Children aged 9 to 15 represent a significant market segment that increasingly leans towards more sophisticated toys and games. This group shows a growing preference for action figures, video games, and STEM-related toys that combine entertainment with educational value. The demand for licensed merchandise based on popular media franchises is also high, as children in this age range often seek toys that reflect their interests in movies and television. This demographic is anticipated to experience substantial growth due to rising disposable incomes and a cultural shift towards valuing interactive and engaging play experiences. The segment of 15 years and older accounts for the highest market share in the Saudi toy market, primarily driven by the demand for collectibles, board games, and electronic gadgets. Teenagers often seek products that align with their interests in technology and social trends. Although traditional toy sales may decline in this age group due to the popularity of digital gaming, there remains a niche market for high-quality collectibles and gaming accessories.

The distribution of toys in Saudi Arabia is primarily through a combination of traditional retail channels, including toy stores, department stores, hypermarkets, and supermarkets. Additionally, e-commerce has witnessed significant growth, with many consumers preferring online shopping for toys due to convenience and a wide range of options. Toys Brand Trading Company is one of the Saudi Arabian leading corporations in the domain of children toys sales and distribution of wide range of international trademarks and brands. Etikoppaka Toys, Alpha Gifts, Nora toys and Toysrus are the prominent retailers of the toys in Saudi Arabia. The Amazon.ae has the large share of the online sales share among the e-commerce platforms in Saudi Arabia. Many toys come with companion mobile applications that enhance the play experience. These apps provide additional content, interactive games, and educational features that complement the physical toys.



Considered in this report
• Geography: Saudi Arabia
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Saudi Arabia toy market with its value and forecast along with its segments
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

By Product
• Action Figures & ACC
•Arts & Crafts
•Building Sets
•Dolls
•Games/Puzzles
•Infant/Toddler/Preschool
•Youth Electronics
•Outdoor & Sports Toys
•Plush
•Vehicles
•Explorative & Other Toys

By Age Group
•0-8 years
•9-15 years
•15 years and above

By Distribution Channel
•Online
•Offline

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially,
secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources.

Intended audience
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.