Saudi Arabia Toys Market

Market Overview:

Saudi Arabia toys market size reached USD 539.9 Million in 2024. Looking forward, the market is expected to reach USD 921.6 Million by 2033, exhibiting a growth rate (CAGR) of 6.01% during 2025-2033. The introduction of interactive and smart toys incorporating technology like augmented reality and artificial intelligence, which can attract consumers looking for more engaging and educational play experiences, is driving the market.

Saudi Arabia Toys Market Analysis:

• Major Market Drivers: The rising young population and increasing disposable incomes encourage parents to invest in high-quality, educational toys which represent the major driver of the market. Government initiatives promoting family entertainment and leisure activities also support the market, boosting interest in a variety of toys. In addition to this, e-commerce growth has made a wide range of toys more accessible, increasing sales.
• Key Market Trends: The rising demand for educational and STEM-based toys, aligning with parents' focus on child development represents the key trend of the market. Another emerging trend is the popularity of sustainable and eco-friendly toys as environmentally conscious choices become more valued. Additionally, the growth of licensed toys tied to movies and TV shows, along with interactive, digital, and augmented reality toys, is transforming the toys market in Saudi Arabia.
• Competitive Landscape: Some of the major market players in the Saudi Arabia toys industry include LEGO System A/S, Toys Brand Trading Company, Samaco Toys & Leisure, among many others.
• Challenges and Opportunities: The market faces various challenges including rising production costs, influenced by material expenses and fluctuating import taxes, which can impact pricing and profit margins. However, the market also faces several opportunities, such as a young population with growing disposable incomes and a preference for educational and tech-driven toys. The expansion of e-commerce platforms enhances accessibility, while government initiatives focused on family entertainment further boost demand.

Toys, timeless companions of childhood, transcend mere playthings to become portals of imagination and growth. These objects of delight not only entertain but also serve as vital tools for cognitive development. From plush teddy bears to intricate building blocks, toys stimulate a child's senses, fostering motor skills, spatial awareness, and problem-solving abilities. More than entertainment, they provide a medium for social interaction, teaching invaluable lessons about sharing, cooperation, and empathy. Toys also play a pivotal role in cultural and societal contexts, reflecting the values and aspirations of different communities. They carry the power to shape dreams, instill curiosity, and ignite a passion for learning. As technological advancements continue to influence the toy industry, the essence of these cherished objects endures, reminding us that in the realm of childhood, toys are not just inanimate objects they are conduits to a world where possibilities are boundless, and imagination knows no bounds.

Saudi Arabia Toys Market Trends:

Shifting Consumerism Habits

The increasing disposable income of Saudi Arabian families is playing a major role in propelling the market growth. With the improving economic conditions of the region, the customers are more and more capable of buying an increased number of goods, including toys. According to the “Economic Outlook 2025” by MasterCard Economics, consumer spending in the country is expected to rise by 4.5%. Similarly, customers are becoming more inclined to spend money on quality toys for their children, particularly those that provide educational as well as developmental value. This change in end-user behavior is also associated with increased awareness about the value of early childhood education, which is encouraging parents to opt for toys that educate. The availability of a young, dynamic young population with changing tastes and preferences also drives the demand for innovative, varied, and high-end toys. As a result, companies are evolving their products to suit the shifting demands of the market, and overall patterns of increasing wealth are influencing decisions and toy buying habits.

Emergence of E-commerce and Online Retail Platforms

The growth of e-commerce and online retailing platforms is transforming the sale of toys in Saudi Arabia. The public are now buying more toys through digital means because of the convenience and ease they bring. Online channels are making it possible to access a range of toy brands and products, which are usually competitively priced, appealing to a large number of tech-conscious consumers. Companies are increasing their online presence by giving descriptions of the product, customer reviews, and interactive elements to draw online consumers. Moreover, social media platforms are also transforming purchasing decisions as product recommendations and ads on sites such as Instagram and Snapchat are responsible for toy purchases. The current shift towards digital transformation is not only enhancing the market visibility of toy brands but also improving the quality of the shopping experience, thus adding to overall market growth. The IMARC Group predicts that the Saudi Arabia e-commerce market size is projected to attain USD 708.7 Billion by 2033.

Growing Shift Towards International and Learning Toy Brands

Global toy companies and learning toys are becoming popular in the Saudi Arabian marketplace. Parents are choosing more carefully the learning content of the toys they buy, so demand is growing for Science, Technology, Engineering, and Mathematics (STEM)-oriented toys, puzzle games, and other learning tools. Large international brands are spreading their reach in the region, tapping into the rising demand for innovative and high-quality toys that pack play with learning. Local toy stores are collaborating with foreign brands to provide a variety of educational products, riding the trend of parents' interest in engaging cognitive development through play. Meanwhile, international toys' appeal is being bolstered by shifting societal norms in which contemporary parenting centers on overall child development, making educational and globally recognized brands a key driver of the expanding Saudi Arabian toys market. Moreover, the heightened focus on buying international brands’ toys is growing in Saudi Arabia. For instance, in 2025, Chinese toy Labubu gained a lot of popularity in the country as it launched in the Saudi Arabia. The toy enjoys the highest popularity in Riyadh province, with the Eastern province and Mecca following behind.

Saudi Arabia Toys Market Drivers:

Cultural Shifts and Evolving Consumer Preferences

Cultural shifts in Saudi Arabia are currently influencing the types of toys that are purchased by people. With the nation’s vision for modernization, there is a growing trend toward more diverse and inclusive toy options. Traditional toys are being complemented by more innovative and international selections that reflect global cultural trends. As Saudi Arabia becomes more interconnected with the world, there is an increasing desire for toys that promote inclusivity, creativity, and gender neutrality. Parents are continuously seeking toys that align with modern values such as diversity, sustainability, and educational enrichment. The demand for high-quality, eco-friendly products is also rising, as many families are becoming more conscious of environmental concerns. Toy manufacturers are responding by diversifying their offerings, which includes introducing gender-neutral toys, multicultural dolls, and sustainably produced items. This cultural transformation is pushing the market toward more sophisticated and varied product lines.

Influence of Social Media and Celebrity Endorsements

The rise of social media and influencer marketing is actively shaping the Saudi Arabia toys industry. Social media platforms are becoming primary sources of inspiration for parents and children alike when it comes to toy selection. Influencers, including local and international celebrities, are continuously endorsing popular toys, which increases their visibility and appeal. Social media trends and unboxing videos, often created by children or toy enthusiasts, are also playing a significant role in driving toy sales. These trends contribute to creating a "social proof" effect, where people are more likely to purchase toys that are trending online or endorsed by a trusted figure. Manufacturers and retailers are actively collaborating with influencers to reach a younger demographic and boost brand awareness.

Government Initiatives and Support for Family-Oriented Activities

Government initiatives aimed at promoting family-oriented activities and leisure pursuits are supporting the market growth. Saudi Arabia is making substantial investments in infrastructure and projects that encourage family entertainment, including the development of entertainment parks, shopping malls, and recreational spaces. These venues often feature toy stores and entertainment zones, which in turn drives the demand for toys. Programs supporting children’s health, education, and well-being are encouraging parents to invest in toys that foster physical and mental development. The government’s focus on diversifying the economy and providing more recreational options for families is creating a favorable environment for the market. As families are spending more time together engaging in entertainment activities, the demand for toys that enhance play experiences is steadily increasing.

Saudi Arabia Toys Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on product type, age group, and sales channel.

Product Type Insights:

• Action Figures
• Building Sets
• Dolls
• Games and Puzzles
• Sports and Outdoor Toys
• Plush
• Others

The report has provided a detailed breakup and analysis of the market based on the product type. This includes action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others.

Age Group Insights:

• Up to 5 Years
• 5 to 10 Years
• Above 10 Years

A detailed breakup and analysis of the market based on the age group have also been provided in the report. This includes up to 5 years, 5 to 10 years, and above 10 years.

Sales Channel Insights:

• Supermarkets and Hypermarkets
• Specialty Stores
• Departmental Stores
• Online Stores
• Others

The report has provided a detailed breakup and analysis of the market based on the sales channel. This includes supermarkets and hypermarkets, specialty stores, departmental stores, online stores, and others.

Regional Insights:

• Northern and Central Region
• Western Region
• Eastern Region
• Southern Region

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern and Central Region, Western Region, Eastern Region, and Southern Region.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Some of the key players include: 

• LEGO System A/S
• Toys Brand Trading Company
• Samaco Toys & Leisure
   

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.) 

Saudi Arabia Toys Market News:

• September 2025: Kids and Toys Expo, one of the biggest platform for toy companies, will take place from 16 to 18 September at the Riyadh Front Exhibition & Conference Center. Th expo will showcase kids’ mobility, kid’s toys and games, and education and learning in the Middle East.
• October 2024: Saudi Entertainment Ventures, or SEVEN, a subsidiary of Qiddiya Investment Company, which is fully owned by Public Investment Fund, and Mattel, a global toy and entertainment brand, broadcasted that they will introduce the Hot Wheels e-karting racing tracks into six Saudi cities. Adding Hot Wheels e-karts, SEVEN further strengthens its portfolio and continues to expand the karting community, following its announcement in earlier this year that it would be opening indoor e-karting centers at several SEVEN entertainment locations.
• January 2025: Woodbee Toys, a major company in manufacturing sustainable wooden toys, announced its plans of expanding in the markets of Saudi Arabia and Sri Lanka in 2025.
• June 2024: SoftBank-backed online retailing unicorn FirstCry announced its plans to enhance its presence in the Middle East as part of its strategy to play the India playbook in international markets. Largest multi-channel retailer of baby products in the country looks to open 12 new modern stores in Kingdom of Saudi Arabia (KSA) and new warehouses in Riyadh, Jeddah, and Dammam, KSA, according to the updated DRHP filed with SEBI in April this year.
• June 2025: The India-UAE Comprehensive Economic Partnership Agreement (CEPA) granted zero-duty access to the UAE market for India-made toys. This initiative rode on the back of the 2020 directive by Indian Prime Minister Narendra Modi to boost local manufacturing in the toys sector, and, subsequently, increase exports.
• May 2025: The Little Things, a Middle East pop culture retail chain, declared an exclusive agreement with the well-known international corporations: Spacetoon, TMC JV TotalEnergies and Aramco to launch pop-up shops all over Saudi Arabia. The Little Things is providing a handpicked range of toys, collectibles and pop culture novelties, further enhancing its presence within the Kingdom.

Saudi Arabia Toys Market Report Coverage:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Saudi Arabia toys market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Saudi Arabia toys market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Saudi Arabia toys industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.