Turkey Toys Market

Turkey Toys Market Overview:

The Turkey toys market size reached USD 1.48 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 2.83 Billion by 2033, exhibiting a growth rate (CAGR) of 6.68% during 2025-2033. The rising disposable incomes and evolving user preferences are driving the demand for diverse, educational toys in Turkey. Moreover, the growth of retail infrastructure and e-commerce expands accessibility and convenience, boosting market reach, product visibility, and sales across urban and rural areas, contributing to the expansion of the Turkey toys market share.

Turkey Toys Market Trends:

Rising Disposable Income and Changing Preferences

The growing disposable income of households in Turkey is enabling families to allocate more budget toward children’s entertainment and educational products. According to the Turkish Statistical Institute (TurkStat), Türkiye’s mean annual household disposable income increased to 374,899 TRY (approximately $10,668) in 2024, marking a remarkable rise of 106.9% compared to the previous year. This significant income growth, combined with the expanding middle class, empowers parents to spend more on a wider variety of toys, including premium and branded options. Moreover, evolving individual preferences are steering demand toward toys that emphasize learning, creativity, and skill development rather than solely recreational play. Younger parents, in particular, show a preference for innovative and interactive toys that blend education with entertainment. This shift from traditional toys to more diverse, sophisticated products broadens the market’s reach and encourages manufacturers and retailers to expand their portfolios to meet these emerging needs. Overall, the combined effect of improved economic conditions and changing preferences acts as a powerful catalyst, supporting the Turkey toys market growth.

Expansion of Retail and E-commerce Channels

Traditional brick-and-mortar outlets such as supermarkets, specialty toy stores, and shopping malls remain important channels, offering widespread physical access to a variety of toys. However, the rise in online shopping is fundamentally changing buyer behavior, making toys more accessible to individuals beyond major urban centers, reaching smaller cities and rural areas that previously had limited options. The Turkey e-commerce market is projected to grow at a robust compound annual growth rate (CAGR) of 25.18% from 2025 to 2033, reflecting the increasing penetration of digital retail. E-commerce offers significant advantages like convenience, a wider range of product selections, competitive pricing, and easy comparison of items, which attract a broader and more diverse user base. Additionally, online platforms enable targeted marketing campaigns and personalized promotions aimed at parents and children, further driving sales. The synergy between physical retail and online marketplaces strengthens overall market penetration, enhances product visibility, and encourages impulse purchases. This integrated retail environment is playing a crucial role in the steady expansion and modernization of the market, supporting both established brands and emerging players in reaching buyers nationwide.

Turkey Toys Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels 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
• Department 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, department stores, online stores, and others.

Regional Insights:

• Marmara
• Central Anatolia
• Mediterranean
• Aegean
• Southeastern Anatolia
• Blacksea
• Eastern Anatolia

The report has also provided a comprehensive analysis of all the major regional markets, which include Marmara, Central Anatolia, Mediterranean, Aegean, Southeastern Anatolia, Blacksea, and Eastern Anatolia.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. 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.

 Turkey Toys Market News:

• In February 2025, the International Istanbul Toy Fair was held from February 25 to 28, bringing together industry professionals from over 75 countries and 70 Turkish provinces. The event showcased a wide range of toys, from educational to electronic, and strengthened global collaborations for Turkish manufacturers. It highlighted Turkey’s growing success in exporting eco-friendly and wooden toys to new markets.
• In November 2024, Turkish Airlines launched a new collection of eco-friendly toys for children on long-haul flights, designed to entertain and educate kids aged 2 to 12. The "My Travel Buddy" series included puzzles, plush toys, and activity booklets that promote creativity and cultural awareness. This initiative enhanced the travel experience while supporting sustainability.

Turkey Toys Market Report Coverage:

Key Questions Answered in This Report:

• How has the Turkey toys market performed so far and how will it perform in the coming years?
• What is the breakup of the Turkey toys market on the basis of product type?
• What is the breakup of the Turkey toys market on the basis of age group?
• What is the breakup of the Turkey toys market on the basis of sales channel?
• What is the breakup of the Turkey toys market on the basis of region?
• What are the various stages in the value chain of the Turkey toys market? 
• What are the key driving factors and challenges in the Turkey toys market?
• What is the structure of the Turkey toys market and who are the key players?
• What is the degree of competition in the Turkey toys market? 

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 Turkey toys market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Turkey 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 Turkey 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.