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.
Report Attribute
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Key Statistics
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Base Year
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2024
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Forecast Years
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2025-2033
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Historical Years
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2019-2024
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Market Size in 2024 | USD 1.48 Billion |
Market Forecast in 2033 | USD 2.83 Billion |
Market Growth Rate 2025-2033 | 6.68% |
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.
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:
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:
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:
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:
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.
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.
Report Features | Details |
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Base Year of the Analysis | 2024 |
Historical Period | 2019-2024 |
Forecast Period | 2025-2033 |
Units | Billion USD |
Scope of the Report |
Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment:
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Product Types Covered | Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, Others |
Age Groups Covered | Up to 5 Years, 5 to 10 Years, Above 10 Years |
Sales Channels Covered | Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, Others |
Regions Covered | Marmara, Central Anatolia, Mediterranean, Aegean, Southeastern Anatolia, Blacksea, Eastern Anatolia |
Customization Scope | 10% Free Customization |
Post-Sale Analyst Support | 10-12 Weeks |
Delivery Format | PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request) |
Key Questions Answered in This Report:
Key Benefits for Stakeholders: