SAUDI ARABIA TOYS MARKET

GMI Research analysis indicates that the Saudi Arabia Toys Market size was estimated at USD 638 million in 2024 and is slated to register a single digit CAGR of 5.1% over the forecast period and is projected to reach USD 951 million in 2032 propelled by rising income levels coupled with the increasing interest in online shopping in the country.

Major Drivers and Emerging Trends

Saudi Arabia stands among the leading toy markets in the Middle East driven by the rising demand from parents and children for innovative toys coupled with a growing population. The market is primarily driven by imports with most toys coming from China and the US with global brands like Lego have a significant market impact.

Increasing income levels have driven parents to allocate more money for educational activities for their children. This has driven a rising spending on premium toys that provide additional features in comparison to traditional options. Advancements in technology have also fueled market growth because there is a rising demand for entertainment products like wireless control vehicles that offer enriched user experiences through AI and AR gaming.

The market is further seeing a rising focus on environmentally friendly toys. Many parents are concerned about the environmental impact caused by plastic in toys that encourages them to look for greener options. Toy producers are meeting this growing demand by producing products from renewable resources like wood. Numerous manufacturers are also integrating sustainable methods like utilizing environmentally friendly packaging.

Saudi Arabia toys market size is also growing owing to the emerging online sales. The growing trend is supported by several factors like the fast internet connection along with convenience. Online retailers have upgraded their ecommerce to offer a smoother consumer experience. This trend has influenced consumer habits which prompts many parents to buy toys online over visiting physical stores.

YouTube or Instagram have become major social media outlets for promoting toys. Toy brands collaborate with content creators to promote their products which creates a strong demand among children to have the toys. Digital entertainment with its interactive online content has also significantly contributed to the growing toy demand.

The government has further introduced several regulations to guarantee the safety standards of imported toys. The regulations follow global standards and include provisions for product quality and packaging. Importers who lack proper certification and documentation could face severe fines or have their products blocked by Saudi customs. The government also supports domestic toy manufacturing to strengthen the economy and generate job opportunities.

Based on product, games and puzzles segment continues to dominate the market owing to their recognized benefits for cognitive development. Puzzles offer several key benefits including improvement in short term memory and better logical thinking skills. They can also facilitate social interaction and reduce stress. The outdoor and vehicle toy segment is seeing rising demand as parents prioritize physical exercise for their children’s health and emotional development.

Based on distribution channel the eretailers segment has seen substantial growth because many consumers choose online toy shopping owing to its convenience and various options. The ecommerce sector is experiencing significant growth with more platforms like Salla and AliExpress gaining popularity. The platforms offer customers the ability to compare various products and prices while also offering discounts or rewards through their customer loyalty programs.

Top Market Players

Key companies in the market include Bin Salman Fty For Plastic & Toys, Toys R Us, Lego, Toy Triangle, Clementoni, among others. These companies utilize various strategies to strengthen their market presence including partnerships and launching new products.

Key Developments

• • In 2024 Seven or Saudi Entertainment Ventures teamed up with Mattel to introduce Hot Wheels electric kart racing experiences to the Saudi market.
  • In 2023 Spin Master unveiled an exclusive toy collection in Saudi Arabia based on the film PAW Patrol. The latest collection highlighted the iconic characters with their distinctive vehicles and exciting extra features.

Segments covered in the Report:

The Saudi Arabia Toys Market has been segmented on the basis of Product and Distribution Channel. Based on the Product, the market is segmented into Activity Toys and Accessories, Soft Toys and Accessories, Outdoor and Vehicle Toys, Games and Puzzles, Infant and Preschool Toys, and Others. Based on the Distribution Channel, the market is segmented into Specialty Stores, E-Retailers, Hypermarkets, and Department Stores.

Market Segmentation

Saudi Arabia Toys Market by Product

• • Activity toys and accessories
  • Soft toys and accessories
  • Outdoor and vehicle toys
  • Games and puzzles
  • Infant and preschool toys and Others

Saudi Arabia Toys Market by Distribution Channel

• • Specialty stores
  • E-retailers
  • Hypermarkets
  • Department stores

Saudi Arabia Toys Market Leading players

• • Bin Salman Fty For Plastic & Toys
  • Toys R Us
  • Lego
  • Toy Triangle
  • Clementoni