Saudi Arabia Toy Market to Grow with a CAGR of 12.8% through 2030

The Saudi toy market is growing due to rising disposable income, urbanization, and e-commerce expansion. Demand for educational, licensed, and premium toys is increasing.

According to TechSci Research report, “Saudi Arabia Toy Market – By Region, Competition Forecast & Opportunities, 2030F”, Saudi Arabia Toy Market was valued at USD 435.16 Million in 2024 and is expected to reach USD 896.40 Million by 2030 with a CAGR of 12.8% during the forecast period. The Saudi Arabia toy market is experiencing robust growth, fueled by a combination of demographic, economic, and cultural factors. With nearly one-third of the population under 15 years old, the country’s young demographic creates a natural demand for toys, further amplified by rising disposable incomes and a growing middle class. Government initiatives under Vision 2030, particularly those promoting entertainment and family-centric leisure, have spurred investments in theme parks, family entertainment centers, and retail expansions, indirectly boosting toy sales. Additionally, the increasing emphasis on early childhood development has led parents to prioritize educational and skill-building toys, driving demand for STEM-based and interactive play products. 

 However, the market also faces challenges, including stringent regulatory standards for toy safety and a reliance on imports, which can lead to supply chain disruptions and higher costs. The dominance of international brands makes it difficult for local manufacturers to compete, though government incentives for local production are beginning to shift this dynamic. Another hurdle is the rapid shift in consumer preferences, with children increasingly drawn to digital entertainment, forcing traditional toy makers to innovate with tech-integrated and hybrid physical-digital play solutions. Despite these challenges, the market’s potential remains strong, supported by e-commerce growth, urbanization, and a cultural tradition of gifting toys during festivals. As Saudi families continue to prioritize quality and educational value in toys, the market is poised for sustained expansion, with innovation and localization being key to long-term success.

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The Saudi Arabia Toy market is segmented into product type, gender, distribution channels, and region.

Based on distribution channel, hypermarkets/supermarkets (e.g., Carrefour, Panda) are the leading sales channel due to convenience and impulse purchases during routine shopping. However, online retail (Noon, Amazon Saudi) is the fastest-growing segment, fueled by e-commerce expansion, competitive pricing, and doorstep delivery. Specialty toy stores (Toys "R" Us) attract premium buyers with curated selections, while departmental stores (Jarir, Centrepoint) combine toys with other child products for family shoppers. The pandemic accelerated digital adoption, making online a key future growth driver.

The Eastern region, home to Dammam, Khobar, and Dhahran, is the fastest-growing toy market in Saudi Arabia, driven by its expanding economy, young population, and rising e-commerce adoption. As the center of the oil industry, the region has a high per capita income, leading to strong demand for premium and imported toys. The growth of mega-malls like Al Rashid Mall and Mall of Dhahran has enhanced retail accessibility, while digital shopping trends are accelerating due to tech-savvy consumers. Moreover, the Eastern Province has a large expatriate workforce, increasing demand for international toy brands. The region’s rapid urbanization and government investments in entertainment (e.g., King Abdullah Economic City) further contribute to its growth, making it a key focus area for toy manufacturers and retailers. The Southern region, including cities like Abha and Jizan, remains an emerging market with untapped potential but faces challenges such as lower disposable income and limited retail infrastructure. While demand for affordable and traditional toys exists, the market is less developed compared to other regions. However, improving economic conditions, tourism initiatives (e.g., Asir’s mountain resorts), and e-commerce penetration are gradually boosting toy sales. The region’s growth is expected to remain moderate but could accelerate with increased investment in retail and entertainment sectors.

Major companies operating in Saudi Arabia Toy market are:

• Dream International Limited
• LEGO System A/S
• Hamleys
• Mattel, Inc.
• Jazwares, LLC
• Playmates Toys Limited
• Hasbro, Inc.
• Maisto International, Inc.
• Intex Recreation Corp
• Walt Disney Company

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“In recent years, traditional toys remain popular, but there’s a rising preference for digital gaming, collectibles, and eco-friendly products. International brands dominate, yet local players are expanding through cultural and Islamic-themed toys. E-commerce and social media are reshaping purchasing trends, with online platforms witnessing significant growth. Seasonal sales, like Ramadan and Eid, further drive market spikes. Moreover, regulatory policies ensuring quality and safety standards influence consumer preferences. The market’s unique trend lies in balancing modern, tech-based toys with cultural values, making it a dynamic and evolving sector“, said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.

"Saudi Arabia Toy Market, By Product Type (Action Figures & Accessories, Arts & Crafts, Building Sets, Dolls, Other), By Gender (Girl, Boy, Unisex), By Distribution Channel (Online, Specialty Stores, Hypermarket/Supermarket, Departmental Stores, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F”, has evaluated the future growth potential of Saudi Arabia Toy market and provides statistics & information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities in the Saudi Arabia Toy market.

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