IMARC Group, a leading global market research and management consulting firm, has published its latest market intelligence report on the GCC Toys Market. The GCC toys market size reached USD 1.6 Billion in 2025 and is projected to reach USD 4.1 Billion by 2034, exhibiting a CAGR of 10.64% during 2026-2034. Growth is being driven by the rise of digital toys and interactive learning games, increasing consumer spending capacities, and rising demand for educational and development-focused toys.
Toys remain one of the fastest-growing retail categories in the GCC, underpinning everything from early-childhood cognitive development to premium collectible and licensed merchandise. As GCC governments and retailers expand modern trade infrastructure and e-commerce reach, regional demand for educational, STEM-oriented, and digitally interactive toys is climbing steadily. At the same time, global toy retailers and homegrown brands are investing heavily in flagship store expansion, licensed pop-up experiences, and sustainable product lines, positioning the region as one of the most dynamic toy markets globally relative to its population size. Combined with a large expatriate community shaping multicultural product demand, strong government focus on safety certification, and a thriving events and exhibition circuit, these forces are reshaping the competitive landscape and setting the stage for durable, long-term growth across Saudi Arabia, the UAE, Qatar, Oman, Kuwait, and Bahrain.
GCC Toys Market at a Glance:
- Market Size (2025): USD 1.6 Billion
- Market Forecast (2034): USD 4.1 Billion
- Growth Rate (2026-2034): CAGR of 10.64%
- Base Year: 2025 | Historical Period: 2020-2025 | Forecast Period: 2026-2034
- Leading Growth Driver: Educational and STEM-focused toys, as parents increasingly prioritize cognitive, emotional, and physical development in purchasing decisions
- Leading Sales Channel Trend: E-commerce expansion, with the broader GCC e-commerce market projected to reach USD 2,020.6 Billion by 2033, reshaping how parents discover and purchase toys
How AI is Reshaping the Future of the GCC Toys Market
- AI and AR-Enabled Smart Toys: Industry analysis of the Saudi Arabia toys market identifies the introduction of interactive and smart toys incorporating technology such as augmented reality and artificial intelligence as a key driver, as these products attract consumers seeking more engaging and educational play experiences over traditional toy formats.
- AI-Powered In-Flight Entertainment for Children: Qatar Airways launched the fifth edition of its Oryx Kids Club amenity kits in February 2025 under a 'Marvellous Metaverse' theme, featuring interactive digital experiences, AR features, puzzles, and plush toys designed to enhance in-flight engagement for young travelers.
- Smart Home and Voice-Assistant Integration: The rapid adoption of AI-powered smart home devices such as Alexa across Saudi Arabia and the UAE is extending into children's play spaces, with voice-assistant-compatible and app-connected toys increasingly appealing to the region's tech-forward, digitally connected parents.
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GCC Toys Market Trends and Drivers:
Demand for toys across the GCC is being underpinned by the rapid expansion of e-commerce and digital connectivity. Online platforms now give parents access to a far wider variety of toys, including international brands previously unavailable in nearby stores, while enabling straightforward price comparison and home delivery convenience. Social media platforms and influencers are also playing a growing role in shaping toy popularity, efficiently boosting visibility and marketing specific products to wider audiences across the region.
The region's structural differentiator is its large and diverse expatriate community, which is reshaping demand toward educational, multicultural, and language-focused toys. This shift is particularly evident in Saudi Arabia, where the number of non-Saudi residents reached around 15.7 million in 2024, up from 14.5 million in 2023, representing 75.6% of the Kingdom's overall population increase and encouraging retailers to stock products reflecting diverse cultural traditions and international educational benchmarks.
A third driver is the deepening alignment between toy manufacturers and rising safety and sustainability expectations. GCC regulatory agencies are increasingly prioritizing enforcement of safety certifications to ensure toys are free of hazardous substances and comply with international standards, while growing environmental awareness is fueling demand for toys made from organic, recycled, or biodegradable materials, a dynamic that is set to intensify over the coming decade.
Government Initiatives and Industry Events Driving Demand:
- GCC Toy Safety Standards and Certification Enforcement: Regulatory agencies across the GCC are increasingly prioritizing the implementation and enforcement of safety certifications for toys, requiring products to be free of hazardous substances, meet suitable age requirements, and comply with global safety regulations before entering regional markets.
- Kids & Toys Expo Saudi Arabia: Scheduled for September 16 to 18, 2025, at the Riyadh Front Exhibition and Conference Center, the Kids & Toys Expo hosted more than 150 exhibitors and over 200 brands, connecting international manufacturers with local buyers and retailers to showcase new products and trends.
- Qatar Toy Festival and National Tourism Programming: Organized by Visit Qatar, the Qatar Toy Festival 2025 opened at the Doha Exhibition and Convention Center in July 2025, reflecting government-backed tourism and family entertainment programming that is directly supporting toy retail demand across the country.
- Bahrain Summer Toy Festival: The Bahrain Tourism and Exhibitions Authority organized the month-long Bahrain Summer Toy Festival at Exhibition World Bahrain, featuring more than 25 global toy brands, live shows, and themed zones, reflecting government support for family-oriented retail and tourism events.
- UAE Social Responsibility and Toy Donation Campaigns: The 'Share a Toy' Ramadan initiative, launched by Landmark Leisure in partnership with Emirates Red Crescent and IACAD, has collected over 20,000 toys in the past three years, reflecting government-aligned social responsibility programming that is shaping consumer engagement with the toy category.
We explore the factors propelling the GCC toys market growth, including technological advancements, consumer behaviors, and regulatory changes.
GCC Toys Market Industry Segmentation:
The report has segmented the market into the following categories:
Breakup By Product Type:
- Action Figures
- Building Sets
- Dolls
- Games and Puzzles
- Sports and Outdoor Toys
- Plush
- Others
Games and puzzles, along with building sets, are gaining share as parents increasingly prioritize toys that promote problem-solving, creativity, and STEM-related skills over purely entertainment-focused products.
Breakup By Age Group:
- Up to 5 Years
- 5 to 10 Years
- Above 10 Years
The 5 to 10 years age group represents a significant share of demand, as this stage aligns closely with parents' focus on educational and developmental toys that support cognitive and social skill-building.
Breakup By Sales Channel:
- Supermarkets and Hypermarkets
- Specialty Stores
- Department Stores
- Online Stores
- Others
Online stores are the fastest-growing sales channel, supported by the GCC's broader e-commerce boom, while specialty stores such as flagship toy retailers continue to anchor premium and experiential in-store shopping.
Breakup By Country:
- Saudi Arabia
- UAE
- Qatar
- Oman
- Kuwait
- Bahrain
Saudi Arabia and the UAE together anchor the regional market, supported by large populations, high disposable incomes, and a dense concentration of modern retail and e-commerce infrastructure.
Competitive Landscape:
The GCC toys market features a mix of global specialty retailers, licensed brand operators, and regional distributors. Key players include:
- Hamleys
- Landmark Group (Fun City)
- LEGO
- Mattel
- Hasbro
- The Little Things
Hamleys continues to expand its flagship store network across the Gulf, while Landmark Group leverages its Fun City retail format and social responsibility programming to build brand loyalty, and licensing-driven retailers such as The Little Things partner with major sponsors to bring globally popular anime and entertainment franchises into pop-up collectible toy stores across the region.
Market Concentration Analysis:
- Global specialty retailers such as Hamleys and international toy manufacturers including LEGO, Mattel, and Hasbro command significant brand recognition and shelf presence across GCC hypermarkets, department stores, and flagship specialty locations.
- Regional retail groups such as Landmark Group leverage extensive GCC-wide store networks and localized programming, including Ramadan donation campaigns, to build customer loyalty that pure international entrants often lack.
- Smaller and licensing-driven players compete on niche, experience-led formats such as pop-up collectible stores and event-based retail, a segment expected to grow as brands seek deeper engagement with the region's youth and expatriate consumer base.
What Does The Full Report Cover?
- Historical, current, and forecast market size for the GCC toys market from 2020 to 2034
- Market breakup by product type, age group, sales channel, and country
- Country-level analysis covering Saudi Arabia, the UAE, Qatar, Oman, Kuwait, and Bahrain
- Key growth drivers, restraints, and opportunities shaping the market
- Porter's Five Forces analysis and value chain assessment
- Competitive landscape, market structure, and player positioning
- Detailed profiles of major regional and international toy companies
Recent News and Developments in the GCC Toys Market
- February 2025: Qatar Airways launched the fifth edition of its Oryx Kids Club amenity kits featuring a 'Marvellous Metaverse' theme, including interactive digital experiences, puzzles, AR features, and plush toys for children of all ages.
- March 2025: Landmark Leisure launched the 'Share a Toy' Ramadan initiative in partnership with Emirates Red Crescent and IACAD, encouraging families across the UAE to donate pre-loved toys to underprivileged children.
- May 2025: Hamleys opened its first store in Kuwait at The Avenues mall, its ninth store in the Gulf region, spanning 1,170 square meters with immersive zones and over 10,000 toys across more than 100 brands.
- May 2025: The Little Things partnered with Aramco, Spacetoon, and a TMC-TotalEnergies joint venture to launch pop-up collectible toy stores across Saudi Arabia, offering merchandise from popular anime franchises including Dragon Ball and One Piece.
- July 2025: The Qatar Toy Festival 2025 opened at the Doha Exhibition and Convention Center, organized by Visit Qatar, featuring five themed zones, live shows, and a new summer camp for children running through early August.
Note: If you require specific details, data, or insights that are not currently included in the scope of this report, we are happy to accommodate your request. As part of our customization service, we will gather and provide the additional information you need, tailored to your specific requirements. Please let us know your exact needs, and we will ensure the report is updated accordingly to meet your expectations.
Key Questions This Report Answers
- How big is the GCC toys market and what is its growth outlook through 2034?
- What are the key growth drivers, restraints, and opportunities in the GCC toys market?
- Which product type and age group segments hold the largest share of the market?
- Which country leads the GCC toys market, and why?
- How are government initiatives and industry events shaping regional demand?
- Who are the key players in the GCC toys market, and how is the competitive landscape evolving?
- What role is AI and digital interactivity playing in the future of GCC toy design?
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