Report Overview

The thriving online retail sector and growing younger population are expected to boost the growth of Saudi Arabia Toys and Games Market during the forecast period between 2024 and 2030.

Saudi Arabia Toys and Games Market - Industry Trends & Forecast Report, 2030

Saudi Arabia Toys and Games Market size was estimated to be worth USD 629.92 million in 2023. During the forecast period between 2024 and 2030, the Saudi Arabia Toys and Games Market size is projected to grow at a CAGR of 11.28%, reaching a value of USD 1,103.55 million by 2030. Major growth factors for the Saudi Arabia Toys and Games Market include rising awareness about the positive impact of traditional games on children’s cognitive abilities. Additionally, the high purchasing power of consumers in the country and the increasing popularity of e-commerce websites, such as Amazon.com, is anticipated to present lucrative growth opportunities to the Saudi Arabia toys and games market during the forecast period.

Toys and Games – Overview

Games and toys range from board games, jigsaw puzzles, and skipping ropes to dolls, rattles, and toy cars. Their intrinsic value enhances children's overall growth. It aids in the growth of language, physical, psychosocial, emotional, and cognitive abilities of children. Toys and games are essential for developing cheerful, creative, self-assured kids. Any intellectual or physical activity with rules that are played for enjoyment is considered a game. Examples include board games like chess and Monopoly, card games, electronic games (like apps), and video games.

Saudi Arabia Toys and Games Market

Growth Drivers

Growing Awareness about Impact of Toys and Games on Cognitive Development

Several researches have revealed that playing with toys and games is extremely crucial for a child’s cognitive development during their growing years. Cognitive growth refers to the enhanced capacity to assimilate knowledge to comprehend how the world functions. Toys typically need two or more people to play with, encouraging social interaction between kids. Children learn how to take turns, collaborate with others, accept defeat, and treat each other fairly. Studies show that when toys are provided, kids are more likely to improvise and create. In addition to accelerating the development of motor skills, educational toys can improve a variety of motor skill groups, including fine motor skills—the collective term for the tiny muscle groups in the hands, fingers, and thumbs.

Challenges

Growing Usage of Smartphones among Children

Smartphones and tablets are increasingly replacing toys and traditional games among children, which is emerging as a major concern for both children’s development and the Saudi Arabia Toys and Games Market. Additionally, stringent government regulations for importing toys and games into Saudi Arabia further hamper market growth. The GCC Standardization Organization (GSO) is in charge of managing imports. In order to ensure that the products are safe for use by consumers, importers must obtain a Certificate of Conformity and a G-Mark symbol, as well as submit technical files to notified bodies.

Saudi Arabia Toys and Games Market

Segmental Coverage

Saudi Arabia Toys and Games Market – By Product Type

Based on product type, the Saudi Arabia Toys and Games Market is segmented into games puzzles, video games, construction toys, dolls & accessories, infant preschool toys, outdoor sports toys, and others (scooters & ride-ons, baby toys). The dolls & accessories segment holds the largest share in the Saudi Arabia Toys and Games Market by product type. Barbie, by Mattel, is one of the most popular dolls among younger girls. Pop culture also plays a significant role in driving the demand for Barbies in Saudi Arabia. For instance, the sale of Barbies and accessories witnessed a significant spike in demand after the release of the movie ‘Barbie.’ Along with the younger demographic, dolls and accessories also enjoy a lucrative market as a collectible item among collectors, which drives its market growth.

Saudi Arabia Toys and Games Market – By Age Group

Based on age group, the Saudi Arabia Toys and Games Market is divided into 0–3 years, 3–5 years, 5–12 years, 12–15 years, and above 15 years segments. The above 15-year segment accounts for the highest market share. However, the 5–12 years age group is anticipated to witness growth at a high CAGR during the period in analysis. Children of this age group have better motor skills compared to their younger counterparts; therefore, this age group has a higher demand for toys and games for outdoor activities. Moreover, the rising popularity of recreational activities in the above 15 years age groups is anticipated to drive the demand for toys and games during the forecast period.

Saudi Arabia Toys and Games Market – By Distribution Channel

Based on distribution channel, the Saudi Arabia Toys and Games Market is segmented into hypermarkets/supermarkets, specialty stores, departmental stores, toy stores, gift shops, and online channels. The departmental stores segment dominates the Saudi Arabia Toys and Games Market. Department stores have separate aisles for toys and games that are categorized based on different age groups and types and have attractive packaging to draw young consumers. However, online channels are anticipated to register the highest growth rate during the forecast period as they allow customers to browse through a wide range of products and offer discounts and doorstep delivery.

Competitive Landscape

Major players operating in the Saudi Arabia Toys and Games Market include Toy Triangle, Toys R Us, Simba Toys, ToysBrand, Toy Town, Clementoni, Melissa & Doug., Lego, Wasit Saudi Corp., and Guangdong Family of Childhood Industrial Co., Ltd. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In September 2023 – Spin Master, a children’s toy and entertainment company based in Canada, launched an exclusive toy line, inspired by the animated movie PAW Patrol: The Mighty Movie, in Saudi Arabia.

Scope of the Report

By Product Type

• Games Puzzles

• Video Games

• Construction Toys

• Dolls & Accessories

• Infant Preschool Toys

• Outdoor Sports Toys

• Others (Scooters & Ride-Ons, Baby Toys)

By Age Group

• 0–3 Years

• 3–5 Years

• 5–12 Years

• 12–15 Years

• Above 15 Years

By Distribution Channel

• Hypermarkets/Supermarkets

• Specialty Stores

• Departmental Stores

• Toy Stores

• Gift Shops

• Online Channel