Toys and Games Market in Saudi Arabia: Consumer Spending, Licensing & Demand Drivers

Rising disposable incomes, a young and growing population, expanding urbanization, and increasing demand for educational and interactive toys are driving growth in Saudi Arabia toys and games sector, supported by digital influence, e-commerce expansion, licensing momentum, and Vision 2030 push for a more vibrant consumer economy. According to IMARC Group latest data, the Saudi Arabia toys and games market size reached USD 1,149.8 Million in 2025. Looking forward, IMARC Group expects the market to reach USD 1,658.1 Million by 2034, exhibiting a CAGR of 4.15% from 2026-2034.

The Saudi Arabia toys and games market sits comfortably above the USD 1 billion mark and is on a clear upward path. Nearly 30% of the Kingdoms population is under the age of 15, which creates a strong and lasting base of demand. Parents are spending more on quality toys, international brands are making their moves into the region, and e-commerce platforms have made it easier than ever for families across Saudi Arabia to access a broad range of products. Add to this the governments Vision 2030 ambition to increase household entertainment spending from 2.9% to 6%, and you have a market with real structural momentum behind it.

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Saudi Arabia Toys and Games Market Growth Drivers:

• Rising Disposable Incomes and Youth Population

Saudi Arabia economy has consistently delivered higher household incomes, and families are channeling a meaningful share of that purchasing power into children products. With close to 30% of the population under 15, there is a large and growing base of young consumers. Parents today are not just buying toys for the sake of play they are investing in premium, branded, and educational products that offer real developmental value. This has pushed average spend per child upward and opened the door for international brands like LEGO, Mattel, and Hasbro to grow their footprint in the Kingdom.

• Vision 2030 and Government Push for Family Entertainment

Saudi Arabia Vision 2030 has been a direct catalyst for the toys and games market. The government set a target to more than double household entertainment spending, and that policy direction has spilled over into demand for family-oriented products, including toys and games. SEVEN (Saudi Entertainment Ventures), a Public Investment Fund subsidiary, has been actively building entertainment hubs across six Saudi cities including Hot Wheels e-karting tracks in partnership with Mattel. On top of this, the national rollout of an AI curriculum to over 6 million students in 2025 has raised interest in STEM-aligned educational toys, a segment growing notably fast.

• E-Commerce Growth and Digital Retail Expansion

Online retail has fundamentally changed how Saudi families shop for toys. Platforms like Amazon.sa, Noon.com, and Salla.sa have made a wide range of global and regional products easily accessible, including for shoppers in smaller cities who previously had limited retail choices. The convenience of home delivery, real-time price comparison, and seasonal promotions has accelerated purchases significantly. India-based FirstCry, backed by strong investor interest, announced plans to open 12 new stores across Saudi Arabia along with new warehouses in Riyadh, Jeddah, and Dammam a clear signal that retailers see the Kingdom as a serious growth market worth committing infrastructure to.

Saudi Arabia Toys and Games Market Trends:

• Demand for Educational and STEM-Focused Toys

Parents across Saudi Arabia are thinking more carefully about what their children toys actually do. Rather than picking items purely for entertainment, there is a clear preference shift toward toys that build skills problem-solving, creativity, coding fundamentals, and spatial reasoning. STEM toys, puzzles, building sets, and science kits are seeing strong uptake, supported by the national education reform agenda that has embedded STEM priorities into school curricula.

Recent News and Developments in Saudi Arabia Toys and Games Market

• January 2025: Woodbee Toys, a manufacturer specializing in sustainable wooden toys, announced plans to enter the Saudi Arabia market. The move reflects growing commercial interest in eco-conscious and developmental toy products in the Kingdom, and aligns with parent preferences for durable, natural-material alternatives to conventional plastic toys.

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