ToyCity
ToyCity is a privately-held, Jeddah-headquartered toy distribution company founded in 2017 that distributes 30+ international toy brands to 500+ retail outlets across Saudi Arabia via specialty retail, travel retail, and e-commerce channels, supplemented by a Dubai regional office.
- Company typePrivate
- Founded2017
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ToyCity does
ToyCity is a specialized toy distribution company headquartered in Jeddah, Saudi Arabia, founded in 2017 and operating as the exclusive or principal KSA distributor for more than 30 international toy brands. The company carries a six-category product portfolio spanning Pre-School toys (PAW Patrol, Gabby's Dollhouse, IMC Toys Club Petz, Funskool Giggles, Play Go, Winfun), Collectibles (Monster Jam, Bakugan), RC Toys (Air Hogs, Monster Jam RC, Funny Box RC), Kids Cosmetics (Twinkle Twinkle, Hot Focus, Townley Girl, Shush!), Learning/Art/Crafts (Rubik's Cube, Kinetic Sand, Spin Master Cardinal Games, Etch A Sketch, Cool Maker), and Other toys (WWF Soft Toys, Bonikka dolls, Bitzee digital pets). The business operates a physical infrastructure consisting of a corporate office with showroom in Jeddah's Cortoba Commercial Centre, a 1,500 sqm warehouse supporting nationwide KSA delivery, and a Dubai-based subsidiary (Toycity International Trading LLC) established in 2024 to serve the broader Middle East market.
The company generates revenue through wholesale toy distribution across three channel verticals: specialty retail (Babyshop, Mothercare, ELC, Toys R Us, Danube, Bindawood), travel retail (Saudia, Flyadeal, Chalhoub Group, Lagardere), and online platforms (Amazon, Firstcry, Mumzworld, Dabdoob, Landmark), reaching 500+ retail outlets across Saudi Arabia. Pricing is quote-based and not publicly disclosed; customers engage via direct contact for wholesale and bulk orders. Beyond distribution, ToyCity provides value-added services including merchandising, retail activations, ATL/BTL marketing campaigns, event-driven consumer engagement (movie launches, character meet-and-greets at major malls), and influencer marketing via mommy bloggers and Instagram.
ToyCity is privately held with no disclosed funding rounds, parent company, or institutional investors. The company is founder-led, with Fawaz Abidin referenced as Managing Director in partner testimonials. End-customer reach is cited at 6.5 million children over seven years, and the company has positioned itself as a full-service KSA-focused toy distributor with embedded retailer relationships and a growing international brand portfolio.
ToyCity firmographics
Firmographics- Name
- ToyCity
- Legal name
- Toycity
- Website
- https://toycity.me
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ToyCity is a privately-held, Jeddah-headquartered toy distribution company founded in 2017 that distributes 30+ international toy brands to 500+ retail outlets across Saudi Arabia via specialty retail, travel retail, and e-commerce channels, supplemented by a Dubai regional office.
- Ownership category
- akta.pro rank
ToyCity industry classification
Industry- Product category
- Toy Distribution
- NAICS
- Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- akta.pro primary industry
- Traditional Toys Distribution (CRAOAMAA)
- akta.pro secondary industries
- Infant & Preschool Toys Distribution (CRAOAMAH), STEM & Educational Toys Distribution (CRAOAMAF), Party Games, Novelty & Impulse Toy Distribution (CRAOAMAI)
Keywords
Where ToyCity is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices3 records
Markets served
ToyCity business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Toy Distribution: ToyCity operates as a specialized toy distributor in Saudi Arabia, sourcing and distributing kids toys across multiple retail channels. Revenue is generated through the distribution of 30+ branded toy products to 500+ retail outlets, including specialty stores, standalone outlets, travel retail, and online platforms.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
ToyCity product offering
Product offeringCore offering
ToyCity is a specialized toy distribution company based in Jeddah, Saudi Arabia, that sources and distributes 30+ international kids' toy brands across 500+ retail outlets throughout Saudi Arabia. The company supplies toys across six categories — Pre-School, Collectibles, RC Toys, Kids Cosmetics, Learning/Art/Crafts, and Other Toys — to specialty stores, hypermarkets, travel retail venues, and online platforms. ToyCity also provides end-to-end value-added services including merchandising, retail activations, ATL/BTL marketing, and event-driven consumer engagement at major malls.
Product overview
ToyCity is a specialized toy distribution company headquartered in Jeddah, Saudi Arabia, serving as a distributor of kids toys across six main product categories: Pre-School toys, Collectibles, RC (Remote Control) Toys, Kids Cosmetics, Learning, Art & Crafts, and Other toys. The company represents over 30+ brands and distributes through 500+ retail outlets across Saudi Arabia. Their product portfolio includes licensed properties like PAW Patrol, Gabby's Dollhouse, Monster Jam, and Bakugan under collectibles; RC brands like Air Hogs and Funny Box RC; kids cosmetics brands including Twinkle Twinkle, Hot Focus, Townley Girl, and Shush!; learning toys such as Rubik's Cube, Kinetic Sand, Etch A Sketch, and Cool Maker; and other toys including WWF soft toys, Bonikka dolls, and Bitzee digital pets. The company provides end-to-end distribution services including ATL and BTL activities, merchandising, and retail activations.
Differentiator
Problem solved
Functional benefit
Products and services
- Pre-School Toys Educational toys for early learners that blend entertainment with learning, designed to develop essential skills in young children through play. Distributed to retail partners across KSA.
- Collectibles Collectible toys spanning nostalgia and discovery, designed for both seasoned collectors and beginners, featuring unique stories and collectible pieces. Distributed through specialty retail and online channels in KSA.
- RC Toys Remote control vehicles including cars, offering options from beginner-friendly models to high-performance machines for experienced users. Distributed through retail partners across KSA.
- Kids Cosmetics Kid-friendly cosmetics including glittery lip gloss, washable nail polish, and beauty play products with safe, non-toxic formulations. Distributed through retail partners across KSA.
- Learning, Art & Crafts Educational toys, art supplies, and craft kits designed to inspire creativity, curiosity, and learning through creative play. Distributed through retail partners across KSA.
- Other Toys Miscellaneous toys including timeless classics and innovative playthings spanning various categories for diverse play experiences. Distributed through retail partners across KSA.
Quantifiable outcome
- 6.5 Million children reached in 7 years
- +1 more outcomes
Companies that use ToyCity
Customer profileNamed customers13 records
Segments2 records
Ideal customer profiles4 records
ToyCity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ToyCity partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and major.
- BabyshopcoreMajor specialty retail partner with multiple store locations across Saudi Arabia. ToyCity distributes various toy brands through Babyshop locations including at Jeddah Park, Gold Mor, and Dome Center.
- MothercarecoreSpecialty partner for mother and baby products with presence across Saudi Arabia.
- ELC (Early Learning Centre)coreEducational toy specialist retailer partner. ToyCity organizes PAW Patrol meet and greets at ELC stores in Nakheel Mall Riyadh and Mall of Arabia Jeddah.
- Toys R UscoreMajor international toy retail chain with presence in Saudi Arabia.
- DanubecoreMajor retail chain partner with multiple hypermarket locations. Meet and greets organized at Danube stores including Red Sea Mall and Hayat Mall.
- BindawoodcoreRetail chain partner in Saudi Arabia.
- Saudia (Saudi Arabian Airlines)majorNational airline partner for in-flight and on-board toy sales through Saudia Catering.
- FlyadealmajorSaudi low-cost airline for in-flight toy sales.
- Chalhoub GroupmajorLeading luxury retail and travel retail operator in the Middle East.
- LagarderemajorGlobal travel retail operator with presence in Saudi Arabia.
- AmazoncoreGlobal e-commerce marketplace partner for online toy sales in the region.
- FirstcrycoreOnline parenting and kids products retailer operating in the Middle East.
- MumzworldcoreOnline mother and baby products retailer in the Middle East.
- ZurucoreInternational toy brand partner. ToyCity has been working with Zuru for 1 year with smooth and proactive cooperation focused on growing the business in Saudi Arabia. Lorenz Pirlot, Sales and Marketing Manager International, confirms positive working relationship.
- PINCAcoreToyCity has been described as a great KSA partner for PINCA with great relationships with major retailers and excellent distribution network. Looking forward to consistent year-on-year growth.
- Skysales / Saudia CateringmajorCategory and Shopper Development Director Jude Kumar describes ToyCity as true partners in business with immense knowledge in Toys for KSA market, catering from infants to adolescence.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
ToyCity competitors and assessment
Company assessmentDirect peers
- M.H. Alshaya Co. One of the largest retail franchise operators in the Middle East, running the Toys R Us franchise across MENA. Highly comparable as a major toy distribution and retail operator serving the same regional customer base with overlapping brand relationships.
- Hamleys: Iconic global toy retailer with franchise stores across the Middle East (including Saudi Arabia). Directly comparable as a toy-specialist retailer/distributor targeting the same end customers with similar branded assortments.
- Mumzworld: Leading online mother, baby, and kids products retailer in the Middle East (and existing ToyCity partner). Directly comparable as a kids-toy-focused distribution/retail platform serving the same Saudi consumer base via e-commerce.
- FirstCry: Large online parenting and kids products retailer with Middle East operations and an existing ToyCity partner. Comparable as a regional kids-toy e-commerce distribution platform targeting similar end customers.
Broad incumbents
- Majid Al Futtaim: Large Middle East retail and entertainment conglomerate operating hypermarkets, malls, and toy retail across the GCC. Comparable as a broad incumbent that distributes toys alongside wider consumer categories in the same geography.
- Spin Master: Global toy manufacturer behind PAW Patrol, Gabby's Dollhouse, Monster Jam, and other brands ToyCity distributes. Comparable as a major toy industry incumbent whose brand portfolio and potential direct-entry into KSA represent both a partner and competitive threat to ToyCity.
- Simba Dickie Group: Global toy manufacturer and distributor with a broad portfolio of owned and licensed brands across dolls, RC, and games. Comparable as an incumbent that combines distribution and brand ownership — illustrating the structural risk ToyCity faces from vertical integration by brand owners.
- Mattel: One of the world's largest toy manufacturers (Barbie, Hot Wheels, Fisher-Price). Comparable as a global toy incumbent whose strategic decisions on regional distribution directly shape the addressable opportunity for distributors like ToyCity in KSA.
- LuLu Group International: Major Middle East retail conglomerate operating hypermarkets and shopping malls across the GCC that carry large toy assortments. Comparable as an incumbent retail channel where ToyCity's brands compete for shelf space and consumer attention.
Regional players
- Funskool: India-based toy manufacturer and distributor and existing ToyCity brand partner. Comparable as a regional toy producer whose international expansion ambitions and distribution choices parallel ToyCity's KSA playbook.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ToyCity social profiles
Digital presenceToyCity financial estimates
Financial estimateRevenue estimate
Valuation estimate
ToyCity leadership team
Management profileNumber of profiles
ToyCity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ToyCity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ToyCity
What does ToyCity do?
ToyCity is a specialized toy distribution company based in Jeddah, Saudi Arabia, that sources and distributes 30+ international kids' toy brands across 500+ retail outlets throughout Saudi Arabia. The company supplies toys across six categories — Pre-School, Collectibles, RC Toys, Kids Cosmetics, Learning/Art/Crafts, and Other Toys — to specialty stores, hypermarkets, travel retail venues, and online platforms. ToyCity also provides end-to-end value-added services including merchandising, retail activations, ATL/BTL marketing, and event-driven consumer engagement at major malls.
Is ToyCity a public or private company?
ToyCity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ToyCity founded?
ToyCity was founded in 2017. It employs 11 to 50 people.
Where is ToyCity based?
ToyCity is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does ToyCity make money?
One revenue line is on record: toy Distribution.
Who are ToyCity's main competitors?
Direct peers on record are M.H. Alshaya Co., Hamleys, Mumzworld and FirstCry. Broad incumbents are Majid Al Futtaim, Spin Master, Simba Dickie Group, Mattel and LuLu Group International. Funskool is listed as a regional player.
Does ToyCity have an API?
No public API is recorded for ToyCity.
What industry is ToyCity in?
ToyCity's product category is Toy Distribution. Its primary akta.pro industry code is CRAOAMAA, Traditional Toys Distribution, with a secondary code of CRAOAMAH, Infant & Preschool Toys Distribution. Its NAICS code is 423920.