House Of Kids

What House Of Kids does

House Of Kids is a Moroccan direct-to-consumer toy and children's products retailer operated by SMX Trading SARL, headquartered in Casablanca. The company sells toys, games, baby and maternity products, outdoor play equipment, school supplies, and gift items through its Shopify-based e-commerce platform (houseofkids.ma) and a physical store in Casablanca's Maarif district. Its product portfolio is anchored by authorized retail partnerships with major international brands including LEGO (across multiple licensed themes such as Disney, Star Wars, NINJAGO, Marvel, Harry Potter, and Jurassic World), Hasbro, Vtech, Clementoni, Bestway, Winfun, and Dolu, with higher-value categories including electric scooters, ride-on vehicles, and remote-controlled cars. The company targets families with children in Morocco, with customer testimonials indicating repeat purchases over a roughly 20-year operating history.

The business operates on a one-time retail sales model with prices denominated in Moroccan Dirham (DHS), ranging from 22 DHS to 12,500 DHS. Revenue is generated through direct online purchases on the Shopify storefront and physical store sales, with payment options including cash on delivery, bank transfer, and credit card via the CMI (Centre Monétique Interbancaire) payment gateway. Distribution capabilities include same-day delivery in Casablanca and 48-hour maximum delivery across Morocco, with free shipping on orders exceeding 300 DHS. The marketing stack is built on organic social channels (Facebook, Instagram, TikTok) layered with email newsletter campaigns carrying exclusive offers, supported by Meta and TikTok advertising pixels.

The technology foundation is a standard Shopify e-commerce platform with no proprietary technology components, AI/ML capabilities, APIs, or mobile applications disclosed. The company uses commodity analytics tools (Google Analytics 4, Microsoft Clarity) for web traffic and user behavior tracking. The company is privately held, with no disclosed venture capital, institutional investors, or external shareholders, and operates within a Moroccan SARL entity structure. No management team, headcount, or revenue figures are publicly disclosed. Forward-looking compliance work is underway with CNDP regarding Moroccan data protection law 09-08.

Name

House Of Kids

Legal name

SMX Trading SARL

Website

https://houseofkids.ma

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

House Of Kids is a Moroccan D2C toy and children's products retailer, operated by SMX Trading SARL, selling branded toys (LEGO, Hasbro, Vtech, Clementoni, Bestway), baby products, and electric mobility items to families in Morocco via its Shopify storefront and Casablanca physical store.

Ownership category

akta.pro rank

Product category

Toy and Children's Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Kids & Baby Specialty Department Stores (CRAGAGAD)

akta.pro secondary industry

Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

• Toy retail
• Children's products
• Baby products
• E-commerce toys
• Educational toys

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Toy Sales: One-time product sales of toys, games, baby products, and children's merchandise. Revenue generated through direct consumer purchases on the e-commerce platform and implied physical store sales. Products include LEGO sets, outdoor toys, educational toys, and baby care items.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

House Of Kids is a Moroccan toy and children's products retailer that sells branded toys, games, baby and maternity products, outdoor play items, and school supplies. The company operates a Shopify-based e-commerce storefront (houseofkids.ma) and a physical retail store in Casablanca, distributing products from international brands such as LEGO, Hasbro, Vtech, Clementoni, Bestway, Winfun, and Dolu to families across Morocco with same-day delivery in Casablanca and 48-hour nationwide delivery.

Product overview

House Of Kids is a Moroccan online toy retailer operating through a Shopify e-commerce platform (houseofkids.ma), offering a diverse portfolio of children's toys and gifts across multiple categories. The store's primary product lines include LEGO construction sets spanning licensed themes (Disney, Star Wars, Ninjago, Marvel, Harry Potter, Jurassic World), remote-controlled vehicles (Rastar RC cars, F1 models), electric mobility products (scooters, ride-on vehicles), baby/infant care products (youpalas, walkers, car seats), swimming/pool accessories (Bestway), and board games. The business is operated by SMX Trading SARL, a Moroccan company headquartered in Casablanca. The company provides same-day delivery in Casablanca and 48-hour delivery across Morocco, with free shipping on orders over 300 Dhs. Payment options include cash on delivery, bank transfer (via WhatsApp), and credit card through the CMI secure payment gateway. The store carries products from brand partners including LEGO, Clementoni, VTech, Winfun, Bestway, Hasbro, and Dolu.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGO Construction Sets LEGO building sets across multiple themes including City, Creator, Technic, Classic, Speed Champions, and licensed franchises such as Disney, Star Wars, Ninjago, Marvel Super Heroes, Harry Potter, and Jurassic World, sold to families and LEGO enthusiasts in Morocco.
• Remote Control (RC) Vehicles Remote-controlled cars including Rastar RC vehicles (Porsche 911 GT2 RS, Mercedes AMG GT2), 4x4 off-road cars, Formula 1 cars, and themed RC vehicles (Cars, Police, Spider-Man), sold for children's play and hobby use.
• Electric Scooters Electric scooters including Zerow (max speed 28 km/h, 30 km range, 600W motor), Vsett 10+ Pro, and WideWheel Pro, sold to consumers in Morocco for personal mobility.
• Baby/Infant Products Youpalas (baby walkers), baby cars (4-in-1 unicorn car), tricycles, baby walkers, baby bath supports, baby activity centers, and nursing accessories for infants and toddlers.
• Pool/Swimming Products Swimming accessories including Bestway pool floats and swim noodles for learning to swim, sold for children's water play and swimming practice.
• Board Games Classic card and board games including UNO, UNO FLIP, and 50 Jeux Classiques (50 Classic Games) for family entertainment.
• Die-Cast Vehicles Collectible die-cast metal miniature cars including Mondo Street Collection 1/43 scale vehicles and Dolu display boxes, sold to collectors and children.
• Musical Toys Musical instruments and toys for children including themed musical items, sold for early music education and play.
• Outdoor Play Products Outdoor toys and equipment for outdoor activities, sold for children's outdoor recreation and play.
• School Supplies School-related items including pencil cases featuring various themes (Avengers, Iron Man, Batman, Sonic) and educational stationery, sold to school-aged children and parents for back-to-school use.
• Ride-On Battery-Powered Vehicles Battery-powered ride-on cars for children including Mercedes G-Class styled vehicles, sold as children's electric ride-on toys.
• Baby and Maternity Products Products for babies and mothers including baby carriers, nursing accessories (breastfeeding compresses), and developmental toys, sold to parents of infants and expectant mothers.

Quantifiable outcome

• Same-day delivery available in Casablanca
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• LEGOcoreOthersMajor toy brand partnership. House of Kids is an authorized retailer of LEGO products in Morocco, offering the full range of LEGO sets including City, Technic, Creator, NINJAGO, Harry Potter, Star Wars, Marvel, Disney, and Botanicals lines.
• HasbrominorOthersMajor toy manufacturer brand partnership for games and action figures.
• VtechminorOthersEducational toy brand partnership specializing in electronic learning toys.
• ClementoniminorOthersItalian toy manufacturer brand partnership for puzzles and educational games.
• BestwayminorOthersOutdoor and pool toys brand partnership including swimming aids and water toys.
• WinfunminorOthersMusical toys and early development toys brand for babies and toddlers.
• DoluminorOthersFrench toy manufacturer brand partnership for plastic toys and play vehicles.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Aswak Assalam: Moroccan hypermarket chain selling toys, school supplies, and baby products alongside general merchandise — a broader incumbent competing for the same Moroccan family shopper.
• Decathlon Maroc: French sporting-goods retailer with a Moroccan presence that sells children's ride-on toys, scooters, and outdoor play equipment — categories directly overlapping with House of Kids' higher-ticket outdoor and mobility assortment.
• Marjane: Morocco's largest hypermarket chain, selling toys, baby products, and school supplies alongside groceries. It competes with House of Kids for the same family customers in Morocco but as part of a much broader general-merchandise assortment.
• AliExpress: Cross-border marketplace that price-undercuts Moroccan retailers on branded and unbranded toys, baby products, and ride-on vehicles. A primary structural threat to House of Kids' mid-market toy positioning.
• Amazon: Global e-commerce giant that ships international branded toys to Moroccan consumers. Represents the dominant cross-border competitive threat for House of Kids' branded toy assortment.
• Label'Vie: Moroccan supermarket and proximity-store operator (Carrefour Market franchise) that stocks children's toys, baby items, and seasonal gifts. It competes for Moroccan family basket spend, though not as a specialty toy retailer.

Direct peers

• Jumia Maroc: Pan-African e-commerce marketplace with a major Moroccan operation that sells toys, baby products, and children's goods. It is the closest direct peer — operating the same DTC e-commerce + marketplace model in the same Moroccan geography, targeting the same families.

Regional players

• King Jouet: Leading French specialty toy retailer carrying LEGO, Hasbro, Vtech and similar brands. Highly comparable in assortment and customer profile, though geographically focused on France rather than Morocco.
• Fnac Maroc: France-based culture/electronics/retailer with a Moroccan presence that sells toys, board games, and children's books alongside a broader assortment. Comparable as a multi-category French retail concept adapted to Morocco.
• PicWicToys: French specialty toy retailer chain with multi-brand assortment (LEGO, Hasbro, etc.) and omnichannel model. Comparable in product mix and customer segment, though operating in France rather than Morocco.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HouseofkidsMaroc
• Instagraminstagram.com/houseofkids_maroc
• TikToktiktok.com/@houseofkidsmaroc
• LinkedInlinkedin.com/company/smx-trading

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about House Of Kids