Our mission extends beyond mere distribution—we aim to enrich children’s lives through play. We believe that toys are powerful tools for development, learning, and joy. This belief drives everything we do, from selecting the finest Mattel products to ensuring they reach store shelves in perfect condition.
Our core values have remained consistent since our founding:
We distribute only the finest toys that meet the highest standards of safety and durability.
Our partners know they can count on us for timely delivery and consistent service.
We continuously improve our operations and embrace new technologies to better serve our market.
We conduct business with honesty and transparency, building lasting relationships based on trust.
We genuinely care about bringing joy to children across the Middle East.
Our deep understanding of the Middle East toymarket sets us apart. With operations spanning five key countries, we’vedeveloped nuanced insights into the unique preferences and culturalconsiderations of each market we serve.
The Middle East toy industry is experiencingremarkable growth, with the educational toys segment alone projected to reachUSD 8.7 billion by 2030. As market leaders, we’ve been at the forefront ofidentifying and responding to regional trends, including the rising demand foreducational and STEM toys, the growing preference for sustainable products, andthe increasing adoption of smart toys.
Our expertise extends beyond distribution toinclude:
We navigate the complex GCC Technical Regulations, ensuring all products meet the mandatory G-mark certification andsafety standards for toys intended for children
under 14.
We help tailor global Mattel brands to localsensibilities, ensuring cultural relevance and appeal.
Our sophisticated systems ensure optimal stocklevels across all territories, preventing shortages and overstock situations.
We work closely with retailers of all sizes, from major chains to specialty stores, providing merchandising support and market insights.
The Middle East toy market continues to evolve, with projections showing significant expansion in the coming years. We’re positioned to lead this growth, leveraging our experience, relationships, and passion to bring even more joy to children across the region.
Whether you’re a brand looking for a reliable distribution partner or a business interested in the growing Middle East toy market, we invite you to connect with Al Shula General Trading. Join us in our mission to spread happiness through play and be part of our continuing legacy of excellence.
Contact us today to explore how our 25+ years of expertise can benefit your business.
