• Who We Are

    Experts in making fun happen!

  • What makes us special

    Creating lasting, happy memories, every visit

  • Our Services

    A place to inspire, play and have fun

  • Price Promise

    We won’t be beaten on price!


Who we are

Exciting, inspirational, fun! Every visit to The Toy Store will be an experience you’ll want to remember again and again!

Established in 2004, and with a network of stores throughout the Middle East, we believe we know what makes a great place to buy toys.

We stock the toys and games you know and love – you’ll find Disney, Marvel, LEGO, Barbie, Ty, Paddington and Sylvanian Families to name just a few. We also stock some great new ranges, such as Star Wars, Shepperton Studios, Bonnie and Pearl, and our very own Mr Men character – Mr Fun!

But it’s The Toy Store experience you’ll really love – our store encourages kids to lose themselves in their imagination. With in-store entertainment, demonstrations and their best-loved characters coming to life, it’s an exciting and inspiring place to be!


We believe that carefully selected toys and games are key to sparking creativity, play, learning and fun, and that an environment organised around how kids view the world is the ideal setting to feed imaginative minds. The Toy Store provides this inspiring space so that kids can immerse themselves in a world of play, storytelling, action and adventure. We want to ensure that every visit to The Toy Store is a great experience that will give kids and parents lasting, happy memories.

Our vision is underpinned by our values.

Play before you pay
Range over volume
In-store entertainment
Safety and security
Customer service excellence

What Makes Us Special

The Toy Store team, from the suppliers that we work with, to the store designers and in-store teams, all understand and work together to achieve our vision — that every visit to The Toy Store will be an exciting and inspirational experience, creating lasting memories that kids and their parents will want to revisit.

The Toy Store experience

Our stores are spaces for kids to lose themselves in their imagination. Our in-store entertainment is central to this vision. Characters-come-to-life, demonstrations, competitions, live events and product launches all make sure The Toy Store is always a dynamic and exciting and place to be. We also believe in ‘play before pay’ – that kids should have the opportunity to interact with toys and games in store, so that they can engage with them fully and ensuring that when they leave a store with a toy, it is something they’ve connected with and that will have lasting play value.

Our in-store team of toy gurus are highly trained in all the products we sell, as well as in customer service, and are dedicated to making sure each visit to the store is a happy one.

Our stores are designed with the child’s eye view in mind — they are exciting spaces for an in-store adventure, but they are also designed to be safe and secure environments for children and play. We apply the latest developments in retail environment design to ensure that we achieve the highest standards in customer experience.

It’s our attention to detail across all areas of our business – our toys, our stores, our team – that make visiting The Toy Store an experience you’ll want to return to again and again!

Our Services

Free Delivery & Returns
  • Free UAE delivery on orders over AED 200
  • We deliver most items to UAE in 2-3 days (excluding Fridays)
  • Need it faster? Contact our help desk
  • Returns for exchange/refund within 30 days from the date of purchase. Proof of purchase is mandatory.
Click & Collect
  • Free service
  • Reserve online and collect it in your favorite The Toy Store and Hallmark stores(within the UAE)
Free Gift Wrapping
  • Free gift wrapping on request for everyone
  • T&Cs Apply
Assembling large items
  • We assemble large toys including trampolines, play houses and bicycles for free upon delivery within the UAE.
  • T&Cs Apply

Price Promise

If you find a major toy specialist retailer and their website have the same product at a cheaper price, we’ll match it – even up to 7 days after purchase.

Make a note of the product barcode, its price and the competitor you want us to match. We’ll verify these details and match the price then and there. To benefit by phone, call 800-69869 or if you have already made a purchase in store, please revisit one of our branches to point out the same. You can also email us on info@thetoystore.com.

When you call us, we can reserve the item for collection at a store near to you or arrange delivery to your home – whatever suits you best!

Price promise terms and conditions

  • We’ll match our competitor’s store or website UAE/Oman/Bahrain/Qatar price.
  • The competitor’s product must be brand new, identical to ours, and offered on the same terms.
  • We must have stock ready for delivery.
  • We must be able to verify the competitor’s price.
  • We’ll match the price of a product; not delivery charges or other services.
  • Cannot be used with any other offer.



How do we set fair prices for our own brand products?

We’re proud of all the products we sell at The Toy Store, because each one is selected to bring you the best quality and value. And to ensure we offer the most competitive prices, we regularly compare all these products against others in the market.

How do we ensure prices set for branded products are always competitive?

Our dedicated Buying team proactively check the prices of branded products at other Toy Specialists, whether it is online or even during sales. If we find that they are selling the same individual product, sold with the same service conditions, at a lower price, we’ll match that price in our shops and at thetoystore.com. So we don’t expect you to find a lower price elsewhere. But if you do, you can easily make a price match request.

How do we compare prices?

First we need to be sure that the product is available at one of the toy specialists. Our team also needs to be satisfied that the product is the same make, model, size and color, and comes with the same conditions of sale, delivery times and service conditions we offer. If the offering is the same we will then ensure that the price we are selling a product at is the same as that of our competitors.

What if you do find a lower price elsewhere?

If you do find the same product for sale at a lower price at another toy specialist, either in store or online, and sold with the same service conditions, you can make a price match request. It’s really easy – just let us know in one of the following ways:

If our team agrees with your request, we’ll happily match the price when you buy the product from us. Or if you’ve already bought it within the last 7 days, we’ll refund you the difference.

What do we mean by a Toy Specialist?

Toy specialists are those retailers whose majority instore offering focusses on Toys and Kids products. In the Middle East the following qualify as Toy specialist:

  • Hamleys
  • Toys R Us
  • Kiddy Zone
  • Early Learning Center
  • Baby Shop
  • Mother care
  • Mums world
  • Borders

Which prices do we match?

The competitor’s prices need to be publicly available to all customers. For us to verify these prices, they need to be displayed in the competitor’s own shop or on their website, or be the first price quoted to our price monitoring team over the telephone. The price must apply to a new, identical individual product, that’s the same make, model, size and color.

How do we compare service conditions?

We always aim to offer you the best possible service, so we have a range of delivery options, as well as fitting and installation services if you require them. Our price-monitoring team look carefully at how the competitor sells the product, to ensure that it’s comparable to our offer in the following ways:

Stock availability:

We carry a wide range of products, and for us to match the price, our competitor must have the product in stock (rather than available only to order). For products that we deliver, we ask that the competitor is able to deliver in equivalent timescales to us.

Delivery or Click & collect charges:

For products that require delivery or are available for Click & collect only, we will take any associated charges into account when comparing the total price you will pay.

Fitting or installation services:

We carefully select our fitting and installation providers to ensure that they match the quality of the products we sell. We will consider lowering the combined price of the product and the service, but only if a competitor’s installation service is comparable in terms of quality. We compare things like the scope of the workmanship, the quality of the materials used, the timescale for completing the work and the accreditation of the fitters.

What if a competitor is offering a bundle of products?

We will match on a case-by-case basis the total price for the bundle of products, if the price of the bundle is publicly available to all customers and the products in the competitor’s bundle are identical to products we sell, including any free items. If bundled products offered at a promotional rate by a competitor can also be bought individually at full price, we will generally not lower our price for the bundle itself in store or online.

What about promotions?

We match price-based promotions given at the point of purchase, but we don’t consider service or reward-based promotions, such as trade-ins, cashbacks, extended warranties or express delivery. If a competitor is running a very short-term promotion, we may not have a chance to lower our price, but we’ll still consider refunding you the difference.

What about temporary or exclusive discounts?

We do consider temporarily discounted prices, including any publicly available voucher codes that are published alongside the product at the point of purchase, or on the competitor’s website. We don’t consider special prices that are only available to certain customers, for instance negotiated prices or prices for groups such as account holders, reward card or club members. We don’t consider prices that are only available through third-party websites, or with voucher codes issued to individual customers or groups.

What about special orders?

We will consider matching the price on special order lines that aren’t part of our normal stocked range. But we reserve the right to refuse to lower prices on such orders where it would be uneconomical for us to do so. We’ll let you know if we’re able to match a price at the point of confirming your order.

What about third-party in-store concessions?

Our third-party concessions, such as Pro Hobbies, Build a Bear, First Impressions, etc. are operated by the third party, not The Toy Store, so products and services in them are not covered by our pricing policy.