| Toy Kingdom | |
| Type: | Subsidiary |
| Owner: | SM Retail |
| Foundation: | 1991 |
| Location: | SM Retail Headquarters, J.W. Diokno Boulevard corner Bayshore Ave. MOA Complex, Pasay City, Philippines |
| Area Served: | Nationwide |
| Industry: | Retail |
| Num Employees: | 59,000 |
| Products: | Toys |
International Toyworld Inc., doing business as Toy Kingdom, is a large toy store chain owned and developed by the SM Group by the late Chinese Filipino taipan, Henry Sy, Sr.. It features a variety of toys, gizmos & gadgets. The first branch opened at SM Megamall in 1991. Now more than 20 branches are opened inside and outside SM Supermalls. Aside from the regular Toy Kingdom stores, SM Stores have smaller toy sections called Toy Kingdom Express.
Toy Kingdom's main rivals in the Philippines are Toys "R" Us (located at several Robinsons Malls, and Ayala Malls)[1] and ToyTown (with branches at Glorietta, Festival Alabang, and Market! Market!). Kidz Station (with three locations in Makati and one at the Shangri-La Plaza in Mandaluyong) was also a rival store until Toys "R" Us acquired them on November 2010.
Toy Kingdom holds the biennial major event Toy Expo Philippines, which gathers toy brands to showcase their latest offerings through exhibit set-ups and activities. A free-admission event, usually held during August at the SMX Convention Center in the Mall of Asia Complex, Toy Expo Philippines started in 2012.[2] [3] [4] [5] It held its 4th edition in 2018 from August 24 to 26 participated by brands such as Peppa Pig, My Little Pony, Play-Doh, Shopkins, Littlest Pet Shop, PAW Patrol, Super Wings, and many more.[6]
In March 2020, Toy Kingdom temporarily shut down its stores and paused their operations in Metro Manila, Luzon and Cagayan de Oro due to the implementation of the community quarantine and the enhanced community quarantine caused by the COVID-19 pandemic in the country. Later however, all other Toy Kingdom stores nationwide, along with their online stores in Lazada and Metromart, as well as customer service support, followed closure and also ceased operations due to the pandemic.[7] [8] [9] [10]
It is a loyalty program in which members get to earn rewards points, big savings, and are entitled to exclusive privileges throughout the membership period. Simply avail the Toy Kingdom Amazing Kit at any Toy Kingdom mall branch, fill up and submit the membership form, and get your Toy Kingdom Amazing Card once the payment has been completed.
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