Toy Kingdom

Toy Kingdom is a Philippine toy retail chain operated by International Toyworld Inc. and developed within the SM Group. The business began with its first branch at SM Megamall in 1991 and expanded as a specialist toy destination associated primarily with SM Supermalls and other SM retail environments. Its assortment is aimed at children across a wide range of ages and includes branded toys, dolls, action figures, construction sets, vehicles, games, hobby products, collectibles, and licensed entertainment merchandise. The chain also has a smaller-format presence through Toy Kingdom Express sections located inside SM Stores. The brand occupies a specialist position within Philippine department-store and mall retailing. Rather than functioning only as a general merchandise toy aisle, its full-size stores provide a dedicated environment for browsing toys and related products. This format allows Toy Kingdom to combine the purchasing reach of the SM mall network with the category focus of a toy retailer. Its principal competitive context has included Toys "R" Us Philippines and ToyTown, while Kidz Station was also identified as a competitor before its acquisition by Toys "R" Us in 2010. Toy Kingdom has supported its retail identity through public events and loyalty marketing. In 2012 it launched Toy Expo Philippines, a free-admission event held on a biennial basis to bring toy companies and entertainment brands together for exhibitions, demonstrations, activities, and product showcases. The fourth edition took place at the SMX Convention Center in the Mall of Asia Complex from August 24 to 26, 2018. Participating brands included Peppa Pig, My Little Pony, Play-Doh, Shopkins, Littlest Pet Shop, PAW Patrol, Super Wings, LEGO, Hot Wheels, Matchbox, Maisto, Barbie, Polly Pocket, Monster High, Transformers, and others. The event broadened Toy Kingdom's role from store operator to category promoter and family-oriented retail host. The Toy Kingdom Amazing Card is the chain's loyalty program. Members can earn reward points, receive savings, and access privileges during the applicable membership period. The program is designed to encourage repeat visits and connect toy purchases with the wider SM retail ecosystem. The COVID-19 pandemic materially disrupted the chain's physical operations. In March 2020, Toy Kingdom temporarily closed stores in Metro Manila, Luzon, and Cagayan de Oro in response to community-quarantine and enhanced-community-quarantine measures. The remaining nationwide stores subsequently closed as well, while the brand's online stores on Lazada and Metromart and its customer-support operations were also suspended during the disruption. The available reference material does not provide a detailed reopening timetable or current branch count. International Toyworld Inc. also co-operates Nintendo Authorized Stores in the Philippines, according to the supplied reference material. This indicates that the company's retail activity extends beyond the core Toy Kingdom chain into authorized branded-store operations, although the available sources do not specify the number of locations or the precise operating structure. Overall, Toy Kingdom remains a Philippine specialist toy retailer closely associated with SM's mall and department-store network, combining full-format stores, smaller in-store sections, loyalty benefits, event marketing, and online retail channels.

Toy Kingdom was established in the Philippines as a specialist toy retail business within the SM Group's expanding mall ecosystem. Its first store opened at SM Megamall in 1991. The location gave the brand access to a large family-shopping audience and provided a dedicated alternative to the toy departments found in general merchandise stores. International Toyworld Inc. operates the business under the Toy Kingdom name. The chain subsequently developed a network of full-size stores in and around SM Supermalls. Its retail model centered on a broad selection of toys for children of different ages, including dolls, figures, vehicles, games, construction products, hobby items, collectibles, and licensed merchandise. To extend the brand into the department-store environment, SM Stores also carried smaller toy sections under the Toy Kingdom Express name. This created a two-level format: larger specialist stores for destination shopping and compact branded sections for customers already visiting an SM department store. Toy Kingdom's competitive environment included other specialist toy retailers in Philippine malls. Toys "R" Us operated locations in several Robinsons and Ayala malls and was described as a major rival. ToyTown also competed with the chain from locations including Glorietta, Festival Alabang, and Market! Market!. Kidz Station was another competitor in the category until Toys "R" Us acquired it in November 2010. These competitors placed Toy Kingdom in a market shaped by mall traffic, branded toy availability, seasonal purchasing, and the ability to provide a family-oriented store experience. The company expanded its role in the toy category by organizing Toy Expo Philippines. The event started in 2012 and was designed to gather toy brands for exhibitions, displays, and activities. It was generally held in August at the SMX Convention Center in the Mall of Asia Complex and operated with free admission. The fourth edition, held from August 24 to 26, 2018, featured a broad set of brands and properties, including Peppa Pig, My Little Pony, Play-Doh, Shopkins, Littlest Pet Shop, PAW Patrol, Super Wings, LEGO, Hot Wheels, Matchbox, Maisto, Barbie, Polly Pocket, Monster High, and Transformers. Toy Expo helped position Toy Kingdom as an organizer and promoter of toy culture as well as a retailer. The Toy Kingdom Amazing Card provided a loyalty mechanism for the chain. Members could accumulate reward points, obtain savings, and receive special privileges during their membership period. The program connected the specialist toy business to the broader promotional practices used across SM's retail properties. The COVID-19 pandemic caused a major interruption. In March 2020, Toy Kingdom temporarily shut stores in Metro Manila, Luzon, and Cagayan de Oro in response to government-imposed community-quarantine and enhanced-community-quarantine measures. Closures later extended to the chain's other stores nationwide. The brand's online operations on Lazada and Metromart and its customer-service support were also reported to have ceased during the pandemic-related shutdown. The supplied sources do not document the detailed sequence of reopening or the chain's post-pandemic branch count. The available reference material further states that, as of 2026, International Toyworld Inc. co-operates Nintendo Authorized Stores in the Philippines. This represents an extension of the company's retail activities beyond the Toy Kingdom banner, although the sources supplied do not establish the number of stores, their locations, or whether the operation is wholly owned, franchised, or otherwise structured. Toy Kingdom's documented history therefore consists of specialist-store expansion within the SM network, smaller-format Toy Kingdom Express locations, event and loyalty initiatives, pandemic disruption, and broader authorized-brand retail activity.

• 2026

  Nintendo Authorized Store operations noted

  [1]Toy Kingdomen.wikipedia.org

  The supplied reference material states that International Toyworld Inc. co-operates Nintendo Authorized Stores in the Philippines.

• 2020

  Pandemic-related closures

  [1]Toy Kingdomen.wikipedia.org

  Toy Kingdom suspends store operations across the Philippines in stages during COVID-19 community-quarantine measures, along with its cited online channels and customer support.

• 2018

  Fourth Toy Expo Philippines is held

  [1]Toy Kingdomen.wikipedia.org

  The fourth edition takes place from August 24 to 26 at the SMX Convention Center in the Mall of Asia Complex.

• 2012

  Toy Expo Philippines begins

  [1]Toy Kingdomen.wikipedia.org

  Toy Kingdom launches a recurring free-admission exhibition and activity event for toy brands and families.

• 2010

  Kidz Station is acquired by Toys "R" Us

  [1]Toy Kingdomen.wikipedia.org

  A former competitor in the Philippine toy-retail market is acquired by Toys "R" Us, changing the competitive landscape described for Toy Kingdom.

• 1991

  First Toy Kingdom branch opens

  [1]Toy Kingdomen.wikipedia.org

  Toy Kingdom begins operations at SM Megamall in the Philippines.

A specialist toy retailer for children and families, using the SM Group's shopping-center network and retail ecosystem to offer branded toys, entertainment merchandise, loyalty benefits, and category-focused events.

• Specialty toy retail · 1991

  Toy Kingdom full-format stores

  The chain's main retail format consists of dedicated toy stores associated primarily with SM Supermalls and other SM retail locations. These stores present a broad assortment for children across age groups, covering dolls, action figures, construction sets, vehicles, games, hobby products, collectibles, and licensed entertainment merchandise. The format emphasizes category depth and family browsing rather than a single toy franchise or product type.

• Department-store toy section

  Toy Kingdom Express

  Toy Kingdom Express is the smaller-format expression of the brand found in SM Stores. It brings a curated Toy Kingdom presence into a general department-store setting, allowing customers to purchase toys without visiting a standalone specialist branch. The available reference material does not specify the exact assortment, store count, or operating footprint.

• Loyalty program

  Toy Kingdom Amazing Card

  The Toy Kingdom Amazing Card is a customer-loyalty program offering reward-point accumulation, savings, and exclusive privileges during the membership period. It is intended to support repeat purchasing and strengthen customer engagement with the Toy Kingdom retail network.

• Authorized branded retail

  Nintendo Authorized Stores

  International Toyworld Inc. is identified in the supplied reference material as a co-operator of Nintendo Authorized Stores in the Philippines. These stores represent an authorized branded-retail activity related to the company behind Toy Kingdom, but the available material does not provide details about locations, product range, or commercial structure.

• 2012Toy Expo Philippines

  Philippines

  Toy Kingdom established Toy Expo Philippines as a free-admission event bringing toy brands together for exhibitions, product showcases, and family activities. The event was generally staged in August at the SMX Convention Center in the Mall of Asia Complex and was held biennially according to the supplied reference.

  Outcome. The event expanded Toy Kingdom's visibility from retailer to toy-category organizer and provided participating brands with a public showcase.

  Source

• 2020

  Suspend store and online operations during quarantine measuresOther

  Background

  The Philippine COVID-19 response imposed community-quarantine and enhanced-community-quarantine restrictions affecting retail operations.

  Action taken

  Toy Kingdom first closed stores in Metro Manila, Luzon, and Cagayan de Oro, followed by closures of the remaining nationwide stores and suspension of cited online and customer-service operations.

  Aftermath

  The pandemic interrupted the chain's physical and digital retail activity; the supplied sources do not document the full reopening process.

  Source

• 2012

  Create Toy Expo PhilippinesOther

  Background

  Toy Kingdom sought to engage toy brands and families beyond ordinary store transactions.

  Action taken

  The company began a free-admission toy exhibition and activity event featuring multiple international and local brands.

  Aftermath

  Toy Expo Philippines became a recurring platform for toy showcases, with a fourth edition documented in 2018.

  Source

• 1991

  Launch a dedicated toy-store format within the SM mall networkStrategy

  Background

  The SM Group developed Toy Kingdom as a specialist toy retailer rather than limiting toy sales to general department-store merchandise.

  Action taken

  International Toyworld Inc. opened the first Toy Kingdom branch at SM Megamall and subsequently expanded the brand through SM-associated retail locations.

  Aftermath

  The chain became a recognized specialist toy retailer in the Philippines and later complemented its full-size stores with Toy Kingdom Express sections.

  Source

1. 1Toy Kingdomen.wikipedia.org