Toy Kingdom

Toy Kingdom is a large toy store chain owned and developed by the SM Group by the late Chinese Filipino taipan, Henry Sy, Sr., along with its corporation name, the "International Toyworld Inc". It features a variety of toys, gizmos & gadgets. The first branch opened at SM Megamall in 1991. Now there are more than 20 branches 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
HeadquartersQuezon City
OwnerSM Retail
Number of employees

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 Supermall, and Market! Market!). Kidz Station (with three locations in Makati and one at the Shangri-la Plaza Mall 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]


  1. ^ Toys "R" Us Philippines locations
  2. ^ "TOY KINGDOM'S TOY EXPO 2012". Mommy Fleur. August 29, 2012.
  3. ^ "TOY EXPO PHILIPPINES 2014". Toy Kingdom.
  4. ^ "Toy Kingdom Toy Expo Philippines 2014". YouTube: ToyKingdomPH. August 14, 2014.
  5. ^ "TOY EXPO 2016". Toy Kingdom.
  6. ^ "Amazing toy expo". The Manila Standard. August 22, 2018.

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