Thanks to its geographic and cultural proximity to Europe, Turkey is considered the gate to the markets in the Near and Middle East. It has a population of roughly 80 million people whose average age is around 31. Population density is especially high around the Bosphorus. This is where the city of Istanbul, the country’s most important trading centre, is located. 

Business and consumer habits in Turkey

With a gross domestic product of US$ 849.5 billion, Turkey recorded a slight growth in 2017. Over half of its economic performance originates from its services sector. Despite an unemployment rate of around 11 % and double-digit inflation, the population is more than willing to spend money on consumer products. People, however, are cautious when making larger private purchases and tend to finance them by loans. 

Toys for children for certain occasions

More than 19 million children aged between 0 and 14 form a large target group for selling toys to in Turkey. Especially amongst high-earning parents, consumer expenditure per child has increased over the past years. Toys are frequently bought for specific occasions or as a reward, for example in return for school achievements. Business with toys tends to boom during the first week of the summer holidays especially, but also during the winter holidays. Next to the parents, grandparents are also an important target segment when it comes to selling toys.

Turkish toys dominate the domestic market

Toys “made in Turkey” are extremely popular in the country. Still, brands from abroad are also willingly accepted. The driving force behind the sales of international toys is licenced products. The most important product groups include traditional toys and board games. Video games are also becoming increasingly relevant.