Back to the top of the page

Our Brands

A little magic lives in all our childhood toys, helping to connect us to our earliest memories.

Make lasting memories with our world famous brands – with over 10,000 classic characters and new friends to choose from, you’ve come to the right place!

Arrow right

What's new?

We’ve got all the latest exciting toy releases from your favourite global brands.

Learn about them here first while they’re hot off the press and ready to join your treasured collections.

Latest Competitions

Age and phase appropriate toys

With so many choices, finding the right toys for little ones can be overwhelming. Here at Prima Toys, we understand how important it is to find age-appropriate toys that are not only safe but will help give your little ones’ hours of fun, learning and adventure.

Because we know that children develop their cognitive, physical and creative learning at different stages, our AGE & PHASE search will help guide you in finding the most age appropriate toy at any particular age.

Learning and educational toys

Children often are the best learners because they’re so open to discovery and retain a lot about what they’re exposed to. Now you can give your little ones a head start with things like spelling, reading, creativity and math with the innovative toys at the forefront of effective learning.

No matter what their age, or wherever they may be (at home, school, or travelling), these products will keep your kids engaged and entertained while always learning.