About Us

Prima Toys is one of Southern Africa’s leading importers and distributor of toys and games; bringing the world’s most famous toy brands and characters to children across various African countries.

The company celebrated its half centenary in 2017 and is wholly owned by Deneb Investments Limited, a diverse investment company listed on the JSE under the Financial Services Section (Speciality Finance).

Living up to its credo - ‘The Magic Keeps Coming’ - Prima Toys strives to source the latest and best international toy brands and bring them to market, through its strong network of retail partners.

Prima Toys covers the target age groups of 6 months to 12 years in a multitude of categories including: Educational, Role-Play/Imaginary Play, Nurture Play, Collectability, Outdoor Play, Construction, Colour and Activity, Science and Technology, Games and Puzzles.

Prima Toys remains true to its core values - trust, quality and fun - while focusing on establishing and building international brands in local markets. This is achieved through sound marketing principles, effective operational strategies and excellent in-house sales and merchandising teams.

Passion and integrity defines the Prima Toys work force, who aspires to keep the company as the market leader in its markets.