National Toy Festival gets kudos by families
The 10th National Toy Festival, which began on January 7, has been warmly received by Iranian families, children and teenagers.
The Iranian toy market, indigenous and local toy exhibitions, promotional game sections, play and experience spaces, and toy introduction and sales stalls have all attracted families’ attention.
The toy stalls, by providing specialized consultations to families, play a significant role in making informed choices for toys suitable for children’s age and needs.
The head of the Public Culture Council, during a visit to various sections of the festival, described the event as a “valuable step” in the cultural education of children and teenagers.
Qader Ashena explained that children, at a young age, are not yet familiar with Iran’s cultural heritage, traditions, and capabilities, and the best way to convey these concepts to the new generation is through art tools.
Ashena described toys as one of the most effective art tools popular among children, adding, “Kids should enjoy their childhood, and toys can provide a platform for expressing emotions, releasing energy, and shaping their cultural identity.”
He added, “When children come across Iranian toys, Iranian characters, and indigenous symbols, their eyes, ears, and minds get accustomed to seeing and hearing Iranian cultural elements from the very beginning.”
Referring to the toys section of the festival, Ashena said, “to be honest, I was truly amazed by this section; dolls are not just toys, but cultural and civil identity symbols. When we see toys inspired by diverse ecosystems of Iran, from Sistan and Baluchestan to Kurdestan, Zagros, Alborz, the Persian Gulf, and the Caspian Sea, this vibrant display of Iran’s cultural diversity is truly captivating.”
He stressed that, “we should not promote other countries’ cultural styles and products; this does not mean disconnecting from the world, but alongside cultural interaction and exchange with the global community, we should be advocates for our own cultural heritage.”
Ashena said, “I reckon the 10th edition of the festival has successfully conveyed this important message to its audience and taken a significant step towards strengthening the cultural identity of children and teenagers.”
The 10th National Toy Festival, with the slogan “Play, the joy of life,” while introducing such opportunities, provides a platform for families to get to know domestic productions, support the Iranian toy industry, and promote targeted and creative play.
The festival will run through January 17 at Iran’s Institute for the Intellectual Development of Children and Young Adults.
Annually, the Iranian toy market has a turnover of between $300 to 350 million, but only 40% of that comes from domestically made toys, while the rest is made up of imports and even smuggled goods.
There are about 250 official toy producers in the country, and exports of Iranian-made toys reached about $20 million in 2023, with main destinations including Iraq and neighboring countries.
The industry faces persistent challenges such as heavy import competition, financing and investment limitations, and relatively low domestic market share.