Message From The Chairman
Established in 1965 by Kamal Sinno, TMG evolved from a simple distribution network into a leading provider of premium toys and baby products, gadgets, outdoor and apparel for to families in Lebanon, the Middle East and Africa.
By way of unparalleled passion and rooted commitment , TMG was able to continuously grow its diverse brand portfolio and retail activities on different platforms – leveraged by the stakeholders’ core values and foundation seeds.
I would like to extend my gratitude and deep appreciation to all the individuals who form the corner-stones of the TMG Family – our partners, our employees and our clientele.
Their relentless pursuit of excellence is the soil in which our group spreads its roots and the fuel of our legendary slogan: “TMG, aggregators of fun since 1965!”.
WAEL SINNO
CEO & Chairman of the BOD.
Our Founder
Established in 1965 by Mr. Kamal Sinno, TMG quickly became a pioneer in the toy industry, specializing in wholesale trading. Under Mr. Sinno’s leadership, TMG experienced exponential growth, expanding its operations and establishing a strong reputation for excellence.
Building on this legacy, in 1995, Mr. Wael Sinno joined his father and diversified the company’s activities by implementing a B2C platform, providing end customers with an unparalleled experience. This included opening the first branded toy and baby outlet, Toys4Less, followed by the renowned French franchise JoueClub and the British franchise ELC. TMG then shifted its focus to mothers and babies with Baby Buzz, offering a one-stop shop, and finally dedicated a space for teenagers with Le Con7pt. Additionally, they introduced a unique concept providing second-hand toys and maintenance and installation services.
It is undeniable that Mr. Wael Sinno is following his father’s footsteps. Mr. Kamal Sinno’s vision profoundly shaped the trajectory of the business, leaving an indelible mark. His legacy will undoubtedly endure.
Our History
1965
A pioneer in the toy industry in Lebanon, Kamal Sinno founded Kamal Sinno & Co, specializing in wholesale trading and distribution.
2006
The company’s first venture into the retail industry with Toypark – later known as Toys4Less in 2015. B2C suited the company’s operations and translated into more than 7 stores across Lebanon. Toys4Less is the leading outlet retailer of branded toys in Lebanon.
2016
Magic Tree Offshore pens the first JoueClub branch in Qatar.
In order to facilitate the export of toys, KML is established in the Sharjah Free Zone.
Identifying a gap in the market for specialized concept stores for essential baby products, Toy Market Group introduced Baby Buzz: a one-stop concept store dedicated to providing everything needed for mothers & newborns.
2021
Funlinx is created with the aim of becoming a trusted go-to partner for companies looking to expand their brands across EMEA. They consult, strategize & facilitate business growth through portfolio development & franchise expansion.
1975
The company, who was based in Downtown Beirut, relocated its premises due to the start of the Lebanese Civil war. Despite years of war, turbulence and instability, the company’s doors stayed open and persevered.
2009
Wael Sinno branched out into the franchise industry – partnering with JoueClub France under Magic Tree S.A.L. JoueClub Liban is now proudly open in 5 stores across Lebanon, supplying customers with outstanding service, experience & unparallel brand varieties.
2017
TMG acquired a controlling share in Fizzle, operators of the renown Early Learning Center (ELC) Stores in Lebanon & Jordan.
2022
Le Con7pt takes shape in the heart of Beirut – a concept store for the youth. Centered around 7 categories that will blow your mind!
1992
Kamal Sinno & Co changed to Toy Market Trading & moved into a 2000sqm distribution center.
2010
Magic Tree Offshore is set up to manage the franchise name of JoueClub in the Middle East & Africa.
2018
Brain Bites is established by a group of board gaming experts & vendors, to provide consumers the best gaming experience – wherever they are.
2023
Multiplay relaunches with a brand-new identity & mission – not only do they repair toys for a longer toy durability, theyv also rent & swap or sell refurbished second-hand toys. The world is going green, and so is Multiplay!
2024
In January 2024, TMG founded PhamCare Levant, dedicated to supporting the well-being of every family member through care solutions. From nurturing newborns to supporting growing children, and providing care for expectant mothers, ensuring the well-being of women, PhamCare is your trusted partner for family care.
In May 2024, TMG proudly welcomed UK’s Favourite Toy Shop, The Entertainer, to the family. The brand is identified as one of the biggest toys retailers in Europe and the world. With its diverse range and exclusive brands catering to all ages, The Entertainer surely offers something for everyone.
Working for tomorrow and beyond!
Our Vision
Our vision is to continuously provide families with the highest quality products and the best service across multitude of channels, segments and markets.
Our Mission
Our mission is to become the preferred supplier of products and services catering to different age groups. From expectant mothers and babies to children, teenagers and women, our goal is to provide a wide range of top-notch brands that meet the unique needs of each age group.
Our Values
Credibility
We are loyal to our clients, partners & conscience.
Leadership
We lead with respect, openness & wisdom. We lead with action & quick wit.
Social Equality
We strive to empower individuals regardless of race, gender or religion. We uphold the multi-cultured nature of our country.
Reliability
We strive to achieve reliable company life cycle processes – without failure or disruption; in order to provide the best quality and service to our clients.
Transparency
We are open, honest & straightforward regarding our various operations – and defend the concept of accountability.
Social Responsibility
We are committed to giving back at every occasion, with every campaign. We are aware of our privilege and grateful of the opportunity to better tomorrow.
Team spirit
Success is a team journey; we are dedicated to uplifting the value of teamwork & team efficiency.
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