Incorporated as a joint venture in 1995 with Jumma Al Majid, Al Shula General Trading Co. represents brands from Mattel & Bandai and has been in the Middle East region's toy industry for more than a decade.With many exciting brands in our portfolio like Barbie, Hot Wheels, Fisher Price, Power Rangers and Tamagotchi, Al Shula has created wholesome opportunities and life-long satisfaction to families through memorable fun, interactive learning and entertainment based on the needs of children and their dreams. In our endeavour to become the region's most valued toy provider, the group strives to provide, market and extend the appeal of toys and entertainment to those who enjoy having fun through playing and learning.

Currently servicing retailers and customers in the GCC with its partners in Saudi Arabia, Al Shula's products are found in reputable toy stores and also includes the Middle East's Airport Duty Free, Hypermarkets, and other Departmental Stores. In coordination with and support from the principal companies, Al Shula advertises on a regional level in most media. Al Shula also promotes brands through local events and participation in children's activities in shopping malls schools and charitable causes.