In a recent episode of the Toyriffic Podcast, listeners were treated to an insightful conversation with Wael Sinno, the CEO of TMG Lebanon. Sinno’s journey in the toy industry is not just a story of business; it’s a tale woven with passion, resilience, and a deep-rooted family legacy.
TMG Lebanon, founded by Sinno’s father in 1965, is a testament to the enduring spirit of entrepreneurship. For Wael, toys aren’t just products; they’re ingrained in his DNA. Growing up amidst conversations about the toy business, markets, and clients, it was only natural for him to step into the family business in 1995, infusing it with his enthusiasm and fresh ideas.
As TMG Lebanon approaches its 60th anniversary next year, boasting a team of 280 employees, its success story speaks volumes. Adaptability has been key in navigating the volatile Lebanese market. From being distributors to retailers, TMG has carved its niche by opening stores since 2005. The acquisitions of Juoet Club and ELC franchises in 2009 and 2017 respectively, along with the “Toy for Less” outlet chain, underscore TMG’s commitment to innovation and meeting consumer demands.
The on-line business is picking up also in Lebanon but less than in other part of the world, this for two main reasons, the first one is that, Lebanese consumers still prefer to go in the stores which are many in every region and see the products, the second reason is that online business has suffered a lot due to crisis of 2019, with the currency devaluation and the stop of bank activity which made impossible to buy online since there were no credit cards.
To the top question of Michael regarding the Toys Fairs Wael identifies Nurnberg, Canton and Hong Kong as the most important fairs. For its company for sure it’s Nurnberg where he can find high quality items. Canton fair in April and October is more for Companies looking for mass market and unbranded items. Hong Kong is also an interesting fair to meet producers and it is easy to reach in the same trip while going to Canton.
Addressing the future, Wael acknowledges the hurdles ahead, notably the impact of the Gaza war on the Lebanese market. Yet, he remains optimistic, believing in the resilience of the industry. With an eye towards evolving technologies, Wael sees opportunities for reinvention rather than crisis. The longevity of toy companies celebrating decades of success speaks volumes about their ability to weather storms and emerge stronger.
In a world where uncertainty looms large, Wael Sinno stands as a beacon of hope and innovation in the toy industry. His leadership, rooted in tradition yet embracing change, exemplifies the spirit of TMG Lebanon as it continues to shape the future of play for generations to come.
