At Super Toys, play is more than entertainment – it’s a pathway to creativity, discovery and development. With a carefully curated portfolio of internationally recognized and certified brands, the company is committed to the highest standards of safety and quality. Viewing each store as an active participant in a child’s growth, Super Toys places trust at the center of its mission, ensuring that every product delivers not only joy, but also reliability and meaningful learning experiences.
Thank you for reading this post, don't forget to subscribe!“When parents trust us with something as valuable as their child’s safety, meeting that trust is essential. That’s why we can confidently say that every product in our stores has undergone rigorous evaluation and comes with a guarantee of safety and high quality,” says Nia Markozia, HR Manager at Super Toys.
In this interview, Markozia talks about the company’s philosophy, changing trends in the toy industry and how Super Toys is shaping the future of play.
Q. Super Toys has once again been named a Golden Brand winner as customers’ favorite toy store. What does this recognition mean for your company?
A. Receiving the Golden Brand award again carries great value for us. This recognition once more confirms that our strategy – focusing on quality, safety and both visual and content diversity – is the right one, and most importantly, that it is well understood by our customers. The trust we receive from the public is not only a responsibility but also a constant motivation for us – not just to maintain, but to continuously improve the high standards that make people choose us again and again.
Q. Super Toys has been on the Georgian market for almost two decades. How has the toy industry changed during this time?
A. Over the past two decades, in line with global trends, the toy industry in Georgia has undergone a very interesting transformation. It has become much more standardized and quality-oriented. From the very beginning, our priority has been to bring the best international experience to Georgia. I can confidently say that Super Toys has made a significant contribution to aligning the local market with international standards and supporting its ongoing development.
One of the biggest changes is the growing demand for safety and quality. Today’s parents are well-informed and prioritize eco-friendly, certified products, as well as trusted brands.
Toys are also no longer seen as just entertainment – they are essential tools for development, supporting cognitive and social skills. At the same time, the audience has expanded, with adults increasingly turning to toys for relaxation, creativity and social interaction.
Q. Children’s interests are changing rapidly due to technology. How does Super Toys maintain interest in toys and enrich children’s experiences?
A. We see technological progress not as a barrier, but as an opportunity. Many of our partner brands have successfully integrated technology into physical toys. That’s why STEM-related products – combining science, technology, engineering and mathematics – hold a special place in our selection. These toys allow children to transform their interest in the digital world into creative, hands-on experiences, such as building robots or conducting scientific experiments.
Keeping up with digital trends is also a priority for us. We closely follow popular animations and gaming characters. When children encounter their favorite on-screen characters in real life, it creates a completely different emotional experience – it makes their digital interests tangible.
Our goal is clear: a toy should be an adventure that brings children from the screen into the real world and lets them experience the joy of creation and discovery.
Q. What types of toys are currently in the highest demand – educational, interactive, or classic?
A. Today, educational and STEM toys are experiencing the fastest growth in demand. Their main value lies in supporting the development of various skills appropriate to different age groups. These toys encourage creativity, innovation and logical thinking.
At the same time, there is strong interest in role-playing and imitation games, which help children develop emotionally and adapt to the adult world in a fun and engaging way. Despite these trends, classic toys remain timeless – they never lose relevance. Ultimately, both children and parents are looking for toys that are high-quality, developmental and emotionally engaging. Our goal at Super Toys is to maintain a balance between functionality and fun across our product range.
Q. Online shopping is growing rapidly in Georgia. How has your online platform evolved and what role does it play in your sales?
A. As soon as demand for online shopping emerged, we quickly developed our platform, which is now fully operational and in high demand. It’s designed to be simple and intuitive, allowing customers to easily browse, filter and choose products.
Our online store makes our full product range accessible across the country, offering the convenience of home delivery. We have also introduced express delivery, so customers can receive orders within just a few hours.
The online channel is strategically important for us and we continuously enhance it with new features and special offers.
Q. Super Toys offers many international brands. How do you select new brands and products for the Georgian market?
A. Our goal is to ensure a diverse product range across all categories in terms of content, design and price. By partnering with international brands, we bring global trends to the Georgian market while staying at the forefront of innovation.
We carefully select partners, working only with internationally recognized companies and evaluating products from both a professional and consumer perspective. Key criteria include safety, age appropriateness, durability, design and functionality. We also have exclusive partnerships with certain brands that allow us to offer unique products and strengthen our position in the market.
Q. What can your young customers and their parents expect in the near future? Are you planning new brands, categories, or innovations?
A. Recently, we have introduced many exciting updates. One of the most notable is the addition of a new category – baby gear products – an exceptionally wide and diverse range of baby equipment. In this segment as well, our starting point was brand reliability, market stability, recognition and product safety. The selected brands fully comply with international standards, including ASTM requirements.
With this addition, we now offer everything needed for a child’s journey – from essential equipment and development to entertainment – all in one place.
As for the future, we have many exciting plans ahead. Each of them continues the high standards that Super Toys has consistently maintained in the Georgian market. Our goal remains unchanged: to maintain our leading position, continuously offer new and innovative products, provide the best possible customer experience and justify the trust and loyalty we have received over the years.
