Prima Toy & Leisure Trading

BRINGING THE MAGIC — Since 1973 Prima Toy and Leisure Trading is one of Southern Africa’s leading importers and distributors of internationally branded toy and leisure goods. For over 50 years, we’ve helped shape generations of play through quality, innovation, and trusted partnerships. Our Toy Division covers a full spectrum of categories, including : Educational, Role-Play, Imaginative Play, Nurture Play, Collectibles, Outdoor Play, Construction, Science & Tech, Games, and Puzzles. We proudly represent some of the world’s most iconic toy brands. Our Leisure Division distributes the globally renowned INTEX brand—market leaders in above-ground pools, inflatable airbeds, camping mattresses, pool floats, and inflatable kayaks. As a wholly owned subsidiary of Deneb Investments Ltd (JSE - listed under Financial Services), we combine long-term stability with a forward-thinking approach to play, fun, family and lifestyle. With an expansive distribution network, deep market expertise, and a passion for delivering smiles —we’re proud to ensure that ‘the magic keeps coming’ to retailers, homes, and little hearts across the region.