Landmark agreement brings MESUCA to the GCC, a lifestyle brand powered by Disney, Marvel, Sanrio, Lamborghini, Aston Martin F1 and tokidoki, across sport, travel, outdoor, home and accessories
1 July 2026 – Toy Triangle today announced its appointment as the exclusive GCC partner for MESUCA, the international lifestyle brand owned by MEGOS Group, headquartered across leading Asian markets. The agreement gives Toy Triangle the rights to develop, distribute, market and grow the MESUCA brand across the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait, Qatar, Oman and Bahrain one of the world’s fastest-growing consumer regions.
As a lifestyle brand, MESUCA reaches consumers across every part of an active, everyday life. Its portfolio carries products and licensed merchandise spanning sports equipment, children’s sport, travel and luggage, outdoor and camping, and home and living, a breadth that gives Gulf retailers a single brand to build category after category around.
What distinguishes MESUCA in the region is the strength and breadth of the licensed intellectual property behind it. The brand’s portfolio is anchored by long-standing global partnerships with Disney, Marvel, Sanrio, Lamborghini, Aston Martin F1 and Tokioka, alongside further licensed properties spanning entertainment, motorsport, sport and pop culture. Few lifestyle brands entering the Gulf carry an IP portfolio of this depth giving Toy Triangle a genuine point of difference and an immediate platform to launch category-defining, IP-led collections across every channel from Day 1.
Established in 1978 and built across leading Asian markets, MEGOS operates in more than 105 countries through an integrated platform of product development, design, sourcing, manufacturing, logistics and brand management. That capability sits behind a family of brands including MESUCA, JOEREX and SUPER-K, supported by these long-standing intellectual property partnerships.
“Lifestyle products are exactly where the region’s consumers are spending today – sport, travel, the outdoors and the home are part of everyday life, and shoppers want brands with genuine credentials behind them” said Hani Orfali, Commercial Director, Toy Triangle. “What sets MESUCA apart is the creativity and agility to spot trends early and package them with the right IP for every age group. That gives us a real point of difference and the room to grow MESUCA across categories and channels the region hasn’t seen it in yet.”
Toy Triangle will drive MESUCA into the full span of regional retail hypermarkets and department stores, toy and sporting-goods retailers, specialty and lifestyle stores, e-commerce platforms, travel retail, and corporate and gifting channels matching the right products to the right shopper in each.
“Global multi-market expansion relies on targeted regional partner collaboration,” said Colin Yip, Executive Managing Director, MEGOS Group. “Toy Triangle’s extensive Bindawood channel network and local market expertise make them our trusted GCC partner to scale these core IP lines. While MESUCA continues to serve global clients across all territories, this focused joint development will unlock dedicated localized IP ranges exclusively for Gulf consumers.”
“When a brand walks in with Disney, Marvel, Lamborghini, Aston Martin F1 and Sanrio already in its DNA, the region is already paying attention. Our job is to earn that attention with products and creatives that match the icons behind them,” said Omar Abu Shaar, Head of Marketing, Toy Triangle. “By embedding AI across our trend intelligence, product development and creative pipeline, we are bringing premium, trend-led collections to market at a speed this region has never seen before. The Gulf doesn’t just deserve world-class it deserves world-first.”
About Toy Triangle
Toy Triangle Establish in 1991 and recently joined Bindawood Holding group of companies is a leading distribution and brand-development group serving the GCC region. Through partnerships with international brands, Toy Triangle brings innovative consumer products to market across retail, e-commerce, corporate and specialty channels, creating sustainable growth for the brands it represents.
About MESUCA (MEGOS Group)
Established in 1978, MEGOS Group operates in over 105 global markets with brands MESUCA, JOEREX and SUPER-K, holding long-term licenses for Disney, Marvel, Sanrio, tokidoki, Lamborghini, and Aston Martin F1.
The group delivers end-to-end design, development and manufacturing for sports, travel, outdoor and home categories, serving retail partners worldwide.
Media Contact
Toy Triangle
Omar Abu Shaar
Head of Marketing
info@toytriangle.com
toytriangle.com