The Qatar Toy Festival 2026 is showcasing the growing appeal of “edutainment”, drawing large numbers of families with immersive experiences that combine entertainment, creativity and hands-on learning.
Running until July 31 at the Doha Exhibition and Convention Centre (DECC), the month-long event also reflects Qatar’s efforts to expand its portfolio of year-round family attractions.
Apart from colourful mascots, giant inflatables and live performances, the festival transforms the venue into an interactive playground where children meet their favourite characters while taking part in activities designed to develop creativity, teamwork and problem-solving skills.
The festival also illustrates why large-scale indoor events have become an important feature of Qatar’s summer tourism calendar.
Offering respite from the intense heat, they allow families to spend entire days enjoying themed attractions, live entertainment and interactive learning experiences under one roof during the school holidays.
Across the exhibition halls, children take part in arts and crafts, construction-themed activities, obstacle courses and role-playing experiences that encourage creativity, communication and collaboration.
One of the festival’s most popular attractions recreates an emergency response scenario where children wear firefighter gear and work with instructors to extinguish a simulated building fire, introducing basic fire safety concepts while building confidence and teamwork.
Elsewhere, creative workshops invite youngsters to build, design and experiment, while themed play zones and interactive games keep them physically active and socially engaged.
Daily stage productions featuring storytelling, music, dance, and puppetry promote values such as friendship, kindness, co-operation, and perseverance, while character meet-and-greet sessions enhance the immersive atmosphere.
Watching her two children enjoy the activities, Doha resident Rochelle S said that the festival offers far more than entertainment.
“Children learn best when they’re enjoying themselves,” she said. “My son loved putting on the firefighter uniform and working with the other children.”
“He’s having fun, but I think he’s also learning teamwork, responsibility and basic safety,” she added. “It’s much better than simply sitting in front of a screen.”
She said that the festival provides families with a meaningful indoor option during the summer months.
“When it’s too hot outside, parents are always looking for worthwhile activities,” she pointed out. “Here we can spend several hours together while the children stay active, make friends and learn something new.”
“That’s what makes it worthwhile.”
The growing popularity of experience-based entertainment echoes a wider trend across the region.
According to UN Tourism, the Middle East is the world’s fastest-growing tourism region, with Gulf countries investing in year-round attractions and family-friendly events to attract more visitors and diversify their tourism sectors.
The educational value of play is supported by decades of child development research.
Unicef describes play as fundamental to children’s cognitive, emotional, social and physical development, while developmental psychologists have found that guided play strengthens creativity, collaboration, communication and problem-solving skills.
This trend is becoming increasingly common across the Gulf, where indoor entertainment centres, interactive museums, and themed festivals continue to expand alongside tourism developments.
