Abstract: This research aims to study factors influencing the selection and purchase of toys for preschool children in countryside of Thailand (Sakon Nakhon Province located in the North East). A sample of 257 parents was chosen as key persons who bought toys for their children selected from four districts in Sakon Nakhon Province, Mueng Sakon Nakhon, Phangkhon, Sawang Dandin and Waritchaphoom. A questionnaire was used as a data collection tool and the obtained data were statistically analyzed and compared. The results showed that demographically, there were significant differences in ratings as a result of the education level, occupation and income of the parents affected toy selection and purchase decision. Moreover, five factors of product characteristic and marketing mix gorgeousness, durability, country of origin, personal selling and advertising were also rated as very important for toy purchasing decision. From parent view, safety and child skill development were considered as important factors to buy toys for their children.