COMPETITIVE LANDSCAPE
Mattel leads due to popularity of brands including Barbie, Uno, and Hot Wheels
Toys and games in India remains fragmented, with the top five companies accounting for only 15% of value sales in 2024, which is consistent with the 2019 figure. Despite relative stability, shifts in company performance were evident in 2024.
Toys ‘R’ Us India proactively embraces BIS certification
The toys (quality control) order of 2020 mandates that all toys for children aged under 14 years must meet BIS standards, which has eliminated cheap imported toys. Toys ‘R’ Us India has proactively embraced BIS certification, not only to meet the regulation, but also to improve its product range and build consumer trust.
Jammbo and Toyshine expand their reach through diverse distribution strategies
Jammbo has emerged as a prominent brand in traditional toys and games in India, with its assortment of ride-on battery toys, such as electric cars and bikes, marketed through both B2B2C and direct-to-consumer channels. The company holds BIS certification for its product line, and is in the process of expanding its retail footprint, with plans to establish 200 stores in tier-2 and tier-3 cities, as well as exploring opportunities in international markets.
Funskool Atomic Launcher offers safe, washable, outdoor play for children
Funskool’s Colour Clash Atomic Launcher, introduced in 2024, is an inventive outdoor toy for children aged eight and older. It operates with a pump-action system that propels chalk-filled rockets, offering a vibrant and interactive play session.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in India report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in India?
- Which are the leading brands in Traditional Toys and Games in India?
- How are products distributed in Traditional Toys and Games in India?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in India?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in India - Category analysis
KEY DATA FINDINGS
Cultural relevance, sustainability, and STEM are increasingly important trends
Scientific/educational toys shows the strongest increase, as parents facilitate their children’s learning
BIS certification improves safety and ensures consumer trust
Maniams Design Studio launches culture-themed puzzles Kona and Jharokha
Household income set to rise, propelling the expansion of traditional toys and games
Scientific/educational toys to reshape traditional toys and games
Growing demand for toys that reflect Indian culture and heritage
Sustainability expected to rise in importance in traditional toys and games
Global giants will have to adapt to the rise of Indian start-ups
Mattel leads due to popularity of brands including Barbie, Uno, and Hot Wheels
Toys ‘R’ Us India proactively embraces BIS certification
Jammbo and Toyshine expand their reach through diverse distribution strategies
Funskool Atomic Launcher offers safe, washable, outdoor play for children
Traditional toys and games stores continues to dominate due to established customer loyalty
Amazon and Flipkart gain share through convenience and wide product range
Zepto and Blinkit are leaders in quick commerce, but Swiggy Instamart rises rapidly
Toys and Games in India - Industry Overview
Dynamism for both video games and traditional toys and games
Despite the growth of toys and games, some consumers are concerned about their finances
Maniams Design Studio integrates local culture into toys and games
Reliance leverages brand recognition for growth in toys and games
Rising disposable incomes expected to drive growth in toys and games
Engagement with mobile games set to continue to rise
Local manufacturing set to increase amidst regulation
Retail e-commerce will continue to reshape distribution
Localised innovations will resonate with Indian consumers
Mattel overtakes Hasbro, while fragmentation increases
SuperGaming and WoodBee Toys succeed through innovation and cultural relevance
NODWIN Gaming expands through AFK Gaming, Trinity Gaming, and Freaks 4U Gaming
SuperGaming and Funskool launch innovative products to meet local preferences
Retail e-commerce remains the leading sales channel for toys and games
Croma and Reliance Digital create experiential gaming zones
Swiggy Instamart and Hamleys partner to offer quick commerce for premium toys and games
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
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- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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