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.
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 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’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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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.
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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 definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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