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Traditional Toys and Games in India

Publisher Euromonitor International
Published Jun 30, 2025
Length 24 Pages
SKU # EP20175043

Description

Traditional toys and games saw strong value growth in India in 2024, fuelled by the increasing demand for scientific/educational toys, and activities that do not involve a screen. A key trend was the integration of STEM in products, while consumers were also increasingly interested in sustainable and culturally relevant products, which influenced sales. The competitive landscape remained fragmented, while in terms of distribution e-commerce gained significance.

Euromonitor International's Traditional Toys and Games in India report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Traditional Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

24 Pages
Traditional Toys and Games in India
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN INDIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Cultural relevance, sustainability, and STEM are increasingly important trends
CHART 1 Key Trends 2024
CHART 2 Analyst Insight
INDUSTRY PERFORMANCE
Scientific/educational toys shows the strongest increase, as parents facilitate their children’s learning
CHART 3 Smartivity Offers a Range of STEM Toys
BIS certification improves safety and ensures consumer trust
Maniams Design Studio launches culture-themed puzzles Kona and Jharokha
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Mattel leads due to popularity of brands including Barbie, Uno, and Hot Wheels
CHART 4 Mattel Has a Wide Range of Popular Brands
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
CHANNELS
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
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2024
CHART 6 Reliance Games Has a Wide Mobile Games Offering
CHART 7 Analyst Insight
CHART 8 Make in India Initiative Will Increase Local Manufacturing
CHART 9 Indus Battle Royale Uses Local Environments, Characters, and Weaponry
CHART 10 Real GDP Growth and Inflation 2019-2029
CHART 11 PEST Analysis in India 2024
CHART 12 Key Insights on Consumers in India 2024
CHART 13 Consumer Landscape in India 2024
TOYS AND GAMES IN INDIA
EXECUTIVE SUMMARY
Dynamism for both video games and traditional toys and games
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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