The Indian Toy Story

The Indian toy and games industry is undergoing a seachange as the Made in India mantra continues to cast its spell. Chinese imports are reducing and local manufacturing is increasing. Locally made toys and games are now gaining popularity. Today the children have an amazing range of toys to play with from traditional wooden toys to modern electronic gadgets and innovative board games. Toys and games that stir children’s curiosity, creativity, and cognitive growth, are being made in India. These toys and games also ensure that traditional art forms are passed down to future generations. Gilli-Danda, spinning tops, and Ramayana Board games are making their way into households besides interactive games and remote-controlled gadgets. With the new policies, incentives, and infrastructure development, India could become an important player in the toy manufacturing sector. To encourage the local toy industry the government has increased Import duty to prevent cheap imports from China. Also, importers and traders must apply for a Bureau of Indian Standards (BIS) license before manufacturing or selling. These efforts are boosting local manufacturing and fostering innovation and creativity within the sector.

Toying Around

The Indian Toy industry grew in FY 2022-23 compared to FY 2014-15, with a decline in imports by 52%, a rise in exports by 239%, and a development of the overall quality of the Toys available in the domestic market as per the Case Study “Success Story of Made in India Toys” done by the Indian Institute of Management Lucknow. The Indian toy industry is gaining admiration worldwide. Toys based on Indian culture can spark creativity and innovation in toy design and manufacturing. It opens opportunities for designers to explore new themes, materials, and gameplay mechanics, leading to the development of innovative and captivating toys and games. Suhasini Paul, an eminent Indian toy designer, an alumnus of the National Institute of Design, Ahmedabad, who has designed over 400+ toys that are best sellers in India and globally says, “One notable aspect of this change is the focus on creating toys and games that reflect Indian values, ethos, and culture through storytelling. Indian Toy Manufacturers are drawing inspiration from India’s rich cultural heritage, family values, diverse traditions, and mythological stories to develop products that resonate with Indian consumers and inculcate good values in children. This shift not only promotes cultural pride but also contributes to the overall development of children by offering them toys that are not only entertaining but also educational and culturally enriching. Moreover, it opens new opportunities for local artisans and craftsmen to showcase their skills and traditional craftsmanship in the global market.”

Indian Toys now meet international standards, enhancing their competitiveness in global markets. Innovation drives

the development of unique and engaging toys that capture the imagination of children worldwide. “The Indian Toy Industry is gaining attention and admiration from consumers and stakeholders worldwide.

This growth and recognition will further stimulate investment, research, and development which will make the Indian Toy Industry sustainable in the long term. The future looks bright for the Indian toy industry as it evolves and excels on the global stage,” adds Paul.

Real Gamechangers

The Indian toys and games industry is fueled by homegrown designers and entrepreneurs. This trend reflects a broader global movement towards diverse representation and cultural authenticity in entertainment and play. “By incorporating elements from Indian folklore, history, everyday life, toys and game designers are providing more relatable and culturally enriching experiences, besides fostering a sense of pride among players, young and old. There has been an upward trend in the adoption of indie homegrown games, in sales and numbers of games. The number of Indian-designed game publishers and indie designers is on the rise. Many of the designers are from design institutes while some are self-taught and are taking this up as a passion and opening their boutique studios. The market is new, but there is a sense of curiosity among new adopters about this whole new modern strategy board gaming experience,” says Sidhant Chand, Founder of Zenwood Games, and full-time game designer of games like Tycoon India 1981, Chai Garam, Kursi, etc.

Desi Toy Trends

Desi toys and games are fun, enlightening, and relevant to all age groups — games like Seven Stones, Windup Top, slingshot, etc. are enjoyed by all. Architect Shifaa Kalra, a young mother of two kids from Delhi prefers handcrafted, authentic toys as they connect her to the roots and give a legacy to pass on. “The natural material palettes, the non-toxic dyes, the child-friendly silhouettes reflect the details worked on by the artisans to make toys meaningful for a young mind. The taste of clay in the water whistles, the sound of water hitting the tin in steamboats, the smell of the seeds in Mancala boards, and the prick of the stone in Catapult let kids engage with the elements of nature. Games like marble solitaire, swirl mazes, etc encourage strategic thinking challenging their mind as their fingers glide through the pieces. Play sets like brass kitchenware miniatures, ‘Channapatna peg dolls,’ etc. give a slice of reality, along with the creative freedom to change it—making everything around our everyday life sound fun.”

Game On

The Indian toy industry has evolved to meet the demands of the modern era. The perception that Indian toys and games are not popular compared to imported ones is a bit misleading. India has a rich history of traditional toys and board games that date back centuries.

Games like Ludo and Chess, for instance, originated in India and have deep cultural roots.

R. Jeswant, CEO, of Funskool, states, “The focus on encouraging the indigenous toy industry has given a fillip to the toy makers and many of the manufacturers have adapted their strategies to cater to the demand generated by these initiatives. Our ‘Chhota Bheem’ range of action figures under license from Green Gold has been a success and we see an increasing trend in toy manufacturers focusing on toys and board games which reflect Indian culture.”

The perception that Indian toys are limited to wooden or traditional varieties is outdated. While traditional toys hold significant cultural value, the Indian toy industry has evolved to meet the demands of the modern era. “Products like

STEM (Science, Technology, Engineering, and Maths) kits, DIY sets, and educational board games are popular as they provide interactive learning and foster critical thinking skills. This shift towards more innovative and relatable toys reflects the changing preferences of both children and parents in the digital age.” The toy industry is evolving but there are many challenges to overcome, says Suhasini Paul, the Recipient of Designprenuer Award from PM Narendra Modi, “Effective marketing strategies, promotion through online platforms and participation in international trade fairs, can further elevate the visibility and appeal of Indian toys.

By emphasizing cultural richness, design, innovation, indigenous manufacturing, and quality assurance, Indian toys can surely gain popularity both in India and globally.”

Playtime Folks

Desi toys and games are fun, enlightening, and relevant to all age groups — games like Seven Stones, Windup Top, slingshot, etc. are enjoyed by all Games like Ludo and Chess, for instance, originated in India and have deep cultural roots

“By incorporating elements from Indian folklore, history, and everyday life, toys and game designers are providing more relatable and culturally enriching experiences." — Sidhant Chand, Founder of Zenwood Games

“The natural material palettes, non-toxic dyes, child-friendly silhouettes reflect the details worked on by the artisans to make toys meaningful for a young mind.” — Shifaa Kalra, Architect

“One notable aspect of this change is the focus on creating toys and games that reflect Indian values, ethos, and culture through storytelling.” — Suhasini Paul, an eminent Indian toy designer