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Traditional Toys and Games in India

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    Report

  • 24 Pages
  • June 2025
  • Region: India
  • Euromonitor International
  • ID: 2321786
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.

The 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

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 CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources