The India toys market attained a value of USD 2.77 Billion in 2025 and is projected to expand at a CAGR of around 6.40% through 2035. Surge in demand for STEM-based toys in Tier II and III Indian cities, driven by edtech platforms bundling interactive toys with learning subscriptions, is uniquely propelling market growth by merging play with early cognitive and tech skill development. Such factors are thus propelling the market to achieve a value of USD 5.15 Billion by 2035.
According to government statistics, India's toy market is going through a dramatic change, led by schemes such as the Production Linked Incentive (PLI) scheme and the 'Make in India' initiative. The Bureau of Indian Standards (BIS) has enforced strict quality standards, resulting in a sharp decline in toy imports and an increase in local production, thus boosting the India toys market expansion. This transformation has not only improved the quality of toys being sold in the market but also provided new opportunities for exports. The emphasis of the government on encouraging domestic production and enforcing safety standards is transforming the toy industry, making India a global hub for toy manufacturing.
The toy industry in India is being fueled by robust government-backed innovation programs and increased focus on the integration of education and technology among the kids. The e-Toycathon 2025 event held by the Ministry of Electronics and Information Technology has spurred young innovators to come up with home-grown, eco-friendly electronic toys, giving a boost to an indigenous manufacturing ecosystem for toys, thus boosting the India toys market development.
At the same time, there is also an evident shift towards toys combining education and technology. Initiatives such as AI-powered 'Robo-Mentor', interactive educational charts in multiple languages, and sensor-based music mats. These reflect increased demand for interactive, technology-based learning toys. The initiative is also in conformity with national aspirations to augment local production while developing creativity, learning, and skill sets among children.
Base Year
Historical Period
Forecast Period
According to a report by Punjab National Bank, India toys market is augmenting with a robust growth rate, which in turn is aimed at capturing a significant share of the global toys market, projected to reach USD 179.4 billion by 2032.
The Union Budget 2025-26 highlights the significance of this sector with the declaration of the National Action Plan for Toys. This scheme will focus on increasing cluster development, increasing skills, and developing a robust manufacturing ecosystem., thereby bolstering the growth of the India toys market.
Quality Control Order (QCO) was implemented in 2020 provided for stringent quality requirements for toys. The government also raised import duties from 20 per cent to 60 per cent in February 2020 and then to 70 per cent in March 2023. These actions have lowered toy imports considerably while promoting local production.
Compound Annual Growth Rate
6.4%
Value in USD Billion
2026-2035
*this image is indicative*
|
India Toys Market Report Summary |
Description |
Value |
|
Base Year |
USD Billion |
2025 |
|
Historical Period |
USD Billion |
2019-2025 |
|
Forecast Period |
USD Billion |
2026-2035 |
|
Market Size 2025 |
USD Billion |
2.77 |
|
Market Size 2035 |
USD Billion |
5.15 |
|
CAGR 2019-2025 |
Percentage |
XX% |
|
CAGR 2026-2035 |
Percentage |
6.40% |
|
CAGR 2026-2035 - Market by Region |
South India |
7.5% |
|
CAGR 2026-2035 - Market by Region |
East India |
6.9% |
|
CAGR 2026-2035 - Market by Age Group |
Between 5 To 10 Years |
7.3% |
|
CAGR 2026-2035 - Market by Distribution Channel |
Online |
8.1% |
|
2025 Market Share by Region |
East India |
21.4% |
Parents nowadays want to inculcate education in their child from an early age, which is boosting the need for educational toys in India. STEM-based toys are being designed by toy manufacturers in India that promote maths, science, engineering and technology learning. For example, Smartivity offers DIY problem-solving and hands-on exploration kits aligned with the experiential learning goals of National Education Policy, thereby bolstering the India toys market growth.
The integration of regional folklore like Panchatantra and Tenali Raman into smart toys using augmented reality and voice recognition is uniquely driving the India toys market. These toys promote cultural immersion and native language retention, especially in multilingual households, blending traditional storytelling with modern technology to create an engaging and educational play experience for children.
Toy manufacturers are incorporating apps and augmented reality into physical toys. For instance, PlayShifu develops interactive toys that pair with mobile apps, combining screen time with hands-on learning through AR, increasing engagement and learning potential, thus boosting the India toys demand.
Manufacturers are avoiding the production of gender-specific games and toys and rather focusing on gender-neutral ones. These toys avoid gender stereotypes, providing inclusive play opportunities. Companies are launching dolls, action figures, and games that resonate across genders and celebrate diverse identities, teaching equality and social consciousness from an early age.
Wellness gamification is emerging as a distinctive trend in the India toys market, where toys are designed to encourage physical activity, mindfulness, and emotional well-being among children. From yoga-themed board games to interactive plush toys guiding meditation and breathing exercises, these products blend play with holistic health. This trend aligns with growing parental focus on mental and physical wellness, fostering healthier habits in children through engaging, game-based formats.
The EMR’s report titled “India Toys Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Key Insight: Puzzles and games are the top-selling products in the Indian toy market because of their extensive incorporation into schooling and skill-building programs. Edtech startups and schools now bundle these products with organized learning kits, especially for brain development. These toys are also favoured by B2B institutional customers for their quantifiable learnings. High-margin appeal and repeat purchase behaviour via subscription-based models further solidify the dominance of this segment, particularly in urban and semi-urban locations where demand is increasing for learning-through-play solutions, thus boosting the India toys market development.
Market Breakup by Age Group
Key Insight: The 5 to 10 years age group dominates toy purchases because it coincides with the peak cognitive, social, and emotional development stages. Toys targeting this age group tend to be curriculum-focused and utilized in both school and home environments. B2B opportunities in this group are strong, with schools, learning centres, and edtech platforms procuring products by this age group. The group also has the highest interaction and product engagement rate, which enhances repeat business and cross-category purchase, enhancing manufacturers' ROI.
Market Breakup by Distribution Channel
Key Insight: Online distribution dominates as digital-first brands optimize direct-to-consumer (D2C) models using data analytics and hyper-personalized marketing. Influencer campaigns, subscription toy boxes, and try-before-you-buy in the virtual world have boosted consumer trust and loyalty. Improvements in logistics and penetration to Tier II and III cities unlock untapped demand. Online platforms from a B2B viewpoint provide scalable, cost-effective channels for new toy startups and traditional brands alike to pilot SKUs and perfect product-market fit.
Market Breakup by Region
Key Insight: North India dominates regional segmentation because of its high urban density, high-income consumer base, and early enthusiasm for branded and educational toys. Delhi-NCR is especially strategic for national toy distributors as well as international licensees making an Indian market entry. B2B sales are facilitated by a high density of educational institutions, retail chains, and online fulfillment points. Marketing alliances with media and entertainment centers also boost brand visibility, and that further fuels long-term demand in several toy categories.
|
CAGR 2026-2035 - Market by |
Region |
|
South India |
7.5% |
|
East India |
6.9% |
|
North India |
XX% |
|
West India |
XX% |
Games and puzzles dominate, integrated with schools’ cognitive and skill-building programs.
Games and puzzles are the dominant type because of their strategic inclusion in academic assessment tools and modules of skill-building by schools and edtech companies. Licensing arrangements with educational content providers have placed these toys at the forefront as necessary for cognitive development aids. Their positioning with systematic learning objectives fuels bulk institutional buying, particularly from high-end schools prioritizing aptitude development and competitive exam preparation, thereby augmenting the growth of the India toys market.
Building sets have the highest growth rate, with their application in STEM studies and robotics classes. Tech startups and private institutions increasingly use sensor-integrated modular kits for hands-on learning. The sets cater to project-based learning and maker labs and propel high demand through strategic tie-ups with education franchises and hobby clubs for future-proofing children's skills.
5-10 years dominate due to curriculum-aligned toys and institutional bulk purchases.
The 5-10 years category leads to extensive participation in formal learning programs focusing on initial academic and social skill building. Educational licensing deals and character-based playsets with this age group appeal to institutional bulk orders tied to school schedules. It is most benefited from curriculum-based toys, thereby making it the primary focus for B2B clients like schools and after-school programs, thus boosting the demand in the India toys market.
The above 10 years of age segment is expanding at the fastest rate due to an increased need for advanced logic, coding, and competitive toys. This segment is being targeted by STEM clubs, coding bootcamps, and esports companies that combine technology-driven learning solutions. Strategic collaborations with niche education providers extend reach among urban tweens interested in mastering skills rather than traditional academics.
Online dominates via data-driven personalization, influencer marketing, and tier II/III penetration.
Online channels are gaming significant traction through data-driven positioning, allowing for personalized product suggestions and dynamic inventory management. Influencer marketing and local-language content are used by D2C brands to reach tier II and tier III markets. Integration with digital payments such as BNPL and frictionless delivery logistics drive acquisition, retention, and repeat buys, making the online channel the channel of choice for scalable B2B and B2C distribution. In 2023, Funskool launched 15+ new educational toys and expanded into Tier II cities like Coimbatore and Indore, planning new stores in Ghaziabad and Amritsar, boosting accessibility and growth in the Indian toys market.
Specialty stores are growing fast by introducing edited, engaging shopping experiences that build customer loyalty. They have specialized areas for STEM, well-being, and learning toys, in many cases collaborating with schools for workshops and selective launches. This experiential retailing format achieves increased conversion rates and positions stores as community hubs for learning and play, thus boosting B2B collaboration with toy brands and educational institutions.
North India leads toy demand with a strong manufacturing base and supportive policies.
Demand for toys in North India is growing rapidly due to the robust manufacturing base in North India and supportive government policies. More than 80% of the toy manufacturing plants in India are based in North India, primarily in the Delhi-NCR belt, adding strongly to domestic and local production. The Draft Electronic Toys Manufacturing Policy 2024 of Haryana state will help to invite INR 1,000 crore investment and generate 10,000 jobs, thus further boosting the industry. These efforts are placing the North India toys market as a thriving toy manufacturing and innovation hub, thus boosting the India toys market expansion.
Tamil Nadu is at the forefront of toys with biochar projects in South India. These initiatives are turning farm waste into biochar, which makes the soil more fertile, retains water, and sequesters carbon. Farmers experience better yields and climate resilience. Organizations such as Grow Billion Trees and ISAP India encourage biochar implementation, whereas the Salem Biochar Carbon Sequestration Project is concentrated on green practices and carbon credit generation. These projects collectively seek to increase productivity, reduce waste, and promote environmental sustainability in the area.
Major India toys market players are focusing on developing technology-enabled, educational, and culturally relevant products to capture evolving consumer preferences. They are innovating through the incorporation of augmented reality (AR), artificial intelligence (AI), and voice recognition within toys to make them highly interactive and personalized learning tools. Focus is on the STEM and coding kits that are tailored for skill development within the framework of formal education, and these are being targeted towards both urban and emerging markets. Moreover, customers are using local languages and mythology to enrich cultural affinity and extend market penetration into multilingual populations. Sustainability has become an increasing priority, with innovations in green materials and modular configurations to facilitate reuse and minimize waste. Distribution innovation involves the use of direct-to-consumer (D2C) digital platforms with hyper-localized marketing techniques to reach Tier II and III cities successfully. Furthermore, partnerships with edtech firms and schools for bundled solutions and subscription models hint at a trend towards long-term commitment and recurring revenues within this competitive environment.
Mattel, Inc. manufactures the famous toys such as Barbie dolls, Hot Wheels, Fisher-Price, and UNO in India. The company has its headquarters in the United States and specializes in creative play through iconic, globally famous toy brands throughout Indian markets since 1945.
Hasbro, Inc. offers toys like Transformers, Nerf blasters, Monopoly, and Play-Doh to India. It was established in 1923 and is headquartered in the United States. Hasbro offers a combination of physical and digital play together, with the goal of inspiring generations through storytelling-based toys and games.
LEGO System A/S provides a series of connecting plastic brick sets such as themed kits like LEGO City, Friends, and Technic. Founded in 1932 and based in Denmark, LEGO fosters creativity, problem-solving, and STEM education through its interactive construction toys.
Goliath Games, LLC offers games such as Rummikub, Sequence, and Gooey Louie in India. Established in 1980 and operating from the Netherlands, Goliath is a family and skill games company that has been expanding its presence in India's burgeoning board games and puzzles industry.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the India toys market report are Funskool Ltd., Chicco, and Ok Play India Ltd., among others.
Unlock strategic intelligence on India’s expanding toys market with our 2026-2035 forecast report. Discover key trends, regional demand shifts, and competitive strategies. Download a free sample or consult our analysts to identify high-growth segments and technology-driven opportunities across India.
Upto 15% Off
USD
$2499 $2249
$3999 $3599
$4999 $4249
$5999 $5099
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
Get in touch with us for a customized solution tailored to your unique requirements and save upto 35%!
In 2025, the India Toys market reached an approximate value of USD 2.77 Billion.
The market is projected to grow at a CAGR of 6.40% between 2026 and 2035.
The market is estimated to witness healthy growth in the forecast period of 2026-2035 to reach a value of around USD 5.15 Billion by 2035.
Key strategies include localization of content, integration of STEM and digital technologies, expansion into Tier II/III cities, partnerships with edtech platforms, and sustainable manufacturing aligned with government’s “Make in India” push.
Some of the key trends in the market are rising demand for STEM toys, green products, e-commerce expansion, licensed characters, and local manufacturing supported by the government.
The major regions in the market are North India, South India, East India and West India.
The various types considered in the market report are action figures, building sets, dolls, games and puzzles, and sports and outdoor toys.
The various distribution channels mentioned in the report are supermarkets and hypermarkets, specialty stores, convenience stores, online, etc.
The major players in the market are Mattel, Inc., Hasbro, Inc., LEGO System A/S, Goliath Games, LLC, Funskool Ltd., Chicco, and Ok Play India Ltd., among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product Type |
|
| Breakup by Age Group |
|
| Breakup by Distribution Channel |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
Datasheet
One User
USD 2,499
USD 2,249
tax inclusive*
Single User License
One User
USD 3,999
USD 3,599
tax inclusive*
Five User License
Five User
USD 4,999
USD 4,249
tax inclusive*
Corporate License
Unlimited Users
USD 5,999
USD 5,099
tax inclusive*
*Please note that the prices mentioned below are starting prices for each bundle type. Kindly contact our team for further details.*
Flash Bundle
Small Business Bundle
Growth Bundle
Enterprise Bundle
*Please note that the prices mentioned below are starting prices for each bundle type. Kindly contact our team for further details.*
Flash Bundle
Number of Reports: 3
20%
tax inclusive*
Small Business Bundle
Number of Reports: 5
25%
tax inclusive*
Growth Bundle
Number of Reports: 8
30%
tax inclusive*
Enterprise Bundle
Number of Reports: 10
35%
tax inclusive*
How To Order
Select License Type
Choose the right license for your needs and access rights.
Click on ‘Buy Now’
Add the report to your cart with one click and proceed to register.
Select Mode of Payment
Choose a payment option for a secure checkout. You will be redirected accordingly.
Gain insights to stay ahead and seize opportunities.
Get insights & trends for a competitive edge.
Track prices with detailed trend reports.
Analyse trade data for supply chain insights.
Leverage cost reports for smart savings
Enhance supply chain with partnerships.
Connect For More Information
Our expert team of analysts will offer full support and resolve any queries regarding the report, before and after the purchase.
Our expert team of analysts will offer full support and resolve any queries regarding the report, before and after the purchase.
We employ meticulous research methods, blending advanced analytics and expert insights to deliver accurate, actionable industry intelligence, staying ahead of competitors.
Our skilled analysts offer unparalleled competitive advantage with detailed insights on current and emerging markets, ensuring your strategic edge.
We offer an in-depth yet simplified presentation of industry insights and analysis to meet your specific requirements effectively.
Share