Unlock data-backed intelligence on India Toys Market, size at USD 1.8 billion in 2023, showcasing industry growth and strategic insights.

The Indian toy market rose remarkably to $8.8B in 2024, growing by 5.4% against the previous year. Overall, the total consumption indicated a temperate increase from 2012 to 2024: its value increased at an average annual rate of +4.7% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +5.3% against 2021 indices.

In financial year 2023, infant/preschool toys had the highest market share of ** percent in the Indian toy market. This was followed by electronic toys, which had a share of over ** percent during the same period.

India Baby Toys Market was valued at USD 1.69 billion in 2024 and is anticipated to grow with a CAGR of 7.57% through 2030.

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Market Size	2024: USD 1.69 Billion
Forecast Market Size	2030: USD 2.61 Billion
CAGR	2025-2030: 7.57%
Fastest Growing Segment	Online
Largest Market	North
Key Players	1. Me n Moms Pvt Ltd (Mee Mee) 2. Funskool (India) Ltd 3. Reliance Brands Limited (Hamleys) 4. Pegasus Toy-kraft Pvt Ltd 5. Simba Toys India Pvt. Ltd. 6. Smartivity Labs Pvt. Ltd. 7. Hasbro India LLP 8. Naivri 9. Funcorp Business Private Limited 10. Artsana India Private Limited (Chicco)

The market size of the toy industry in India was 1.7 billion U.S. dollars in fiscal year 2023, an increase from the previous year. However, the size of the toys market was expected to reach three billion dollars by fiscal year 2028.

The India Educational Toys Market size was valued at USD 3.22 billion in 2023 and is projected to reach USD 8.06 billion by 2032, exhibiting a CAGR of 14.0 % during the forecasts period. Educational toys are designed to stimulate learning, problem-solving skills, creativity and cultural awareness for children of all ages. In India, toys such as wooden puzzles, clay modeling kits, spinning tops (lattu), and traditional board games have been used for centuries to educate or entertain children. Growing emphasize on STEM education and develop mathematics and logical skills among parents in their children is expected to increase demand for STEM toys and logic games in India. Further, emerging advanced technologies such as augmented and virtual reality is expected to create significant growth in educational toys market. AR/VR based educational toys offers immersive learning experience to children in subjects such as STEM, geography, history that helps to easily understand complex concepts. Recent developments include: In May 2023, well-known brand is Indian toys industry, Funskool India Ltd. launched range of educational toys which are designed to enhance physical abilities, coordination, motor skills, creativity among children..

Market Size for India Toys and Games Market on the Basis of Revenue in INR Crores, FY’2018-FY’2024 In 2023, Lego introduced a new range of educational toys to promote STEM learning among children. This initiative aims to tap into the growing demand for educational toys in India and foster an environment of learning through play. Key regions such as Maharashtra, Delhi NCR, and Karnataka have emerged as significant markets due to their high population density and robust retail infrastructure. The India toys and games market reached a valuation of INR 20,000 Crore in 2024, driven by factors such as the growing middle-class population, increasing disposable income, and evolving consumer preferences for educational and interactive toys. The market is characterized by major players such as Funskool, Mattel, Lego, Hasbro, and Hamleys. These companies are recognized for their extensive distribution networks, innovative product offerings, and focus on safety and quality standards.

Get detailed insights on India Baby Toys Market, size at USD 1.4 billion in 2023, showcasing industry trends and opportunities, driven by growing demand in the market.

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Toy Market Size 2025-2029

The toy market size is forecast to increase by USD 28.3 billion, at a CAGR of 4.4% between 2024 and 2029.

The market is experiencing significant growth driven by increasing personal disposable income and the expanding middle-class population worldwide. This economic trend is fueling demand for various toy categories, particularly construction toys that foster creativity and skill development. Additionally, the growing popularity of digital games and e-games signifies a shift towards interactive and technology-driven play experiences. Companies in the toy industry must capitalize on these trends by offering innovative and engaging products that cater to both traditional and digital play preferences. However, challenges persist in the form of intensifying competition and evolving consumer expectations. With numerous players in the market, companies must differentiate themselves through unique offerings and effective marketing strategies.
Furthermore, keeping up with the latest technological advancements and consumer preferences is crucial to remain competitive and meet the demands of tech-savvy consumers. Adapting to these market dynamics requires a strong focus on innovation, agility, and customer engagement. By staying attuned to these trends and challenges, toy companies can capitalize on opportunities and navigate the competitive landscape effectively.

What will be the Size of the Toy Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market dynamics shaping various sectors. Toddler toys, for instance, experience seasonal demand driven by holidays and birthdays. Price points vary, with supply chain management playing a crucial role in ensuring affordability and timely delivery. Toy safety regulations are a constant concern, with ongoing discussions around battery life and material sourcing. Brand loyalty is a significant factor, with consumers often returning to trusted brands for creative toys and educational products. Toy libraries and rentals offer cost-effective solutions for families, while product design continues to push boundaries with interactive and solar-powered toys.

Intellectual property and licensing agreements shape the landscape for action figures, collectible toys, and character merchandise. E-commerce platforms and social media marketing have transformed retail channels, with influencer marketing and online sales driving growth. Building blocks and arts & crafts supplies cater to the creative sector, while ride-on toys and outdoor toys cater to active children. Ethical sourcing and sustainable practices are increasingly important, with consumers demanding transparency in material sourcing and distribution networks. The product lifecycle is a continuous process, with new trends emerging and evolving, from plastic toys and fabric toys to metal toys and electronic toys.

How is this Toy Industry segmented?

The toy industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Outdoor toys and dolls
  Building sets and puzzles
  Action figures and vehicles
  Others


Distribution Channel

  Offline
  Online


Age Group

  Infants and toddlers
  Kids
  Teenagers


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Product Insights

The outdoor toys and dolls segment is estimated to witness significant growth during the forecast period.

The market encompasses a wide range of products, including preschool toys, educational toys, role-playing games, interactive toys, video games, card games, outdoor toys, wooden toys, battery-operated toys, solar-powered toys, hot wheels, licensing agreements, action figures, fabric toys, soft toys, arts & crafts supplies, distribution networks, metal toys, retail channels, ethical sourcing, toy cars, indoor toys, baby toys, product lifecycle, toddler toys, price points, supply chain management, toy safety regulations, battery life, brand loyalty, toy libraries, product design, plastic toys, creative toys, seasonal demand, intellectual property, material sourcing, e-commerce platforms, building blocks, stuffed animals, toy fairs, social media marketing, influencer marketing, ride-on toys, collectible toys, plush toys, remote control cars, online sales, electronic toys, teen toys, and school-age toys.

The outdoor and sports toys and dolls segment dominates the market due to the growing health consciousness among parents. This segment

The India toys market attained a value of USD 2.60 Billion in 2024 and is projected to expand at a CAGR of around 6.40% through 2034. 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 4.83 Billion by 2034.

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.

The India Toys Market encompasses a comprehensive range of product categories, catering to diverse consumer preferences and developmental stages: Plush Toys: These endearing and tactile toys remain a beloved choice, providing comfort and companionship to young children. Electronic Toys: With their interactive features, vibrant lights, and engaging sounds, electronic toys captivate children, stimulating imagination and cognitive development. Games and Puzzles: These classic toys foster social interaction, strategic thinking, and problem-solving skills. Board games, card games, and puzzles offer endless hours of entertainment and learning. Construction and Building Toys: These toys ignite creativity and nurture fine motor skills. Blocks, magnetic tiles, and construction sets empower children to design and build their own imaginary worlds. Dolls: Traditional and fashion dolls continue to fascinate children, particularly girls. These toys promote imaginative play, social skills, and a sense of empathy. Ride-Ons: These active toys provide physical exercise and a sense of adventure. Ride-on cars, scooters, and tricycles encourage coordination and balance. Sports and Outdoor Play Toys: Balls, bats, and other outdoor toys encourage physical activity, teamwork, and social interaction. Infant/Pre-school Toys: Specially designed toys for infants and preschoolers focus on sensory stimulation, fine motor development, and cognitive growth. Activity Toys: These engaging toys facilitate creative expression and exploration. They include painting kits, drawing supplies, and musical instruments. Other Toys: This category encompasses specialty toys that address specific interests, such as educational toys, collectible figurines, and musical instruments for budding musicians. Notable trends are: The rise of e-commerce is driving market growth.

In fiscal year 2022, the market share of domestically produced toys in the Indian toy market accounted for 85 percent. On the other hand, the share of imported toys accounted for 15 percent during the same period.

The Toys eCommerce market in India is predicted to reach US$2,935.6m revenue by 2025. The top online retailers in the market are firstcry.com, hamleys.in and jiomart.com.

Leverage actionable intelligence on India Dolls and Stuffed Toys Market, size at USD 260 million in 2023, showcasing strategic insights and revenue trends.

India Toys and Games Market Segmentation What are the Regulations and Initiatives which have Governed the Market: Which Industry Challenges Have Impacted the Growth of India Toys and Games Market

The segment has been evaluated, and its growth has been forecasted through time reflecting the amount it will take to cross from USD 61.7 billion in 2025 to USD 152.8 billion by 2034 at a reliable rate of 9.44% Annual Compound Growth Rate (CAGR).

Metric	Value
Educational Toy Market Size (2025E)	USD 61.7 billion
Projected Market Size (2035E)	USD 152.8 billion
Value Based CAGR (2025 to 2035)	9.44%

Country-wise Analysis

Countries	CAGR (2025 to 2035)
United States	9.50%
Germany	9.90%
China	10.10%
India	10.30%
Australia	10.60%

Competitive Outlook

Company Name	Estimated Share (%)
Lego System A/S	20-25%
Mattel, Inc.	15-20%
Spin Master Corp.	10-15%
Hasbro, Inc.	8-12%
Melissa & Doug	5-10%
Other Companies (combined)	25-35%

The global toys and games market is witnessing expansion due to factors such as increased interest in green toys, the resurgence of traditional toys and video games, and awareness about the cognitive benefits of building toys. The rising popularity of mobile-based gaming and traditional recreational activities like construction sets and puzzles among younger generations also drive the market. The demand for dolls and STEM-based games and toys remains high due to their appeal to children and collectors, providing a valuable learning experience while being entertaining. The market is experiencing growth in tech-based toys, with sustainability and digitalization being key focus areas. Children's preferences are shifting from traditional toys to digital entertainment forms like video games, mobile apps, and virtual reality experiences. The electronic games category dominates the market with the largest revenue share, while the games and puzzles segment is forecasted to grow at the fastest rate. The 15 years and above age group recorded the largest market share, with the offline channel dominating the global market. However, the online distribution channel segment is estimated to grow rapidly. Mordor Intelligence™ Industry Reports provide statistics for the Toys and Games market share, size, and revenue growth rate, including a market forecast outlook and a historical overview. A sample of this industry analysis is available as a free report PDF download.

   Toys And Games Also Known As: Fun and Games, Kids' Toys, Children's Playthings

   Toys And Games Report Covers the Following Regions: NA, North America, North American, EU, Europe, European, APAC, Asia Pacific, Asian, SA, South America, South American, MEA, Middle East and Africa, Middle Eastern and African, MENA, Middle East, Middle Eastern, Africa, African

   Toys And Games Report Covers the Following Countries: USA, United States, US, Canada, Mexican, Mexico, ES, Spain, Spanish, UK, United Kingdom, British, DE, Germany, German, FR, France, French, IT, Italy, Italian, RU, Russia, Russian, China, Chinese, JP, Japan, Japanese, IN, India, Indian, AU, Australia, Australian, BR, Brazil, Brazilian, AR, Argentina, Argentine, ZA, South Africa, South African, SA, Saudi Arabia, Saudi

India Sex Toys Market has witnessed significant growth over the past few years.

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Construction Toys Market Size 2025-2029

The construction toys market size is forecast to increase by USD 2.11 billion at a CAGR of 3.8% between 2024 and 2029.

The market is witnessing significant growth due to the increasing focus on children's educational development. Parents are increasingly seeking toys that offer more than just entertainment value, leading to an increase in demand for construction toys that promote creativity, problem-solving skills, and fine motor development. Furthermore, the integration of robotics and digital technology in construction toys is adding a new dimension to the market. E-commerce platforms are making it easier for consumers to access a wide range of construction toys, from plastic building blocks to computer-controlled models. However, the market is also facing challenges such as the presence of counterfeit products and the need for medical device cleaning and safety regulations. As eco-friendly toys gain popularity, manufacturers are responding by introducing more sustainable options made from recycled materials. Overall, the market is poised for continued growth as it caters to the evolving needs of modern parents and children.

What will be the Size of the Construction Toys Market During the Forecast Period?

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The market encompasses a wide range of products designed to stimulate cognitive development and holistic growth in children. These toys, often made of plastic or PVC, foster spatial reasoning and imagination through city-building and mechanical projects. Educational institutions and child psychology experts recognize the value of construction toys in enhancing motor skills, social competence, and problem-solving abilities. Market dynamics reflect a growing emphasis on sustainable toys made from recyclable materials, as regulatory authorities increasingly scrutinize the use of bisphenol A and other potentially harmful substances in children's toys. E-commerce platforms have emerged as popular sales channels, particularly among working-class parents, enabling easy access to a diverse range of construction toys catering to various age groups and interests.
Product categories span from traditional building blocks to more complex mechanical toys, incorporating principles of levers, gearing, and problem-solving skills. The market's continued growth is driven by the intellectual, physical, and social development benefits these toys provide, making them an essential component of children's play and learning experiences.

How is this Construction Toys Industry segmented and which is the largest segment?

The construction toys industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Type

  Bricks and blocks
  Tinker toys
  Others


Material

  Polymer
  Wood
  Metal


Age Group

  School age
  Preschool
  Toddlers
  Teenagers


Geography

  APAC

    China
    India
    Japan
    South Korea


  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  South America



  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. The market encompasses various segments, including cognitive development, spatial reasoning, education systems, holistic development, imagination, plastic toys, PVC, Bisphenol A, regulatory authorities, child psychology, motor skills, social competence, sustainable toys, recyclable materials, and safety. Construction toys are essential for mental and physical development, fostering problem-solving skills, productive skills, and creativity in children. These toys, which include building blocks, bricks, tinker toys, and city-building toys, are available in various materials, such as plastic, water resistance, and eco-friendly raw materials. Market leaders and followers in this industry include established players, toy makers, and e-commerce platforms. Working-class parents and educators prefer these toys for their children due to their educational value, focusing on mechanical principles, such as levers, gearing, and problem-solving skills.

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The offline segment was valued at USD 7.24 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 49% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market in APAC is projected to lead the global industry due to the increasing demand for premium

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Educational Toys Market Size 2025-2029

The educational toys market size is forecast to increase by USD 26.34 billion at a CAGR of 11.5% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing demand for smart toys that integrate technology into learning experiences. These interactive toys not only enhance children's cognitive abilities but also provide entertainment. Another trend shaping the market is the rise in demand for eco-friendly toys, as consumers become more conscious of their environmental impact. However, the market faces challenges, including the threat from counterfeit products that undermine brand reputation and consumer trust.
Companies must prioritize quality, safety, and transparency to differentiate themselves and maintain customer loyalty. To capitalize on opportunities and navigate challenges effectively, market participants should focus on innovation, sustainability, and robust supply chain management. The younger, middle-class population, coupled with a cultural shift towards educational playtime instead of traditional education, is on the rise in this region

What will be the Size of the Educational Toys Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market caters to a diverse target audience, including parents, educators, and caregivers, who prioritize the development of cognitive skills in children. Content marketing plays a pivotal role in reaching this audience, with marketing campaigns centered around child development, gifted child toys, and smart toys. Quality control is crucial in this industry, ensuring the delivery of safe and effective products. Customer service is another essential aspect, with e-commerce strategies optimized for seamless online shopping experiences. Special needs toys and inclusive design have gained prominence, addressing the needs of children with various abilities. Brand positioning differentiates players in the market, with some focusing on sensory integration, emotional regulation, and inclusive education.

Retail strategies vary, from toy libraries and subscription boxes to sales promotion and digital marketing. Outdoor play equipment and physical development toys complement the range, while teacher training and parent education initiatives foster long-term engagement. Interactive whiteboards and adaptive learning technologies enhance the learning experience, while social media marketing and public relations efforts expand reach. Product lifecycle management is essential, with regular updates and improvements to cater to evolving customer needs. Competitive advantage is gained through innovative solutions, such as assistive technology, personalized learning, and social skills development. Sales promotion and play therapy initiatives further engage consumers, ensuring a strong market presence.

How is this Educational Toys Industry segmented?

The educational toys industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Age Group

  0-4 years
  4-8 years
  Above 8 years


Product

  Academic toys
  Cognitive toys
  Motor skill toys
  Other toys


Distribution Channel

  Offline
  Online


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Age Group Insights

The 0-4 years segment is estimated to witness significant growth during the forecast period. In the realm of early childhood education, the market for educational toys caters to the developmental needs of children aged 0-4 years. With a focus on curriculum alignment and STEM learning, parents seek toys that foster cognitive development, emotional growth, and motor skills. Major players in this segment include Mattel, Learning Resources, and Lego System, offering a range of products from Snap-n-Learn Alphabet Alligators to Number Pops. Interactive toys, coding kits, math kits, and construction sets are popular choices, while e-learning platforms, educational apps, and digital literacy tools also gain traction. Parent resources, teacher resources, and return policies are essential considerations for parents.

Age appropriateness, safety standards, and engaging gameplay are key factors in brand loyalty. Product innovation, educational value, and experiential learning are driving trends in the market. Online retailers and brick-and-mortar stores serve as distribution channels, catering to the diverse needs of consumers. The market encompasses a wide range of toys, from building blocks and musical instruments to scie