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Toys and Games in India
June 2022
Toys and games in 2021: The big picture
After a year of minor growth in 2020 during the first year of COVID-19, the current value growth rate of toys and games accelerated in 2021. However, the differences across categories were significant, with traditional toys and games seeing double-digit declines in both years, and video games seeing dynamic double-digit growth rates.
2021 key trends
In 2021, due to the new BIS regulation, the major toy importers in India struggled to manage their supply, while domestic manufacturers streamlined the production of quality toys and games and ramped up their processes to close the gap in the market and meet the demand. 2021 was therefore a year of transition in terms of a shift from foreign imports to domestic production for the toys and games industry in India.
Competitive landscape
With vast distribution networks, high brand awareness, brand loyalty and quality products, Hasbro and Mattel retained their top positions in traditional toys and games in India in 2021. However, this remained a highly fragmented category, with over three quarters of value sales coming from local and unbranded products.
Retailing developments
The distribution landscape varies significantly between the two toys and games categories. Store-based retailing continued to be the predominant retail channel in traditional toys and games in India in 2021, with traditional toys and games stores accounting for most share.
What next for toys and games?
The toys and games industry in India is small, estimated to account for less than 1% of global sales of toys and games in 2021. Considering this situation, as well as improved manufacturing capabilities and market access, the expected recovery from COVID-19, the diverse population, and growing discretionary spending in India, toys and games has huge potential for growth in the country in the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Traditional Toys and Games
Video Games
If you're in the Toys and Games industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in India report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Toys and Games in India?
Which are the leading brands in Toys and Games in India?
How are products distributed in Toys and Games in India?
How is the rise of e-commerce impacting the retail landscape and traditional outlets?
What are the key safety regulations to observe in India?
How has retail disruption following COVID-19 and national lockdown impacted sales?
Where is future growth expected to be most dynamic?
Is it more important to appeal to children or adults?
Toys and Games in India
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in India
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strict quality standards lead to scarcity of some products in the market
Demand for games and puzzles increases amidst lockdown
E-commerce continues to perform well
PROSPECTS AND OPPORTUNITIES
Ensuring the quality of products sold will help attract consumers
Promotion of traditional and indigenous toys by the government
Macroeconomic and social factors to support the growth of traditional toys and games in India
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in India
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increased internet access and home seclusion provide a tailwind to video games
Growing demand in tier-2 and tier-3 cities
PlayStation 5 takes the lead in video games hardware
PROSPECTS AND OPPORTUNITIES
Growth in the gaming audience projected to drive growth in video games
Government policies also set to contribute to growth
E-commerce distribution network continues to improve in India
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
Action Figures and Accessories
Arts and Crafts
Baby and Infant
Construction
Dolls and Accessories
Dress-Up and Role Play
Games and Puzzles
Model Vehicles
Outdoor and Sports
Plush
Pre-School
Remote Control Toys
Ride-On Vehicles
Scientific/Educational
Other Traditional Toys and Games
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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