Toys and Games in India

COVID-19 impact on toys and games

India has taken strict measures to control the spread of COVID-19 with the imposing of a strict lockdown at the end of March 2020. This resulted in the closure of non-essential stores, which included traditional toys and games stores and other non-grocery specialists.

COVID-19 country impact

India’s lockdown came into effect from 25 March 2020. All forms of movement were restricted for consumers apart from those classified as essential workers, including medical workers, police and grocery shop owners.

Mobile games flourishing in 2019 while STEM products remain popular

Mobile games remained the hot topic in toys and games with it accounting for more than half of all value sales in 2019, up from less than one fifth of value sales in 2014. With smartphones becoming more affordable, due to strong competition between local and Chinese brands, and with internet connectivity improving, more consumers than ever are able to access mobile games.

Mattel and Sony lead the way in 2019 in an increasingly fragmented market

Mattel Toys (India) Pvt Ltd extended its lead in traditional toys and games thanks to the growing popularity of well-known brands such as Hot Wheels, Barbie and Fisher-Price. The company continued to invest in new product development and marketing campaigns at the end of the review period to support the growth of its key brands, while it also benefited from government efforts to curb the importing of cheap copy-cat products.

Video games set to be the brightest star in the future of toys and games in India

The future of toys and games in India appears bright, with a huge audience and improving standards of living expected to provide a backbone to growth. Traditional toys and games is expected to see steady growth with licensed products expected to play a growing role as interest and awareness in local and foreign TV and film franchises grows.

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