2025 Developments
Toys and games in India demonstrated exceptional momentum in 2025, achieving value growth of 14% to reach retail value sales of INR305,355 million. This performance highlights a highly attractive landscape, with an 11% CAGR forecast through 2030, underpinned by mass adoption of smartphones, regulatory shifts favouring compliant digital gaming, and the rapid rise of an aspirational, digitally connected middle class. The landscape is defined by an overwhelming shift towards video games, now comprising the majority of value and driven by mobile-first access and integrated local payments, alongside a structural move in traditional toys and games towards premium, certified and branded offerings as a result of tighter compliance requirements and supportive tax reforms. Success in toys and games in India requires a digital-first strategy, robust compliance, investment in premiumisation and a focus on e-commerce and social commerce engagement, as value increasingly accrues to brands able to deliver licensed, entertainment-led and culturally relevant experiences tailored to the evolving expectations of Indian consumers.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
2025 Developments
Key Data Insights
Video Games and Regulatory Change Drive Strong Growth
Real-Money Gaming Ban Redirects Value toward Esports, Subscriptions and Upi-Powered Mobile Play
Lego’S Premium Debut Accelerates Formalisation and Quality-Led Play
Brands Harness Digital-First Strategies to Capture Premium Growth
Upi-Powered Payments Drive Mobile Game Growth
Digital Infrastructure and Regulatory Alignment Define Which Businesses Lead
Top Players Sustain Leadership as Fragmentation Persists
Brands Drive Premiumisation with Innovative Launches
E-Commerce Leads as Payment and Assortment Widen
The Kidult Consumer, Wellness Positioning and Drop-Commerce Mechanics Define the Innovation Agenda
Ultra Soft Toys and Garena Offer Contrasting but Equally Deliberate Recent Innovations
Formalisation Benefits Concentrate among Organised Players While Digital-First Brands Capture Premium Sales
Traditional Toys and Games in India
Key Data Insights
Traditional Toys and Games Summary
Strong Consumer Spending Fuels Fast Growth in Traditional Toys and Games
Pop Mart and Social-Commerce Drops Accelerate Impulse Buying and Disrupt Offline Distribution
Ultra Soft Toys Taps Mindful Play and Wellness Demand with Weighted Plush Launches
Rising Incomes and Local Production Partnerships Drive Traditional Toys and Games Expansion
Parental Demand for Cognitive Support Boosts Science/Educational Toy Sales
Maniams Design Studio Unlocks Value with Culturally Inspired Launches
Top Players Drives Growth with Premium Model Vehicles and Collector Appeal
Games and Dolls Anchor India’S Toy Market Leaders
Swiggy Instamart and Hamleys Expand Impulse Buying with Rapid Delivery
Lego Certified Stores Redefine Shopping with Experience-Driven Formats
Drop-Led Commerce Mechanics and Emotional Benefit Positioning Reframe How Products Are Designed and Launched
Veva Toys Global's Quick-Commerce Pivot and Ultra Soft Toys' Cuddle and Calm Collection Illustrate the Breadth of Recent Innovation
Legacy Distribution Models Face Structural Erosion as Innovation Rewards Brands with Direct Consumer Relationships
Video Games in India
Key Data Insights
Video Games Summary
Companies Adapt as Regulatory Reset Shifts Spending to Entertainment Titles
Krafton’S Bgmi Lifts Revenue per User as Monetisation Deepens
Xbox Accepts Upi as Digital Channels Fuel Console Premiumisation
Mobile Publishers Deepen Engagement as Payments Innovation Lifts Revenue
Esports and Premium Digital Content Gain From Regulatory Clarity
Top Players Sustain Premium Console Leadership as Fragmentation Deepens
Krafton and Garena Drive Engagement with Localised Content and Esports Activations
Amazon and Flipkart Drive Digital Shift as Upi Fuels Sales
Localisation as a Product Discipline and Payment Infrastructure as a Design Feature Redefine the Innovation Agenda
Xbox Game Pass and Garena's India-Hosted Server Infrastructure Represent Commercially Significant Product Innovations
Arpu Improvement over User Base Expansion Reshapes How Success Is Measured and Rewarded across the Industry
Country Reports Disclaimer
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
- Gaming Headsets
-
-
- Computer Games (Physical)
- Console Games (Physical)
-
- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
- Console Games (Physical)
- Console Games (Digital)
-
- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
-
- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
-
- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
-
-
-
Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!