Traditional Toys and Games in India

PROSPECTS

Licensing increases in traditional toys and games

Licensing in traditional toys and games in India has increased in recent years in line with the growing exposure of children and parents alike to popular movies and TV shows such as Bahubali, Chota Bheem, Minions and Motu Patlu. This trend is particularly strong in action figures and accessories, dolls and accessories, ride-on vehicles and plush toys.

Branded products benefit from demographic and socioeconomic trends

Demographic and socioeconomic factors continued to boost demand for branded products within traditional toys and games in 2017. Most notably, rising disposable incomes and the trend towards smaller family sizes in India ensured that many consumers were better able to afford reputable brands, and thus less likely to choose cheaper non-branded alternatives.

Scientific/educational category expected to develop fastest

The scientific/educational category is expected to post the fastest growth in value sales at constant 2017 prices within traditional toys and games over the forecast period. Together with the pre-school and baby and infant categories, the scientific/educational category will continue to benefit from rising awareness among parents of how certain types of toys and games can stimulate the intellectual development of children.

COMPETITIVE LANDSCAPE

Funskool and Mattel remain the top two players in 2017

Funskool remained the leading company in traditional toys and games in value terms in 2017, closely followed by Mattel. Funskool continued to benefit from its distribution of Lego and several Hasbro brands in India, while Mattel’s position was underpinned by the success of renowned brands such as Hot Wheels, Fisher-Price and Barbie.

New launches help to maintain consumer interest in different categories

New product launches continued to play a major role in traditional toys and games in 2017, helping to sustain the positive development of action figures and accessories, games and puzzles and several other categories. Many new launches comprised licensed products based on popular movies and TV shows.

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