Competitive Landscape
Top Players Drives Growth with Premium Model Vehicles and Collector Appeal
Traditional toys and games in India remains highly fragmented, with the leading company, Mattel Toys (India) Pvt Ltd, accounting for only 6% share in 2025, while Hasbro India Toys Private Ltd holds 5% and TruCare FZC stands at 4%. The competitive environment has seen a modest increase in concentration over the past five years, as international players like Mattel and Hasbro have strengthened their positions, while homegrown brands such as Funskool (India) Ltd continue to secure a significant presence, particularly in regions beyond major cities.
Games and Dolls Anchor India’S Toy Market Leaders
Mattel's success is driven by the enduring success of dolls and accessories, as well as heightened collector demand for Hot Wheels within model vehicles, particularly at premium price points. Hasbro maintains its position through the strong and consistent performance of games and puzzles, with classic titles like Monopoly continuing to resonate across Indian households.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in India?
- Which are the leading brands in Traditional Toys and Games in India?
- How are products distributed in Traditional 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?
Traditional Toys and Games in India - Category analysis
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
Toys and Games in India - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
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 Traditional Toys and Games research and analysis database.
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