Traditional Toys and Games in India

PRE-COVID-19 PERFORMANCE

Chhota Bheem adds local flavour to product licensing in 2019

Licensing continues to play an important role in traditional toys and games, with licensed products continuing to gain share in 2019. These products have a particularly strong presence in action figures and accessories and dolls and accessories with children keen to acquire replicas of their heroes.

Baby and infant toys and games the main growth driver with parents focused on STEM products

India is one of most populous countries in the world with there being a huge customer base for baby and infant toys. This can be seen in baby and infant toys and games being the largest but also one of the most dynamic categories in 2019.

Tougher regulations on cheap imports pays dividends for the leading brands in 2019

In the past, the unorganised market in traditional toys and games thrived due to the lack of regulations on cheap imports, with counterfeit products available at a much lower cost. The unorganised market had great distribution too, making these products available in every corner of cities.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of traditional toys and games are now expected to grow by 0% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 1% rise in sales forecast in our 2019 edition of toys and games.

Affected products within traditional toys and games

Most categories of traditional toys and games are expected to see slightly slower growth than anticipated in 2020. Nevertheless, there have been some opportunities created as well.

Recovery and opportunities

India has a huge potential sales base from which to call on which should ensure that traditional toys and games continues to see growth over the forecast period. Nevertheless, traditional toys and games faces several significant challenges, with one of the main threats being the growing competition from video games.

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