Executive Summary

Aug 2019
PROSPECTS
Child’s play steals the show

India is one of most populous countries in the world. About 5% of this population are infants aged 0-2-years-old, implying a huge customer base for baby and infant toys.

Adults socialise by indulging in old-school board-gaming

Board games and puzzles are finding a new target audience in adults as they look for newer means of entertainment. As going out has become an expensive and time-consuming affair, the trend of hosting friends at home is picking up, especially in towns and cities, through games nights.

Homegrown hero Chhota Bheem continues to be popular

DC, Marvel and Disney have dominated the toys and games licencing space in India. This has been the case mostly because of the exposure to Hollywood movies and TV series which are released at regular intervals.

COMPETITIVE LANDSCAPE
Mattel Toys (India) Pvt Ltd shows its dominance in traditional toys and games

Mattel Toys (India) overtook Funskool (India) Ltd to grab the number one spot in 2018. It was able to achieve this feat because of exemplary performances by Mattel’s trademark products, Fisher-Price in the baby and infant category, Barbie doll in dolls and accessories, and Hot Wheels in model vehicles.

Hamleys making its presence felt in the retail space

Traditional toys and games stores were the most preferred medium for buying toys and games. The retail space is dominated by local and regional stores, but now Hamleys is making its presence felt in a big way.

Organised retailing is catching up

In the past, the unorganised market in toys and games thrived due to the lack of regulations on quality and cheap imports. Major brands like Barbie, Hot Wheels and Monopoly have been impacted by the “me too” movement, and counterfeit products available at a much lower cost.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in India market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in India?
  • What are the major companies India?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why 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 industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in India - Category analysis

HEADLINES

PROSPECTS

Child’s play steals the show
Adults socialise by indulging in old-school board-gaming
Homegrown hero Chhota Bheem continues to be popular

COMPETITIVE LANDSCAPE

Mattel Toys (India) Pvt Ltd shows its dominance in traditional toys and games
Hamleys making its presence felt in the retail space
Organised retailing is catching up

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in India - Industry Overview

EXECUTIVE SUMMARY

Toys and games industry stabilises
Legislative reforms continue spinning the wheel of fortune
Mattel Toys (India) Pvt Ltd and Sony India Pvt Ltd rule the toys and games industry in India
Traditional toys and games stores dominate
Brighter days ahead for toys and games industry in India

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources