Unlocking Play: Evolution of India’s Toy Sector

The history of toy-making in India is extensive and varied, spanning thousands of years. Terracotta figurines, wheeled carts, and animal-shaped toys that reflected the cultural and socioeconomic values of the time were found during the Indus Valley Civilisation (c. 2500 BCE), which is when the oldest archaeological evidence of toys in India was found. These toys exhibit exceptional artistry and skill, having been made with locally accessible materials like clay, wood, and cloth.

Traditional Indian toys are tightly integrated into social customs and cultural narratives, making them more than just playthings. Wooden toys from Channapatna, Karnataka, for example, are renowned for their eco-friendly lacquering methods and vivid colours. Similarly, Andhra Pradesh's Kondapalli toys, which are made of softwood and dyed naturally, feature mythical figures and rural life. The ancient association of clay figurines with religious events and festivals in Varanasi underscores the cultural significance of toys in Indian society.

Every region in India has a unique toy-making style that is influenced by regional folklore, customs, and artistic expressions. These toys are frequently made by hand by talented craftspeople using age-old techniques that have been handed down through the years. Traditional toy-making communities, however, face obstacles related to sustainability, market accessibility, and competition from mass-produced plastic toys, despite their cultural value.

Evolution from handmade toys to organised manufacturing

When European influence introduced automated production techniques to India during the colonial era, the country started to move away from handmade toys and towards organised manufacturing. However, India's toy sector developed in a more systematic manner after independence. Several small-scale manufacturing facilities that produced metal and wooden toys arose in the 1950s and 1960s.

The introduction of plastic toys in the 1980s, fuelled by developments in injection moulding technology, signalled a dramatic change. Brands like Funskool and Leo Toys rose to prominence during this time, bringing mass manufacturing and branding to the Indian market. International toy giants like Mattel, Hasbro, and Lego were able to enter the Indian market during the 1990s because to economic liberalisation and globalisation, which also had an impact on local manufacturing methods and customer tastes.

Organised retail expanded in the early 2000s, and branded toy stores like Toys "R" Us and Hamleys debuted. As consumer tastes and parenting styles changed during this time, there was also an increase in demand for educational and digitised toys. Consequently, the business changed from traditional cottage-based toy-making to a more structured, varied, and competitive market.

Impact of globalisation and technological advancements

Due to its exposure to global markets, standards, and consumer trends, globalisation has been instrumental in the transformation of India's toy sector. It made it easier to access global supply chains, premium raw materials, and cutting-edge production technologies. Indian manufacturers were therefore able to compete in global markets due to advancements in product design, safety regulations, and cost effectiveness.

The toy industry has seen significant transformation due to the advent of digitalisation and technological breakthroughs. With the introduction of cutting-edge technology like AR, VR, and AI, modern toys are no longer just for simple play. In order to satisfy the needs of tech-savvy kids and parents looking for educational value, smart toys with interactive capabilities, voice recognition, and instructional material are growing in popularity.

The modernisation of the toy industry is also being aided by India's expanding startup scene. Several contemporary Indian toy companies are using technology to develop creative, educational, and environmentally responsible toys. For instance, businesses like Shumee and Skillmatics concentrate on eco-friendly, educational toys that blend conventional play with innovative teaching ideas.

Shift from traditional to modern toys (electronic, educational, etc.)

Indian customers are switching from traditional toys to modern, branded, and educational products due to changing lifestyles, urbanisation, and rising disposable expenditures. The market for Science, Technology, Engineering, and Mathematics (STEM) toys, puzzles, and interactive learning kits is rising as a result of parents' growing preference for toys that promote cognitive development and have educational value.

Children have shown a huge interest in character-based toys, which are based on well-known animated series and films. The growth of items depicting characters from Marvel, Disney, and Indian animated series like "Chhota Bheem" and "Motu Patlu" is a result of licensing agreements with international entertainment brands.

The Indian toy industry is at a pivotal point of transformation, driven by favourable demographics, evolving consumer preferences, policy support, and technological advancements. As the market continues to grow, there are abundant opportunities for domestic manufacturers, startups, and international players to innovate and expand. The rising demand for educational, tech-enabled, and eco-friendly toys presents significant growth potential. By leveraging digital platforms, enhancing product quality, and embracing cultural relevance, the Indian toy industry can position itself as a global leader. With strategic investments and continued policy support, the future of India’s toy sector looks vibrant and promising.