India's toy takeover: From local legends to global playrooms
At the 16th Toy Biz Expo, it was clear: Indian toys are no longer stuck in the souvenir shelf — they've arrived, certified, celebrated, and competitive. But this isn't just about handcrafted nostalgia. It's also about bulk orders, global giants, and serious exports. Let's dig in.
Plushies in bulk
Mass-produced plush toys, from cuddly bears to quirky unicorns, are rolling off high-tech assembly lines for global markets. Why they're a hit:
Machine-made for cost efficiency and scale
Meet stringent international safety standards
Sourced by major retailers like Walmart and Hamleys
Science in a toy box
From coding kits to solar-powered DIY moon landers, Indian STEM toys encourage hands-on learning without screens. Why they're in demand:
Designed for interactive play
Aligned with global STEM education goals
Popular on international e-commerce platforms
Toys that go green
Eco-conscious parents love Indian toys made from bamboo, recycled paper, and organic cotton. Why they stand out:
Low-waste, biodegradable materials
Favored by boutique brands and eco-minded consumers
Supported by government sustainability initiatives
Nostalgia, upgraded
Spinning tops and wooden dolls are back, now safety-tested and packaged for global markets. Why they're clicking:
Certified for international safety standards
Use child-safe paints and modern designs
Combine timeless charm with contemporary appeal
Wooden wonders from Karnataka
Crafted in Channapatna, these wooden toys have moved from local markets to living rooms in Europe. Why they're winning hearts:
GI-tagged heritage with natural dyes
Made from ivory wood, often by women artisans
A blend of tradition and sustainability
Why India's toy story is unstoppable
Toy exports
up 239% since 2015
Toys shipped to 153 countries
BIS Quality Control Order enhances global confidence
A mix of handcrafted, high-tech, and heritage-rich products
Handcrafted toys appeal to boutique buyers seeking slow-made charm, while machine-made plushies dominate mass-market exports with their scalability.
" While there has been a recent dip, the long-term trajectory remains positive. At Funskool, our exports have grown over 14 times during this period and our share of India's total toy exports has increased more than 4.5 times, with the majority of shipments last year going to the US, Europe and the UK. As global companies diversify their supply chains, India stands to gain - especially if a BTA with the US results in more favourable tariffs compared to other Southeast Asian countries.
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Such a development could catalyse a manufacturing boom and position India as a preferred sourcing destination for global toy brands." - Mr. K.A Shabir, CEO of one India's Leading Toy Manufacturing Company
'The growth in Indian toy exports isn't being driven by handcrafted or sustainable toys alone. That's a niche segment. The real surge is in labour-intensive toys like clutch and wooden toys that big names like Walmart and Target are sourcing from India. We've built strong factory capabilities and benefitted from geopolitical tailwinds—like free trade agreements and strategies.' -
Amitavh Karbandha, Chief Coordinator, Toy Association of India
'What's remarkable is that even amid global disruptions, Indian toy exports are not only stable but soaring. At Dr. Mady's Innovation, we're working at full capacity to meet festive demand from the US and Europe. Indian toys are now seen as quality-driven, innovative, and trustworthy — not just low-cost. We're proud to be exporting imagination.' -
Anirban Gupta , CEO of Toy Manufacturing Company and Convener East, Toy Association of India.
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