India’s toy takeover: From local legends to global playrooms

Remember when ‘Made in China’ ruled the toy aisles? In 2025, India is flipping that script — and how. From bamboo rattles to AI-powered STEM kits, Indian toys are now being shipped to over 153 countries, charming everyone from nostalgic parents to plushies hungry kids.

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:

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:

Toys that go green

Eco-conscious parents love Indian toys made from bamboo, recycled paper, and organic cotton. Why they stand out:

Nostalgia, upgraded

Spinning tops and wooden dolls are back, now safety-tested and packaged for global markets. Why they’re clicking:

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:

Why India’s toy story is unstoppable

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.

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.