TOYS AND GAMES IN INDIA

Euromonitor International
October 2011
TOYS AND GAMES IN INDIA PASSPORT I

LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Preference for Branded Toys Grows at Faster Pace ................................................................ 1
Newer Partnerships and Tie-ups Help Bring Newer Toys To Market........................................ 1
Competition Grows As Newer International Brands Enter Market ............................................ 1
Growth in Organised Retailing Helps Adoption of Private Label Products ................................ 1
Strong Demand for Newer Toys and Games Expected Over Forecast Period ......................... 2
Key Trends and Developments .................................................................................................... 2
Branded Toys See Growth As Demand and Availability Improve ............................................. 2
Newer Tie-ups and Partnerships Offer Many Choices .............................................................. 3
Entry of International Players Increases Competition ............................................................... 4
Scientific/educational Toys Grow As Parents Look To Combine Fun With Learning ................ 5
Video Game Consoles Increasingly Popular As Prices Drop.................................................... 6
Market Data .................................................................................................................................. 7
Table 1 Sales of Toys and Games by Category: Value 2005-2010........................... 7
Table 2 Sales of Toys and Games by Category: % Value Growth 2005-2010 .......... 7
Table 3 Toys and Games Company Shares by Value 2008-2010 ............................ 8
Table 4 Toys and Games Brand Shares by Value 2008-2010 .................................. 8
Table 5 Sales of Toys and Games by Distribution Format: % Analysis 2005-
2010 ............................................................................................................. 9
Table 6 Forecast Sales of Toys and Games by Category: Value 2010-2015 .......... 10
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth
2010-2015 .................................................................................................. 10
Sources ...................................................................................................................................... 10
Summary 1 Research Sources ...................................................................................... 10

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TOYS AND GAMES IN INDIA PASSPORT 1

TOYS AND GAMES IN INDIA

EXECUTIVE SUMMARY

Preference for Branded Toys Grows at Faster Pace

The toys and games market in India in 2010 continued to grow in high double-digits and
performed better than previous year. Growth was stimulated by factors such as improving
disposable income among the middle class population, the focus on providing children with toys
that are safe, and also the strong growth in organised retail chains in India. Demand for toys and
games also registered higher growth in categories that facilitated learning with play. Categories
such as scientific/toys and games registered relatively better growth than others. Overall the
performances of both traditional toys and video games were good, but video games grew faster
due to the category’s lower base.

Newer Partnerships and Tie-ups Help Bring Newer Toys To Market

Due to the increased focus on child safety the preference for branded toys grew at a faster
pace and captured some sales from cheaper non-branded toys. As demand for branded toys
increased in India, there were many initiatives between local and international players that
emerged in the form of tie-ups and partnerships. Realising the potential of demand in the toys
and games market in India, many international players entered into partnerships with local toy
manufacturers as well as retail chains such as Reliance Retail Limited. This helped suppliers to
achieve a set up in the Indian market and address problems of distribution. To start with, many
international retailers targeted Indian urban areas, where the organised retail chains were
growing faster. The newer partnerships also helped consumers, providing them with access to
many newer international toy brands that were previously unavailable in India.

Competition Grows As Newer International Brands Enter Market

The market for toys and games became increasingly competitive over the review period.
Many international brands such as Mattel, Funskool, Hamleys, Toys R Us, etc, increased their
share and grew rapidly due to innovative products that suited the Indian households’
requirements. Domestic suppliers such as Hanung Toys & Textiles Ltd and Ok Play India Ltd
also benefited from growth in demand for branded toys in India. The competition introduced
newer marketing concepts and propelled toys and games suppliers to move beyond their
traditional strongholds. The increased popularity of the concept of learning while having fun
grew, and helped categories such as pre-school toys and scientific/educational toys.

Growth in Organised Retailing Helps Adoption of Private Label Products

The Indian market continued to see good growth in its organised retail network with major
retail players such as Reliance Retail Limited and Pantaloons Retail India Ltd expanding their
number of stores further into smaller towns and cities. The growth in retailing helped toy
marketers to provide end-customers with the right toy experience, helping to improve customer
adoption of their toys. Organised retailing growth has also helped the development of private
label products, as they are more profitable and provide superior value to customers.

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TOYS AND GAMES IN INDIA PASSPORT 2

Strong Demand for Newer Toys and Games Expected Over Forecast
Period
As the Indian toys and games market is likely to mature further for branded toys, strong
demand is likely for newer toys and games that provide consumers with good value. Innovation,
coupled with the correct pricing, will help marketers differentiate themselves in the Indian toys
and games market, and grow at a faster pace than its peers. The forecast period is likely to
witness strong growth for toys that also facilitate learning and development of children. Toys in
segments such as pre-school, scientific/educational, infant and construction are likely to witness
stronger growth than others.

KEY TRENDS AND DEVELOPMENTS

Branded Toys See Growth As Demand and Availability Improve

As an overall percentage of the total market branded toys have always struggled in India due
to their perceived high cost, lack of distribution and weaker retailing infrastructure. However, this
seemed to be changing in 2010, with branded toys market witnessing high double-digit growth,
indicating a complete turnaround in India. With rising income and growth in awareness
regarding the health hazards of cheaper toys, consumers were increasingly seeking to adopt
branded toys for their children. An increased number of innovative products from both domestic
and international players helped the overall toys market to shift preferences towards branded
toys.

Current impact
Branded toys and games witnessed an upswing in India due to improved consumer demand
and availability. Branded toys were estimated to account for less than 20% of the total toys and
games market at the end of the review period. Growth in demand for branded toys was good
news for toys providers, as this is the segment where most organised players (both domestic
and international) operate, and compete directly with unorganised players who are cheaper but
low in terms of quality and innovation.
Growth in demand for branded toys also indicated the changing dynamics for toys and games
in India, as people were willing to pay for better quality, safety and innovation. Rising income
levels among India’s middle class population (estimated to number around 110 million at the
time of writing) and growth in number of toy providers, helped the overall toys and games
market in India in 2010.
Urban India drives demand for branded toys and games. India’s urban consumers have
higher levels of disposable income, are more aware of global trends in toys and games, and are
more willing and able to spend on their children’s growth and happiness. Access to organised
retailing chain was also better for the urban population, helping them to buy the best toys and
games.

Outlook
As the Indian economy is likely to continue to witness real GDP growth of around 8% per
annum in the short to medium term overall per capita income in India is likely to rise further.
Increased income among consumers is likely to help demand for toys and games, which is
increasingly shifting towards branded toys.
Even though income is likely to rise for all segments of society, the middle class and upper-
middle class segments are likely to benefit most from this trend in the short to medium term. The

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TOYS AND GAMES IN INDIA PASSPORT 3

urban middle class population is likely to have better retail access than suburban and rural
consumers.
Growth in demand for branded toys is likely to help marketers in expanding their distribution
networks and improving brand presence. As an increasing number of branded toys are
purchased, marketers will increasingly be able to differentiate themselves from non-branded
toys and present a clear value proposition to customers.

Future impact
Over the forecast period growth in demand for branded toys is likely to help toys and games
providers (both traditional and video games) to expand their portfolios and gain share in India.
However, the share for branded toys is likely to remain at less than half of the total market.
Expansion of branded toys is likely to benefit consumers as well. Consumers are likely to
have more choice in toys and games. The numbers of international brands is likely to grow
further as many international players look to tap into growth of the Indian toy market and its
huge potential.
Focus on product quality is likely to increase and innovation in toys and games are likely to be
key differentiators for providers. The average price point is likely to hold up as newer products
with more features are likely to be introduced in the Indian market.

Newer Tie-ups and Partnerships Offer Many Choices

As consumption of toys and games grew at a rapid pace in India in 2010, the market
witnessed heightened activities by organised providers of toys and games. Many local and
international players looked to expand their footprint in India, and introduced many newer
products. Recognising the distribution as a bottleneck, many international players looked to
enter into partnerships with local organised chain brands such as Landmark and Reliance
Retail. For example, in 2010 UK toy retailer Hamleys set up a shop in India in partnership with
Reliance Retail Ltd. Newer tie-ups and improved distribution brought greater choice to
consumers and helped stimulate growth.

Current impact
The immediate impact of the newer tie-ups was improved supply of international toy brands in
India. Global brands such as Hamleys and Toys R Us linked with Reliance Retail Ltd to make
their products available in the Indian market. Other international brands that were rapidly
expanding their portfolios through local tie-ups in India were Funskool, Lego, Vivid, Simba,
Jakks Pacific, University Games, Moose, Leapfrog, Spinmaster and Disney. Most of these
retailers were expanding their product ranges in order to provide greater choice to Indian
consumers. There were also attempts to expand reach through newly-built shopping malls and
other organised retail chains in second-tier cities, which are largely untapped for foreign toy
retailers.
Domestic toys manufacturers benefited from the knowhow of international players and were
increasingly looking to adopt the latest trends in toy manufacturing and distribution. Private label
products owned by different retail stores such as Big Bazaar and Hypercity were increasingly
innovative and easy to adopt.
Marketers of toys and games increasingly focus on customer experience. Trends such as
dedicated space for toys give marketers a good platform to provide end customers with a total
toy experience rather than simply selling toys. For example, Hamleys set up dedicated toy
space in Reliance Retail stores.
As availability increased choices also increased for consumers. There was a challenge for
many branded toy makers to differentiate themselves in retail outlets. Many companies had
dedicated staff to deal with consumers’ requests and showcase toy brands.

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Outlook
Over the short to medium term partnerships and distribution tie-ups in the Indian toys and
games industry is likely to continue for both traditional and video games. As the market for toys
in India is likely to become more mature and adopt branded products, providers will seek to
expand their footprint further and make their products as ubiquitous as possible. For example,
Hamleys plans to open 20 new stores over the forecast period in different cities in India.
Newer partnerships are likely to create a win-win situation for both providers as well as
consumers, as more global products become available to a wider range of consumers. Newer
partnerships are likely to spur competition and help bring further quality and innovations to the
Indian toys and games market.
Overall consumer experience for toys and games is likely to improve, with many newer toys
and dedicated retail space significantly contributing to this trend.

Future impact
In the longer term partnerships and tie-ups are likely to become more mature, targeting areas
beyond metros and cities. Due to economic growth consumption capacity is rising in smaller
towns as well. Also, the fact that smaller towns are still largely untapped with regard to toys
makes them attractive.
Innovation in toys and games is likely to be boosted as partners in the industry look to share
their technologies and know-how. Foreign partners are likely to help local manufacturers in
terms of toys manufacturing design and technology, spurring innovation.
Over the forecast period a clearer policy regarding foreign participation in organised retailing
is likely to emerge (at the time of writing foreign players are not allowed to open their own retail
outlets). This will help international toy retailers such as Hamleys to have specialised toy stores
in their own name, and such players will not have to rely on a local partner for sales in India.

Entry of International Players Increases Competition

Many international players such as Mattel, Inc, Hamleys Toys, Hasbro International Ltd and
brands such as Disney, Simba, Leapfrog, Spinmaster Moose, Vivid and Lego have entered the
Indian market in recent times and made a good impact. The Indian market is witnessing higher
growth of these international toys due to the absence of larger domestic manufacturers.
Competition has increased for smaller domestic toy suppliers who are mostly regional in their
geographic reach, and rely heavily on their price advantage. The entry of international players is
forcing some domestic toy producers to launch innovative products that are safe and of good
quality.

Current impact
Growth of international brands has increased the penetration of better quality toys and made
the overall toys and games environment highly competitive. Price is no longer the only
differentiating factor, as consumers are increasingly willing to pay more for quality products that
are global in outlook and offer good value for money. Innovation has increased and toy safety
has become immensely important for consumers.
Competition has also forced domestic players to look for partnerships with these international
players, as on their own domestic players would not be able to match the products offered by
their international counterparts. There are many different importers who actually import different
brands and are small players. However, there are companies such as MRF, which has a
partnership with Hasbro and produces its Funskool brand.

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The focus is on providing value-for-money toys that cater to many segments of society.
Domestic players are also upgrading their manufacturing systems and adopting the
technologies of international players in order to improve overall quality.
Newer distribution patterns have emerged, with even bookstores such as Landmark
increasingly marketing and selling toys. Many hypermarkets such as Hypercity have dedicated
toy areas. Toy sales via the Internet are also growing. Besides toy companies’ own websites,
there are third-party websites such as indiaplaza.com, homeshop18.com, retailmart.com,
toysindia.com, etc, which offer a wide range of toys in India.

Outlook
Over the short to medium term competition from international players is likely to grow further
for domestic toy suppliers. This is likely to improve the overall quality and safety of toys offered
in India. The urban population is likely to benefit most from this trend, with better access to
organised retail chains.
There are strict import quality guidelines for Chinese toys in India at present, and these are
likely to remain in place in the short term. This is likely to give a further advantage to
international toy players in India, as they will not have to compete in terms of price, wherein
Chinese toys have a distinct advantage.
With competition rising greater specialisation by international companies on regional varieties
of toy is likely to become more important in India.
Local mythological figures such as Rama and Hanuman are likely to be adopted by both
international as well as domestic players in order to further their distribution in suburban and
rural India.

Future impact
Over the forecast period competition in toys is likely to intensify, with many foreign brands
(both American as well as European toy brands) entering the Indian market due to its high
untapped potential.
Adoption of local, country-specific content and characters and games is likely to accelerate
further as marketers look to push their toys beyond metro cities, to areas where international
games are not popular. An increasing number of local figures are likely to surface in games
offered in India.
Overall, unit prices of traditional toys are likely to hold as the share of more expansive
branded toys is likely to grow in the long term. However, video game unit prices might come
down due to increased consumption of such products in India.

Scientific/educational Toys Grow As Parents Look To Combine Fun With

Learning
With the rise of the middle class in India there is growing awareness of the value of education.
This has contributed to a trend wherein parents in India are increasingly looking to adopt
scientific and educational toys and combine learning with fun. This has led to increased demand
for scientific and educational toys. Companies such as Mattel, Inc and Funskool India Ltd have
tapped this growth by offering wide range of scientific/educational toys to Indian customers.
Most scientific/educational toys are aimed at children aged under 14, and are largely driven
by parental purchasing decisions. Growth of scientific/educational toys has mostly come from
urban India, where awareness regarding education is greater. Also, there is a growing trend of
sending children to Pre-school ahead of primary school in India as the importance of education
becomes more tangible in attainment of professional specialization.

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TOYS AND GAMES IN INDIA PASSPORT 6

Current impact
International companies such as Mattel, Inc and Funskool India Ltd have particularly benefited
from the rise in demand for scientific/educational toys. Due to their wide product range,
international companies were better placed than domestic companies to tap this demand, and
are able to achieve a good hold over this environment. There are games such as educational
kids’ laptops and reading systems, counting games and different types of learning phones, etc,
which are becoming increasingly popular in India. Most of these games improve the logical skills
in children and help them with basic learning of letters and numbers.
The concept of learning while having fun is increasingly popular in India. Parents are looking
to provide their children with toys that facilitate learning and do not mind paying extra for such
products. This has proven to be a great segment for toy marketers, enabling them to charge a
premium for their products without adversely impacting their share.

Outlook
Over the short to medium term growth in demand for scientific/educational toys is likely to
remain strong, as there is still a large segment of market that is untapped. Though growing
rapidly, the scientific/educational toys category is still relatively small and there is a lot of scope
for growth of such products in India.
In the short term, sales of scientific/educational toys are likely to remain limited to urban India
due to their higher costs and lack of availability in rural areas. Scientific/educational toys
represent a great learning experience and are thus likely to maintain good sales in urban India.
It is expected that international toy makers such as Mattel will continue to hold a major share
in the Indian scientific/educational toys category in the short to medium term. There is no
domestic competition available and it will prove difficult to dislodge already established players.

Future impact
In the long run, with growth in per capita income, per capita expenditure on toys is also likely
to increase significantly. This will be driven by expenditure in urban areas, propelled through the
advent of newer organised retail chains. This will boost demand for scientific/educational toys,
making them more important in the Indian market.
Scientific/educational toys are also likely to become cheaper as volume increases. Newer
innovations such as play and learning letters and numbers, newer children’s laptops coupled
with expected local production of such toys is likely to make these products more profitable for
marketers and less expensive for consumers.

Video Game Consoles Increasingly Popular As Prices Drop

India witnessed very high demand for video game consoles in 2010. Distributors pointed out
that prices of video game consoles such as Sony’s PlayStation, Nintendo’s Wii and Microsoft’s
Xbox dropped significantly in India. This led to growth in adoption of these games, especially in
urban areas. Growth in electronic retail chains such as ezone, Croma and Viveks has helped to
showcase these products and enable marketers to reach the correct consumer segment. The
availability of newer games by leading suppliers such as Sega Corp and Konami has also
helped stimulate growth in video game consoles.

Current impact
Declining prices of console games have led to rapid growth in India. The immediate impact of
this trend was the increased popularity of both static as well as handheld games by leading
suppliers such Sony Corp (Sony PlayStation), Microsoft (Xbox) and Nintendo (Wii).

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Static consoles grew better than handhelds due to their superior quality and graphics.
Handheld consoles face many competitors in the form of cheaper Chinese games, and thus saw
limited growth in India.
The growth of static consoles also led to a rapid increase in demand for related software, with
all the leading games launched in India by global producers such as Sega Corp and Konami.

Outlook
New handheld consoles releases in 2011, such as Nintendo’s 3DS and Sony’s Vita are likely
to stimulate growth in the handheld market over the next years. Handheld game consoles are
currently more popular in India than their static counterparts in terms of market share, and the
handheld market will be an area of major growth during the next couple of years.
Static game consoles are becoming more established in India too, and related accessories
are likely to continue to sell well. Sales of accessories such as Sony Move for PlayStation 3,
Microsoft Kinect for Xbox 360 are forecasted to grow further over the 2011-2015 forecast period.
The motion sensing technology appeals more to family gamers than hardcore gamers, as these
accessories are only available for the consoles at the moment.
The dominance of electronics stores for sales of static video games consoles is likely to be
maintained in the short to medium term as more such stores are likely to enter the Indian
market. Specialised retail stores provide a good environment for marketers to showcase their
products, and helps consumers make purchasing decisions.

Future impact
In the longer term the popularity of video game consoles is likely to continue to rise
as consumers’ disposable incomes improve. The say of children in the average Indian
household is likely to grow as focus increases on children’s desires and well-being.
Established marketers such as Microsoft India Ltd, Sony India Ltd and Nintendo Co Ltd are
likely to have an edge over others in console hardware due to their established distribution lines
and familiar brands.
The average price of console video games is likely to drop further as volumes are expected to
rise and duty rationalisation on imported electronic products such as video games is likely to
come down in India.

MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2005-2010

Rs million
2005 2006 2007 2008 2009 2010

Traditional Toys and 22,310.5 25,238.7 29,525.1 34,382.3 40,515.9 48,206.7

Games
Video Games 3,456.5 4,677.9 6,204.7 8,237.4 11,074.4 15,455.4
Toys and Games 25,767.0 29,916.6 35,729.8 42,619.7 51,590.3 63,662.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Toys and Games by Category: % Value Growth 2005-2010

% current value growth

2009/10 2005-10 CAGR 2005/10 TOTAL

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TOYS AND GAMES IN INDIA PASSPORT 8

Traditional Toys and Games 19.0 16.7 116.1

Video Games 39.6 34.9 347.1
Toys and Games 23.4 19.8 147.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Toys and Games Company Shares by Value 2008-2010

% retail value rsp

Company 2008 2009 2010

Mattel Toys (India) Pvt Ltd 12.3 13.6 14.0

Funskool India Ltd 9.1 10.9 11.6
Nintendo Co Ltd 1.9 3.3 4.5
Microsoft Corp (India) Pvt Ltd 1.9 2.7 3.5
Hanung Toys & Textiles Ltd 2.6 2.9 3.3
The Walt Disney Co (India) Pvt Ltd 1.8 2.0 2.3
Sony India Pvt Ltd 1.3 1.8 2.3
OK Play India Ltd 1.2 1.4 1.7
Atari India Ltd 0.7 1.1 1.6
Archies Greetings & Gifts Ltd 1.9 1.7 1.5
Mitashi Edutainment Pvt Ltd 0.6 0.8 0.9
Me n Moms Pvt Ltd 0.3 0.5 0.8
My Baby Excels Ltd 0.4 0.5 0.6
Sega Corp - 0.3 0.6
E-xpress Interactive Ltd 0.3 0.4 0.5
Activision India Ltd 0.2 0.3 0.4
Crayola LLC 0.3 0.4 0.4
Private Label 8.7 9.2 9.8
Others 54.4 46.3 39.8
Total 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Toys and Games Brand Shares by Value 2008-2010

% retail value rsp

Brand Company 2008 2009 2010

Funskool Funskool India Ltd 2.9 3.1 3.3

Fisher-Price Mattel Toys (India) Pvt Ltd 2.4 2.7 3.0
Barbie Mattel Toys (India) Pvt Ltd 2.3 2.6 2.5
Play-n-Pets Hanung Toys & Textiles Ltd 2.0 2.2 2.5
OK Play OK Play India Ltd 1.2 1.4 1.7
Archies Soft Toys Archies Greetings & Gifts 1.9 1.7 1.5
Ltd
Hot Wheels Mattel Toys (India) Pvt Ltd 1.1 1.3 1.3
Wii Nintendo Co Ltd 0.6 0.9 1.2
Mattel Mattel Toys (India) Pvt Ltd 0.9 0.9 1.0
Xbox Microsoft Corp (India) 0.6 0.8 1.0
Pvt Ltd
Mitashi Mitashi Edutainment Pvt Ltd 0.6 0.8 0.9
Nintendo DS Nintendo Co Ltd 0.5 0.8 0.9
Atari Atari India Ltd 0.4 0.6 0.8
Mee Mee Me n Moms Pvt Ltd 0.3 0.5 0.8
Lego Funskool India Ltd 0.5 0.6 0.8

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Sony PlayStation Sony India Pvt Ltd 0.5 0.7 0.8

Disney Precious The Walt Disney Co 0.5 0.6 0.7
Princess (India) Pvt Ltd
Playskool Funskool India Ltd 0.3 0.4 0.4
Crayola Crayola LLC 0.3 0.4 0.4
Wii-nintendo Harry Nintendo Co Ltd 0.2 0.2 0.4
Potter & The Half
Blood Prince
Wii-nintendo Furu Nintendo Co Ltd 0.2 0.2 0.4
Furu Park
Sony PlayStation 3 Sony India Pvt Ltd 0.1 0.2 0.4
Play-Doh Funskool India Ltd 0.2 0.3 0.4
Wii-nintendo Fifa Nintendo Co Ltd 0.2 0.2 0.3
Soccer 09
Matchbox Mattel Toys (India) Pvt Ltd 0.3 0.3 0.3
Fable Microsoft Corp (India) 0.2 0.2 0.3
Pvt Ltd
Disney Pixar The Walt Disney Co 0.3 0.3 0.3
(India) Pvt Ltd
Sega E-xpress Interactive Ltd 0.2 0.2 0.3
Disney The Walt Disney Co 0.2 0.3 0.3
(India) Pvt Ltd
Wii-nintendo Ice Age 2 Nintendo Co Ltd 0.2 0.2 0.3
Private label Private Label 8.7 9.2 9.8
Others 69.4 65.2 61.1
Total 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Toys and Games by Distribution Format: % Analysis 2005-2010

% retail value rsp

2005 2006 2007 2008 2009 2010

Store-Based Retailing 98.4 98.1 97.8 96.8 95.2 94.0

- Grocery Retailers 29.6 29.9 30.7 31.4 31.0 32.2
- - Discounters 4.1 4.2 4.6 5.0 5.1 5.3
- - Hypermarkets 9.3 9.4 9.5 10.1 10.3 10.9
- - Supermarkets 7.7 8.5 9.3 9.6 9.5 10.5
- - Other Grocery 8.4 7.8 7.3 6.7 6.1 5.5
Retailers
- Non-Grocery Retailers 68.8 68.2 67.1 65.4 64.2 61.8
- - Electronics and 4.0 4.4 4.7 5.2 5.6 6.1
Appliance Specialist
Retailers
- - Mixed Retailers 19.1 19.5 19.9 19.6 19.6 18.7
- - - Department Stores 8.4 9.0 9.6 9.7 9.9 10.1
- - - Mass Merchandisers - - - - - -
- - - Variety Stores 10.8 10.5 9.5 8.6 8.4 7.1
- - - Warehouse Clubs - - 0.8 1.2 1.3 1.5
- - Leisure and 10.8 11.9 13.0 13.9 14.9 16.2
Personal Goods
Specialist Retailers
- - - Traditional Toys 5.0 5.1 5.6 5.8 6.1 6.5
and Games Stores
- - - Media Products 2.7 3.3 3.7 4.1 4.4 5.0
Stores
- - - Other Leisure and 3.0 3.4 3.7 4.0 4.3 4.7
Personal Goods

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Specialist Retailers
- - Other Non-Grocery 35.0 32.5 29.5 26.6 24.1 20.8
Retailers
Non-Store Retailing 1.6 1.9 2.2 3.2 4.8 6.0
- Vending - - - - - -
- Homeshopping 0.6 0.7 0.7 0.8 0.9 1.0
- Internet Retailing 1.0 1.2 1.5 2.4 3.9 5.0
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Forecast Sales of Toys and Games by Category: Value 2010-2015

Rs million
2010 2011 2012 2013 2014 2015

Traditional Toys and 48,206.7 57,523.5 69,196.0 83,780.5 102,020.5 125,220.4

Games
Video Games 15,455.4 21,429.0 28,921.6 39,047.0 52,652.8 71,020.4
Toys and Games 63,662.1 78,952.4 98,117.6 122,827.4 154,673.3 196,240.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2010-2015

% constant value growth

2010-15 CAGR 2010/15 TOTAL

Traditional Toys and Games 21.0 159.8

Video Games 35.7 359.5
Toys and Games 25.3 208.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

SOURCES
Sources used during research include the following:

Summary 1 Research Sources

Official Sources Business World
NCAER- National Council of Applied
Economic Research
Prowess Database
Registrar of Cos
Trade Associations All India Toy Manufacturers As
Sports Goods Export Promotion Council
(SGEPC)
Toy Association Of India
Toys Association of India

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Trade Press Business India

Business Standard
Business Today
CIOL
Economic Times
Gifts & Accessories
IBID
indianindustry.com
International Business Times
Live Mint
MAGINIDA
rediff.com
screenindia.com
The Indian
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