Toys and Games in India (Full Market Report)

Toys and Games in India
Euromonitor International
August 2019
TOYS AND GAMES IN INDIA Passport i
LIST OF CONTENTS AND TABLES

Toys and Games in India - Industry Overview .............................................................................. 1
Executive Summary ..................................................................................................................... 1
Toys and Games Industry Stabilises ........................................................................................ 1
Legislative Reforms Continue Spinning the Wheel of Fortune .................................................. 1
Mattel Toys (india) Pvt Ltd and Sony India Pvt Ltd Rule the Toys and Games Industry in India1
Traditional Toys and Games Stores Dominate ......................................................................... 2
Brighter Days Ahead for Toys and Games Industry in India ..................................................... 2
Market Data .................................................................................................................................. 2
Table 1 Sales of Toys and Games by Category: Value 2013-2018........................... 2
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018 .......... 2
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018 ............... 3
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018 ...................... 4
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018 ................. 5
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023 ............ 5
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth
2018-2023 .................................................................................................... 6
Sources ........................................................................................................................................ 6
Summary 1 Research Sources ........................................................................................ 6
Traditional Toys and Games in India - Category analysis ............................................................ 8
Headlines ..................................................................................................................................... 8
Prospects ..................................................................................................................................... 8
Child’s Play Steals the Show .................................................................................................... 8
Adults Socialise by Indulging in Old-school Board-gaming ....................................................... 8
Homegrown Hero Chhota Bheem Continues To Be Popular .................................................... 8
Competitive Landscape ................................................................................................................ 9
Mattel Toys (india) Pvt Ltd Shows Its Dominance in Traditional Toys and Games ................... 9
Hamleys Making Its Presence Felt in the Retail Space ............................................................ 9
Organised Retailing Is Catching Up .......................................................................................... 9
Category Data ............................................................................................................................ 10
Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018 ....... 10
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth
2013-2018 .................................................................................................. 10
Table 10 Sales of Traditional Toys and Games by Demographic: % Value
2013-2018 .................................................................................................. 11
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed:
% Value 2013-2018.................................................................................... 11
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic:
% Value 2013-2018.................................................................................... 11
Table 13 NBO Company Shares of Traditional Toys and Games: % Value
2014-2018 .................................................................................................. 11
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-
2018 ........................................................................................................... 12
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-
2018 ........................................................................................................... 13
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value
2018-2023 .................................................................................................. 14
© Euromonitor International
TOYS AND GAMES IN INDIA Passport ii
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value

Growth 2018-2023 ..................................................................................... 14
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: %
Value 2018-2023 ........................................................................................ 15
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-
Licensed: % Value 2018-2023 ................................................................... 15
Video Games in India - Category analysis.................................................................................. 16
Headlines ................................................................................................................................... 16
Prospects ................................................................................................................................... 16
Digital Video Games Software Drives the Growth, While Mobile Gaming Is the Most Loved
Category of Digital Video Games Software ............................................................................. 16
Ar/vr Headsets Slowly Securing A Share of Consumer Spending on Entertainment .............. 16
Competitive Landscape .............................................................................................................. 17
Sony India Pvt Ltd Dominates the Video Games Industry ...................................................... 17
Games Developed by Indian Developers Find Audience Due To Localisation ....................... 17
Category Data ............................................................................................................................ 17
Table 20 Sales of Video Games by Category: Value 2013-2018 .............................. 17
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018 ............. 18
Table 22 NBO Company Shares of Video Games: % Value 2014-2018 ................... 19
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018 ......................... 19
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-
2018 ........................................................................................................... 20
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018 ......... 20
Table 26 NBO Company Shares of Video Games Software: % Value 2014-
2018 ........................................................................................................... 21
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018 .......... 21
Table 28 Distribution of Video Games by Format: % Value 2013-2018 .................... 22
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-
2018 ........................................................................................................... 23
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018 ..... 24
Table 31 Distribution of Video Games Software (Physical) by Format: % Value
2013-2018 .................................................................................................. 25
Table 32 Distribution of Video Games Software (Digital) by Format: % Value
2013-2018 .................................................................................................. 25
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023 ............... 26
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-
2023 ........................................................................................................... 27
TOYS AND GAMES IN INDIA Passport 1
TOYS AND GAMES IN INDIA -

INDUSTRY OVERVIEW
EXECUTIVE SUMMARY
Toys and Games Industry Stabilises

The impact of new government regulations imposed in 2017 was still visible in the first quarter
of 2018. The high GST rates compared to previously prevalent VAT rate, continued to affect the
margins of the manufacturers. However, sales stabilised in the second half of the year. In 2018,
the video games led the growth. Mobile gaming was one of the most popular forms of gaming.
As more Indian consumers move to smartphones and have access to the internet, growth in
app-based games will continue.
The traditional toys and games industry grew strongly compared to the previous year. Due to
a consistent flow of content from Marvel and the DC Universe, action figures and accessories
benefitted. The baby and infant and pre-school categories performed well due to awareness
about the good quality products and increased willingness of consumers to spend on such
products. STEM toys also witnessed strong growth because of parents’ inclination towards the
cognitive development of their children through fun and interactive mediums and the push by the
educational sector. These categories are expected to see continued positive performance over
the forecast period.
Legislative Reforms Continue Spinning the Wheel of Fortune

The industry has been majorly impacted by legislative reforms over the last three years, with
demonetisation, GST and now the new quality norms. In 2017, the Director-General of Foreign
Trade introduced tough quality criteria and mandated certification of compliance by accredited
agencies for importing toys. Imports of toys was permitted only when the manufacturer abides
by the BIS norms. Rules have been framed for physical and mechanical properties, besides
flammability and chemical content for indoor, outdoor, mechanically- and electrically-operated
toys. Only an independent laboratory, which has been approved by an accredited authority
under the Department of Science and Technology, can certify toys. The laboratories test
samples before releasing the whole consignment into the market. The finalising of agencies to
carry out the testing and clearing of stock stuck at customs led to a shortage in supply of
products for the first quarter of the year in 2018. While the companies that get most of their
revenue from sales of imported products suffered, Indian manufacturers like Funskool India Ltd.
benefitted. The pricing of products has also been a key factor in Indian consumers’ purchase
decisions and when Chinese products are available at low cost (albeit with often sub-standard
quality), the local manufacturers could not compete. But now with new reforms, Indian
manufacturers stand a fairer chance of earning revenue and market share.
Mattel Toys (india) Pvt Ltd and Sony India Pvt Ltd Rule the Toys and
Games Industry in India
Mattel Toys was the leader in the traditional toys and games industry. Well-known brands like
Barbie, Hot wheels and Fisher-Price were the top performing assets for Mattel Toys. It was
followed closely by Funskool (India) Ltd which is the distributor of Hasbro products in India.
Funskool has its own brands as well, such as Giggles, which targets babies and infant and pre-
schoolers. Until 2017, Lego was also distributed by Funskool but in 2018, TruCare TZC took
over the distributorship. In the video games market, Sony India Pvt Ltd remained the undisputed
leader, with its power brand, PlayStation. Other players like Mitashi Edutainment Pvt Ltd and
Microsoft Corp (India) Pvt Ltd are also competing in the space for a share of consumers’ pocket.
Traditional Toys and Games Stores Dominate

Actually seeing toys and having the opportunity to play with them in person is still clearly
important, with traditional toy shops remaining the most popular distribution channel. Specialist
retailers like Hamleys continued to expand into the main cities across the country. As the stores
are facing competition from online retailers, they are focusing on enticing consumers by
investing in improving the shopping experience. In video games hardware, consumers shopped
mostly from electronics and appliance specialist retailers, like Chroma and Reliance Digital.
Similarly, in video games software (physical), media stores dominated. These are the retail
outlets specialising in sales of recorded music, films, video games (including hardware), books,
journals and magazines or a combination of these, including digital downloads.
Brighter Days Ahead for Toys and Games Industry in India

Toys and games in India will record healthy growth on the back of video games. Traditional
toys and games manufacturers have suffered a slowdown in the market since 2017 because of
new import norms and GST. The market started to stabilise in 2018 and it will maintain similar
growth over the forecast period. Certain categories like STEM toys, action figures and
accessories and baby and infant and pre-school products are expected to generate more
revenue for the industry. These categories are benefitting from increased awareness among
parents about the use of toys and games for a child’s cognitive development and children’s
exposure to pop-culture in the form of superhero movies and TV series.
Increased accessibility to smartphones and the internet has expanded the consumer base for
video games. During the forecast period, mobile games will outperform all the other sub-
categories. Even though most consumers use free versions of the gaming app, in-game
purchases are expected to increase over time. Along with mobile games, as gamers look for a
more immersive alternative for entertainment through gaming, gaming accessories like AR/VR
headset will benefit. As more players enter the market, the reduced cost of the product will also
mean that more consumers can adopt the technology.
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Traditional Toys and 27,543.4 28,314.2 30,385.1 32,366.3 33,549.4 35,716.1

Games
Video Games 8,926.6 12,156.5 17,069.1 23,915.5 32,726.4 47,576.2
Toys and Games 36,469.9 40,470.7 47,454.2 56,281.8 66,275.8 83,292.3
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 2013-2018
% current value growth
2017/18 2013-18 CAGR 2013/18 Total
Traditional Toys and Games 6.5 5.3 29.7

Video Games 45.4 39.7 433.0
Toys and Games 25.7 18.0 128.4
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Mattel Toys (India) Pvt 5.8 5.9 5.5 5.1 4.6

Ltd
Funskool (India) Ltd 6.1 6.1 6.1 5.4 3.4
Sony India Pvt Ltd 3.5 3.9 3.7 3.4 2.9
TruCare FZC - - - - 1.2
Samsung India - - 0.6 0.8 1.0
Electronics Pvt Ltd
Zephyr Toymakers Pvt Ltd 0.8 0.8 0.8 0.7 0.6
Simba Toys India Ltd 1.3 1.1 0.9 0.7 0.6
Microsoft Corp (India) 0.5 0.8 0.7 0.6 0.5
Pvt Ltd
My Baby Excels Ltd 0.7 0.7 0.7 0.6 0.5
Milestone Interactive 0.5 0.5 0.5 0.5 0.5
Pvt Ltd
Frank Educational Aids 0.5 0.5 0.4 0.4 0.3
Pvt Ltd
E-Xpress Interactive 0.5 0.6 0.5 0.4 0.3
Software Pvt Ltd
Reliance Big 0.3 0.3 0.3 0.3 0.3
Entertainment Pvt Ltd
Creative Educational 0.5 0.4 0.4 0.4 0.3
Aids Pvt Ltd
Kool Kidz Products Pvt 0.3 0.3 0.3 0.3 0.2
Ltd
World Wide CD Roms Pvt 0.2 0.3 0.3 0.3 0.2
Ltd
OK Play India Ltd 1.1 0.7 0.4 0.3 0.2
Walt Disney Co (India) 0.4 0.3 0.3 0.2 0.2
Pvt Ltd, The
Jasco Handicrafts 0.5 0.4 0.3 0.3 0.2
Pegasus Toys (Pty)Ltd 0.2 0.2 0.2 0.2 0.2
Archies Greetings & 1.0 0.6 0.3 0.2 0.1
Gifts Ltd
Toy Triangle Pvt Ltd 0.2 0.2 0.2 0.2 0.1
Mahindra Retail Pvt Ltd 0.2 0.2 0.2 0.2 0.1
Mitashi Edutainment Pvt 0.2 0.2 0.2 0.1 0.1
Ltd
Artsana India Pvt Ltd 0.2 0.1 0.1 0.1 0.1
Redington India Pvt Ltd 0.1 0.1 0.1 0.1 0.0
Hanung Toys & Textiles 1.1 0.1 0.0 0.0 0.0
Ltd
Private Label 0.7 0.7 0.7 0.6 0.5
Others 72.5 74.1 75.4 77.6 80.6
Total 100.0 100.0 100.0 100.0 100.0
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
PlayStation 4 (Sony Sony India Pvt Ltd 3.3 3.5 3.3 2.8
Corp)
Hot Wheels (Mattel Mattel Toys (India) Pvt 2.1 2.0 1.8 1.6
Inc) Ltd
Barbie (Mattel Inc) Mattel Toys (India) Pvt 1.9 1.7 1.5 1.4
Ltd
Lego (LEGO Group) TruCare FZC - - - 1.2
Fisher-Price Mattel Toys (India) Pvt 1.2 1.1 1.1 1.1
(Mattel Inc) Ltd
Samsung Gear VR Samsung India - 0.6 0.8 1.0
(Samsung Corp) Electronics Pvt Ltd
Xbox One (Microsoft Microsoft Corp (India) 0.5 0.5 0.5 0.5
Corp) Pvt Ltd
Simba Toys (Simba- Simba Toys India Ltd 0.8 0.7 0.6 0.4
Dickie Group GmbH)
Funskool Games (MRF Funskool (India) Ltd 0.6 0.6 0.5 0.4
Ltd)
Giggles (MRF Ltd) Funskool (India) Ltd 0.4 0.5 0.5 0.4
Zephyr Zephyr Toymakers Pvt Ltd 0.5 0.5 0.5 0.4
Excel My Baby Excels Ltd 0.4 0.4 0.4 0.4
Frank Frank Educational Aids 0.5 0.4 0.4 0.3
Pvt Ltd
Fun Toys Reliance Big 0.3 0.3 0.3 0.3
Fifa (Electronic Milestone Interactive 0.2 0.2 0.3 0.2
Arts Inc) Pvt Ltd
Nerf (Hasbro Inc) Funskool (India) Ltd 0.3 0.3 0.3 0.2
Monopoly (Hasbro Inc) Funskool (India) Ltd 0.3 0.3 0.3 0.2
Mechanix Zephyr Toymakers Pvt Ltd 0.2 0.2 0.2 0.2
OK Play OK Play India Ltd 0.7 0.4 0.3 0.2
Transformers Funskool (India) Ltd 0.3 0.2 0.2 0.2
(Hasbro Inc)
Creative Toys Creative Educational 0.2 0.2 0.2 0.2
Aids Pvt Ltd
Dimpy Stuff Jasco Handicrafts 0.4 0.3 0.3 0.2
Play-Doh (Hasbro Inc) Funskool (India) Ltd 0.3 0.3 0.3 0.2
Call of Duty World Wide CD Roms Pvt 0.2 0.2 0.2 0.1
(Activision Ltd
Blizzard Inc)
Toy Kraft Paper Pegasus Toys (Pty)Ltd 0.2 0.2 0.2 0.1
Quilling Play
Things (ToyKraft
Pvt Ltd)
Meccano (Spin My Baby Excels Ltd 0.3 0.2 0.2 0.1
Master Ltd)
Archies Soft Toys Archies Greetings & 0.6 0.3 0.2 0.1
Gifts Ltd
Beyblade (Takara Funskool (India) Ltd 0.2 0.2 0.2 0.1
Tomy Co Ltd)
Uno (Mattel Inc) Mattel Toys (India) Pvt 0.1 0.1 0.1 0.1
Ltd
Mom & Me Mahindra Retail Pvt Ltd 0.2 0.2 0.2 0.1
Lego (LEGO Group) Funskool (India) Ltd 1.5 1.5 1.3 -
Private label Private Label 0.7 0.7 0.6 0.5

Others Others 80.6 80.8 82.3 84.4
Total Total 100.0 100.0 100.0 100.0
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Store-Based Retailing 81.8 76.0 68.9 61.5 53.3 44.9

- Grocery Retailers 3.9 3.8 3.6 3.4 2.9 2.6
-- Modern Grocery 3.9 3.8 3.6 3.4 2.9 2.6
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 3.9 3.8 3.6 3.4 2.9 2.6
--- Supermarkets - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Mixed Retailers 1.2 1.1 1.0 0.8 0.5 0.3
-- Department Stores 1.2 1.1 1.0 0.8 0.5 0.3
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 76.8 71.0 64.3 57.3 49.9 42.1
-- Electronics and 4.2 4.3 4.6 5.1 5.0 4.5
Appliance Specialist
Retailers
-- Health and Beauty - - - - - -
Specialist Retailers
-- Home and Garden - - - - - -
-- Leisure and Personal 68.9 64.1 56.8 49.5 44.1 35.8
Goods Specialist
Retailers
--- Sports goods stores - - - - - -
--- Traditional Toys 64.0 58.9 51.7 44.7 39.8 32.1
and Games Stores
--- Media Products Stores 4.9 5.2 5.1 4.8 4.4 3.7
-- Other Non-Grocery 3.7 2.6 2.8 2.7 0.7 1.8
Specialists
Non-Store Retailing 18.2 24.0 31.1 38.5 46.7 55.1
- Vending - - - - - -
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 18.1 24.0 31.1 38.5 46.6 55.1
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023

Games
Video Games 47,576.2 67,193.0 95,434.4 136,574.0 196,566.7 283,534.2
Toys and Games 83,292.3 103,486.4 132,186.3 173,821.5 234,408.9 322,058.9
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 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Video Games 41.2 42.9 496.0
Toys and Games 24.2 31.1 286.7
trade sources
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources Business World
Ministry of Corporate Affairs
National Council of Applied Economic

Research - NCAER
Prowess Database
Trade Associations All India Toy Manufacturers As
ASSOCHAM
Bureau Veritas' Consumer Products Services
Sports Goods Export Promotion Council

(SGEPC)
The All India Toys Manufacturers Association
Toys Association of India
Trade Press Business India
Business Insider
Business Standard
Business Today
CNBC
DCI
Economic Times
Economics Times
ET Brand Equity
Exchange 4 Media
Financial Express
Gifts & Accessories
IBID
Indianindustry.com
International Business Times
Live Mint
MAGINIDA
MCV India
NDTV
Quartz India
Rediff.com
Screenindia.com
The Indian
The Tribune
Times of India
Toy News
Source: Euromonitor International
TRADITIONAL TOYS AND GAMES IN

INDIA - CATEGORY ANALYSIS
HEADLINES
▪ Traditional toys in India grows by 6.4% in 2018 to INR26.8 Million in current terms
▪ Parents’ awareness towards the product’s quality and its use aids the sales of traditional toys
▪ Mattel Toys India Pvt Ltd emerged as the leader in traditional toys and games market with
10.6% value share in 2018
▪ Traditional toys and games stores dominate the sales with 75% channel share in 2018
▪ Traditional toys and games value sales are expected to rise at a 6.3% current value CAGR
(1.5% 2018 constant value CAGR) over 2018-2023
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. This can be seen
in baby and infant toys and games being one of the fastest growing categories in 2018. This
growth can also be attributed to an increase in purchasing power over the years. According to
Euromonitor’s economies and consumers annual data, Indians have a median disposable
income per household of INR372,283 in 2018 with a forecast CAGR of 10% (2018-23). Also,
according to Euromonitor Lifestyles survey 2017, 46% of consumers are willing to pay more for
high quality when buying children’s products. This further validates the fact that the parents are
cautious about the products they buy for their infants and babies even when they have to spend
more so that the product does not have harmful toxic elements. Parents are also looking for
products which support the cognitive development of their children. Such psychographic factors
will keep pushing this category forward.
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. While they socialise with drinks and ordered-in food, people treat these games as a fun
and entertaining escape. Moreover, as families and friends feel the need to disconnect from
their screens and have quality time together, such games provide a refreshing refuge.
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. However, with the growing popularity of Chhota Bheem, one of
the original Indian intellectual properties, local licensing has picked up in Indian toys and games.
Chhota Bheem is an Indian animated television series based on adventures of a boy named
Bheem, and his friends. It is one of the most watched children’s series in India. Now, green gold
animation, the owner of Chhota Bheem licensing rights, has launched a Netflix original animated
series called “Mighty Little Bheem”. The affinity of kids towards the protagonist has propelled it
to being one of the most valued IPs for licensing, which is used by a wide array of brands to
attract new consumers and engage the existing ones. These licensed products are mostly
dominant in collectable action figures and accessories, baby and infant toys and plush
categories. With Indians being more accepting of the original content, such franchises are likely
to be seen in more product categories within the toys and games remit.
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. Barbie was suffering due to shifting interest among children and
parents towards STEM and arts and craft products. However, with its “You can be anything”
campaign, showing Barbie as a scientist or an astronaut, for example, the brand was able to
gain volume sales again in 2018.
Funskool (India) Ltd slipped to second position as the distributorship of Lego moved to
TruCare FZC. In 2018, Funskool continued to sell Hasbro products in India. Its own brand
“Giggles” has been performing well in baby and infant and pre-school categories. It has its own
brand of toys and games in multiple categories like games and puzzles, arts and crafts, plush
and model vehicles. With the move to regulate prices of imports, the flagbearers among the
Indian manufacturer Funskool will get a level playing field.
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. Reliance retail which owns and operates Hamleys in India has
about 80 stores in 32 cities across the country. The focus of the retail store has been to create
an interactive place where children and parents can play with toys and get first-hand experience
of using the product. Hamleys stores also have sales personnel who demonstrate the toys and
games, and often act as influencers when customers ask for advice. Like most retailers,
Hamleys has started focusing on private label products to increase the profit margin. With the
cost of rental space increasing and the growth of online retail in the toys and games market,
brick and mortar players like Hamleys will adopt similar strategies to remain in business.
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.
The unorganised market had great distribution, making these products available in every corner
of cities. Consumers feel that their child will quickly outgrow playing with certain toys and being
price sensitive, they justify buying counterfeit toys. Little heed was paid to the quality of the
products and the impact on children. However, with the discussion on toxic chemicals found in
toys being mainstream, parents have become cautious about what they buy for their children.
The government has also stepped in to ensure high quality standards for the products available
in the market by subjecting the imports to rigorous tests. With the supply running thin in the
unorganised market and increased awareness among parents, the organised sector has
leverage. Parents are now open to buying branded products from online and offline stores and
this trend will ensure that the share of the organised sector in the market grows further in the
future.
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Action Figures and 517.3 596.2 703.5 825.8 989.6 1,145.8

Accessories
Arts and Crafts 1,077.3 1,158.4 1,243.2 1,316.5 1,380.6 1,395.4
Baby and Infant 4,020.6 4,763.2 5,863.5 7,058.5 8,044.6 9,208.6
Construction 848.2 1,094.2 1,315.2 1,611.2 1,791.1 2,023.3
Dolls and Accessories 3,308.1 2,877.4 2,701.0 2,486.3 2,155.1 2,210.0
Dress-Up and Role Play 147.0 166.1 183.0 201.1 209.3 215.5
Games and Puzzles 2,701.6 2,850.2 2,970.5 3,171.9 3,337.8 3,583.1
Model Vehicles 4,238.3 4,297.2 4,596.3 4,660.2 4,542.3 4,488.7
Outdoor and Sports 1,241.2 1,350.7 1,429.7 1,501.2 1,534.7 1,565.2
Plush 2,985.8 2,224.4 1,804.3 1,511.5 1,284.8 1,117.8
Pre-School 2,471.2 2,782.8 3,283.1 3,618.7 3,836.9 4,298.1
Remote Control Toys 2,694.5 2,764.9 2,818.2 2,835.4 2,812.4 2,779.5
Ride-On Vehicles 588.1 640.8 702.5 775.4 831.2 877.7
Scientific/Educational 96.1 104.3 114.3 126.7 138.8 160.5
Other Traditional Toys 608.0 643.5 656.8 666.0 660.2 646.9
and Games
Games
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Action Figures and Accessories 15.8 17.2 121.5

Arts and Crafts 1.1 5.3 29.5
Baby and Infant 14.5 18.0 129.0
Construction 13.0 19.0 138.5
Dolls and Accessories 2.5 -7.8 -33.2
Dress-Up and Role Play 3.0 7.9 46.6
Games and Puzzles 7.4 5.8 32.6
Model Vehicles -1.2 1.2 5.9
Outdoor and Sports 2.0 4.7 26.1
Plush -13.0 -17.8 -62.6
Pre-School 12.0 11.7 73.9
Remote Control Toys -1.2 0.6 3.2
Ride-On Vehicles 5.6 8.3 49.2
Scientific/Educational 15.7 10.8 67.0
Other Traditional Toys and Games -2.0 1.2 6.4
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Young Children 40.8 41.0 42.0 43.3 45.7 47.3

(Population Aged up to 6)
Pre-Teens (Population 38.1 38.0 37.3 36.3 35.3 33.2
Aged 7-12)
Teenagers (Population 19.3 19.3 19.0 18.7 18.0 17.9
Aged 13-19)
Adults (Population Aged 1.8 1.8 1.8 1.7 1.0 1.5
Over 20)
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade interviews, trade sources
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value

2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Licensed 6.8 6.9 6.9 6.9 6.9 7.1

Non-Licensed 93.2 93.1 93.1 93.1 93.1 92.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value

2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Electronic 23.8 24.5 25.1 26.2 27.0 28.4

Non-Electronic 76.2 75.5 74.9 73.8 73.0 71.6
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Mattel Toys (India) Pvt 8.3 9.2 9.5 10.0 10.6

Ltd
Funskool (India) Ltd 8.8 9.5 10.6 10.7 7.8
TruCare FZC - - - - 2.7
Zephyr Toymakers Pvt Ltd 1.1 1.2 1.3 1.4 1.4
Simba Toys India Ltd 1.8 1.7 1.5 1.4 1.4

My Baby Excels Ltd 1.0 1.1 1.2 1.3 1.2
Frank Educational Aids 0.7 0.7 0.7 0.8 0.8
Pvt Ltd
Reliance Big 0.4 0.5 0.6 0.7 0.7
Creative Educational 0.7 0.7 0.7 0.7 0.7
Aids Pvt Ltd
Kool Kidz Products Pvt 0.4 0.5 0.5 0.5 0.6
Ltd
OK Play India Ltd 1.6 1.0 0.7 0.6 0.5
Walt Disney Co (India) 0.5 0.5 0.5 0.5 0.5
Pvt Ltd, The
Jasco Handicrafts 0.6 0.6 0.6 0.5 0.4
Pegasus Toys (Pty)Ltd 0.3 0.3 0.4 0.4 0.4
Archies Greetings & 1.4 0.9 0.6 0.4 0.3
Gifts Ltd
Toy Triangle Pvt Ltd 0.3 0.4 0.4 0.4 0.3
Mahindra Retail Pvt Ltd 0.4 0.3 0.3 0.3 0.3
Artsana India Pvt Ltd 0.2 0.2 0.2 0.2 0.2
Hanung Toys & Textiles 1.6 0.2 0.1 0.1 0.0
Ltd
Private Label 1.0 1.1 1.2 1.2 1.3
Others 68.8 69.3 68.4 68.1 67.8
Total 100.0 100.0 100.0 100.0 100.0
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
% retail value rsp

Hot Wheels (Mattel Mattel Toys (India) Pvt 3.2 3.5 3.6 3.8
Inc) Ltd
Barbie (Mattel Inc) Mattel Toys (India) Pvt 2.9 3.0 3.0 3.2
Ltd
Lego (LEGO Group) TruCare FZC - - - 2.7
Fisher-Price Mattel Toys (India) Pvt 1.8 2.0 2.2 2.5
(Mattel Inc) Ltd
Simba Toys (Simba- Simba Toys India Ltd 1.2 1.1 1.1 1.0
Dickie Group GmbH)
Funskool Games (MRF Funskool (India) Ltd 0.9 1.0 1.0 1.0
Ltd)
Giggles (MRF Ltd) Funskool (India) Ltd 0.7 0.8 0.9 1.0
Zephyr Zephyr Toymakers Pvt Ltd 0.8 0.9 0.9 0.9
Excel My Baby Excels Ltd 0.7 0.8 0.8 0.8
Frank Frank Educational Aids 0.7 0.7 0.8 0.8
Pvt Ltd
Fun Toys Reliance Big 0.5 0.5 0.6 0.7
Nerf (Hasbro Inc) Funskool (India) Ltd 0.5 0.6 0.6 0.6
Monopoly (Hasbro Inc) Funskool (India) Ltd 0.5 0.5 0.5 0.5
Mechanix Zephyr Toymakers Pvt Ltd 0.3 0.4 0.4 0.5
OK Play OK Play India Ltd 1.0 0.7 0.6 0.5
Transformers Funskool (India) Ltd 0.4 0.4 0.4 0.5
(Hasbro Inc)
Creative Toys Creative Educational 0.4 0.4 0.4 0.5
Aids Pvt Ltd
Dimpy Stuff Jasco Handicrafts 0.6 0.6 0.5 0.4

Play-Doh (Hasbro Inc) Funskool (India) Ltd 0.5 0.6 0.6 0.4
Toy Kraft Paper Pegasus Toys (Pty)Ltd 0.3 0.3 0.3 0.3
Quilling Play
Things (ToyKraft
Pvt Ltd)
Meccano (Spin My Baby Excels Ltd 0.4 0.4 0.4 0.3
Master Ltd)
Archies Soft Toys Archies Greetings & 0.9 0.6 0.4 0.3
Gifts Ltd
Beyblade (Takara Funskool (India) Ltd 0.3 0.3 0.3 0.3
Tomy Co Ltd)
Uno (Mattel Inc) Mattel Toys (India) Pvt 0.2 0.2 0.3 0.3
Ltd
Mom & Me Mahindra Retail Pvt Ltd 0.3 0.3 0.3 0.3
Kidz Toyz Kool Kidz Products Pvt Ltd 0.3 0.3 0.3 0.3
Disney (Walt Disney Walt Disney Co (India) 0.3 0.3 0.3 0.3
Co, The) Pvt Ltd, The
Fun Dough (MRF Ltd) Funskool (India) Ltd 0.2 0.2 0.3 0.3
Tomy (Takara Tomy Funskool (India) Ltd 0.3 0.3 0.3 0.2
Co Ltd)
Playskool (Hasbro Funskool (India) Ltd 0.2 0.3 0.3 0.2
Inc)
Lego (LEGO Group) Funskool (India) Ltd 2.3 2.6 2.6 -
Others Others 75.0 74.1 73.7 73.3
Total Total 100.0 100.0 100.0 100.0
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018

-- Modern Grocery 4.4 4.7 4.8 4.9 4.6 4.7
Retailers
--- Hypermarkets 4.4 4.7 4.8 4.9 4.6 4.7
Retailers
- Mixed Retailers 1.6 1.6 1.5 1.3 1.0 0.8
-- Department Stores 1.6 1.6 1.5 1.3 1.0 0.8
-- Electronics and - - - - - -
Retailers

Goods Specialist
Retailers
--- Traditional Toys 84.8 84.2 80.8 77.7 78.5 74.9
and Games Stores
Specialists
- Vending - - - - - -
- Homeshopping 0.1 0.1 0.1 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Action Figures and 1,145.8 1,273.2 1,410.9 1,569.3 1,748.2 1,949.9

Accessories
Arts and Crafts 1,395.4 1,369.4 1,333.2 1,295.4 1,255.4 1,212.9
Baby and Infant 9,208.6 9,905.4 10,523.9 11,097.0 11,634.8 12,124.4
Construction 2,023.3 2,188.9 2,311.8 2,410.8 2,487.8 2,562.4
Dolls and Accessories 2,210.0 2,079.6 1,936.2 1,777.3 1,626.2 1,473.7
Dress-Up and Role Play 215.5 209.4 201.4 192.0 180.9 169.7
Games and Puzzles 3,583.1 3,707.8 3,848.3 4,004.3 4,185.4 4,385.9
Model Vehicles 4,488.7 4,180.8 3,868.8 3,558.1 3,268.5 2,997.2
Outdoor and Sports 1,565.2 1,521.6 1,449.6 1,372.9 1,293.6 1,210.5
Plush 1,117.8 934.7 782.0 658.8 558.7 474.8
Pre-School 4,298.1 4,608.7 4,927.7 5,294.3 5,701.9 6,153.5
Remote Control Toys 2,779.5 2,633.4 2,472.1 2,313.1 2,162.6 2,015.5
Ride-On Vehicles 877.7 890.8 905.9 925.5 952.4 991.6
Scientific/Educational 160.5 180.4 204.5 232.9 266.9 308.1
Other Traditional Toys 646.9 609.3 575.6 545.9 518.7 494.6
and Games
Games
trade sources
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth
2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Action Figures and Accessories 11.1 11.2 70.2

Arts and Crafts -1.9 -2.8 -13.1
Baby and Infant 7.6 5.7 31.7
Construction 8.2 4.8 26.6
Dolls and Accessories -5.9 -7.8 -33.3
Dress-Up and Role Play -2.8 -4.7 -21.2
Games and Puzzles 3.5 4.1 22.4

Model Vehicles -6.9 -7.8 -33.2
Outdoor and Sports -2.8 -5.0 -22.7
Plush -16.4 -15.7 -57.5
Pre-School 7.2 7.4 43.2
Remote Control Toys -5.3 -6.2 -27.5
Ride-On Vehicles 1.5 2.5 13.0
Scientific/Educational 12.4 13.9 91.9
Other Traditional Toys and Games -5.8 -5.2 -23.5
trade sources
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-
2023
% retail value rsp

2018 2019 2020 2021 2022 2023
Young Children 47.3 49.5 51.4 53.8 55.3 57.1

(Population Aged up to 6)
Pre-Teens (Population 33.2 31.5 29.3 26.4 23.9 21.0
Aged 7-12)
Teenagers (Population 17.9 17.9 17.8 17.6 17.6 17.5
Aged 13-19)
Adults (Population Aged 1.5 1.2 1.5 2.1 3.2 4.3
Over 20)
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade interviews, trade sources
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: %

Value 2018-2023
% retail value rsp

2018 2019 2020 2021 2022 2023
Licensed 7.1 7.3 7.4 7.6 7.9 8.1

Non-Licensed 92.9 92.7 92.6 92.4 92.1 91.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
VIDEO GAMES IN INDIA - CATEGORY

ANALYSIS
HEADLINES
▪ Video games in India grows by 45% in 2018 to almost INR48 million in current terms
▪ Increasing use of mobile phones (hardware) and the reduction in data costs results in mobile
gaming contributing to growing the video game industry in 2018
▪ Sony India Pvt Ltd continues to lead video games in 2018
▪ Electronics and appliance specialist retailers hold a mammoth 79% share of video games
hardware sales
▪ Video games value sales are expected to rise at a current value CAGR of 50% (43% 2018
constant value CAGR) over 2018-2023
PROSPECTS
Digital Video Games Software Drives the Growth, While Mobile Gaming
Is the Most Loved Category of Digital Video Games Software
Digital video game software is growing faster than physical video game software. Mobile
gaming is one of the most preferred categories in digital video games. Due to competition for
established players from local players like Lava, Karbonn and Micromax and Chinese players
like Xiaomi, Vivo and Oppo, the unit price of smartphones has been falling since 2014. This
made it easier for newer consumers to shift to a smartphone which supports multiple game
formats through app downloads. App downloading requires an internet connection and in India,
the cost of mobile data has reduced dramatically since Reliance Jio’s disruptive entry into the
telecoms market in 2016. According to Euromonitor Economies and Consumers annual data,
the internet penetration rate is expected to reach 89% in 2023. With more data-enabled phones
in pockets and ease of downloading gaming apps, mobile games will continue to be one of the
favourite means of gaming among Indians. In 2018, Ludo King, Subway Surfer and Temple Run
were the top games based on DAU. Although, consumers prefer to install and play the freemium
version of the apps, the in-game purchases are going to increase as more gamers are seeking
an uninterrupted and more interactive experience from mobile games.
Ar/vr Headsets Slowly Securing A Share of Consumer Spending on

Entertainment
Though the AR/VR headset market is still in the nascent stage in India, it recorded one of the
fastest growth rates in value sales terms in the video games industry. More and more start-ups
are investing in the AR/VR market, realising the benefits of using the product when gaming, and
in the healthcare and manufacturing industries. One such start-up is Smartivity which sells
STEM (science, technology, engineering, mathematics) content in the form of toys and AR-
enabled DIY kits. Along with such start-ups, major players like Samsung (Samsung Gear VR)
and Oculus Rift have taken steps to push sales of headsets. Bundling and reducing the unit
price have had a positive influence on sales. With consumer awareness increasing and more
virtual/artificial content being made available for consumption, the category is bound to grow
exponentially over the forecast period.
COMPETITIVE LANDSCAPE
Sony India Pvt Ltd Dominates the Video Games Industry

Sony India Pvt Ltd was able to maintain its number one position on the leader board in 2018.
PlayStation is a well-established brand in the world of video games and is available across all
major distribution channels. PlayStation 4 remained a popular choice in static consoles in 2018.
In the hand-held consoles arena, Sony PlayStation Portable and Sony PlayStation Vita
competed against Mitashi Edutainment’s Game In, however Game In was preferred by
consumers due to its lower price range compared to Sony products. With the speculation about
further price cuts, Sony will be in a position to maintain its market share in the coming year as
well.
Games Developed by Indian Developers Find Audience Due To

Localisation
Mobile games was one of the fastest growing categories in 2018. Indian consumers were
found to engage in famous games like Subway Surfers and Candy Crush Saga due to the easy
learning curve and high entertainment value. Games developed by Indian developers were not
far behind in riding the mobile games popularity bandwagon. Teen Patti and Indian Rummy
casino games developed by Octro, have been a success as they allow players to monetise their
efforts. Another firm, Dhruva Interactive developed the KBC video game based on the general
knowledge quiz show of the same name. These developers are localising their content to garner
more consumers. Though Indians still prefer free versions of games, there is increased interest
in getting entertainment without interruption from ads, and these developers are expecting to
give their competitors a run for their money.
CATEGORY DATA
Table 20 Sales of Video Games by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Video Games Hardware 1,648.4 1,916.0 2,454.3 3,256.1 3,780.7 4,482.8

- Hand-Held Consoles 146.0 115.7 92.3 80.4 67.1 61.6
- Static Consoles 1,377.5 1,653.0 2,192.5 2,441.8 2,651.8 2,836.9
- Gaming Accessories 124.8 147.2 169.5 733.8 1,061.8 1,584.3
-- Toys-to-Life 0.5 2.5 4.6 8.0 10.8 11.6
-- AR/VR Headsets - - - 550.3 870.5 1,384.7
-- Other Gaming 124.3 144.7 164.9 175.6 180.5 188.0
Accessories
Video Games Software 7,278.2 10,240.6 14,614.8 20,659.4 28,945.7 43,093.4
- Video Games Software 1,567.3 1,911.7 2,271.0 2,533.6 2,700.1 2,823.8
(Physical)
-- Computer Games 576.0 646.8 712.8 771.7 806.1 823.7
(Physical)
-- Console Games 991.3 1,264.9 1,558.2 1,761.9 1,894.0 2,000.1
(Physical)
(Digital)
-- Computer Games 30.7 122.8 165.5 211.9 258.9 310.2
(Digital)
-- Console Games 37.2 61.2 239.7 304.0 367.5 424.1
(Digital)
-- Online Games 164.8 201.4 261.9 344.0 445.5 553.7
-- Mobile Games 5,478.2 7,943.4 11,676.7 17,265.9 25,173.7 38,981.5
by Platform
-- Console Games 1,028.5 1,326.1 1,797.9 2,065.8 2,261.5 2,424.2
-- Computer Games 606.7 769.7 878.3 983.7 1,065.0 1,134.0
-- Online Games 164.8 201.4 261.9 344.0 445.5 553.7
-- Mobile Games 5,478.2 7,943.4 11,676.7 17,265.9 25,173.7 38,981.5
by Format
-- Video Games Software 3,779.7 4,242.7 4,038.2 4,911.4 5,691.6 7,191.9
(Game Sales)
(In-Game Purchases)
Video Games 8,926.6 12,156.5 17,069.1 23,915.5 32,726.4 47,576.2
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Video Games Hardware 18.6 22.2 172.0

- Hand-Held Consoles -8.2 -15.9 -57.8
- Static Consoles 7.0 15.5 105.9
- Gaming Accessories 49.2 66.2 1,169.2
-- Toys-to-Life 8.0 87.6 2,226.3
-- AR/VR Headsets 59.1 - -
-- Other Gaming Accessories 4.1 8.6 51.2
Video Games Software 48.9 42.7 492.1
- Video Games Software (Physical) 4.6 12.5 80.2
-- Computer Games (Physical) 2.2 7.4 43.0
-- Console Games (Physical) 5.6 15.1 101.8
- Video Games Software (Digital) 53.4 47.8 605.1
-- Computer Games (Digital) 19.8 58.8 910.2
-- Console Games (Digital) 15.4 62.7 1,039.1
-- Online Games 24.3 27.4 236.0
-- Mobile Games 54.9 48.1 611.6
- Video Games Software by Platform 48.9 42.7 492.1
-- Console Games 7.2 18.7 135.7
-- Computer Games 6.5 13.3 86.9
-- Online Games 24.3 27.4 236.0
-- Mobile Games 54.9 48.1 611.6
- Video Games Software by Format 48.9 42.7 492.1
-- Video Games Software (Game Sales) 26.4 13.7 90.3
-- Video Games Software (In-Game 54.4 59.3 926.2
Purchases)
Video Games 45.4 39.7 433.0
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Samsung India - - 1.5 1.7 1.8
Electronics Pvt Ltd
Pvt Ltd
Pvt Ltd
Software Pvt Ltd
Ltd
Ltd
Activision Blizzard Inc 0.1 0.1 0.1 0.0 0.0
Nintendo Co Ltd 0.1 0.0 0.0 0.0 0.0
Others 81.1 82.6 84.7 87.3 90.1
Total 100.0 100.0 100.0 100.0 100.0
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
% retail value rsp

Corp)
Corp) Pvt Ltd
Arts Inc) Pvt Ltd
(Activision Ltd
Blizzard Inc)
The Witcher (CD E-Xpress Interactive 0.4 0.4 0.3 0.2
Projekt SA) Software Pvt Ltd
Game In Mitashi Edutainment Pvt 0.5 0.4 0.3 0.2
Ltd
Counter Strike World Wide CD Roms Pvt 0.2 0.2 0.2 0.1
(Valve Corp) Ltd
Battlefield Milestone Interactive 0.3 0.2 0.2 0.1
(Electronic Arts Inc) Pvt Ltd
Assassin's Creed E-Xpress Interactive 0.3 0.2 0.2 0.1
(Ubisoft Software Pvt Ltd
Entertainment SA)
God of War (Sony Milestone Interactive 0.2 0.2 0.2 0.1
Corp) Pvt Ltd
Max Payne (Take-Two E-Xpress Interactive 0.4 0.2 0.1 0.1
Interactive Software Pvt Ltd
Software Inc)
Tekken (BANDAI Milestone Interactive 0.1 0.1 0.1 0.1
NAMCO Group) Pvt Ltd

Street Fighter Milestone Interactive 0.2 0.1 0.1 0.1
(Capcom Co Ltd) Pvt Ltd
Halo (Microsoft Corp) Redington India Pvt Ltd 0.2 0.1 0.1 0.1
Batman (Warner Bros E-Xpress Interactive 0.1 0.1 0.1 0.1
Entertainment Inc) Software Pvt Ltd
Xbox 360 (Microsoft Microsoft Corp (India) 0.5 0.2 0.1 0.1
Corp) Pvt Ltd
Grand Theft Auto E-Xpress Interactive 0.1 0.1 0.1 0.0
(Take-Two Software Pvt Ltd
Interactive
Software Inc)
Sony PlayStation Sony India Pvt Ltd 0.1 0.1 0.0 0.0
Vita (Sony Corp)
Portable (Sony Corp)
Corp)
Gears of War Redington India Pvt Ltd 0.1 0.1 0.0 0.0
(Microsoft Corp)
Hitman (Square Enix E-Xpress Interactive 0.1 0.0 0.0 0.0
Holdings Co Ltd) Software Pvt Ltd
World of Warcraft Activision Blizzard Inc 0.0 0.0 0.0 0.0
Club Penguin Nintendo Co Ltd 0.0 0.0 0.0 0.0
PlayStation 2 (Sony Sony India Pvt Ltd 0.0 - - -
Corp)
Others Others 83.1 85.1 87.6 90.4
Total Total 100.0 100.0 100.0 100.0
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Samsung India - - 11.1 14.8 19.2
Electronics Pvt Ltd
Pvt Ltd
Ltd
Private Label 0.3 0.3 0.2 0.2 0.2
Others 9.7 7.6 11.4 12.6 15.3
Total 100.0 100.0 100.0 100.0 100.0
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
% retail value rsp

Corp)

Corp) Pvt Ltd
Game In Mitashi Edutainment Pvt 3.6 2.7 2.3 1.9
Ltd
Xbox 360 (Microsoft Microsoft Corp (India) 3.3 1.5 0.8 0.6
Corp) Pvt Ltd
Kinect (Microsoft Microsoft Corp (India) 0.6 0.5 0.5 0.4
Corp) Pvt Ltd
Vita (Sony Corp)
Portable (Sony Corp)
Corp)
Move (Sony Corp)
PlayStation 2 (Sony Sony India Pvt Ltd 0.3 - - -
Corp)
Others Others 8.8 12.4 13.5 16.2
Total Total 100.0 100.0 100.0 100.0
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Pvt Ltd
Software Pvt Ltd
Ltd
Activision Blizzard Inc 0.1 0.1 0.1 0.0 0.0
Nintendo Co Ltd 0.1 0.0 0.0 0.0 0.0
Others 94.4 95.1 96.2 97.0 97.9
Total 100.0 100.0 100.0 100.0 100.0
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
% retail value rsp


Arts Inc) Pvt Ltd
(Activision Ltd
Blizzard Inc)
The Witcher (CD E-Xpress Interactive 0.5 0.4 0.3 0.2
Projekt SA) Software Pvt Ltd
Counter Strike World Wide CD Roms Pvt 0.3 0.2 0.2 0.2
(Valve Corp) Ltd
Battlefield Milestone Interactive 0.4 0.3 0.2 0.1
(Electronic Arts Inc) Pvt Ltd
Assassin's Creed E-Xpress Interactive 0.3 0.3 0.2 0.1
(Ubisoft Software Pvt Ltd
Entertainment SA)
God of War (Sony Milestone Interactive 0.3 0.2 0.2 0.1
Corp) Pvt Ltd
Max Payne (Take-Two E-Xpress Interactive 0.5 0.3 0.1 0.1
Interactive Software Pvt Ltd
Software Inc)
Tekken (BANDAI Milestone Interactive 0.2 0.1 0.1 0.1
NAMCO Group) Pvt Ltd
Street Fighter Milestone Interactive 0.2 0.1 0.1 0.1
(Capcom Co Ltd) Pvt Ltd
Halo (Microsoft Corp) Redington India Pvt Ltd 0.2 0.1 0.1 0.1
Batman (Warner Bros E-Xpress Interactive 0.2 0.1 0.1 0.1
Entertainment Inc) Software Pvt Ltd
Fallout (Bethesda E-Xpress Interactive 0.1 0.1 0.1 0.0
Softworks LLC) Software Pvt Ltd
Grand Theft Auto E-Xpress Interactive 0.1 0.1 0.1 0.0
(Take-Two Software Pvt Ltd
Interactive
Software Inc)
Gears of War Redington India Pvt Ltd 0.2 0.1 0.0 0.0
(Microsoft Corp)
Hitman (Square Enix E-Xpress Interactive 0.1 0.1 0.0 0.0
Holdings Co Ltd) Software Pvt Ltd
World of Warcraft Activision Blizzard Inc 0.1 0.0 0.0 0.0
Club Penguin Nintendo Co Ltd 0.0 0.0 0.0 0.0
Others Others 95.3 96.4 97.1 98.0
Total Total 100.0 100.0 100.0 100.0
Table 28 Distribution of Video Games by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018

-- Modern Grocery 2.0 1.8 1.6 1.5 1.2 0.9
Retailers
--- Hypermarkets 2.0 1.8 1.6 1.5 1.2 0.9
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Electronics and 17.0 14.3 12.9 12.0 10.2 7.8
Retailers
Goods Specialist
Retailers
--- Traditional Toys - - - - - -
and Games Stores
Specialists
- Vending - - - - - -
- Homeshopping - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018

-- Modern Grocery 6.9 7.1 7.2 7.3 7.3 7.3
Retailers
--- Hypermarkets 6.9 7.1 7.2 7.3 7.3 7.3
Retailers
-- Electronics and 86.9 85.0 84.2 83.8 84.1 79.1
Retailers
Goods Specialist
Retailers
and Games Stores
Specialists
- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018

-- Modern Grocery 0.9 0.8 0.7 0.5 0.4 0.3
Retailers
--- Hypermarkets 0.9 0.8 0.7 0.5 0.4 0.3
Retailers
-- Electronics and 1.2 1.1 0.9 0.7 0.6 0.4
Retailers
Goods Specialist
Retailers
and Games Stores
Specialists
- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018

-- Modern Grocery 4.2 4.3 4.3 4.4 4.5 4.3
Retailers
--- Hypermarkets 4.2 4.3 4.3 4.4 4.5 4.3
Retailers
-- Electronics and 5.7 5.8 5.8 5.9 6.0 6.0
Retailers
Goods Specialist
Retailers
and Games Stores
Specialists
- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Store-Based Retailing - - - - - -
- Grocery Retailers - - - - - -
-- Modern Grocery - - - - - -
Retailers

--- Hypermarkets - - - - - -
Retailers
- Non-Grocery Specialists - - - - - -
-- Electronics and - - - - - -
Retailers
-- Leisure and Personal - - - - - -
Goods Specialist
Retailers
and Games Stores
--- Media Products Stores - - - - - -
-- Other Non-Grocery - - - - - -
Specialists
- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Video Games Hardware 4,482.8 5,255.1 6,255.1 7,568.6 9,392.9 11,878.4

- Hand-Held Consoles 61.6 53.2 45.3 38.3 32.1 26.4
- Static Consoles 2,836.9 2,892.6 2,922.8 2,941.2 2,939.7 2,923.5
- Gaming Accessories 1,584.3 2,309.3 3,286.9 4,589.1 6,421.0 8,928.5
-- Toys-to-Life 11.6 12.0 12.3 12.5 12.7 12.8
-- AR/VR Headsets 1,384.7 2,109.9 3,088.9 4,393.4 6,227.9 8,738.1
-- Other Gaming 188.0 187.4 185.7 183.2 180.4 177.6
Accessories
Video Games Software 43,093.4 61,937.9 89,179.4 129,005.4 187,173.8 271,655.8
(Physical)
-- Computer Games 823.7 806.1 783.6 757.3 729.9 703.3
(Physical)
-- Console Games 2,000.1 1,996.6 1,973.2 1,938.7 1,907.6 1,875.1
(Physical)
(Digital)
-- Computer Games 310.2 349.1 384.5 411.6 430.2 444.7
(Digital)
-- Console Games 424.1 466.3 505.4 540.3 572.6 603.3
(Digital)
-- Online Games 553.7 658.7 778.4 914.7 1,073.1 1,250.7
-- Mobile Games 38,981.5 57,661.0 84,754.4 124,442.8 182,460.3 266,778.7
by Platform
-- Console Games 2,424.2 2,462.9 2,478.6 2,479.0 2,480.2 2,478.4
-- Computer Games 1,134.0 1,155.2 1,168.1 1,168.8 1,160.1 1,148.0
-- Online Games 553.7 658.7 778.4 914.7 1,073.1 1,250.7
-- Mobile Games 38,981.5 57,661.0 84,754.4 124,442.8 182,460.3 266,778.7
by Format
(Game Sales)
(In-Game Purchases)
Video Games 47,576.2 67,193.0 95,434.4 136,574.0 196,566.7 283,534.2
trade sources
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Video Games Hardware 17.2 21.5 165.0

- Hand-Held Consoles -13.6 -15.6 -57.1
- Static Consoles 2.0 0.6 3.1
- Gaming Accessories 45.8 41.3 463.6
-- Toys-to-Life 3.4 2.0 10.3
-- AR/VR Headsets 52.4 44.5 531.0
-- Other Gaming Accessories -0.3 -1.1 -5.5
Video Games Software 43.7 44.5 530.4
- Video Games Software (Physical) -0.7 -1.8 -8.7
-- Computer Games (Physical) -2.1 -3.1 -14.6
-- Console Games (Physical) -0.2 -1.3 -6.3
- Video Games Software (Digital) 46.8 46.2 568.2
-- Computer Games (Digital) 12.5 7.5 43.3
-- Console Games (Digital) 10.0 7.3 42.3
-- Online Games 19.0 17.7 125.9
-- Mobile Games 47.9 46.9 584.4
- Video Games Software by Platform 43.7 44.5 530.4
-- Console Games 1.6 0.4 2.2
-- Computer Games 1.9 0.2 1.2
-- Online Games 19.0 17.7 125.9
-- Mobile Games 47.9 46.9 584.4
- Video Games Software by Format 43.7 44.5 530.4
-- Video Games Software (Game Sales) 17.5 12.5 80.6
-- Video Games Software (In-Game 49.0 48.4 620.5
Purchases)
Video Games 41.2 42.9 496.0
trade sources

Toys and Games in India (Full Market Report)

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Toys and Games in India

LIST OF CONTENTS AND TABLES

Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value

TOYS AND GAMES IN INDIA -

Toys and Games Industry Stabilises

Legislative Reforms Continue Spinning the Wheel of Fortune

Traditional Toys and Games Stores Dominate

Brighter Days Ahead for Toys and Games Industry in India

Traditional Toys and 27,543.4 28,314.2 30,385.1 32,366.3 33,549.4 35,716.1

Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Traditional Toys and Games 6.5 5.3 29.7

Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018

% retail value rsp

Mattel Toys (India) Pvt 5.8 5.9 5.5 5.1 4.6

Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018

% retail value rsp

Private label Private Label 0.7 0.7 0.6 0.5

Table 5 Distribution of Toys and Games by Format: % Value 2013-2018

% retail value rsp

Store-Based Retailing 81.8 76.0 68.9 61.5 53.3 44.9

Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023

Traditional Toys and 35,716.1 36,293.4 36,751.8 37,247.5 37,842.2 38,524.6

% constant value growth

Traditional Toys and Games 1.6 1.5 7.9

Summary 1 Research Sources

Ministry of Corporate Affairs

National Council of Applied Economic

Trade Associations All India Toy Manufacturers As

Bureau Veritas' Consumer Products Services

Sports Goods Export Promotion Council

The All India Toys Manufacturers Association

Toys Association of India

Trade Press Business India

Gifts & Accessories

International Business Times

Source: Euromonitor International

TRADITIONAL TOYS AND GAMES IN

Child’s Play Steals the Show

Adults Socialise by Indulging in Old-school Board-gaming

Homegrown Hero Chhota Bheem Continues To Be Popular

Hamleys Making Its Presence Felt in the Retail Space

Organised Retailing Is Catching Up

Action Figures and 517.3 596.2 703.5 825.8 989.6 1,145.8

% current value growth

Action Figures and Accessories 15.8 17.2 121.5

Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018

% retail value rsp

Young Children 40.8 41.0 42.0 43.3 45.7 47.3

Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value

% retail value rsp

Licensed 6.8 6.9 6.9 6.9 6.9 7.1

Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value

% retail value rsp

Electronic 23.8 24.5 25.1 26.2 27.0 28.4

% retail value rsp

Mattel Toys (India) Pvt 8.3 9.2 9.5 10.0 10.6

Simba Toys India Ltd 1.8 1.7 1.5 1.4 1.4