Govt. initiatives like mandatory quality norms, increase in custom duty and National Action Plan on Toys (NAPT) encourage manufacturing of high-quality toys attracting global attention 

Indian toy makers, who participated in the five-day international toy fair in Nuremberg, Germany, held from January 30, 2024 to February 3, 2024 have received huge orders worth more than 10 million USD as they had showcased high-quality products, exporters say. The Indian toy industry highlighted that the Government Initiatives like mandatory quality norms, increase in custom duty and a National Action Plan on Toys (NAPT) have helped in the manufacture of high-quality products which have garnered appreciation at the international platform. The Indian toy sector is growing at a healthy rate and competing with global players. Among the most popular categories at the fair were those pertaining to wooden toys and educational learning toys. 

According to the toy exporters, buyers from countries such as the US, UK, South Africa, and Germany showed interest in their products and placed a good number of orders. There were more than 55 participants from India this year. 

The Indian manufacturers at the Nuremberg Toy Show stated that a considerable shift in the buyers’ approach and behavior has been witnessed. India is now being recognized as a lucrative alternative sourcing destination due to the Honorable Prime Minister, Shri Narendra Modi’s clarion call of Toy economy. 

The Indian toy makers also expressed that the prestigious platform opened the doors for international joint ventures with Indian manufacturing ecosystem gaining global acceptance. The interest of global players in partnering with the Indian industry has provided an impetus to the domestic manufacturers to enhance their manufacturing capacity for catering both, to the growing international and national market.

The emerging international recognition of ‘Made in India’ toys, is expected to contribute to the increase in exports. A substantial decrease of 52% in overall import of toys from USD 332.55 million in Financial Year 2014-15 to USD 158.7 million in Financial Year 2022-23 and increase of 239% in the exports of toys from USD 96.17 million in Financial Year 2014-15 to USD 325.72 million in Financial Year 2022-23 has already been recorded. 

While the domestic manufacturers have already experienced success in Germany, tie-ups with internationally acclaimed big players including Snapdeal and Walmart is in the pipeline. With the consolidated efforts of the Government and Industry, the sector is poised for success in the future.

The Nuremberg International Toy Fair concluded on February 3, 2024. Over 2,000 exhibitors from over 65 countries participated in one of the world’s largest toy fairs.

Mandatory quality norms boost toy exports as manufacturers secure international orders and partnerships, enhancing market competitiveness. Mandatory quality norms, an increase in customs duty, and the National Action Plan on Toys (NAPT) have incentivised higher manufacturing standards, leading to international orders and partnership interest at the Nuremberg International Toy Fair. These policy measures are linked to a shift in buyer sourcing toward India, capacity expansion by domestic manufacturers, improved export performance, and reduced imports, collectively enhancing the global competitiveness of 'Made in India' toys.