Nishant Dalal, Vice President, Consumables, FMCG and Healthcare and Head of BGM, Flipkart, explores how toys are evolving from objects of amusement into tools for learning, creativity and holistic child development
In the last five years, there has been a growing awareness of the critical importance of ‘playing time’ as a learning tool and aid in child development. Toys have evolved to keep pace with this realisation and have become an integral part of how children learn through play and fun.
From building gross motor skills and addressing sensory needs to challenging children in ways that foster creativity and problem-solving skills, toys have adapted to become invaluable tools in the growth journey of our children.
The FICCI-KPMG report on the toy industry observes that aside from supporting livelihoods and children’s right to play, toys are also an essential pedagogical tool, as recognised by the country’s New Education Policy.
Made In India For Bharat
Growing awareness with the penetration of online retail into tier 2 cities and beyond has reshaped consumer expectations around toys for child development across Bharat, propelling the Indian toy industry to over USD 2 billion in 2025.
MSMEs, which form the backbone of the toy industry, are embracing global quality standards and innovative designs, while also reviving traditional games and crafts using sustainable materials such as wood and clay to cater to the rising appetite for toys.
At the same time, online marketplaces are making it significantly easier and seamless for parents to discover and access these products. From curated selections and intuitive search filters to detailed product information and customer reviews, digital platforms are simplifying how families evaluate and choose the right toys.
Live and video commerce formats are also making the shopping journey more engaging and interactive by helping parents better understand products through demonstrations while enabling sellers to showcase features beyond static product listings. Combined with faster delivery and wider reach, this is enabling parents across Bharat to conveniently shop for smart toys that align with their child’s evolving needs.
Learning Through Play
If the trend started with Lego and the discovery of how toys can unlock beyond what traditional learning delivers, the post-pandemic era accelerated the shift towards learning by doing and learning through fun. Today’s parents are far more intentional about choosing toys and actively seek out play experiences that nurture curiosity, creativity, and cognitive development.
This “new norm” is being embraced as an essential part of early childhood development. Whether it is role-play sets that build social skills or puzzles that enhance problem-solving abilities, play is now recognised as the most natural and effective way for children to absorb new concepts.
This shift reflects a deeper understanding among parents that when children enjoy the process, learning becomes more meaningful and long-lasting. This is driving a more conscious approach to play, where toys are chosen not just for engagement, but for the skills and developmental value they bring.
From Screens To STEM kits
As screen fatigue sets in for both children and parents, there is a noticeable shift toward toys that offer hands-on engagement and real-world learning. Demand for toys that combine fun with foundational skills is accelerating, with STEM-focused products leading the way.
Parents are opting for toys that actively involve children in the learning process — be it bilingual flashcards that build language skills, science kits that encourage experimentation, or building sets that develop spatial thinking and engineering basics. These toys are replacing passive screen time, enabling children to explore, create, and learn by doing.
Technologies such as AI in smart toys are helping to make learning more adaptive and personalised to each child’s needs. This trend signals a broader move toward mindful play, where every interaction is designed to stimulate curiosity and build essential life skills, all while keeping children engaged and entertained.
Gifting Tools Of Education
Today, toys have moved well beyond being occasional gifts or rewards. They are now seen as everyday tools that contribute meaningfully to a child’s growth and education. For parents, toys are an investment in their child’s development, tools that support learning milestones, reinforce classroom concepts, and encourage independent thinking.
The Indian toys market is experiencing a transformative phase driven by favourable government policies, shifting consumer preferences toward educational and STEM-based toys, and rapid ecommerce expansion, a study by global consulting firm IMARC Group observed, while forecasting a CAGR of 9.53% from 2026-34 for the country’s toy industry.
This evolution has redefined the role of toys in modern households from objects of amusement to enablers of holistic development that help children build confidence, resilience, and critical thinking skills early. As this mindset continues to gain ground, the toy industry is being reshaped around purpose-driven play, with the boundary between where fun stops and learning begins fast disappearing.
About the Author
Nishant Dalal is the Vice President, Consumables, FMCG and Healthcare and Head of BGM, Flipkart
