The D2C Toys Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 72,203 total live D2C Shopify stores operating in India. We found 1,391 stores that sell toys in some capacity, and 126,702 total live products.
In this research, we walk through the market size, some brands in this niche, pricing info, and more.
All of the data here comes from Merchant Data. You can use its API or web UI to get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: November 2026.
D2C toys market overview
1 in every 52 Indian D2C stores on Shopify sells toys: 1,391 stores, 1.9% of the 72,203 we track. 670 of them (48%) are toys specialists, where toys is the largest product line or at least a quarter of the range. The other 721 sell toys next to something else, most often collectibles & figures (72), books (62), baby care (49), kids' clothing (39).
The 196 specialist brands with measurable branded demand draw 165,037 branded searches a month between them, and the top 10 take 40% of that.
Activity in the last 90 days
Toys specialists listed 41,101 new products in the 90 days running up to this article's last update (22 October 2026). Any specialist toys brand that launched something new, on average, added 102 products.
Examples of brands recently adding new products
Channapatna Toys listed 5 new toys products in the last 90 days. Examples:
BrixArc listed 101 new toys products in the last 90 days. Examples:
The Good Doll listed 6 new toys products in the last 90 days. Examples:
Top D2C brands selling toys in India
The ten most searched-for toys specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | Dawbu | Hyderabad | 15,960 | 6 |
| 2 | SmartivityBrands like Smartivity → | Delhi | 11,293 | 35 |
| 3 | Channapatna Toys | Channapatna | 7,373 | 9 |
| 4 | ClapStore | Pune | 5,693 | |
| 5 | Wooden Chess Board | Amritsar | 5,040 | 0 |
| 6 | Imagimake | Mumbai | 4,760 | |
| 7 | Aurva | Bengaluru | 4,200 | 1 |
| 8 | Ariro Toys | Chennai | 4,106 | 32 |
| 9 | Curious Cub | Karnal | 4,106 | 24 |
| 10 | Setsugo | Daffarpur | 4,106 | 0 |
Toys pricing in D2C India
The median price of toys is ₹790 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹499 and ₹1,399.
Price by kind of toys
| Kind | Stores | Median price |
|---|---|---|
| Puzzles | 176 | ₹499 |
| Board and card games | 169 | ₹674 |
| Educational and STEM | 155 | ₹799 |
| Wooden toys | 115 | ₹938 |
| Building blocks | 106 | ₹997 |
| Dolls and figures | 98 | ₹994 |
| Soft toys and plush | 97 | ₹799 |
| Remote control | 86 | ₹1,999 |
Example products
Lower end, around ₹314
Around the median, ₹790
What Indian toys brands also sell
25% of toys specialists sell toys and nothing else. The rest carry at least one other line: art & craft supplies for 23% of them, baby care for 20%.
Examples of what else toys brands sell
Aurva also sells art & craft supplies. Examples:
Shumee also sells baby care. Examples:
ToyIQ also sells collectibles & figures. Examples:
More data on Indian toys brands
Geography
Delhi, Mumbai and Bengaluru are home to the most toys sellers. Tamil Nadu stands out: it has 10.2% of toys sellers against 6.8% of all stores.
| State | Toys sellers | % of toys sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 280 | 20.5% | 17.7% |
| Delhi | 175 | 12.8% | 13.9% |
| Tamil Nadu | 139 | 10.2% | 6.8% |
| Gujarat | 119 | 8.7% | 10% |
| Uttar Pradesh | 117 | 8.6% | 9% |
| Haryana | 106 | 7.7% | 6.9% |
| Karnataka | 104 | 7.6% | 7.9% |
| Rajasthan | 54 | 3.9% | 6.5% |
Cash on delivery
41.2% of toys sellers offer cash on delivery (always or with conditions), against 40.6% of all stores. Among toys specialists it is 40.3%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Wooden Chess Board | Yes | Yes, at Boss Handicrafts, Cash on Delivery (COD) is an available payment option. | bosshandicrafts.com/pages/faqs |
| Curious Cub | Yes | A: We have both COD and prepaid options available. | curiouscub.in/pages/faqs |
| Bloon Toys | Yes | COD (Cash on Delivery) is only available within India. | bloontoys.com/pages/shipping-faqs |
| Dawbu | Conditional | Free Shipping on Orders Above ₹149 Mystery Products Added at Checkout Cash On Delivery Available! | dawbu.com |
| Setsugo | Conditional | COD is available for orders under ₹1000 . | setsugo.com/pages/shipping-policy |
| Gel Blasters India | Conditional | COD (Cash on Delivery): Requires ₹200 COD charge in advance to place the order. | gelblastersindia.in/policies/shipping-policy |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among toys sellers, with the same figure for all stores.
| App | Toys sellers | % of toys sellers | % of all stores |
|---|---|---|---|
| Judge.me | 736 | 52.9% | 45.7% |
| Shiprocket | 354 | 25.4% | 23.5% |
| Instafeed | 252 | 18.1% | 17.7% |
| Microsoft Clarity | 182 | 13.1% | 12% |
| GoKwik | 166 | 11.9% | 10.4% |
| Shiprocket Checkout (Fastrr) | 113 | 8.1% | 9.6% |
| Razorpay Magic Checkout | 98 | 7% | 6.1% |
| Avada SEO | 79 | 5.7% | 4.1% |
| Wigzo | 74 | 5.3% | 5% |
| PageFly | 67 | 4.8% | 3.6% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these toys brands.
The biggest toys ranges belong to Extrokids (3427 products), Kidsroar (2853 products) and iLoveMy.Pet (2119 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling toys" if its catalogue lists at least three live toys products, or a toys collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 22 October 2026. All of the data in this report is accessible via Merchant Data's API or web UI, learn more here.