The D2C Toys Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 82,881 total live D2C Shopify stores operating in India, 70,164 of which have a product catalogue we could read. We found 1,505 stores that sell toys in some capacity, and 111,055 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 the Merchant Data API. You can use it to programmatically get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: September 2026.
D2C toys market overview
1 in every 47 Indian D2C stores on Shopify sells toys: 1,505 stores, 2.1% of the 70,164 whose catalogues we read. 715 of them (48%) are toys specialists, where toys is the largest product line or at least a quarter of the range. The other 790 sell toys next to something else, most often books (85), collectibles & figures (77), baby care (47), kids' clothing (40).
The 168 specialist brands with measurable branded demand draw 160,010 branded searches a month between them, and the top 10 take 49% of that.
Activity in the last 90 days
Toys specialists listed 31,191 new products in the 90 days running up to this article's last update (11 September 2026). Any specialist toys brand that launched something new, on average, added 71 products.
Examples of brands recently adding new products
Skillmatics listed 20 new toys products in the last 90 days. Examples:
Channapatna Toys listed 5 new toys products in the last 90 days. Examples:
Shumee listed 4 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 | Bold Care | Navi Mumbai | 19,413 | 27 |
| 2 | Smartivity | Delhi | 10,080 | 35 |
| 3 | Skillmatics | Mumbai | 8,866 | 32 |
| 4 | Dawbu | Hyderabad | 8,120 | 6 |
| 5 | Channapatna Toys | Channapatna | 7,093 | 9 |
| 6 | WishLuck | Noida | 5,786 | 27 |
| 7 | Baybee | Chennai | 5,413 | 20 |
| 8 | Aurva | Bengaluru | 4,573 | 1 |
| 9 | Ariro Toys | Chennai | 4,386 | 32 |
| 10 | ClapStore Toys | Pune | 4,293 | 8 |
Toys pricing in D2C India
The median price of toys is ₹795 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 ₹1,391.
Price by kind of toys
| Kind | Stores | Median price |
|---|---|---|
| Puzzles | 235 | ₹499 |
| Board and card games | 226 | ₹632 |
| Educational and STEM | 211 | ₹790 |
| Wooden toys | 153 | ₹949 |
| Building blocks | 139 | ₹1,049 |
| Soft toys and plush | 132 | ₹799 |
| Dolls and figures | 130 | ₹994 |
| Remote control | 120 | ₹1,749 |
Example products
Lower end, around ₹307
Around the median, ₹795
What Indian toys brands also sell
23% of toys specialists sell toys and nothing else. The rest carry at least one other line: art & craft supplies for 24% of them, collectibles & figures for 23%.
Examples of what else toys brands sell
Skillmatics also sells art & craft supplies. Examples:
Crazinos 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 9.7% of toys sellers against 6.6% of all stores.
| State | Toys sellers | % of toys sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 302 | 20.3% | 17.5% |
| Delhi | 194 | 13% | 13.8% |
| Tamil Nadu | 145 | 9.7% | 6.6% |
| Uttar Pradesh | 141 | 9.5% | 9.2% |
| Gujarat | 131 | 8.8% | 9.9% |
| Karnataka | 116 | 7.8% | 7.9% |
| Haryana | 113 | 7.6% | 7% |
| Telangana | 58 | 3.9% | 3.4% |
Cash on delivery
39.2% of toys sellers offer cash on delivery (always or with conditions), against 39.8% of all stores. Among toys specialists it is 39.4%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Bloon Toys | Yes | COD (Cash on Delivery) is only available within India. | /pages/shipping-faqs |
| Curious Cub | Yes | A: We have both COD and prepaid options available. | /pages/faqs |
| 11Cart | Yes | Buy online with Cash on Delivery. | / |
| Dawbu | Conditional | Free Shipping on Orders Above ₹149 Mystery Products Added at Checkout Cash On Delivery Available! | / |
| Baybee | Conditional | All refunds will be made as per the payment mode selected by customer except for COD, where refunds will be processed via NEFT or cheque. | /policies/shipping-policy |
| Setsugo | Conditional | COD is available for orders under ₹1000 . | /pages/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 | 807 | 53.7% | 46.1% |
| Shiprocket | 390 | 25.9% | 23.7% |
| Instafeed | 276 | 18.4% | 17.6% |
| Microsoft Clarity | 195 | 13% | 11.7% |
| GoKwik | 179 | 11.9% | 10.3% |
| Shiprocket Checkout (Fastrr) | 123 | 8.2% | 9.5% |
| Razorpay Magic Checkout | 103 | 6.9% | 6% |
| Avada SEO | 88 | 5.9% | 4.2% |
| Wigzo | 79 | 5.3% | 5.1% |
| PageFly | 74 | 4.9% | 3.7% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these toys brands.
The biggest toys ranges belong to Extrokids (3426 products), Kidsroar (2846 products) and Off the Wagon Shop (1988 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 11 September 2026. All of the data in this report is accessible via Merchant Data API, learn more here.