Why Barbie, Legos and Hamleys struggle in the Indian toy market : Umashankar Venkatesh quoted in the story

From stuffed dolls to tin soldiers, there’s a common thread that runs through almost all toys sold in the world: the “Made in China” label. Relaxedmanufacturing norms have made China the base from wherenearly three-quarters of the world’s toys originate. In India, the threat is even more severe. Unbranded products from the Asian neighbour account for up to 90% of the $1.5 billion (around Rs10,500 crore) domestic toy market. The stranglehold of unorganised retailers has left little room for branded players like Funskool, Lego, Mattel, Hasbro, and even the iconic Hamleys to get a toehold in the country. From stuffed dolls to tin soldiers, there’s a common thread that runs through almost all toys sold in the world: the “Made in China” label.Relaxed manufacturing norms havemade China the base from where nearly three-quarters ofthe world’s toys originate.

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