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Global American toy retailer Toys ‘R’ Us to ‘Make in India’ from next year – Times of India


Toys ‘R’ Us, the global America-based toy retailer, will begin manufacturing private label products in India by mid-next year. This move is part of the company’s aggressive expansion plans to make India one of its top five markets. Stanley Silverstein, the Chief Commercial Officer of WHP Global, shared this information with ET.
The decision to expedite manufacturing in India was driven by the Bureau of Indian Standards(BIS) mandating that all toys, both electric and non-electric, must bear the ISI mark.Toys without this mark are not allowed to be sold in the country.
WHP Global is a brand management firm that oversees a portfolio of consumer brands, generating over $6.5 billion in retail sales. Silverstein explained that currently, the majority of manufacturing takes place in China and a few other Asian markets. “We don’t own any factories, but we have offices in countries to support our partners.” Silverstein said.
Nitin Chhabra, CEO of Ace Turtle, which holds the license to sell Toys ‘R’ Us in India, confirmed that groundwork for manufacturing in India has already been laid out. Chhabra said that by mid-next year, Toys ‘R’ Us products will be manufactured in India. Currently, most of the assortments available online and in stores are from an Indian manufacturer due to the restrictions.
Toys ‘R’ Us had filed for bankruptcy six years ago, but WHP Global acquired a controlling stake in 2021. Since then, the company has been expanding in existing and new markets. The top five markets for the brand include the United States, Japan, China, Italy, and Dubai.
Silverstein stated that with the joint venture and partnership with Flipkart and Ace Turtle, the expectation is to quickly elevate India to one of the top three markets globally, given the significant opportunity here.
According to Imarc, India’s toy market reached a value of $1.5 billion in 2022 and is projected to reach $3 billion by 2028. The market is expected to grow at a compound annual growth rate (CAGR) of 12.2% during the forecast period of 2023-2028.
Toys ‘R’ Us will continue to focus on physical retail and plans to open a high-street store in Mumbai as part of its strategy to open 75 stores in the coming years. Silverstein noted that they are witnessing explosive growth in physical retail, and e-commerce continues to thrive as well.
Read From ET | Global toy retailer has plans for India
The company’s biggest challenge is supply chain disruptions caused by the BIS regulations and the ongoing establishment of Indian manufacturing. Chhabra explained, ” I think we are still at least about one and a half years away from the state we would like to be, till then there will be some supply constraints on this business.”
WHP Global is also considering bringing other brands to India to tap into the market’s growth. Toys ‘R’ Us, as a brand, generates over $2 billion in global retail sales annually through its 1,400 stores and e-commerce businesses across 31 countries.



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