Global toy retailer Toys ‘R’ Us is aggressively expanding in the Indian market with plans to begin manufacturing toys in India by mid-2024. The company’s parent, WHP Global, aims to make India one of its top five markets within 4-5 years. Currently, Toys ‘R’ Us operates just two stores in India but has ambitious plans to open 75 more over the next three years.
According to market research company Imarc, India’s toy market reached a worth of $1.5 billion in 2022 and it’s projected to attain $3 billion by 2028, rising at a CAGR of 12.2 p.c in the course of the forecast interval of 2023-2028.
Toys ‘R’ Us originally entered India shortly before the COVID-19 pandemic. It opened 10-12 stores but had to close them due to lockdown measures. The company re-entered India in March 2022 and is now accelerating manufacturing efforts locally.
Indian regulations require all toys sold domestically to carry a Bureau of Indian Standards (BIS) certification mark. This prompted Toys ‘R’ Us to explore manufacturing in India, rather than relying on imports from China as it previously did.
WHP Global acquired a majority stake in Toys ‘R’ Us after the iconic toy brand filed for bankruptcy six years ago. The company currently counts the U.S., Japan, China, Italy and Dubai among its top five markets globally.
Unlike its larger stores abroad, Toys ‘R’ Us is establishing smaller, 8,000-10,000 square feet stores in India to serve customers omnichannel. However, it recently opened a 12,000 square foot flagship store in Mumbai. The company aims to rank India among its top five markets within 4-5 years, given the country’s growth potential.
Local manufacturing will allow Toys ‘R’ Us to effectively compete in India by avoiding regulatory issues, reducing costs, and delivery times. Rapid expansion plans over the next three years, along with localized production, demonstrate the company’s long-term commitment to the Indian market.
Last updated: December 26th, 2025
