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How does Funskool keep itself relevant in the age of digital gaming

The toy major adopts a differentiated retail strategy for metros and small towns, pitches itself as a lifestyle choice and an antidote to digital addiction

Funskool is looking to boost the contribution of in-house labels from 30 per cent to 50 per cent of total revenue, thereby reducing its dependence on licenc­­­ed fare
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Funskool is looking to boost the contribution of in-house labels from 30 per cent to 50 per cent of total revenue, thereby reducing its dependence on licenc­­­ed fare

T E Narasimhan Chennai
How does a three-decades-plus old toy company keep itself relevant in the age of digital gaming and entertainment? This is a question that Funskool, the MRF-owned company, has been staring at for several years. And now, the company is building a new marketing pitch for its brands while expanding its retail footprint into the small towns.
 
The challenge today is manifold. For one the global role models in the toy business are crumbling (Toys R Us, for instance, has filed for bankruptcy) and secondly,  core consumers (children) are turning towards digitised gaming and entertainment. The domestic online gaming industry

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First Published: Apr 29 2019 | 10:12 PM IST

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