Toy association ties up with IITs

The country's toy industry is all set to get a technological facelift. The Toy Association of India (TAI) has tied up with IIT-Delhi and IIT-Bombay, in an effort to work on common platforms for research and development of educational toys.

The collaboration would see the IITs and TAI working on product lines and designs and enable access to the IITs design facilities and infrastructure for TAI. The initiative has received a grant of Rs 40 crore from the Ministry of Commerce and will commence operations next month.

"Scientific toy design and technology is still at a nascent stage in the country and the partnership with the IITs would be an effort to make the industry more productive and signifies the beginning of a symbiotic relationship for us," said R K Verma, President TAI.

TAI has collaborated with various design institutes and faculty in the past and is in talks with top design institutes to formulate nationwide initiatives concerning toy design in the coming few months.

Around 25-30 students would work with TAI in designated design and technology areas. The reasons for partnering with the IITs is two-fold. Not only would this benefit the toy industry in a commercial way but also set a platform for Indian toys to establish a wider grip abroad, said Verma.

According to the latest figures released by the Ministry of Commerce, India exports around Rs 437 crore worth of toys to U.S, Europe, countries in Africa and South Amercia.

The imports have been pegged at Rs 248 crore which is mainly acquired from China. Around 8-10 companies in New Delhi are major exporters of Indian toys to these countries and there is a greater demand for educational and brain teaser toys abroad unlike in India where soft toys are the most popular choice of importers.

"In order to be a worldwide leader in toy exports, we need an upgradation in toy technology and also need to come up with novel educational products for people of all ages," added Verma.

With support from the ministry of commerce, TAI is also planning to establish a crash course in educational toy construction in design institutes in the country.