Domestic technical textiles Industry Segment-wise consumption of ...

Stuffed toys
Stuffed toys, also referred to as plush toys and soft toys, are made up of soft knitted fabrics stuffed
with filling material. Stuffed toys are popular for a variety of reasons – as toys for kids, as gifts among
youngsters for Valentine's Day, birthdays, other kind of special days or just as an expression of
thought.
Product characteristics
Stuffed toys are entirely textile material. The outer fabric or skin of stuffed toys is made of fur, fleece,
polyester felt, acrylic plush fabrics, etc. The skin is stuffed with a variety of materials such as
polyester staple Fiberfil, foam, cloth scrap, paper foam or cotton. The toys are manufactured in
different shapes, sizes and colours, the height varying from 6 cm to 200 cm.
Market dynamics and key growth drivers
Stuffed toys are very popular among kids. Besides this, stuffed toys are also used by youngsters for
decoration at home or work place, as gifts on occasions such as Valentine's Day, birthdays, other
special days, etc. The young demography, rising disposable income and people’s preference for
stuffed toys as a gift item augur well for the industry.
The industry is seasonal with demand picking up during festive season, Valentine’s Day and during
vacations. The demand is more or less limited to urban area with metros and other big cities
accounting for majority of the demand.
Market size of Stuffed toys and future forecast
Based on interaction with the industry experts and key industry players the domestic market size for
stuffed toys is estimated at Rs. 420 crore or 60 million pieces. On account of rising disposable income
and increasing preference for stuffed toys amongst both youngsters and kids the stuff toy
manufacturers have been witnessing double digit growth rates in the recent years and the industry is
expected to grow at a CAGR of 15%. Thus, the market size of stuffed toys is expected to increase to
120 million pieces by 2012-13. The market potential in 2012-13 is estimated at around Rs. 1,050
crore. An inflationary increase of 5% is considered for estimating the market size.
The current and future forecast of stuff toy consumption is given below:-