Funskool is India's leading toy manufacturer that was established in 1988. It aims to provide quality, safe toys that promote children's development. To expand its product portfolio and market reach, Funskool obtains licenses from international brands and has established manufacturing and distribution partnerships with companies from Germany, the US, and Thailand. It also focuses on building its own toy brands. Funskool utilizes in-store marketing and engages retail solution providers to promote its products, though retail space limitations in India can pose challenges. While the Indian toy market has slowed, Funskool is working to maintain last year's business levels through growing exports.

1. Funskool market
expansion strategies
in India

2. FUNSKOOL
Funskool is India’s leading toy
manufacturing company
promoted by MRF group.
Funskool has been pioneering
the concept of quality and safe
toys in India and raised the
standard of the toys quality in
the Indian Market.

3. INTRODUCTION
● Funskool started its commercial operations in the year 1988 and has
state of the art manufacturing facilities at Goa sprawling an area of
70,000 sq. Ft and 50,000 sq. ft factory at Ranipet.
● The company’s mission is to influence the parents to spend on toys
that enable every Indian child to grow with quality toys that
contributes to their mental development.
● Funskool has one of the largest ranges of toys in India.
● Funskool India Ltd, is a joint venture between Indian tyre giant MRF,
and Hasbro, Inc., the worldwide leader in children's and family leisure
time products.
● Operations were started way back in 1987. Since then, with our
contribution to the Indian toys industry and a vision to help every child
grow into a successful human being, we have emerged as the largest
toy company in India.

4. INTRODUCTION
● At Funskool, we uphold the highest standards of quality and
excellence and offer the most exciting brands towards child and
family entertainment.
● Our products are developed keeping children in mind and the Indian
toys industry will continue to see revolutionary changes.
● Funskool will continue to be in the forefront of this dynamic
environment as long as there are children in this world.
● It is this strong bond that we have developed with children that has
elevated us to leadership status in the industry for over two decades.
● Since 1987 when we introduced a new meaning to fun for millions of
children across the country with indigenously designed toys that
have been manufactured to exacting standards of quality and safety.

5. Mammen Mappillai
Founder of MRF
“During the initial years when we started production,
buying branded toys was unknown in the country and
we struggled to sell products,” “It took several years of
hard work and struggle to make operations
economically viable. After continuously facing one
challenge after the other, the company made a profit
for the first time in 1994-95.”

6. This website is a window to the
world of toys and fun that Funskool
has created. Featuring the latest
trendsetter brands, for boys and
girls, for the family and for different
ages, from infancy to adults. Just as
our domestic products like games,
puzzles, infants and preschool
products have given a new avenue
to child development and family
entertainment.
ONLY PLATFORM AVAILABLE

7. How does Funskool consistently create toys that become the firm
favourites of children across the world?
● By understanding the changing needs of children, over the years.
● So to cater to these needs, we have obtained licenses from many
international players to manufacture, distribute and sell international
quality branded products in India, like Tomy and Noddy for Infants &
Preschool products, Warner Bros., Dora and Ravenzburger for
Puzzles, Walt Disney for Board Games, LEGO for Construction and
lots more.
● Creating a world of fun is serious business.
● And no one understands it better than Funskool.
● With a basket full of ideas, a spirit to excel and an objective to touch
the life of every child who reaches out to us.
● Funskool looks forward to the future.
● Where tomorrow's children are waiting, for their world of fun.

8. Marketing
Marketing plays a very special role in Funskool,
especially in the development of toys, games
and puzzles. Our marketing team comprises
dedicated, inspiring and energetic Managers -
with years of experience in the industry - whose
efforts are consistently directed towards
meeting the changing demands of today's
children.
Product Promotions and Merchandising are
key focus areas for Funskool and to drive these
initiatives, the company has Sales Promotion
Officers in each region who single-mindedly
handle these responsibilities. While Funskool
caters to its primary customers - children and
families - through various retail outlets, it
reaches out to its secondary customers through
a different channel - institutional sales or
corporate sales.

9. How do Funskool connect with the new age kids and
shoppers using the In-store marketing tools?
• It is extremely important for the new age kids and their parents to
get a real touch and feel of the toys because the general awareness
about toys in India is not very high, so funskool try to demonstrate
the products as much as possible at the store.
• In this case the retail displays, VM elements at the shelf level
everything plays a vital role. Before purchasing also funskool always
encourage the children to play with the toy at the store and they also
do lot of sampling at the retail level for both kids and their parents

10. Retail tie-ups of Funskool with International brands
• Funskool’s strategy in the Indian toy market is a two-pronged
approach.
• The company focuses on building its own brands like Giggles (Infants
& Pre-School Toys), Handycrafts (Arts & Crafts), Fundough ( Dough),
etc., and also manufactures games under license from companies like
Disney, Warner Brothers, and such.
• The firm also represents many of the world’s top toy companies and
brands.
• Very recently funskool have partnered with The Brandstatter Group
(Germany-headquartered) which owns the “Playmobil” brand
through a distribution agreement for the Indian retail market.
• Funskool will soon make an announcement regarding our tie up with
two more reputed international toy brands.

11. Retail solution providers who partners with Funskool
• So far funskool have been satisfied with the
agencies they have worked with and retailers do
understand what they look for as a brand while
setting up our stores or in-store promotional
activities.
• The challenge for the Indian market is that the
retail spaces are very cramped in comparison to
the stores in the malls of the developed
countries.
• The aisles are very small in terms of space but
they have to work with these limitations and
thus always making an impactful in-store
campaigns becomes a challenge on our part.
• But definitely funskool do get a good return
from the in-store activations and promotions.

12. Funskool ties up with international brands to expand product
portfolio
As part of its Christmas and New Year 2020 offering, Funskool has
introduced Japan’s Sylvania Families, interactive and educational toys
from US-based VTech, and sustainably-made wooden infant and
preschool toys from Thailand-based Plan Toys, that offers toys that
are uniquely made for the development of children with special
needs.
However, the ubiquitous slowdown which has affected various
industries has not spared the toy industry as well. “Market is pretty
bad, and we estimate about 20-30 per cent de-growth in the toy
industry. We are also affected in the domestic market, but our exports
are growing pretty fast, so overall we may retain last year’s business,”
Noting that there is no slowdown in the Europe, and the toy market
in the US is estimated to grow by 4 per cent
Funskool ships out its goods to the US, Africa, Europe and the Gulf
countries.

14. THANK YOU
DONE BY, Manish,
Marshal, Dhanush, Ashla