EBG Group Launches Adhira & Appa Toys With ₹50 Cr Investment, Championing Vocal for Local & Made‑in‑India Toy Innovation

• Building on the success of 50+ Adhira & Appa cafés, the new brand will open its first store in Hyderabad with a portfolio of 1,335 products across learning, creativity, STEM, collectibles and play. 
• With a ₹50 crore investment, the group plans to expand to over 50 stores across major Indian cities by 2027, with Game Zones, experiential play areas and learning workshops planned as part of the brand's growth roadmap.
• Union Government report states that the country emerged as a net exporter of toys in FY 2025–26, with toy imports declining by 37.5% and toy exports increasing by 89.1%

EBG Group, a fast-growing Indian business conglomerate and brand incubator, has announced the launch of Adhira & Appa Toys, a homegrown children’s toy and lifestyle brand, marking its entry into the toys, play, learning and family experience segment. The brand will begin its retail journey with its first store in Hyderabad by the end of 2026, built around a simple idea that toys should offer children more than entertainment. They should encourage curiosity, imagination, creativity and learning, while giving families opportunities to discover and enjoy products together. Backed by an investment of over ₹50 crore, the brand plans to expand to 50 stores across Indian cities by 2027.

Commenting on the announcement, Dr. Irfan Khan, Founder and Chairman, EBG Group, said, “We are not building another toy store. We are building a world where children can explore, imagine, learn and dream. For us, a good toy should create joy today, curiosity tomorrow and memories that stay with a child for years. The first portfolio features 1,335 products for children from infancy through the pre-teen years. Parents will be able to choose from:

• STEM and educational toys
• Construction and building sets
• Robotics and science kits
• Sensory-development toys
• Puzzles and board games
• Arts and crafts
• Pretend-play products
• Dolls and action figures
• Remote-control vehicles
• Ride-ons and tricycles
• Plush toys
• Outdoor play products
• Electronics and collectibles

This approach is aligned with the Government of India’s Vocal for Local and Made in India initiatives, which encourage stronger domestic manufacturing and innovation in the toy sector. Adhira & Appa Toys is working with Indian manufacturing partners to bring safe, imaginative, aspirational and globally competitive toys to Indian families. Union Government report states that the country emerged as a net exporter of toys in FY 2025–26, with toy imports declining by 37.5% and toy exports increasing by 89.1%. Indian-made toys are now being exported to markets including the United States, the United Kingdom, the Netherlands and Germany, reflecting the growing global acceptance of products manufactured in India.

Finance Minister Nirmala Sitharaman has also urged the Indian toy industry to look beyond the projected USD 5 billion Indian toy market by 2034 and aim for a larger share of the projected USD 179 billion global toy market by 2032, highlighting the sector’s long-term growth and export potential.

Hari Haran Chandrasekharan of the Adhira & Appa Toys vertical within the EBG Group ecosystem noted that sustainability is another part of the brand’s approach, beginning with domestic and regional sourcing that can help shorten supply chains and support Indian manufacturers. At the retail level, the brand plans to reduce unnecessary single-use materials, explore reusable and recyclable packaging and merchandising solutions, minimise inventory-related wastage and adopt responsible energy practices wherever feasible.

The brand is also planned to go beyond toys. The roadmap includes Adhira & Appa Game Zones, experiential play areas, learning and creative workshops, collectibles, gifting, children’s merchandise and parent-child experiences. An integrated digital and omnichannel platform is also planned, allowing the brand to connect its physical and online experiences.

The company plans to use its first store in Hyderabad to understand customer needs and establish its operating model before expanding to other markets. Over the years, Adhira & Appa aims to build a presence across major metros and high-potential Tier-1 and Tier-2 cities through a mix of flagship stores, standard stores, compact mall formats and shop-in-shop opportunities, with experiential Game Zones and learning workshops forming part of the brand’s growth roadmap. It plans to expand to 50 stores across Indian cities by 2027 with the total investment of over 50 crores.

With its combination of a broad product range, learning-focused offerings, Made-in-India manufacturing and plans for experiential formats, Adhira & Appa Toys seeks to offer parents a more engaging way to discover products for their children while creating a larger world of play and learning for young customers. As part of its focus on strengthening domestic manufacturing, Adhira & Appa Toys is working with Aditi Toys, an established Indian toy manufacturer based in Rajkot.

About EBG Group

EBG Group is a multi-sector Indian conglomerate with a diversified presence across Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education. From sustainable electric vehicles and physiotherapy-led wellness solutions to smart housing, hospitality, and traditional food experiences, EBG builds brands that combine innovation, sustainability, and human purpose. The Group’s Powerhouse hubs align business excellence with its core vision: People • Planet • Progress.

KV Toys to Acquire 50% Stake in Play Panda for ₹45M, Marking Strategic Entry Into India’s Fast‑Growing Educational & STEM Toys Market

• Proposed acquisition to strengthen KV Toys' presence in the rapidly growing educational and STEM toys segment, combining Play Panda's product innovation capabilities with KV Toys' manufacturing and distribution strength 

KV Toys India Limited, one of India's leading toy makers with a strong Made-in-India range, has entered into a binding term sheet to acquire a 50% stake in Play Panda Private Limited, for a consideration of up to INR 45 million. The transaction, which remains subject to the execution of definitive agreements and customary closing conditions, marks KV Toys' strategic entry into the fast-growing educational and STEM toys segment. Once completed, the deal aims to combine Play Panda's product innovation capabilities with KV Toys' manufacturing and distribution strength.

Play Panda was started to make learning fun and easy for kids. Over the last few years it has built a solid name in educational toys. Its products focus on STEM-based learning and help children build creativity, problem-solving and critical thinking Play Panda products are available at Hamleys, Amazon, and other leading retail stores.

KV Toys already has strong manufacturing units and a wide distribution network across India. Play Panda brings design strength and a portfolio of learning-focused toys. Together, the two aim to grow faster and reach more parents looking for toys that teach while kids play.

Karan Narang, Director of KV Toys India Limited, said:

“The toy market in India is changing. More parents now want toys that combine learning with play. Educational and STEM toys are growing fast because families care about overall child development. This investment in Play Panda fits our long-term plan to expand into high-growth categories and keep building quality products for children. We’re excited about what both teams can do together.”

With this partnership, KV Toys will add more products that focus on hands-on learning and skill building. It also gets access to Play Panda’s existing range and customers, while Play Panda can use KV Toys scale to reach more cities and stores.

Tushar Saigal, Founder of Play Panda, said – This partnership marks an exciting new chapter for Play Panda. KV Toys' manufacturing scale and nationwide distribution network will allow us to bring our educational, DIY and STEM-focused toys to many more children across India. We've always believed that learning through play can shape how kids think and grow, and this collaboration gives us the platform to do that at a much larger scale," said Tushar Saigal Founder, Play Panda.

India’s educational and STEM toys market is growing quickly. Parents are more aware of experiential learning. Incomes are rising. And there’s more focus on building future-ready skills from an early age. This partnership puts both companies in stronger position to tap that demand and support the growth of India’s toy industry.

About KV Toys Limited

KV Toys Limited is India's leading toy manufacturer, serving millions of consumers through a diverse portfolio of innovative, safe, and affordable toys. Through its flagship brand QUCO and extensive retail partnerships, the company has established a strong presence across the domestic market. Backed by strong manufacturing capabilities and a commitment to Make in India, K V Toys is focused on building globally competitive toy brands for domestic and international markets.

About Play Panda -

Founded in India, Play Panda is an educational toy brand designed and manufactured to global quality standards. Its product range — including magnetic puzzles, brain games, alphabet magnets, and arts & crafts kits — is crafted to spark curiosity and build foundational skills in early learners through play. With safety, quality, and developmental value at its core, Play Panda is committed to bringing the best of Indian design and craftsmanship to children across the world. Play Panda — because great minds start with great play.

GVFL Leads ₹36 Crore Funding in Aditi Toys to Boost India’s Toy Manufacturing

GVFL, one of India’s pioneering venture capital firms, has led a Rs 36 crore funding round in Aditi Toys Pvt. Ltd. This reaffirms GVFL’s focus on backing high-potential manufacturing and consumer brands from India.

The round, which also drew participation from family and friends of the founders, will support Aditi Toys’ next phase of growth, focusing on product innovation and market expansion across India and key global markets.

Founded in 2015 by Subhash Zala and Arvind Zala in Rajkot, Aditi Toys has evolved from a small partnership firm into a fully integrated toy manufacturer with one of India’s largest toy facilities under a single roof. The company designs and manufactures plastic, die-cast, electric, STEM, silicone, wooden, and ride-on toys, with a strong focus on safety, innovation, and smart learning.

Aditi Toys, Rajkot Factory

Aditi Toys currently serves over 150 distributors and 15,000 retailers, with presence across general trade, modern trade, e-commerce, and its own D2C channels under its flagship brand ‘Chanak – The Smartest Kid’.

“Aditi Toys has demonstrated strong execution in integrated manufacturing, quality, and distribution, and we believe the company is well-positioned to become a leading Indian toy brand in the premium segment while reducing the country’s dependence on imported toys,” said Mihir Joshi, managing director of GVFL.

The company founders, Subhash Zala and Arvind Zala, stated: “The investment by GVFL validates our ten-year commitment to developing world-class infrastructure and distribution. Now, we look forward to accelerating innovation in premium and export categories while reducing India’s reliance on imported toys.”

Barbie and Hot Wheels Get AI Upgrade as Mattel Partners with ChatGPT

Mattel is diving into the AI toy space in a big way. The company has announced a strategic partnership with OpenAI to integrate ChatGPT into its iconic brands like Barbie, Hot Wheels, and American Girl. The goal? To create AI-powered toys and games that offer interactive, age-appropriate experiences while emphasizing privacy and safety.

This includes both physical toys and digital experiences, aiming to make playtime more interactive, imaginative, and personalized.

The first AI-infused product is expected to launch by the end of 2025, though it will reportedly be marketed only to users aged 13 and up—likely due to OpenAI’s age restrictions. Mattel says it wants to bring the “magic” of AI to playtime, but critics are raising concerns about how these toys might affect children’s development, social skills, and privacy.

Beside the toys, Mattel employees will also get access to ChatGPT Enterprise to boost creative ideation and streamline product development.

While exact details are still under wraps, the Mattel’s goal is to:

• Enhance fan engagement through interactive storytelling and play.
• Use ChatGPT to power conversations or guide experiences within toys.
• Possibly integrate AI into digital games and content creation, including upcoming films and shows.

Interestingly, this isn’t Mattel’s first AI rodeo. Back in 2015, its “Hello Barbie” doll faced backlash over privacy issues. This time, the company is promising tighter safeguards and more thoughtful design.

It’s a bold move that could reshape how kids interact with toys—but it also opens up a whole new conversation about the role of AI in childhood.

Besides Mattel, LEGO has also been experimenting with AI in its digital platforms, including AI-assisted storytelling and coding kits like LEGO Mindstorms. While not directly using ChatGPT, they’ve explored AI for educational play.

Global toy company Hasbro, which is best known for iconic brands like Monopoly, Nerf, Transformers, My Little Pony and Play-Doh, also partnered with Xplored to launch Dungeons & Dragons: Digital Play, blending AI with tabletop gaming. The company also dabbled in AI for character voice-overs and interactive content.