From the time of the Indus Valley Civilisation, when children played with simple clay toys and figurines, to today’s world of smart and tech-enabled toys, India’s toy industry has changed a lot. What started as handmade traditional toys has now become a fast-growing and organised market.

However, things have started changing. As per IBEF’s report “India’s Growing Toy Exports”, exports increased by more than 140 percent between FY17 and FY22, while imports fell by 30 to 40 percent. This shows that India is slowly becoming more self-reliant. The market is also growing steadily. IBEF’s “The Toy Story in India” report says the industry is expected to grow at around 12 percent every year between 2022 and 2028, while earlier estimates showed a growth rate of 13.3 percent between 2019 and 2024.

Today, the industry includes many categories such as traditional toys, educational and STEM toys, soft toys, action figures, ride-on toys, and digital or tech-based toys. The way toys are sold is also changing. Apart from retail outlets, companies are using online channels as well as D2C marketing strategy.

Overall, the industry is moving away from relying solely on foreign brands and licensing towards local manufacturing and sales through various other means, including partnerships, with India becoming one of the fast-growing toy markets.

Offline retail is still ruling the toy industry, especially in a country such as India, where even offline discovery plays an important part. Companies are concentrating more on spreading themselves out across cities in order to reach larger audiences.

With over 45,000 retail touchpoints across 170 cities, Skoodle reflects how scale is still largely driven by physical distribution. At the same time, modern trade and large format stores are helping brands build visibility and trust.

Sushilkumar Agrawal, CEO, Ultra Media and Entertainment Group, said, “At Ultra Soft Toys, we follow an omnichannel approach. While offline retail remains our core strength, we are steadily expanding across marketplaces and D2C to reach consumers directly and build stronger brand visibility.”

While retail brings scale, D2C channels are emerging as an important long term play. Brands are investing in their own platforms to engage directly with parents and children.

“D2C is still small for us today, but it is the space we are investing in the most. Marketplaces and offline give us scale, while D2C gives us a direct relationship with parents,” said Shah.

PlayShifu also follows a similar approach. Dinesh Advani, Co-founder, PlayShifu, shared, “Marketplaces help us reach new customers, while our D2C channels help us build a loyal and engaged base that keeps coming back.”

Neha Makdey, Founder and CEO, Nesta Toys, said, “Our growth is currently driven through our D2C website, marketplaces and quick commerce platforms, allowing us to reach parents wherever they prefer to shop while maintaining a consistent brand experience.”

This shift shows that while D2C may not yet be the largest channel, it is becoming critical for brand building and repeat engagement.

Local Manufacturing Gains Ground

Government initiatives and BIS compliance have pushed companies to focus on local manufacturing. This has reduced dependence on imports and improved product quality.

Aditya Krishnakumar, Co-founder, BIDSO, noted, “BIS compliance has shifted the industry from price led sourcing to quality led manufacturing. It has encouraged better designs and stronger systems.”

BIDSO manufactures 100 percent of its toys in India and has seen over 50 percent year on year growth. This reflects a larger trend where companies are investing in local supply chains to gain better control over cost, speed, and innovation.

“Local supply chains enable rapid prototyping and reduce lead times, helping us move faster from idea to product,” highlighted Advani.

Agrawal added, “The focus on local manufacturing and BIS compliance has strengthened our product development process. It has encouraged us to source more locally, improve quality standards, and design products that meet both regulatory requirements and customer expectations.”

Makdey also highlighted, “We are building a proudly Indian brand with products that are designed in house and manufactured locally, combining global design standards with Indian craftsmanship.”

IP and Content Take Center Stage

The toy industry is no longer just about products. Content, storytelling, and intellectual property are becoming key drivers of growth and differentiation.

Skoodle is investing in building its own identity. “We are focusing on our own IP and original content rather than relying only on licensed characters. We want the brand itself to be recognisable,” mentioned Shah.

At the same time, licensed products still play a role. Skoodle sees 30 percent of its sales coming from licensed characters, while BIDSO reports around 10 percent from licensed toys.

Agrawal said, “Licensed characters help us connect with established fan bases, while our original designs and custom creations allow us to offer unique products tailored to our customers’ needs.”

Makdey emphasised, “Our focus remains on building original intellectual property, with every product conceptualised and designed in house to maintain quality and innovation.”

Investors also see strong potential in this space. Abhiram Bhalerao, Partner, V3 Ventures (Verlinvest), said, “We are seeing real opportunity in India first brands that combine content, community, and retail distribution. The focus now is on building strong and defensible IP.”

STEM and Learning Lead Growth

Educational and STEM toys are becoming one of the fastest growing segments, driven by parents looking for value beyond entertainment.

PlayShifu has built its portfolio around interactive learning. “By creating innovative products with little direct competition, we are able to stand out and command a premium,” stated Advani.

Similarly, Skoodle is positioning its products around learning and development. From preschool toys to construction play, the focus is on building skills such as creativity, motor development, and problem solving.

Agrawal noted, “We are expanding our range of educational and interactive soft toys that combine fun with learning, while focusing on value engineering to keep products affordable.”

Makdey added, “Montessori and early learning principles are at the heart of every product we create, focusing on screen free, hands on play that supports cognitive and motor development.”

This trend is also reflected in pricing. While a large share of sales still comes from products under Rs 1000, premium segments are growing steadily, especially in educational categories.

Exports and Global Ambitions

India is also emerging as an export hub for toys, with several brands expanding globally.

PlayShifu exports to more than 30 countries, with exports contributing nearly 90 percent of its business. “India is central to our operations and a true global hub for us,” said Advani.

At the same time, domestic demand remains strong. Most brands still derive the majority of their revenue from India, but exports are becoming an important growth lever.

The Road Ahead

The Indian toy industry is at an interesting stage of evolution. It is moving from a fragmented and import dependent market to a more organised, innovation driven ecosystem.

However, challenges remain. Distribution complexity, seasonality, and compliance requirements continue to impact growth.

Bhalerao sums it up well: “The ecosystem is scalable but still maturing. Real growth will come from solving distribution, compliance, and building strong brands.”

As companies invest in manufacturing, IP, and new channels, the industry is expected to see consolidation and stronger Indian brands in the coming years.

The shift is clear. From clay toys to connected play, India’s toy story is now being shaped by innovation, localisation, and a deeper understanding of the modern consumer.

The post How India’s Toy Market Is Evolving with D2C, Retail and IP appeared first on Blog | Ultra Soft Toys.

Mumbai, India, Feb 05: Valentine Week has evolved into more than a single-day celebration, becoming a series of moments defined by emotion, comfort, and meaningful connection. This season, Ultra Soft Toys, a trusted name in the Indian soft toy industry, curates a thoughtfully designed Valentine Week collection that reflects how love is increasingly expressed through warmth, companionship, and gifts that last well beyond February 14.

As consumers seek gifting options with emotional depth and longevity, plush toys continue to emerge as one of the most resonant categories during Valentine’s Week. Ultra Soft Toys’ Valentine Week range is designed to accompany every phase of the celebration, from Rose Day through Valentine’s Day, aligning with changing consumer behaviour that favours comfort-driven, sentimental gifting over fleeting trends.

The collection brings together a diverse selection of plush designs crafted to suit different expressions of love. Classic Be My Valentine and Love You teddy bears cater to Promise and Propose Day moments, offering timeless silhouettes paired with heartfelt messaging. For Hug Day and everyday comfort, lying and sitting teddy bears holding red hearts deliver soft, huggable reassurance. Adding a lighter touch, playful plush dogs and lion soft toys introduce charm and warmth, while compact options such as cap teddy bears and hanging white teddies function as keepsakes that blend easily into personal spaces. For those seeking an alternative to traditional designs, the plush elephant with a ‘Hug Me’ heart offers a distinctive expression of affection.

The Valentine Week focus also arrives at a significant moment for India’s toy industry, which is steadily positioning itself as a global manufacturing and design hub. Valued at close to USD 2 billion and projected to grow substantially over the next decade, the sector continues to see strong demand for plush toys, particularly during festive and occasioned retail cycles. Valentine Week remains one of the most sentiment-driven periods for the category, driven by consumers’ preference for gifts that feel personal, soothing, and enduring.

Speaking on evolving gifting preferences, Ms. Brinda Agrawal, Head of Product Development at Ultra Soft Toys and Marketing Head at Ultra Media & Entertainment Group, shared,

“Valentine Week today is about meaningful connections rather than grand gestures. Plush toys offer emotional comfort and a sense of presence that people naturally relate to. When thoughtfully designed and made in India, they also represent care, trust, and craftsmanship, values that resonate strongly with today’s consumers.”

Ultra Soft Toys, part of the Ultra Media & Entertainment Group, reflects the growing strength of the Make in India movement within the toy sector. Designed and manufactured in India, the brand places strong emphasis on safe materials, soft textures, and thoughtful detailing, factors that have helped it build trust among consumers across age groups. Its Valentine Week collection underscores how locally made products can successfully combine quality, emotional relevance, and retail appeal.

Beyond its core plush portfolio, Ultra Soft Toys has also been actively developing custom and licensed plush solutions for leading brands across the hospitality and personal care segments, including Starbucks and Cetaphil. These collaborations highlight the brand’s expertise in quality manufacturing, compliance standards, and brand-aligned design, further strengthening its position as a reliable partner for premium, purpose-led plush creations.

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Mumbai: Ultra Soft Toys, a brand under the 40-year legacy of Ultra Media & Entertainment Group, is all set to add excitement to this festive season with the launch of its Zip Buddy Band. Specially designed for Raksha Bandhan, Friendship Day, and beyond, this playful wrist bracelet brings a fresh twist to gifting.

The Zip Buddy Band is a soft, plush wristband with a unique built-in zipper pouch that allows givers to hide a small surprise inside – from chocolates and coins to cute handwritten notes or tiny gifts. This interactive element transforms gifting into a joyful experience for kids, making celebrations even more special.

Available in adorable designs such as animals, cars, and fish, and offered in two styles – Velcro and snap band – the Zip Buddy Band combines comfort, safety, and collectability. It’s perfect not only as a rakhi or friendship band but also as a fun year-round accessory and return gift.

“With the Zip Buddy Band, we wanted to create a product that blends fun with emotion. The surprise pouch adds a personal touch – whether it’s hiding a note or a little treat – making every celebration memorable,” said Ms. Brinda Agrawal, Head of Product Development at Ultra Soft Toys and Marketing Head at Ultra Media & Entertainment Group. As Ultra Soft Toys continues to expand its innovative gifting portfolio, the Zip Buddy Band stands out as an affordable yet thoughtful choice for parents, siblings, and friends.

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New Delhi,:At this year’s Toy Biz 2025, Ultra Soft Toys — a division of the four-decade-strong Ultra Media & Entertainment Group — unveiled a renewed commitment to emotional wellness, modern gifting, and manufacturing excellence. The brand showcased its new ‘Cuddle & Calm’ range of weighted plush toys and sensory companions—designed to meet the emotional needs of both children and adults in today’s fast-paced world.

The Cuddle & Calm collection offers soft, huggable plushies that provide grounding and tactile comfort. These include weighted avocado pillows, frog travel cushions, huggable sitting cows, and sleeping elephants — all crafted to deliver gentle sensory pressure that promotes emotional regulation, eases anxiety, and supports relaxation. Whether for a child unwinding after school or an adult decompressing after work, these plush companions offer moments of calm when they’re needed most. “We’re seeing that plush toys are becoming more than just gifts—they’re companions for emotional resilience,” said Brinda Agrawal, Head of Product Development at Ultra Soft Toys and Marketing Head at Ultra Media & Entertainment Group. “Weighted toys, in particular, offer calming pressure and tactile comfort that appeals across age groups. At Toy Biz, we also previewed key elements of our upcoming festive and cultural lines, including the ‘Joyful Bonds’ gifting range—set to launch in time for Raksha Bandhan, Diwali, and Christmas—and ‘Ram Sena’, a mythology-inspired plush series aimed at engaging young minds through storytelling. The Joyful Bonds line will feature custom name embroidery, aroma-infused plush hampers, and storytelling-based gift sets, tailored to modern gifting preferences.”

Ultra Soft Toys is riding on the back of a strong 27% year-on-year growth and has set an ambitious 35% revenue growth target for FY25–26. This is driven by its doubled production capacity, expansion into international markets such as the Middle East and Europe, and a growing portfolio of therapeutic and gifting-centric toys. “With the world discovering the emotional power of plush toys, we are scaling up our Noida manufacturing facility, built in alignment with the Make in India initiative, to meet both domestic and global demand,” said Mr. Sushilkumar Agrawal, Founder and CEO of Ultra Media & Entertainment Group.

As the festive quarter contributes nearly 40% of Ultra’s annual revenue, the company is preparing for the season with increased inventory buffers, regional warehousing, and new retail collaborations. Its upcoming digital campaigns and influencer partnerships aim to strengthen its position in the premium plush gifting space. “Whether it’s a gift, a travel buddy, or a self-soothing tool, we’re building plush toys that reflect modern emotional needs and Indian values,” added Brinda Agrawal. “From wellness to festivals to cultural storytelling—we’re making toys that truly connect.”

Explore the current and upcoming collections now available on Ultra Soft Toys’ official website www.ultrasofttoys.com and across major e-commerce platforms, including Amazon, Flipkart, Myntra, and Firstcry.

The post ‘Cuddle & Calm’ Range Unveiled at Toy Biz 2025, Targeting 35% Growth with Emotional Wellness Line appeared first on Blog | Ultra Soft Toys.

Ultra Soft Toys has announced the launch of its exclusive Mother’s Day collection, crafted with care to offer comfort and emotional support to to-be and new mothers. Just in time for Mother’s Day celebrations, this thoughtfully curated line features oversized, ultra-soft plush toys designed to bring moments of relaxation, joy, and reassurance to women experiencing the unique journey of motherhood.

The new collection includes a wide variety of huggable companions, such as the Sitting Dino, Baby Lion, Huggable Sitting Cow, and a Life-Size Teddy, tailored to support mothers during pregnancy and the early stages of motherhood. These plush toys aim to deliver not only physical comfort but also a sense of emotional connection and well-being.

Among the standout items in the collection are the Reversible Flip Mood Octopus, which adds a playful way to express changing emotions, and the Avocado Pillow, a quirky yet cozy piece perfect for stress relief. Also featured are puppets and dinosaur-themed plush toys that bring laughter and lightheartedness, while Baby Shark and Baby Dolphin travel pillows are designed for convenient on-the-go comfort—ideal for busy new moms.

Brinda Agrawal, Head of Product Development at Ultra Soft Toys and Marketing Head at Ultra Media & Entertainment Group commented, “This Mother’s Day, we wanted to create a collection that not only offers plush toys but also brings comfort, love, and support. We understand the challenges of pregnancy and new motherhood, and our range is designed to offer that extra cuddle and a sense of warmth when it’s needed most. Our plush toys are more than just cute companions; they’re here to provide emotional comfort and remind to-be and new moms of how truly special they are. We hope this collection brings a little joy and a lot of relaxation to all the amazing women out there.”

The Mother’s Day collection is now available on Ultra Soft Toys’ official website and across major e-commerce platforms, including Amazon, Flipkart, Myntra, and Firstcry. This year, Ultra Soft Toys invites shoppers to skip conventional gifts and instead offer the warmth and comfort of a plush companion, made to support and celebrate mothers when they need it most.

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Ultra Soft Toys’ exclusive Valentine’s collection brings warmth, comfort, and love in the form of adorable plush toys. Perfect gifts for loved ones!

Ultra Soft Toys, a well-respected name in the high-quality toy industry, is thrilled to unveil its exclusive collection of Valentine’s Day gifts, designed to make this day of love unforgettable. Continuing its tradition of spreading joy and comfort to all ages, Ultra Soft Toys has carefully curated a selection of delightful plush toys that perfectly express love and affection.

Discover the Perfect Valentine’s Day Gifts

More than just toys, plushies are symbols of warmth, comfort, and emotional connection. Whether given to a partner, friend, or family member, these huggable companions bring joy long after 14th February.

1. Stuffed Sitting Dog Holding Red Heart: ‘Be Mine’ Plush Toy – A charming dog holding a red heart, ideal for confessing your love.

2. Sweetheart Teddy Bear With Red Pouch – A cuddly bear with a red pouch, perfect for a Valentine surprise.

3. Kissing Valentine Couple Teddy Bear Holding Red Heart – A heartwarming couple teddy, symbolising everlasting love.

4. Avocado Fruit Soft Plush Pillow – A quirky option for the avocado fan in your life.

5. Octopus With Spectacles Bow Plush Toy – A fun pick for your ‘Chashmish’ (glasses-wearer) loved one.

6. Panda Travel Neck Support Cushion – A thoughtful gift for travellers.

7. Fluffy Dog Soft Stuffed Toy – The ideal cuddle buddy for bedtime.

8. Bunny Soft Pen Stand Holder – A cute and functional gift for an organised loved one.

9. ‘Choose Happy’ Soft Toy Sling Bag – A reminder to carry happiness wherever they go.

10. Reversible Flip Mood Change Octopus Plush – A fun way to express mood swings with style.

Plush toys are not just gifts; they are lifelong companions. Studies show that hugging a plushie can alleviate stress and provide emotional comfort, making them a wonderful way to show love and care.

“We are excited to introduce our exclusive Valentine’s Day range, designed to help people express their love in a unique and thoughtful way,” said Ms. Brinda Agrawal, Head of Product Development and Marketing at Ultra Soft Toys & Ultra Media & Entertainment Group.

Ultra Soft Toys’ Valentine’s collection is available on their website https://www.ultrasofttoys.com and leading e-commerce platforms like Amazon, Flipkart, Myntra, and Firstcry.

The post Cuddle Up This Valentine’s: Plushies That Say ‘I Love You’ appeared first on Blog | Ultra Soft Toys.

At Ultra Soft Toys, we believe in the power of play to nurture imagination, spark creativity, and bring joy to every child’s life. Witnessing the smiles on children’s faces as they received their very own Ultra Soft Toys filled our hearts with immense joy.

We are grateful for the opportunity to contribute to such a meaningful Santa Cause event and make a positive impact on these young lives.

The post Bringing Smiles | Community I Christmas | Holiday Cheer appeared first on Blog | Ultra Soft Toys.

Ultra Soft Toys from the house of Ultra Group has unveiled its Christmas Collection, a delightful assortment of festive plush toys and decor designed to infuse homes with joy, warmth, and the holiday spirit. From cuddly companions to cozy cushions, this thoughtfully curated collection brings the magic of Christmas to life, transforming every corner of your home into a haven of love and comfort. Adding to the festive excitement, the brand has launched a mini animated short film as part of its campaign, Bring Magic to Every Corner of Your House. The film beautifully showcases how Ultra Soft Toys’ creations can light up homes and hearts, making this holiday season truly unforgettable.

Brinda Agrawal, Head, Product Development and Marketing, Ultra Soft Toys shared, “At Ultra Soft Toys, we believe the holidays are about creating moments of joy and togetherness. Our Christmas Collection is designed to bring a touch of magic to every home, spreading warmth and love through our carefully crafted plush creations. Whether it’s a thoughtful gift or festive decor, these plush treasures are sure to make this Christmas unforgettable.”

Ultra Soft Toys’ creations thus go beyond being mere toys—they are heartfelt symbols of love, comfort, and the magic of the season. Whether you’re searching for the perfect gift or looking to add a festive touch to your home, these plush treasures are designed to make every moment more magical.

The Christmas Collection offers a range of enchanting products, perfect for gifting or adding festive flair to your decor. Highlights include the adorable Baby Reindeer Plush Toy, a snuggly companion ideal for children or whimsical decor; the Santa Claus Stocking Sock Decor Gift Bag with Hanging Teddy, which adds a playful touch to Christmas stockings; and the Christmas Snowman Stuffed Plush Toy, a cuddly keepsake that embraces the magic of winter. For those looking to cozy up their living spaces, the collection features versatile Folding Plush Stuffed Pillow Cushions, perfect for holiday movie nights or festive gatherings, as well as vibrant  Snowman printed Throw Pillow Cushions that exude seasonal charm. Practicality meets whimsy with the Plush Pen Stand Holder Toy, an adorable addition to any workspace, while the cheerful Jingle Bells Plush Toys bring the spirit of the season to life.

As part of its campaign, Ultra Soft Toys’ mini-short film, Bring Magic to Every Corner of Your House, illustrates how these plush creations transform ordinary spaces into cozy, festive sanctuaries. The film celebrates the beauty of togetherness and the true essence of the holidays, showcasing how a touch of softness can make the season brighter and more memorable.

This holiday season, let Ultra Soft Toys help you create lasting memories and spread joy—because the most meaningful gifts come wrapped in love, comfort, and the softest packages. Bring home the magic of Christmas with every plush creation. The festive toys and decor are now available online on www.ultrasoftoys.com

The post Festive Plush Creations Unveiled to Bring Christmas Magic appeared first on Blog | Ultra Soft Toys.

Ultra Soft Toys, a beloved brand from the house of Ultra Group, has introduced its much-awaited Christmas Collection—a delightful array of festive plush toys and décor designed to infuse homes with joy, warmth, and the holiday spirit. From cuddly companions to cozy cushions, the thoughtfully curated collection captures the magic of Christmas, transforming every corner of a home into a haven of love and comfort.

Adding to the festive excitement, Ultra Soft Toys has launched a captivating mini animated short film as part of its campaign, “Bring Magic to Every Corner of Your House.” The film beautifully showcases how Ultra Soft Toys’ creations can light up homes and hearts, making this holiday season truly unforgettable.

Brinda Agrawal, Head, Product Development and Marketing, Ultra Soft Toys shared, “At Ultra Soft Toys, we believe the holidays are about creating moments of joy and togetherness. Our Christmas Collection is designed to bring a touch of magic to every home, spreading warmth and love through our carefully crafted plush creations. Whether it’s a thoughtful gift or festive decor, these plush treasures are sure to make this Christmas unforgettable.”

The Christmas Collection by Ultra Soft Toys transcends mere toys and décor, emerging as heartfelt symbols of love, comfort, and the spirit of the season. Whether you’re searching for the perfect gift or adding festive charm to your home, these plush treasures are designed to make every moment more magical.

The Christmas Collection features an enchanting assortment of products perfect for gifting or enhancing your holiday décor. Highlights of the collection include snuggly Baby Reindeer Plush Toys, whimsical Santa Claus Stocking Sock Decor Gift Bags with Hanging Teddy, cuddly Christmas Snowman Stuffed Plush Toys, versatile Folding Plush Stuffed Pillow Cushions for holiday movie nights or festive gatherings, vibrant Snowman Printed Throw Pillow Cushions that exude seasonal charm, practical yet adorable Plush Pen Stand Holder Toys, and cheerful Jingle Bells Plush Toys that bring the spirit of the season to life.

As part of its holiday campaign, the mini-short film “Bring Magic to Every Corner of Your House” illustrates how these plush creations can transform ordinary spaces into cozy, festive sanctuaries. The film celebrates the essence of togetherness and the holidays, highlighting how a touch of softness can brighten the season and create lasting memories.

This holiday season, Ultra Soft Toys invites families to create moments of joy and spread love with their unique plush creations. Whether for gifting or decorating, the Christmas Collection offers something special for everyone. As Brinda Agrawal aptly put it, “The most meaningful gifts come wrapped in love, comfort, and the softest packages.”

The festive toys and décor from Ultra Soft Toys’ Christmas Collection are now available online. Bring home the magic of Christmas with these heartfelt creations and make this holiday season truly unforgettable.

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The market for mental health-focused products in India is growing, with most customers in Tier 1 cities where awareness of self-care and mental health is higher.

Remember cuddling stuffed toys as kids and slipping into carefree sleep? Life was easy then; nothing to worry about other than homework and what to eat next. As adults, rising stress levels and responsibilities have made restful sleep harder to achieve. Dr Srishti Saha, consultant, mental health and behavioural sciences, Fortis Anandapur, Kolkata, links sleep disturbances to factors like fast-paced lifestyles, competition, and changing work cultures. “Most of us do not have fixed timings for our sleep. We tend to keep scrolling on our phones till we can fall asleep. Even our eating habits prior to bedtime have no fixed schedule,” she said.

According to Dr Saha, for some people, sleep problems stem from anxiety and overthinking. “During the day, external activity drowns out inner noise. At night, silence makes it harder to quiet the mind,” she said. This is where weighted stuffed toys, an upgraded version of childhood favourites, come in promising support and restful sleep in the din and chaos of daily life. Designed to offer comfort and improve sleep, these toys are gaining popularity among adults and children alike.

Brinda Agrawal, head, product development and marketing, Ultra Soft Toys, explained that unlike ordinary stuffed toys, weighted toys incorporate gentle weights, often filled with beads or similar materials, which create a calming effect when held. “These toys simulate the sensation of a comforting hug, promoting relaxation and reducing stress and anxiety, making them popular for children, teenagers, and even adults dealing with sensory challenges, insomnia, or general restlessness,” she said.

“Inspired by the success of weighted blankets, which are known to offer calming effects, these toys were designed to extend similar benefits in a more portable, child-friendly, and versatile format. They cater to individuals seeking a sense of grounding and reassurance, especially children and adults dealing with anxiety, autism, or sensory processing challenges,” said Pragati Tripathi, COO, Flourish.

Content marketer Abha Ahad shared that she first came first across these toys on Instagram reels. “I thought it was a cute idea and ordered one. The biggest benefit I had from using them is a sense of belonging,” she said. Having used an elephant plushie for 2.5 years, Ahad said that it makes her feel less alone, and she has grown to become dependent on it now. She also mentioned that it makes her calm and has helped her sleep better but she hasn’t “really quantified that”.

How do they work?

According to Vansh Taneja, founder of Warmhlee, these toys leverage deep pressure therapy to calm the nervous system, reduce stress hormones, and boost serotonin and dopamine levels. They remind users of childhood, evoking a sense of safety and grounding.

“Most weighted toys have weights in a normal soft toy’s arms, tummy, and legs, so when you put them on your chest, the weight of it helps calm you down, or acts like a hug. Hugs have benefits; they help release oxytocin, the happy hormone. Cuddling and hugging also lower cortisol levels, the stress hormone,” he said.

According to Dr Saha, “Weighted stuff toys work on the principle of deep pressure stimulation or deep touch pressure. As human beings, we react deeply to certain forms of touch and bodily contact. Weighted stuff produces similar sensations as felt when receiving a tight hug from a loved one, or as felt by a baby being swaddled in a blanket.”

The rising demand

According to Agarwal, the demand for weighted stuffed toys has grown globally, fueled by increased awareness of mental health and wellness. “Indian parents, especially in urban centers, are increasingly investing in products that offer developmental and emotional benefits for their children. For adults, these toys are also being appreciated as tools to unwind in a fast-paced lifestyle,” she said.

Tier 1 cities are leading this trend in India as per Taneja. On talking to several customers, Taneja said they realised, “Most of our customers use this for gifting as it can be a thoughtful and cute option they give to their partners, family members, and loved ones who are experiencing anxiety and depression.” As one of the few brands in this space, they are working to normalise the idea of prioritising mental health and self-care.

However, Dr Saha cautioned against viewing these toys as treatments for chronic anxiety, emphasising the need for psychotherapy for deeper issues. “Most of us today are looking for shortcuts or quick fixes to all our problems. For people suffering from occasional stress or sleep problems, weighted stuff toys may provide some soothing of their unrest. But, for more deep rooted or chronic mental health problems, a longer term solution by way of psychotherapy may be required to address the underlying issues,” she said.

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