Differences in the market in India and UK means that Hamleys is planning to roll out its expansion in India two years faster than planned, with suggestions that the market is benefitting from middle class guilt.
A difference in the top selling toys in England compared to India is clear: in London, Princess Catherine dolls and drum sets are the top sellers, while in Mumbai bubble guns, chewable soft toys Ziggles and video games are the toys of choice.
It was suggested that the toy market is benefitting from a sense of guilt from middle class parents for not paying enough attention to their children, which leads to pampering with gifts.
Since last year, Hamleys have two stores in India, but is planning to have at least 20 by 2016. The toy market in India is set to grow by 157% between 2009-2014, according to figures by Euromonitor.
Sudhir Pai, Hamleys partner in India, is reported to have said in The Times: “We want to expand much faster than what was in our contractual agreement because the response has been so encouraging.
“All of our stores put together could end up being bigger that the franchisee.”