All work and no play, makes Landmark a dull space

08-03-2013 |  nrupaldiffion |    Trends

Enough with the books, the precious childhood days of your kid deserve some time in the toy world. Want to see the face you hold so dear drenched in a mesmerizing smile, step into Landmark for it's time for the German based Hape toys to enter the Landmark space at a price range starting from Rs. 109/- to Rs. 1031/-. An exclusive distribution agreement is to tie the India based chain of bookstores with the leading manufacturer of wooden environmental friendly toys.


The little objects of edutainment from Hape have been designed to take the child on a tour to a wonderland and introduce the age-appropriate skills and concepts. With water based paints and natural materials, these toys boast of zero environmental effects and take the child close to nature and ensure a safe, guilt - free and fun filled experience. Speaking about the new launch in India, Peter Handstein, CEO Hape Toys, says, This is our first footprint into India for HAPE ECO TOYS and we very excited to retail at Landmark stores. Our toys are created to inspire play, learning, and exploration of the world we live in; through responsible business practices we aspire to leave the world in a better condition than when we received it."

In an optimistic tone about the future of this new venture into the toy market, Peter Newbould, Deputy COO, Landmark said, "Growth in the books segment has been flat while categories like toys have been growing faster. Today, books would be contributing about 27 per cent of Landmark's total revenues. There is a lot more space for toys at the Landmark stores. The contribution to the total revenues of the company has also increased from 12 per cent to almost 20 per cent today. We feel the toy market is growing exponentially and hence the need to bring down Hape eco toys to India."

The head of the toy division Mr. Rajaram said, We are extremely proud to be associated with Hape Toys and also exclusively retail their eco toys at Landmark stores. With this addition, we are happy to bring to our eco conscious parents and customers a new product offering from Hape eco toys."


Landmark is taking the intelligent quotient of the children to make it easier for the parents and the children to choose. We plan to recommend toys based on a kid's skill. For this, we will have doctors in the store who will be able to recommend a particular toy based on some preliminary tests. But rolling this out may take some time," said Mr. Rajaram.

But the story of toy companies entering Indian retail market doesn't seem to end here. According to Mr. Rajaram, the slowing economy has to play a role in prompting the toy makers to look out for marketing space in Asia. Hamleys, Simba, Brio are some the soon-to-be popular names among the kids in India. With a large population of babies and a comparatively small organised toy market, India has proved itself to be one of the favorite destinations of the foreign toymakers, as Arvind Singhal, chairman of Technopak Advisors puts it forward.





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