MSME Design Clinic Schemedesignclinicsmsme.org/Design Awareness Programme... · MSME Design Clinic Scheme NCR Toy Cluster study ... Trading is the main activity in the Toy industry,

MSME Design Clinic Scheme

NCR Toy Cluster study

for Design integration

Prof. Jatin Bhatt, Director, Edusign Consulting Pvt. Ltd. New Delhi

An Overview

Toy industry in NCR

• NCR covers 60% of current domestic Toy market.

• Seemingly unorganized, the sector has well established supply chain.

• Historically, the toy trade in NCR started in the Old-Delhi region including

Sadar Bazar, leveraging proximity to - Railway stations for accessibility to

buyers, Wholesale market for materials & availability of various skill sets.

• To accommodate growing needs, the industry spread to industrial areas of

Kirti Nagar, Jhandewalan, Janakpuri, Naraina.

• Wide network of Mini enterprise / Small scale Vendors with dedicated skill

set, are concentrated in Sadar, Seelampur, Laxmi Nagar, Tughlaqabad etc.

• Toy City at NOIDA was set up a decade ago to develop geographically

integrated cluster. In spite of wide range participation & investment in the

initial phase, currently only about 20 units operate from here.


Product Categories

MATERIAL PROCESSES PRODUCTS

Plastic / PVC

Injection molding, blow

molding, insert molding,

Roto-molding

Pull Along, Spinner, Drag & Go, Riders,

Transport Models;

Building blocks, Learning Aids;

Money banks;

Dolls, Play kits

Outdoor toys : Sports equipment

Tin & MetalDie Pressing, transfer

printing, assembly

Transport Models, Trains, Musical Toys,

Money banks, Pencil boxes, Collectibles,

winding toys etc.

WoodCutting, finishing, turning,

printing, painting, etc

Building Blocks, mobiles, Construction &

transport models, pull along, alphabets,

furniture

Board GamesPrinting, die cutting, molding,

assembly, sealing

Puzzles, Jig Saw, Chess, Scrabble,

Monopoly etc.

Soft / Plush :

Stuffed Toys

Carding, pattern cutting,

stitching, face & eye features,

filling accessories

Dolls, teddy bear, animals, back-packs,

cushions, etc. in cotton & synthetic pile

fabrics

DIY, Craft / Activity based, Stationary Items

Technological / Electronic / Action toys (Very minimal presence in Indian Toy Industry)

Product Range

Building Blocks, Pull Along, Money Banks, Rider, Play Sets amongst others

Product Range

Wood and Tin / Metal Toys : Transport Models, Learning Aids, Building Blocks

Product Range

Dolls (Plastic, PVC), Stuffed / Plush Toys

Markets

Existing market Structure :

Most of the Indian Toy industry operates through an

extensive distribution network in the domestic markets.

Market reach is managed through regional spread of

wholesalers and distributors serviced by their field

agents.

Markets

Emerging Opportunities in recent times :

Big retailers / Large Format Stores such as Big Bazaar,

Wall-Mart, etc. However, they also operate on the existing

Volume based business model, making price the most

sensitive aspect.

Toys in other outlets – gift shops, stationery shops, book

shops, kiddies stores as sale points are growing

significantly


Markets

Opportunity Areas to look forward to :

• Co-branding,

• Corporate promotions,

• Merchandise linked with films, events, sports,

publications, etc.


Industry Structureand its bearing on

new product development


TRADER

Manufacturers with

in-house capacities

DISTRIBUTOR

Distribution network –

Wholesalers,

Retailers

Vendors –

Micro Enterprise,

Small Scale Home

Enterprise

Design, Innovation,

Development

Business

dictates and

Logistics

CUSTOMER /

USER

Demand / Needs,

Feedback & Response


Prominence of trading activity

& dependency on distribution network

Trading is the main activity in the Toy industry, with production being

subservient.

Key controls & decision making is centered around feedback

from the distribution network.

A direct connect between producer and user is largely missing.

With this gap, it is difficult to control the product placement, record

customer wishes & needs, and channelize this understanding

towards new product development.

Industry Structureand its bearing on new product development


Concentration on Production related activities

& ‘Owner Driven’ operations within enterprises

Enterprises are primarily production focused.

Activities relating to new product development are peripheral

rather than being at the core of the business. This is also true for

product placement or launch and other such collateral activities

In addition, most toy manufacturing units are family owned - These

entities lack visible hierarchy & delegation of tasks & responsibilities.

Core activities are strategized and managed centrally.

Experience and intuition are the key drivers.

Hence activities of design & development are not addressed in an

organized manner with a specialized and dedicated team.



High Price Sensitivity

The toy market is made highly price sensitive due to :

• A large part of toy purchasing being for gifting - this is governed

by the customer’s budget which may not be fluid.

• Feeble differentiation between products offered by

manufacturers / brands operating in the similar product

category, leads to a highly competitive market.



High Price Sensitivity - leading to concentration of efforts

on reducing costs

Efforts dedicated to improve resources & increase efficiency of

production are seen in enterprises of all scales.

Towards this goal, far sighted developments in areas of technology,

tool development ,materials & quality control, standardization,

inventory management, are clearly visible in the recent past.

This is however not matched with same attention to activities

of new product development.



Design & Development

Product Development :

Current scenario

Visible indicators of change :

• The value of Design & Product Development evident in fair

measure.

• Efforts in original product development and product differentiation.

• Visibility and presence in global trade shows with export orders.

• Competitiveness through quality standards and new

developments.

Positive signs of emerging mindset of Industry leaders to use

design expertise with demonstrated commitment and initiative.

Although not widespread, this will certainly have a multiplier effect in

the long run.



Current scenario

The current development activities are concentrated around :

• making variations of existing range,

• derivatives of already successful products, and

• ‘copying’ / replicating products from the international market

brought in from trade fairs.

• Simplification of complex toys from global brands.

• selection of new developments is based on production

capabilities.

Packaging has been one of the core focus to use design expertise

and is recognized as critical aspect of investment.



Current scenario

Product development is not based on core content value.

This is primarily due to -

• Weakness in original design initiatives,

• Ineffective branding, and

• Lack of market mapping for specific niche positioning.


CORE CONTENT VALUES ATTACHED TO PRODUCTS(Current Scenario in Indian Toy Industry)

High

• Price

• Size

• Durability

Low

• Materials –

safety / toxic

• Aesthetics – Form

& color, elegance

• Packaging

Marginal

• Learning / educational /

developmental aspects

• Aesthetics - Authenticity

• Originality & Exclusivity

Based on

Customer’s view as

perceived by

Manufacturer /

trader/ distributorTo keep cost in control for

a highly price sensitive

market & due to lack of

organized design input.

Lack of authentic design

development process

based on research,

analysis and user study



Marginal role of design

Product development process lacks key elements of a design

process :

Market context, research, user study, product context,

technology integration and also material innovation to a certain

extent, are missing components of a product development

process.

Originality, exclusivity & contextual thinking are not always

found as core drivers of business.

Newer segments are not adequately addressed :

These segments have emerged in recent past due to socio-

economic changes & technological developments.


Product Development : Volume V/s Value

There is no serious Market mapping in the Indian Toy

industry.

The Toy Market, showcases product segmentation based on

Material & processes, usage, price points;

Age group differentiation based on experiential / learning value is

also ignored. The Market is treated as a homogeneous group and

lacks specific design development based on the nuances of

different segments.

A study of these segments, will give inspiration for new product

ideas and business can shift from volume to value based

propositions.



Value Addition

While price points & production

processes are critical, enhanced

context and appropriate content

value needs to be integral to create

value differentiation.


Design Development

Prevailing determinants – from User’s perspective

Some of the factors that discourage enterprises from taking on

indigenous design focused product development are :

• Perception of toys only as a means of entertainment & fun -

a closed circle of demand and supply lock.

• Toys are not linked to other activities of the child’s life, eg.

Characters from books, learning & education, development

(of motor skills etc)

• The purchase of toys is a low-involvement activity

• Lack of recognition of Indian toys as quality products


Design Development

Prevailing determinants

Some of the factors that discourage enterprises from taking on

indigenous design focused product development are :

• Highly price sensitive toy market

• Competition from Chinese toys

• Lack of supportive skill set & know how that is essential for

innovative, creative & original design development – such as

model making, sculpting.


Product Development

Gaps : The current product development process :

• Lacks Originality & exclusivity in design ideas

• Ignores that a large enough segment of customers demand

quality products in terms of context and not just visual appeal

• Shows little Innovation at material/technical level

• Can do with a more elegant form of Styling – form, colors are

not enough to compete.

• Significant efforts in packaging do not always match up in

product quality


Optimization of dies by

using the same component

for variations of a design

Combination of techniques to create

complex forms in a simplified manner.

Some of the realistic details are lost in

the simplification process. More skilled

and capable sculptures can lead to

more authentic forms

Some popular products have not seen evolution over years of

existence. A fresh look can be created through design, as also

the same product idea can lead to newer products.

Branding by Indian Toy manufacturers

• The Branding by Toy manufacturers / traders is for name-sake.

• There is no brand recall & recognition amongst the ultimate customers.

• There are no specific brand values associated with the brand that can help the customer identify the brand with.

• The relation between brand value & product placement hence is very weak, almost non-existent

• Supportive brand identity through strong graphics, promotion, visibility of brand (logo, visual elements, consistency in usage of graphic elements)

• Stronger Brand identity with core content value attached to products will help enhance the impact of design innovation on business of enterprises.


The Way Ahead

Long term design integration

in toy industry

• Proposed MSME projects to share & demonstrate the efficacy of

Design Development as a structured process.

• Design is a multi layered activity. Need to create intermediate

skills and knowledge for design interpretation, coordination and

related support systems.

• Need for model makers, sculptors, pattern makers, tools & die

makers etc.

• Dedicated skill sets development for toy industry for product

development.


Long term design integration

in toy industry

• Knowledge centre for trends, technology, testing, markets etc.

• Positioning Indian toy industry with credible processes of

certification like Toy Mark.

• Promoting original design development among customers

and global buyers through dedicated events/places.


Macro - Branding

For Indian Toys Industry

Recognition of ‘Indian made’ toys

Establishing a centralized, recognized and dependable certification

body, with documented standards & testing criteria.

Certification / Bench Marking of -

• Quality

• Suitability for Age group

• Safety

• Learning, educational value

• Green design

• Eco-friendly & sustainability values

Establishing credibility & recognition of the certification as a mark

of quality amongst the market segments.


Toy Mark as Macro branding

Toy Mark for Indian toys can be an important quality certification for original design & product development with all nuances of highest benchmark.

Bringing in an element of quality assurance during purchase and use to the discerning customers.

It can be a start to a paradigm shift in the way the toy market functions and lead to purchase of toys becoming an informed decision with high involvement of the customer/user groups.

It will need to be an independent, professional and informed body committed to set highest benchmarks for toys keeping in mind the nature of toy industry.


Dedicated Centre for Knowledge Application and Skills

Development

• Collaborative institution for training of professionals & skill base

especially suitable for the Toy industry.

• Research support

• Collaborative support for development in technological innovation,

material & resource sourcing

• Market study & analysis to support new product strategies.

• Establishing a ‘model’ retail store as platform for original designed

products.

Creating Comprehensive & participatory

Support system for the industry


To Sum up :

For genuine and long term institutionalization of design as a core

business function in the toy industry, the following need to be

addressed :

• Design to be seen as a multi-layered activity

• Support functions such as design interpretation, co-ordination, model

making, pattern making, sculpting, design & production interface, etc. need

to be developed as dedicated skill & knowledge base.

• Product development strategies, character development, design research

need to be put in place as a continuing activity.

• Integrating technologies, IT and computer application and software will be

critical skill base in product development.

• User & market research, testing, inferences and analysis need to be in

strengthened design process.

• Multiple expertise of development psychologists, sociologists, technical

experts and designers to work together as teams.


Page 1 of 8

Fun Zoo Toys (India) – Soft & Plush toys

Unit Design Audit Report 2011

for

Toy Association of India (NCR Toy Cluster Participants)

Design Awareness Programme (DAP)

under

Design Clinic Scheme 2010/11

(A component of National Manufacturing Competitiveness

Programme)

Supported by

The Ministry of Small & Medium Enterprises (MSME),

Government of India

In coordination with

National Institute of Design, Ahmedabad.

Page 2 of 8

Audited by:

Ras Vastra

Represented by:

(Ravi Goswami & Harpreet Singh)

Contents

Introduction

Existing Product Design and Redesign

New product development & Diversification

Research and development directions

Visual identity and branding

Technology, Modernisation, Collaboration

Scope for innovation in process and related areas

Scope in workstation and tooling design

Page 3 of 8

Introduction

Unit: Fun Zoo Toys (India)

81 Toy City

Udyog Kendra

Greater Noida (UP)-201 308

Contact person: Mr N. K. Gupta

Fun Zoo Toys (India) is a relatively large player amongst the

organized sector manufacturers of soft toys, with a turnover of

Rs. 8.5 crore in the last financial year and full time staff

strength of 42, with available covered manufacturing floor area

of approximately 15,000 sq. feet. The core activity is the

manufacturing of soft and plush toys, and its derivatives in the

form of decorative Soft Toy Bags, Pillows & Cushions, Dolls,

Valentine Gifts and Animal Soft Toys.

(http://kutoys.com/index.html).

Their primary target has been the domestic market with a

distribution network in place via a sales agent network. The

network has 150 distributors with approximately 15 retailers

each, which translates as access to 2250 outlets nationwide.

The management would like to make forays in the export

market as well.

Existing product design

The design of existing products takes place primarily with the

modifying and replicating of foreign samples procured from

local and overseas markets to reverse engineer and create

patterns required for production. These samples are modified to

suit production capabilities, materials available/desired and

pricing strategies. Some ideas are also picked up from

photographs from trade and other publications accessible.

A full time, self-taught, on the job, industry-trained designer,

who began as a master tailor; is employed by the company,

who also has the skills to convert 2D images and ideas into 3D

and then into the patterns for production. A dedicated sample

room is allocated within the unit for product design and

development with one additional tailoring assistant.

A key driver and constant guide in the design of products is

pricing, of which the company has developed its own

yardsticks vis-à-vis the different products, size and volume of

the article, markets and the different market segments being

targetted.

The feedback collection from end users, for the understanding

of customer preferences, interpreting and predicting of trends,

Page 4 of 8

is brought home via the sales agents in the field who receive

this from the distributors. This in turn is interpreted along with

inputs from the management and the full time designer/pattern

maker, translated into product ideas or modified as desired, to

create new products and then further refined with feedback and

analysis of the samples developed. A fair amount of this

trending is also the application of the management’s own

experience over the years and its gut feel.

Raw materials

The existing raw materials being used are polyester based

woven fabrics, tafta, polyester based poly-fill, ribbons, lace,

and thread. The other materials are moulded plastic accessories

like the eyes, nose and face elements. For some products a

foam laminate is also used.

About 80% of all knitted pile, plush and felt fabrics being used

are imported from China, as India made similar fabrics are

apparently inferior in quality. Practically all accessories be it

the plastic moulded face features, most high quality ribbons

and lace, used for achieving quality differentiation, are also

imported from China.

There is an approximate 90-day, door-to-door import cycle for

the delivery of these imported components and minimum

quantity issues also prevail for the ordering and then there is

the stocking of these. Stuffed ands plush toys are a voluminous

product.


The large unorganized sector manufacturer base in the

domestic soft toy market is also applying the same policy of

copying, in their case copying from the larger domestic

manufacturers such as Fun Zoo Toys, to carve a share of the

domestic market trends that are being driven by the larger

players by offering less expensive look-alikes. Hence, new

product development is a continuous process with Fun Zoo to

keep ahead of and to keep the unorganized sector competition

at bay.

The management expressed that theme based products such as

‘Valentine day’ gift articles are showing great scope and are

much in demand during the season and is perhaps their best

selling, seasonal, theme based product offered till date and the

demand is expected to increase. The same process of modifying

available ideas and/or samples procured from overseas is being

applied to create new products under this theme currently.

Page 5 of 8

Diversification of products has given rise over the years to a

range of cushions and children’s Soft Toy Bags, decorated with

soft toy characters in appliqué and 3-D.


Under given conditions there is scope for initiatives in the area

of using traditional and other India made fabrics that might

hold promise and could replace and thus beat the import cycle

thereby also create a differentiation. This would mean creating

a range of products with a new design treatment to generate

their own unique appeal and not aim at merely replacing the

use of existing polyester based raw materials to create the same

or similar products.

These Indian fabrics would naturally be available to the

unorganized sector as well, perhaps lowering barriers for

imitators, and this amongst other issues would need to be kept

in mind while considering types of fabrics and the kind of

products to be created with them. Pricing would of course

continue to be a key issue of concern.

Another area of exploration is the creation of ‘our own’ local

characters from the animal world. One source could be the

study of Jataka tales to see what could be found from that rich

resource. Other handicrafts can also be referred to and studied

to explore path-breaking directions.


Visits to retail shops have shown that most soft toy brands in

the market rely little on the visual branding of their products.

Typical displays in middle class area markets had soft toys

literally piled up on the floor for display, while smaller size

such toys were seen hanging off hooks on the wall. Brand tags

and names were barely visible and/or readable. (seen below).

It is perhaps the case that a soft toy character is chosen for its

‘cute look’ and ‘touch & feel’, where even slight differences

found in facial features and other details between pieces, can be

Page 6 of 8

a matter of preference for one customer over another. Hence,

the visibility and ‘feel-ability’ of the product will continue to

remain a prerequisite for display packaging of such toys for

point of retail buyer’s convenience.

Technology, Modernisation and Collaboration…


The following major manufacturing processes are being

employed in the unit:

1. Mechanical carding of polyester fibre.

2. Mechanical and manual (hot coil) pattern cutting.

3. Stitching with power machines.

4. Manual fixing of face and eye features.

5. Mechanical filling of carded fibre using compressed air.

6. Final stitching and attaching of accessories, done

manually.

7. Packaging and packing.

There is definitely scope for making incremental and frugal

improvements in the processes throughout the assembly line.

Although it was evident that due thought process has been

given to the process flow and its organization within the

available floor space of the unit - from raw material arrival,

storage and handling, fabricating the products, to the final

finishing and lastly the process of shipping finished and packed

goods.

Frugal innovative methods and ideas could bring improvement

to some existing processes and workstation design, as observed

and listed below (corresponding to the process number list

given above):

1.) The carding machine area can be addressed with

respect to worker health and safety by creating - a.)

Some form of containment for the carded fibre, so as to

limit its spreading to other areas and its inhalation by

the workers at the machine and around; b.) A simple,

wire rake/pitch fork like tool to assist the worker to

stuff the carded fibre into the existing, fixed base,

suction spout that sucks the carded fill to the filling

machine; or better still, c.) A suction spout on a

manually operated, extendable arm system (as on home

vacuum cleaners), that can be moved directly to the

drop area of the carded fibre, so as to avoid direct

manual handling by the worker; and d.) Use of masks

by the workers at the very least. (Seen below, the

existing carding machine area)

Page 7 of 8

2.) Manual hot-coil pattern cutters, burn and cut polyester

fabric, possibly emanating harmful carcinogenic

combustion gases and hence require a.) Health issues

addressed with the provision of masks for the workers;

b.) The workstation can have a chimney apparatus with

an exhaust, to contain and expel the harmful gases. This

would also require study of the specific nature of

emitted gases and the possibility to use an appropriate

scrubber technology or similar such, to trap and perhaps

also neutralize them; c.) Hot coil pattern cutting

workstation - has scope for improvement whereby the

fabric rolls could be mounted on a roller and thus be

easier to pull out and feed to the cutting bed as required.

(Opposite above: existing hot coil, manual pattern

cutting.)

5.) The mechanised work-station

Page 8 of 8

for stuffing the toys has similar issues as the carding

machine area. Spillage and dispersal of the carded fill

fibre was observed and health issues might exist here

too, and this work area and/or, the machine could also

be studied for improved design to contain the spillage

and dispersal. b.) Masks can be provided to workers to

begin with.

7.) The finished product is being packaged in a clear PVC

zippered bag, to facilitate POP use, vis-à-vis, visibility

for shopping convenience and to keep the product from

getting soiled on the shelf and during shipping. PVC,

besides having a foul odour and the material itself

considered environment unfriendly (is believed to be

carcinogenic and to be banned from use in packaging in

various countries), and thus perhaps an alternate

recycled/recyclable plastic material, or an alternate

packaging idea, keeping costs, as well as, retail and

shopping convenience in mind, could also be an area for

design intervention. As noted before, the visibility of

the product would definitely remain a priority for its

packaging.

Page 1 of 8

Jasco Handicrafts (Soft & Plush toys)


for



under



Programme)

Supported by

The Ministry of Small & Medium Enterprises (MSME),

Government of India



Page 2 of 8

Audited by:

Ras Vastra

Represented by:


Contents

Introduction

Existing Product Design and Redesign




Technology, Modernisation, Collaboration


Scope in workstation and tooling design

Page 3 of 8

Introduction

Unit: Jasco Handicrafts

FB-13 Tagore Garden

New Delhi-110027

Contact person: Mr Yashwinder S. Kohli

Jasco Handicrafts is a dedicated manufacturer of soft and plush

toys amongst the organized sector units, with a turnover of Rs.

5 crore in the last financial year and full time staff strength of

11 augmented with up to 60 part-timers. It has a total available

covered space of approximately 20,000 sq. feet in its two

facilities, in NOIDA and Khyala. The core activity is the

manufacturing of soft and plush toys, and its derivatives in the

form of decorative Soft Toy Bags, Valentine Gifts and Animal

Soft Toys. [email protected]

Its primary manufacturing unit continues to operate from

Khyala in West Delhi, for sheer reasons of proximity to the

partners’ residence. Another unit facility in NOIDA is also

used.

Jasco’s primary target is the domestic market with a

distribution network in place nationwide with approximately

30+ distributors in their national network. The management

would continue to focus and operate in the domestic market

and is interested to innovate with new soft toy concepts and

create new markets.

Existing product design

The design of existing products takes place primarily with the

modifying and replicating of foreign samples procured from

local and overseas markets to reverse engineer and create

patterns required for production. The partner Mr Y S Kohli

participated in the 2011 Nuremberg toy fair and shared some

promising ideas he brought back with him to develop similar

ideas for the market in India. Such samples are modified to suit

production capabilities, materials available/desired and very

importantly pricing strategies. Some ideas are also picked up

from photographs from trade and other publications accessible.

A full time, self-taught and on the job, industry-trained

designer, who has a tailoring background; is employed by the

company, who also has the skills to convert 2D images and

ideas into 3D and then into the patterns for production. A

dedicated sampling workstation is allocated within the unit for

product design development. The partners are also directly

involved in this process and play a larger role while the

Page 4 of 8

designer employee assists with the technicalities of creating the

actual patterns.

The key driver for Jacso Handicrafts in the design of products

is affordable pricing. It targets an MRP of approximately 30%

less than a notable competitor and trend-setter in the Indian gift

and soft toy market.

Raw materials

The existing raw materials being used are polyester based

woven fabrics, tafta, polyester based polyfill, ribbons, lace, and

thread. The other materials are moulded plastic accessories like

the eyes, nose and face elements. For some products a foam

laminate is also used.

About 20-25% of all Jasco business is sourced with imports

from China. There is an approximate 90-day, door-to-door

import cycle for the delivery of these imports and minimum

quantity issues also prevail for the ordering and then there is

the stocking of these.


The large unorganized sector manufacturer base in the

domestic soft toy market is also applying the same policy of

copying, in their case copying from the larger domestic

manufacturers such as Jasco, to carve a share of the domestic

market trends that are being driven by the larger players by

offering less expensive look-alikes. Hence, new product

development is a continuous process with Jasco to keep ahead

and create new concepts and ideas.

Mr Kohli expressed that theme based products such as

‘Valentine day’ gift articles are showing great scope and are

much in demand and this generates an approximate 30%

increase in the company’s regular production during the

Valentine season.


Any scope for new initiatives cannot aim at merely replacing

the use of existing polyester based raw materials to create the

same or similar products with local and/or traditional fabrics.

The use of traditional and other India made fabrics could hold

promise to replace and thus beat the import cycle thereby also

create a differentiation. This would mean creating a range of

products with a new design treatment altogether to generate

their own unique appeal.

Page 5 of 8

These Indian fabrics would naturally be available to the

unorganized sector as well, perhaps lowering barriers for

imitators, and this amongst other issues would need to be kept

in mind while considering types of fabrics to be used and the

kind of products to be created with them. Pricing would of

course continue to be a key issue and of concern.


characters from the animal world. One source could be the

study of Jataka tales to see what could be found from that rich

resource. Other Indian handicrafts can also be a source of

reference and studied to explore new and path-breaking

directions that could be discovered.


Visits to retail shops have shown that most soft toy brands in

the market are relying little on the visual branding of their

products. Typical displays had soft toys literally piled up on the

floor for display, while smaller size such toys were seen

hanging off hooks on the wall and on wall racks. Brand tags

and names were barely visible and/or readable from a distance.It perhaps is the case and an assumption, that a soft toy

character is chosen for its ‘cute look’ and ‘touch & feel’, where

even slight differences found in facial features and other details

Page 6 of 8

between pieces, can be a matter of preference for one customer

over another. Hence, in our opinion the visibility and feel-

ability of the product will continue to remain a prerequisite for

display packaging of such toys, for point of retail buyer’s

convenience.

The Jasco management has specifically shown interest and

desires design intervention in this area with respect to their

existing brand identity, to modify and strengthen, and to create

a new identity for a new concept of stuff/plush toys it desires to

bring to the market if possible by July 2011.

Its two existing brand tags (premium and regular), can be seen

below, as well as, the branding on its Content Label.

Technology, Modernisation and Collaboration…

Page 7 of 8


The following major manufacturing processes are being

employed in the unit:

1. Laser machine pattern cutting and manual (hot coil)

pattern cutting.

2. Stitching and final stitch with power machines.

3. Pneumatic fixing of face and eye features.

4. Mechanical filling of carded fibre using compressed air.

5. Packaging and packing.



Although it was evident that due thought process has been

given to the process flow and its organization within the

available floor space of the unit - from raw material arrival,

storage and handling, fabricating the products, to the final

finishing and lastly the process of shipping the finished and

packed goods. (The carding process is not done in-house in its

Khyala unit and being outsourced.)

Frugal innovative methods and ideas could bring improvement

to some existing processes and workstation design, as observed

and listed below (corresponding to the process number list

given above):

1.) The laser and the manual hot-coil pattern cutters, burn

and cut polyester fabric, possibly emanating harmful

carcinogenic combustion gases and hence require - a.)

Health issues need to be addressed with the provision of

masks for the workers at the least; b.) The laser machine

exhaust tube needs to be directed further upwards and

taken towards the rooftop, and perhaps also require a

system to neutralize any gases. c.) The manual hot coil

pattern cutting workstation would also require a similar

system for an exhaust, to contain and expel the harmful

gases in a safe manner. This would also require study of

the specific nature of emitted gases and the possibility

to use an appropriate scrubber technology or similar

such, to trap and perhaps also neutralize the emanating

gases; d.) Hot coil pattern cutting workstation - has

scope for improvement whereby the fabric rolls could

be mounted on a roller and thus be easier to pull out and

feed to the cutting bed as required.

4.) The mechanized work-station for stuffing the toys with

poly-fill has issues of spillage and fibre polluting the

facility atmosphere, and health issues might exist here

too. This work area and/or, the machine can be a.)

Page 8 of 8

studied for improved design to contain the spillage and

dispersal.

5.) The finished product is being packaged in a clear PVC

zippered bag to facilitate POP use, vis-à-vis, visibility

for shopping convenience, and to keep the product from

getting soiled and stained on the shelf as well as during

shipping. PVC, besides having a foul odour and the

material itself considered environment unfriendly (is

believed to be carcinogenic and to be banned from use

in packaging in various countries), and thus perhaps an

alternate recycled/recyclable plastic material, or an

alternate packaging idea, keeping costs, as well as, retail

and shopping convenience in mind, could also be an

area for design intervention. As noted before, visibility

of the product would continue to remain a priority for

its packaging.

Board Games & Puzzles Manufacturers:

Study for the Toy Association of India by

January Design

The study was done by two designers : A Balasubramaniam and Nishant Prakash by visiting four our of the five units who have signed up for the study.

january design

Summary of Interactive study with entrepreneurs:

MARKETS :

• Board games and puzzles have a huge market in India and abroad.

• The classification comes form the manufacturing processes: which is predominantly paper-board based.

• They cater to kids from 4 to 14 years of age. • All units are dealt with the heads of the organization,

who drive the business as in any other MSME enterprise.

• Children form 32% of the population and is seen as a huge growing market.

PRODUCTS:

• All units have some basic products that are common to all: Word games, Jigsaw puzzles, Chess board, etc.,

• The software or the idea behind these products are in the public domain and hence do not infringe upon any copyright issues.

• However some of them like Scrabble are protected and the industries try to re-invent these games to cater to an also-ran market. DESIGN:

• Brands are created but not with a conscientious effort supported by design and product development.

• While there is some amount of idea and appreciation of deign efforts, there is not much of a confidence in home-grown designers.

• Copying of products from each other and from abroad is a menace all the industries are trying to deal with.

• Design development of new products are seeping in with a constant stream of Toy design student internships But conversions are still low.

• NID and NIFT send a lot of their students for internships and diploma projects. EXPORTS :

• They all participate in international toy fairs and most of them have good export orders.

• Visits to these fairs are also done to get an idea about international markets and see first-hand as to what sells.

• The visits to fairs are also used as hunting ground for new ideas. PRODUCTION & QUALITY:

• Quality issues are seen in plastic products. They are crudely made with almost no regard for quality.

• Paper and pulp products are of internationally acceptable quality.

• Production methodologies are quite similar and a lot of plastic parts, packaging and printing are out-sourced.

FUTURE CONCERNS :

• Some environmental issues have been understood but no major attempt is being made to make products are processes sustainable.

• Toxicity in products is an issue that is being addressed, thanks to the new strict guidelines by the government.

• The shop-floor layouts are based on convenience of space, more than ergonomics.

• Design development of new, creative products is seen as a major thrust area.

Industries Visited:

1. Gold Leaf Exim Pvt Ltd 82 / 2, Block no 2, WHS Timber Market, Kirti Nagar, New Delhi 110 015

2. Play Craft Traders 82 /2, Block no 2, WHS Timber Market, Kirti Nagar, New Delhi- 110015

3. Creative Educational Aids Plot No 6, Toy City, Udyog Kendra, Greater Noida, Dist. G.B. Nagar. U.P. - 20013

4. Smart Plaything Pvt Ltd. RZ 12 B, Syndicate Enclave, New Delhi 110 045

Gold Leaf Exim Pvt Ltd

82 / 2, Block no 2, WHS Timber Market, Kirti Nagar,

New Delhi 110 015

One of the oldest manufacturers of puzzles and board games. The business was revived after a slump in the 90ʼs by going international and getting into a new range of products.

They now have two businesses, with factories in Mayapuri Kirti Nagar, and Greater Noida.

PRODUCTS:

• Some of their regular products in board games include word games, chess, ludo, etc.,

• They also make plastic game kits for Table-tennis, Crickets etc., for the mass markets.

• Has products in all categories: Pre-schools, Activity, Board games and Sports goods.

• They are regular exporters to European countries. • They also cater to foreign language products that help

them in being unique. • Regularly imports from China and trades in India.

FACILITIES:

• Has mostly in-house facilities situated across 4 places in the NCR region.

• The warehouse in Kirti Nagar has products imported and re-labelled for India and other markets.

DESIGN:

• Appreciates the use of design and has a history of having worked with designers and students, mainly from NIFTʼs Accessory Design programme.

• Finds designers to be very conceptual and thinks that they need hand-holding.

• Has patented some of their original products but finds them to be no deterrent for others to copy.

• Has a good appreciation for packaging design and believes that itʼs a keen differentiator.

FUTURE:

• Has ventured into retail of toys under the brand name: “The Toys” and has set up 8 shops in North India with plans for more in the financial year.

• Sells both the competitorʼs and self-made products in the shops.

• Gets first-hand information on what sells and what does not.

• Is interested in building a large portfolio of products that can be trend setters and is designed specifically for local markets.

Play Craft Traders

82 /2, Block no 2, WHS Timber Market, Kirti Nagar,

New Delhi- 110015

• Launched in 2001. The company has a good

international presence because they cater a lot to exports. PRODUCTS:

• The product range is extensive and covers four major categories: Preschool, Games, Activities and Out-door games sold under the brand name : BRANDS.

• Pre-school products include puzzles that teach alphabets, sounds, concepts.

• Activity toys include Jewellery Kits, Plasticene dough activities, etc.,

• Has launched a new range of Activity Kits that will engage kids of all ages.

• Toys include moulded plastic products like Bowling ball and pins, Cricket kits, and picnic games for grown-up kids.

• Has special range of out-door products like sports kits, Frisbee, etc.

• Has ventured into plastic games which reaches mass markets giving them an edge.

• Believes in having a large presence in the market offering a large range of products.

FACILITIES:

• Has mostly in-house facilities. Out sources the

packaging and printing. • Has facilities for manufacturing in plastics, paper

products and packing.

DESIGN:

• Has been hiring designers for fresh concepts and new ideas.

• Their products get copied as well, although they have patented some of the work.

• Gives great emphasis to packaging design, more than product design. Believes that packaging plays a very important part in decision-making.

• Takes an active interest in developing interesting catalogues and brochures.

FUTURE:

• Would like to focus on educational toys in the future. • Participates in national and international toy fairs. • Has been able to make in-roads into foreign language

products as well. • Has concerns for the environment and sustainable

practises but does not follow the same. • Toxicity, re-cycling, waste generation are areas that

require attention. • Will benefit from product and process re-design. • Packaging design can be another thrust area. • Exploring new educational games and puzzles that are

suited for contemporary markets in India. • Believes that India is still a huge market.

Creative Educational Aids

Plot No 6, Toy City, Udyog Kendra, Greater Noida,

Dist. G.B. Nagar. U.P. – 20013

• The company has been in the business of making

educational games and puzzles for the past 24 years.

PRODUCTS: • The company is known for its educational products and

has made inroads into schools and homes. • Products include puzzles for early years, self-correcting

puzzles that teach concepts in language, science and the environment.

• Has a huge range of pre-school and school year products that are engaging and educational.

• The range includes games, thinking puzzles and activity kits and family games.

• Includes engaging products for children of all ages. • Has a huge list of products in the catalogue and has

been constantly adding to it. • Their main focus has been to educate concepts from all

subjects to kids of all ages.

FACILITIES: • The company has in-house facilities for manufacturing

puzzles and games. • The entire process from paper to packing including

printing is done in-house. • These include paper lamination, die-cutting, printing,

packing and quality checking. • Besides this, the company also has out-sourced but

dedicated manufacturers of plastic parts. • The shop floor has grown organically an will benefit

from an ergonomical analysis of the processes.

DESIGN:

• Has been regularly using designers to develop new

products, packaging and brochures. • Has benefitted from design intervention assignments. • Is keen to revamp the range and do a strategy

realignment. • Needs designers to drive new product development.

FUTURE :

• The brand revamp assignment is project the company is keen to address.

• New, activity-based learning kits is another area they would like to venture into.

• They follow all toxicity norms and would like to educate others in the process.

Smart Plaything Pvt Ltd.

RZ 12 B, Syndicate Enclave,

New Delhi 110 045

• This is a sister-concern of Creative Educational Aids focusing on puzzles and board games that entertain as well as educate.

PRODUCTS: • Their product focus is ʻedutainmentʼ and they

differentiate their products by focusing on this character.

• Have products for all ages, including pre-school, early years and young kids.

• Their products are seen as value for buying and gifting. • Products include self-correcting puzzles, teaching

scientific and numerical skills, rhymes and games. • Some regular products like Ludo and Word building

have been given a creative twist as well. • The products focus on building imaginative scenarios

as well. FACILITIES: • The facilities are shared between the two concerns and

includes almost the entire gamut of processes from paper rolling to pasting to printing, cutting and packing.

• A dedicated unit manufactures plastic parts that are used for dices, coins, etc., This is an out-sourced facility.

• Quality checks are exemplary and the business gives a lot of emphasis for maintaining the quality.

DESIGN:

• The business has benefitted from design intervention

by students of design from NIFT and NID. • Professional designers and photographers are hired to

produce quality brochures. • Looks to design to get into new product categories like

Craft kits, which are basically activity-based learning.

FUTURE:

• The company is keen to be known for its sustainable practises and would like to implement all environmental regulatory mechansims.

• Is keen on adding products to their portfolio, that fit into the ʻedutainmetʼ category.

• Can benefit from brand development and strategical design intervention as well.

Future Way Ahead for the Group: Design can be leveraged by the group in a variety of ways:

• Strategy Design: To use design thinking for developing new strategies for product selection, design and marketing.

• Product Design: Explore new ideas and concepts that can be co-created with childrenʼs, teachers and parents.

• Packaging Design: Develop packaging that is not only attractive but also environment friendly.

• Process Design: To introduce concepts of ergonomical methods of making a product, giving more comfort to the makers and making them more productive in the bargain.

• Retail Design: To design stands, shelves and display systems that would help market the products effectively in shops of all sizes.

• Brand Design: Companies can benefit from developing their brands into icons that are recognized for their intrinsic value. This would begin with reducing the number of products and focusing on essentials.

• Graphic Design: Companies can benefit from using professional photographers and good graphic designers for not only designing brochures but also fliers, catalogues, and packing lists.

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IN SOFT TOY INDUSTRY

AN OVER VIEW-- of Toy Industry

The big, brown teddies and the bunny rabbits are climbing the popularity charts once again. For the past few months, the soft toy industry in India has seen a 15-20% surge in sales. Toy Industries feel that one of the major reasons for this is the recall of Chinese-made toys globally and from the Indian market owing to the dangers they posed to children.

The gifting industry in India is pegged at Rs 600 crore, of which toys constitute 20-25% or close to Rs 120 crore. Of the overall toy market, soft toys comprise 12-15%. During the upcoming festive season, companies are expecting a growth of around 25% in the sale of soft toys.

•THE SOFT TOY INDUSTRIES VISITED

1.Shri NATKHAT,

2.Eulex India Pvt Ltd

•THE TOY SHOPS VISITED

1. City centre, Karol Bagh

2. Toy Park, Karol Bagh.

3. Maya Toys, JanPath.

4. Khanna Gift House,Lajpat Nagar.

SOFT TOY – a demand in brief.

The SOFT TOY caters commonly to a very big age group starting from as small as age of One year to teen years. Studies reveal that soft toys for the age group of 1 to 3 yrs are usually small in size that may lie near to children and they may play by throwing and popping them around , while soft toys for the age group of 4 yrs to 10 /11 yrs along with their desired features needs to be clubbed with some activity like sound, light or movements features. It was seen that for the age groups above 11 yrs softness, cuddliness and cuteness play a major role

MARKET FEEDBACK –- what customers look for in soft toys.

• Softness –soft and cuddly to feel is one of the most important expected feature of this.

• The first Impression-- carries lot of importance in purchase of a soft toy, it plays a major role in impulsive buying which is an important tool in marketing soft toys.

• The Competitive Costing – An affordable and competitive price is another key factor in soft toys’ sale. The most acceptable MRP bracket is from Rs 500/- to Rs 2000/- for a medium sized toy and a bracket of Rs 75/- to Rs 250/- for small knick knacks.

• Additional Features—Today’s conscious parents now look for some functional features also along with the aesthetics in the toys with special emphasis on education.

• Part of whole – The customers now also prefer that if the toys can become a part of whole as against their stand alone character.

• Quality and safety standards are today’s important concern of the parents while purchasing the toy

SCOPE OF DEVELOPMENT Based on the feedback and the study of the markets,

producer units and some consumers I tried to develop a plan for development with design perspective.

I. Accentuate the Additional Features like: – Collection of likes-

Forest Life Animal kingdom Birds Kingdom. Pets world. Our Helping hands. Combining it with knowledge based accessories. Imparting knowledge of the hand skills used. Attempt to link the user with their indigenous cultures and traditions. Give scope for making the product interactive for the consumer and with the environment.

II. There is an urgent need to explore with the base fabrics as everything looks alike on stands in terms of look and feel of the existing fabrics It offers an opportunity to use indigenous fabrics and thus give an identity to Indian soft toys.

III. Scope of playing with techniques of surface

ornamentation especially using our hand skills and craft techniques.

IV. Scope of creating brands with indigenous

characters like –Ganesha (nspired from movie –My Friend Ganesha).

V. Scope of creating diversified product range to suite

various functions. Create coordinated collections with central themes.

VI. A need to create individual identity of respective toy industry and finally a global identity with an Iconic name- a punch line, which unfolds a story.

VII. Need to improve on processes like fixing of eye –nose accessories, stuffing

processes, last finishings & sewing and sticking of labels and tags.

VIII. Introduce concepts of Green Technology or Ecofriendly processes at dyeing, printing and packing stages.

Thanks…..

bindoo ranjan K2K DESIGNS

INTERNATIONAL TOY FAIR, NURENBERG, FEB 2011

SPIELWARENMESSE

OBJECTIVES

1. ‘Designer’s Eye’ on the international toy scenario and draw inferences

2. Strategy and Roadmap for the Toy Industry and TAI members

BROAD LEVEL CATEGORIES

• MODEL CONSTRUCTION & HOBBIES

• MODEL RAILWAYS & ACCSSORIES

• TECHNICAL TOYS, EDUCATIONAL TOYS, ACTION TOYS

• DOLLS, SOFT TOYS

• GAMES, BOOKS, MULTIMEDIA

• FESTIVE & TREND ARTICLES

• WOODEN TOYS, CRAFTWORKS, GIFTS

• ARTS & CRAFTS, CREATIVE DESIGN, BOARD GAEMES, PUZZLES

• SPORTS, LIESURE, OUTDOOR

• SCHOOL ARTILES, STATIONERY

• BABY & INFANT ARTICLES

BROAD LEVEL OBSERVATIONS

• Some very large companies, like Simba, Mattel, Hasbro, Ravensburger, who have an assortment of categories

• Smaller companies focused on their own categories• Brand building an important criteria for European

companies

BROAD LEVEL OBSERVATIONS

• Visibility of Asia only through Chinese and Indian stalls

• Japanese and Korean stalls are seen sporadically

• Many traders and buyers, who exhibit an assortment

• Certain manufacturers like BanDai and Herman Shief have created a niche with a clean focus on their category of toys.

MICRO LEVEL OBSERVATIONS

• European & western toy manufacturers believe in branding & design, and go into minute details of design and execution

• Strong emphasis is on design and innovation, which fetches them premium and better margins

• Chinese toys are mostly mass market plastic toys & soft toys, but they also have leveraged on the technology toys from their alliances with the western toy manufacturers

• Indian toy manufacturers have a feeble presence, only visible strength is in the Board Games

• Eco toys or green toys may become popular very soon

SWOT

Strengths

• On the experience and understanding of processes• Good exposure to Chinese model of manufacturing• Strength in association and collective functioning• Huge labour base

Weaknesses

• Quality , finish and execution• Productivity and technology• Lack of design & innovation• Mostly me‐too products• Habit of copying : little exposure to design

Opportunities

• Fledgling industry, can choose a focused path and excel in it• Leverage the low labour cost and be competitive• Tap the huge domestic market• Innovate and differentiate : Strategize & excel• Build a brand and sell on premium

Threats

• Chinese dumping and low cost options• Quality and execution to match the international standards• Lack of processes + technology for optimum yield

Innovate and differentiate : Strategize & excel

[ soft toys ][ technology toys ]

[ green toys ][ board games & educational toys ]

[ plastic toys][ collectibles ]

[ dolls ]

Create a unique style

Identify Indian fabric and celebrate it

Evolve a common motto e.g. ‘Green and Clean’

Explore new categories like wearble soft toys, educational soft toys

SOFT TOYS

Innovate and Differentiate

Image DriversVolume Drivers

Delightful presentationUnique characters

Innovative use of fabricThoughtful branding

Disruptive sizes

Design Intervention for:

Leverage simple technology

Reverse engineer and add unique value through design

Emphasize and differentiate through innovative packaging

Build design capability to innovate

TECHNOLOGY TOYS


Simple yet unique designsReverse engineeringLeverage India’a strength in IT and developDelightful packagingUnique branding


• Brand wooden toys as Green

toys

• Create green packaging for all

categories

• Explore other green materials

and fibre in all categories

GREEN TOYS


GREEN IS NEXT

BIG PHENOMENON

Green range in designated categoriesGreen packagingCreate new categories in paper, corrugated, etc.


Value Addition

Build games on ‘India Story’

Need to build strong brand

Better execution

Incorporate fusion technologies

(LED, electronics)

BOARD & EDU GAMES


India has an edge and commands respect

• Value Addition in the existing product ranges

• Create brand identity & new packaging

• Infuse simple technologies


Value Addition and execution

Create new designs

Improve execution and details

Better packaging wherever required

Cataloguing strategy: min investment max

products

PLASTIC TOYS


Feeble presence of India. Huge Chinese presence.

Variety of designs available. Sky is the limit!

Innovative designs: explore new categories

Better execution details

Design of novelty products

Value added products

Puzzles & blocks: innovate with elements


Value addition on the existing product range

Apparel & accessories

Considerable Packaging improvement

New designs: may be Indian dolls

Leverage other Indian skills such as jewellery

DOLLS


No presence in the Fair.

Create realistic design / caricature design

Think new categories

Experiment with better textures: new materials

Add value by design of apparel and accessories

Packaging design

Strategy for quality innovation over 3 years


OurAPPROACH

Shun the mindsetthat new designs can be made by copying

only.

Great designs can be created here in India

1

Perfect the existing products through

fine execution

Identify flaws in finishes and improve

2

Improve your product presentation through

better graphics & packaging

Create high perceived value

3

Value addition in the existing products

through features & details

Explore colour, material, finishes and add-ons

4

Conceive newbread n butter

designs to enhance the range

New designs that considerably improve the image

5

Innovate & create original products

that have a distinct character

Start building image drivers for your brand

6

Embark on a brand building exercise

Have an optimum mix of volume drivers & image drivers

7

Create aroadmap

with 3 milestones

Winning with strategy

8

Milestone 1: Toybiz

Milestone 2: Spielwarenmesse 2012

Milestone 3: You decide!!

Create a buzz

9

So, what is your

ROADMAP?

ThankYOU

DESIGN CLINIC SCHEME 2011

MSME units visited and studied :-

1) Ankit Toys (Educational Board games)2) Playgrow Toys (Plastic toys)3) Girnar International (Plastic toys)

Conclusions by – Suhasini PaulToy Designer, NID

ANKIT TOYS MFG. CO. Type: Educational Board Games and Puzzles unit

Scenario:

Ankit Toys manufactures Board games, Plastic toys, Activity kits like Eco Chess, Eco Ludo, Business King, Business Word, Snooker Kit, Basket ball, Police Kit, Eco blocks, Kitchen sets, Doctor Set etc. Using Rexine, Mill board, Pvc tube, Paper, Virgin High Density(non toxic) plastic. The in house production processes are die cutting, shrink wrapping the product, assembling, PVC sealing of game board whereas they outsource printing and moulds. They have 2 Skilled workers work PVC welding machine to seal the game board and around 8 workers are for assembling, die cutting and shrink-wrap machine. Currently they don’t have in house design office.

Scope for design intervention:

1. The logo is not impactful enough and can be relooked upon.

Suhasini Paul | 2011 Page : 01

1. The logo is not impactful enough and can be relooked upon.2. Redesigning of packaging graphics of the existing products.3. Design and development of board games based on educational topics.4. Designing educational puzzles range of different sizes and difficulty levels.5. Raw material storage system in the workshop area needs to be improved.6. Designing and compiling product catalogue.

Remarks:

Well managed and very efficient work process and ergonomic too.Good utilization of the existing place.

Suggestions:

• Storage systems can be made better. • Adding more games based on educational topics like Math, grammar, General knowledge, History, Mythology and geography to make learning fun for children will help the company to diversify and grow.

• Presenting all the toys and products in a form of catalogue or a booklet with good quality images and related text would be helpful in communicating or advertising about the company.

• Creating a good visual identity or company logo which will get register in the minds of users / buyers easily, will result in creating more impact on them.

PLAYGRO TOYS INDIA PVT. LTD. Type: Plastic Toys unit

Scenario:

Playgrow manufactures Toys, blocks, swings, & slides. Using Virgin High Density(non toxic) Plastic. The in house production processes are Blow Molding manufacturing and assembling. they outsource printing, mold and die making.They have 3 Skilled workers work PVC welding machine to seal the game board and around 20 workers are for assembling and manufacturing. Currently they have small in house design team to do Catalogue design and packaging graphics.


1. Designing different product ranges for Disney license. 2. Redesigning of packaging graphics of the existing products.3. Design and development of school furniture.4. Design and development of educational toys such as sequencing and


4. Design and development of educational toys such as sequencing and stacking

5. for toddlers.6. Designing educational puzzles and board games using Eva foam.7. Outdoor play designs like foldable tents.

Remarks:

Well managed and very efficient work process. High capacity for mass manufacturing.

Suggestions:

Expertise in the area of plastic blow molding can be explored to diversify the toys/product range like:-• Deriving new directions to design educational toys while enhancing the play value.

• Creating different Games and toy sets using the same shape, as in using the same dies and moulds thus saving the cost.

• Designing sports toys combining two different play sets to create a new one with more game value, also suggesting different affordances to the user. For example: squash with table tennis can be integrated by using the same removable handle and just changing the bats.

GIRNAR INTERNATIONAL Type: Plastic Toys unit

Scenario:

Girnar International manufactures Educational Toys, Ride-on, Preschool toys.Using Plastic raw materials :- HDPE, LDPE, PP, CPPP, ABS, Polystyrene (transparent), and Eva Foam.The in house production processes are blow molding, injection moulding and assembling, whereas they outsource printing, moulds and die making, metal parts, stickers and accessories.They have 4 Skilled workers who work machines and around 35 workers are for assembling and other works in the manufacturing units. Currently they don’t have in house design office. They also conduct Machine training program of employees for new mold.They also have expert Engineer Machine man.


1. Different characters in 3D need to be developed for mechanical toys.


1. Different characters in 3D need to be developed for mechanical toys.2. Simple, Playful mechanisms needs to be invented.3. Redesigning of packaging of the existing products.4. Since he has a blow molding facility, more designs can be developed for outdoor play equipments.

5. Designing and compiling product catalogue.

Remarks:

Well equipped with relevant machineries. Have good support of machine Men. Highly efficient work process.

Suggestions:

• Great capacity for mass manufacturing with a good distribution channel needs to explored to diversify the toys/product range using newer technologies or design processes like incorporating Simple mechanisms

• Then rapid prototyping the same to test before investing into complex moulds and dies.

• Use 3D software to create different characters which can be translated into various functional toys using the existing mechanisms at times, will save the time and cost.

MAPPING OF OPPORTUNITIES IN THE SOFT TOY MANUFACTURING INDUSTRY

IN MANUFACTURING PROCESSESS

1. Present system of Conceptualization and sample development.

HIGHLIGHTS -- THE CURRENT SYSTEM OF

NEW DESIGN & SAMPLE DEVELOPMENT—

1.

2.

3.

HIGHLIGHT THE HEALTH HAZARDS

DURING THE PROCESSES—

1. LIKE SIFTING THE RAW MATERIAL ,

2.CUTTING THE PATTERN WITH HOT

PLATE, 3. PACKING THE PATTERN OF A

TOY DESIGN IN ONE PACK.

HIGHLIGHT THE UNORGANISED WAY OF STORING THE ACCESSORIES AND THE PATTERNS

HIGHLIGHT THE PRODUCT CHECKING PROCESSESS

IN DESIGN DEVELOPMENT.

I. Accentuate the Additional Features like:

Collection of likes—

i. Forest Life

ii. Animal kingdom

iii. Birds Kingdom.

iv. Pets world.

v. Solar System.

vi. Our Helping hands.

Combining it with knowledge based accessories.

Imparting knowledge of the hand skills used.

Attempt to link the user with their indigenous cultures and traditions.

Give scope for making the product interactive for the consumer and with the

environment.

II. There is an urgent need to explore with the base fabrics as everything looks alike on

stands in terms of look and feel of the existing fabrics to give an identity to Indian

toys.

III. Scope of playing with techniques of surface ornamentation especially using our

hand skills and craft techniques.

IV. Scope of creating brands with indigenous characters like –Ganesha inspired from

movie –My Friend Ganesha.

V. Scope of creating diversified product range to broaden the market penetration.

VI. A need to create individual identity and finally a global identity with an Iconic name-

a punch line, which unfolds a story.

VII. Introduce concepts of Ecofriendly processes at dyeing of fabric & yarn used.

Opportunity Mapping for Board Games and Puzzles manufacturers:

A Balasubramaniam, January Design

industries visited :

1. Gold Leaf Exim Pvt Ltd

82 / 2, Block no 2, WHS Timber Market, Kirti Nagar,

New Delhi 110 015

Suggestions for the FUTURE:

Has ventured into retail of toys under the brand name: “The Toys” and has set up 8 shops in North India with plans for more in the financial year. Has been told to work on the retail brand and spaces.

Is interested in building a large portfolio of products that can be trend setters and is designed specifically for local markets. This can be a huge opportunity for product and packaging designers.

2. Play Craft Traders

82 /2, Block no 2, WHS Timber Market, Kirti Nagar,

New Delhi- 110015


Advised to focus on educational toys in the future for its potential.

Has been able to make in-roads into foreign language products as well. This

can be further leveraged and can include even Indian language games and puzzles.

Has concerns for the environment and sustainable practises but does not follow the same. Toxicity, re-cycling, waste generation are areas that require attention.

Will benefit from product and process re-design.

Packaging design can be another thrust area.

Exploring new educational games and puzzles that are suited for contemporary markets in India.

3. Creative Educational Aids

Plot No 6, Toy City, Udyog Kendra, Greater Noida,

Dist. G.B. Nagar. U.P. – 20013


The company is keen to get their brand redesigned which will help project a professional image. The brand revamp assignment is project the company is keen to address.

New, activity-based learning kits, do-it-yourself kits and crafts kits are the new areas they can explore and venture into.

They follow all toxicity norms and would like to educate others in the process.

4. Smart Plaything Pvt Ltd.

RZ 12 B, Syndicate Enclave,

New Delhi 110 045


The company is keen to be known for its sustainable practises and would like to implement all environmental regulatory mechanisms.

Is keen on adding products to their portfolio that fit into the ‘edutainmet’ category. This can become a huge money spinner.

Can benefit from brand development and strategic design intervention as well.

Future Way Ahead for the Group: Design Opportunities: Design can be leveraged by the group in a variety of ways:

Strategy Design: To use design thinking for developing new strategies for product selection, design and marketing.

Product Design: Explore new ideas and concepts that can be co-created with children’s, teachers and parents. Explore new product categories, new languages: Indian and foreign.

Packaging Design: Develop packaging that is not only attractive but also environment friendly.

Process Design: To introduce concepts of ergonomical methods of making a product, giving more comfort to the makers and making them more productive in the bargain. Follow legitimate processes.

Retail Design: To design stands, shelves and display systems that would help market the products effectively in shops of all sizes.

Brand Design: Companies can benefit from developing their brands into icons that are recognized for their intrinsic value. This would begin with reducing the number of products and focusing on essentials.

Graphic Design: Companies can benefit from using professional photographers and good graphic designers for not only designing brochures but also fliers, catalogues, and packing lists.

Additional Note on Mapping of Design Opportunities

Fun Zoo Toys (India) – Soft & Plush toys &

Jasco Handicrafts – Soft & Plush Toys


for



under



Programme)

Supported by

The Ministry of Small & Medium Enterprises (MSME), Government

of India



Audited by:

Ras Vastra

Represented by:


This additional note highlights separately the Mapping of Design

Opportunities from the earlier Unit Audit Reports submitted under

the DAP 2010/11. The observations made for the two units studied

by us, are herein listed as both units showed similar areas of interest

and addressal.

Our onsite observations for scope of design intervention have been

made as following:


Under given conditions there is scope for initiatives in the area of

using traditional and other ‘India made’ fabrics that might hold

promise and could replace and thus beat the import cycle thereby

also create a differentiation. This would mean creating a range of

products with a new design treatment to generate their own unique

appeal and not aim at merely replacing the use of existing polyester

based raw materials to create the same or similar products.


characters from the animal world or better still, of universal appeal.

One source could be the study of Jataka tales to see what could be

discovered from that rich resource.




Frugal innovative methods and ideas could bring improvement to

some existing processes and workstation design, as observed:

1.) Carding of polyester fibre - The carding machine area can be

addressed with respect to worker health and safety by

creating - a.) Some form of containment for the carded fibre,

so as to limit its dispersal to other areas and its inhalation by

the workers at the machine and around; b.) A simple, wire

rake/pitch fork like tool to assist the worker to stuff the

carded fibre into the existing, fixed base, suction spout that

sucks the carded fill to the filling machine; or better still, c.)

A suction spout on a manually operated, extendable arm

system (as on home vacuum cleaners), that can be moved

directly to the drop area of the carded fibre, so as to avoid

manual handling by the worker; and d.) Use of masks by the

workers at the very least. (Seen below, the existing carding

machine area)

2.) Manual (hot coil) pattern cutting. - Manual hot-coil pattern

cutters, burn and cut polyester fabric, possibly emanating

harmful carcinogenic combustion gases and hence require a.)

Health issues addressed with the provision of masks for the

workers; b.) The workstation can have a chimney apparatus

with an exhaust, to contain and expel the harmful gases. This

would also require study of the specific nature of emitted

gases and the possibility to use an appropriate scrubber

technology or similar such, to trap and perhaps also

neutralize them; c.) Hot coil pattern cutting workstation - has

scope for improvement whereby the fabric rolls could be

mounted on a roller and thus be easier to pull out and feed to

the cutting bed as required. (Opposite above: existing hot

coil, manual pattern cutting.)

3.) The mechanised work-station for stuffing the toys has similar

issues as the carding machine area. Spillage and dispersal of

the carded fill fibre was observed and health issues might

exist here too, and this work area and/or, the machine could

also be studied for improved design to contain the spillage

and dispersal. b.) Masks can be provided to workers to begin

with.

The finished product is being packaged in a clear PVC zippered bag,

to facilitate POP use, vis-à-vis, visibility for shopping convenience

and to keep the product from getting soiled on the shelf and during

shipping. PVC, besides having a foul odour and the material itself

considered environment unfriendly (is believed to be carcinogenic

and to be banned from use in packaging in various countries), and

thus perhaps an alternate recycled/recyclable plastic material

(Phthalate free), or an alternate packaging idea, keeping costs, as

well as, retail and shopping convenience in mind, could also be an

area for design intervention. As noted before, the visibility of the

product would definitely remain a priority for its packaging. ///

Documents

MSME Design Clinic Schemedesignclinicsmsme.org/Design Awareness Programme... · MSME Design Clinic Scheme NCR Toy Cluster study ... Trading is the main activity in the Toy industry,