THE TENDER WOOD

DOMAIN
1. thetenderwood.com
2. thetenderwood.in

INTRODUCTION

The Tender Wood is supposed to be a brand for wooden toys – both personalized and non-
personalized which follows the monetessori and waldorf principles initially with the future prospect
of venturing into simple, aesthetically appealing nursery furniture like floor bed, study table, toy
storage furniture, etc as well as nursery décor items and ornaments.

Why Toys?
1. Unorganized Market
2. Minimal Investment
3. Simple Business Model
4. Unique Toys which are present in the Indian Market but are very few, far and in between
5. ‘Local for Vocal’ momentum has opened up the prospect for Indian handmade toy as Chinese
companies and brands are being banned. The focus is now on making the toys in India.
6. India is set to become the second largest exporter of toys in the World according to reports.
https://economictimes.indiatimes.com/news/economy/policy/a-phased-manufacturing-plan-
for-toys-in-works-as-india-looks-to-become-export-hub/articleshow/78759937.cms
The above site is for reference but there is many more articles and research reports as well.
7. Mukesh Ambani has taken over Hamleys in 2019. As of now, most toys sold by Hamleys are
made in China but that is going to change soon. The shift is happening under the ‘Make in India’
program. Although there are many plastic toys of all ranges and quality available on Hamleys.in
and there are quite a few wooden desi toys as well like a spinning top, or desi dolls, there is no
representation of Monetssori toys at all. https://www.hamleys.in/
8. Huge child population in India and the foray of a single child to dual income parents are on the
rise.
9. The importance of toy manufacturing in India is highlighted by PM Narendra Modi in Mann ki
Baat in August 2020.

WHY WOODEN TOYS?

1. Plastic toys are harmful and casues cancer in children. As children tend to put the toys in their
mouth while exploring, it is even more harmful. Even the toys of a premium brand like Fisher-
Price are not labelled as BPA free and therefore could contain harmful chemicals that can be
toxic. The lack of clarity surrounding their manufacturing process and their staunch refusal to
come clean about potential BPA in their toys is a RED FLAG.
2. Teethers are made of Plastic! No brainer here.
3. Wooden toys can be used and re-used without affecting its quality but the same is not true in
case of plastic toys. https://www.dailymail.co.uk/health/article-5316953/Why-not-children-
hand-toys.html
4. Saves money and Environment. It is sustainable.
5. https://www.nhs.uk/news/pregnancy-and-child/secondhand-toys-may-pose-toxic-threat-
children/ This is a UK NHS site which speaks of the quality of the plastic toys in 1980s within UK.
 As India does not have any standard regulation for toys, it is safe to say that it is still prevalent
widely in India.
6. Wood being natural is more calming and soothing.
7. Wooden toys doubles up as nursery décor, is pleasing on the eye, and has a calming effect on
children as well as adults.
8. Wooden toys are open ended toys. Plastic toys direct the child to play with it whereas a wooden
toy allows the child to be in control and use his own imagination to play. The children who play
with wooden toys are far more intelligent, creative, calm and imaginative.
9. It is spiritually healing as well.
10. No sharp edges as each piece are handmade and the edges and points are softened. It does not
break into pieces when it is thrown so there is no way a child can harm himself by putting the
broken pieces in his mouth.
11. Different woods have different textures and colours which looks aesthetically appealing.
12. Some wood like Neem Wood and Eucalyptus Wood give out a wonderful smell which is healing
and calming in many ways.
13. No batteries are used. It runs on imagination!

PROFIT MARGIN

The cost of manufacturing each wooden toy ranges from Rs. 1200 to Rs. 2000 (additional costs
for packaging and GST is to be added) which can easily be sold with a 50% profit at Rs.3000 to Rs.
4000. This price is for MOQ of 25 pcs.
From all the manufacturers that I contacted to get the rates, sharing the contact of one that I
liked the most:
Bhavna (Jaipur) +91 9351694257

Assuming we start with 4 toys which are fast selling, is for toddlers and helps in clearing the
interviews for a pre-schooler, we will require an initial investment of Rs. 1,50,000 - 2,00,000/-
only.

The toys that has been used for the purpose of concluding this cost of production is as follows:
1. Number and Stacker – Rs. 1493/-
https://oakandever.com/products/1-10-natural-number-counter-and-stacker?
_pos=1&_sid=7e163b66a&_ss=r

2. Double sided Cursive Board with Stylus – Rs. 1290/-

https://www.mirustoys.com/products/cursive-alphabet-tracing-board-wooden-alphabet-
board-wooden-tracing-board-montessori-waldorf?
_pos=1&_sid=f3853cc52&_ss=r&variant=22152906604623

3. Arithmetic Board with Multiplication coin set – Rs.1933/-

4. https://www.mirustoys.com/products/arithmetic-board-multiplication-board-math-
manipulative-montessori-materials-waldorf-math-educational-toys?
_pos=1&_sid=17bc69294&_ss=r&variant=31225731940431

5. Counting board with felt balls – Rs. 794/-

https://oakandever.com/products/wooden-counting-board?_pos=1&_sid=46086f8ae&_ss=r
 The quotation given is for toys made with Haldu wood (a deciduous tree with heart shaped leaf
found in Asia abundantly) and each piece is hand crafted, polished to a smooth finish hand
painted with non toxic colours wherever required. Other option is Mango wood but the COP will
increase a little.

COMPETITORS
Within India
1. Toy room toys
https://www.instagram.com/toyroomtoys/

2. Kidstack.in
https://www.instagram.com/kidstack.in/

3. Bloon Toys
https://www.instagram.com/bloontoys/

4. Piccolo Toys
https://www.instagram.com/piccolotoys_india/

5. Shumee Toys
https://www.instagram.com/shumeetoys/

6. Bloomy Brain Toys

https://www.instagram.com/bloomybraintoys/

7. Paras Toys
https://www.instagram.com/woodentoysindian/

8. Heather
https://www.instagram.com/woodentoysofindia/

9. Edutoys india
https://www.instagram.com/edutoysindia/

10. Ariro Toys

https://www.instagram.com/arirotoys/

11. Chtrani Wooden Toys

https://www.instagram.com/chitrani.wooden.toys/

12. Toycra
https://www.instagram.com/toycra/

Strong Competitors: Shumee Toys, Bloon Toys, Chitrani Wooden Toys, Ariro Toys

PLEASE NOTE THAT NOT ALL TOYS MADE BY THE ABOVE MENTIONED BRANDS ARE PREMIUM. SOME
BRANDS MAKE TOYS FROM A MATERIAL KNOWN AS WPC WHICH IS A COMBINATION OF PLASTIC
AND WOOD, WHICH MAKES IT CHEAPER AND GIVES A PLASTICKY FINISH. COMPARE PARAS TOYS
(USES WPC) WITH GRIMMS TOYS (USES WOOD) TO KNOW THE DIFFERENCE IN THE FINISH.

Outside India
1. Toysrus
https://www.instagram.com/toysrus/

2. Bajo Toys
https://www.instagram.com/bajowoodentoys/

3. Make me Iconic
https://www.instagram.com/makemeiconic/

4. Grimms Wooden Toys

https://www.instagram.com/grimmswoodentoys/

5. Happy Little Folks

https://www.instagram.com/happylittlefolks/

6. Papoose Toys
https://www.instagram.com/papoosetoys/

7. Honey Bee Toys

https://www.instagram.com/honeybeetoys/

8. Tillystoys
https://www.instagram.com/tillystoys/

9. Plan toys
https://www.instagram.com/plantoysofficial/

10. Ostheimer Wooden Toys

https://www.instagram.com/ostheimerwoodentoys/

11. Toys by Nature

https://www.instagram.com/toysbynature/

12. Sarah and Bendrix Wooden Toys

https://www.instagram.com/sarahandbendrix/

13. Chickadees wooden toys

https://www.instagram.com/chickadeeswoodentoys/
14. Baby Donkie
https://www.instagram.com/babydonkie/

15. Tender Leaf Toys

https://www.instagram.com/tenderleaftoys/

16. Inside out Toys

https://www.instagram.com/inside_out_toys_uk/

17. Kidkraft toys

https://www.instagram.com/kidkrafttoys/

18. Le Toy Van Toys

https://www.instagram.com/letoyvantoys/

19. Toys with emotions

https://www.instagram.com/toys_with_emotions/

20. Cottage Toys and Interiors

https://www.instagram.com/cottagetoys/

21. Mirus Toys

https://www.instagram.com/mirustoys/

22. Wiwiruka Toys

https://www.instagram.com/wiwiurka_toys/

23. Poppy’s Little Treasures

https://www.instagram.com/poppyslittletreasures/

24. Nic Toys

https://www.instagram.com/nictoys/

25. Big Future Toys

https://www.instagram.com/bigfuturetoys/

26. Bigjigs Toys

https://www.instagram.com/bigjigstoys/

27. Way to Play toys

https://www.instagram.com/waytoplaytoys/

28. Fatbrain Toys

https://www.instagram.com/fatbraintoys/

29. Djeco Toys

https://www.instagram.com/djeco_toys/
 30. Milk Tooth
https://www.instagram.com/milktoothau/

31. Avdar Toys

https://www.instagram.com/avdar.toys/

32. One Hundred Toys

https://www.instagram.com/onehundredtoys/

33. Endow Toys

https://www.instagram.com/endowtoys/

34. Abel Wooden Toys

https://www.instagram.com/abelwoodentoys/

35. My Treasure Toys

https://www.instagram.com/mytreasuretoys/

36. Myers Natural Toy Studio

https://www.instagram.com/myersnaturaltoystudio/

37. Hellion Toys

https://www.instagram.com/p/CIT64d6F-Bo/

38. Melissa and Doug

https://www.instagram.com/melissaanddougtoys/

39. Babi Pur

babipur.co.uk
40. Manhattan Toy
https://www.manhattantoy.com/

World renowned or unique brands: Oak and Ever, Mirus Toys, Grimms Wooden Toys, Melissa and Doug,
Skwish Toys, Babi Pur

Page worth seeing: Wooden Toys for all https://www.instagram.com/woodentoysforall/

Other Competitors:
1. Fisher-Price Toys
2. Chicco Toys
3. Firstcry.com
4. Hamleys.in
5. Funskool
6. Lego
7. Magna Tiles
PLEASE NOTE THAT STOCKING OF THE PRODUCT IN ANY OFFLINE STORE WILL PROVE TO BE A BIT
DIFFICULT AS IT IS VERY PREMIUM AND NICHE. THE ALTERNATIVE OPTIONS TO STOCK IS NUMBERED
BELOW:
1. Premium Pre-school Nursery and Nursery following Montessori principles
2. Creches/Day care facilities of Multi-National Companies
3. Toy Libraries
4. Hamleys in Phhoenix Mall, Mumbai
5. Firstcry Store in Phoenix Mall, Pune

DRAWBACKS:
1. Unaware Population: Creating awareness is our Job. A study conducted by Podar International
Montessori in Mumbai states that the parents’ first choice is always a soft toy, or a plastic toy.
But when they were made aware of the benefits of a wooden toy, they started being more
conscious of the toys they were purchasing for the child.
2. The wooden toy may contain some humidity and like every other piece of wood, cannot be
exposed to water.
3. The polishing may fade with use just like a piece of wooden furniture.
4. Requires care to store. Assuming it is aesthetically appealing few toys like a Wobble Board,
Pikler Triangle, Stacking stones, Grapats, Mandalas, Rainbow Stacker can in fact become a
beautiful piece of décor in any home. It is paramount that we market it accordingly.

SHARING SOME GOOGLE TRENDS IN INDIA:

https://trends.google.com/trends/explore?geo=IN&q=educational%20toys,SOFT%20TOYS,WOODEN
%20TOYS,TODDLER%20TOYS,TOYS%20FOR%20BABIES
https://trends.google.com/trends/explore?geo=IN&q=SOFT%20TOYS,WOODEN%20TOYS,FISHER
%20PRICE
https://trends.google.com/trends/explore?geo=IN&q=SOFT%20TOYS,WOODEN%20TOYS,LEGO,Magna
%20Tiles
https://trends.google.com/trends/explore?geo=IN&q=SOFT%20TOYS,WOODEN%20TOYS,building
%20blocks
https://trends.google.com/trends/explore?geo=IN&q=SOFT%20TOYS,WOODEN%20TOYS,building
%20blocks,montessori%20toys

EXTRA READING MATERIAL:

https://www.transparencymarketresearch.com/wooden-toys-market.html
https://www.thebetterindia.com/217700/baby-toys-wooden-neem-montessori-safe-durable-
chennai-buy-online-small-biz-ang136/