Here toys are no kids stuff!

Attempting to become market savvy and garner a larger share of world toy market, the Indian industry has roped in designers from Germnay and the Philippines and is organising an international fair.

"The government is providing all designing and marketing assistance to toys and sports goods makers to help them make a mark in world market," D K Mittal, joint secretary, ministry of commerce and chairman of Sports Goods Export Promotion Council, said in New Delhi.

He said SPOT India 2003, a specialised fair to promote sports goods, outdoor leisure items, hobby items and toys from the country will be held from October 13-16, 2003.

Speaking on the occasion, Rakesh Kumar, executive director, Export Promotion Council for Handicrafts, said the toy industry was gearing up to face new challenges and had hired designers from Germany and the Philippines to create toys to meet the requirement of international markets.

Mittal said the country has number of traditional toys which were needed marketing support and added that several initiatives were being taken to develop synergies with different promotional councils like setting up shops in amusement parks.

"The fair is expected to get 400-500 importers," Mittal said, adding that this was likely to translate into orders worth 50 crore (Rs 500 million).

The government has set an export target of $70 million for 2003-04.

He said the fair would coincide with the Autumn Fair for Handicrafts which is expected to get about 30,000 buyers.

As a part of the marketing exercise, Export Promotion Council for Handicrafts has put out advertisements in trade magazines, send invitations and banners on relevant websites to promote the fair.