In Ahmedabad, the demand for children’s educational toys and books has surged significantly. This growth reflects a shift in parenting styles, with many parents prioritising knowledge-based education and skill development. The latest statistics reveal that sales of Amazon Toys and Books in Gujarat have seen a remarkable increase in double digits.
Parents are focusing on active learning rather than passive entertainment. They are opting for STEM toys, crafting kits, building sets, board games, puzzles, and ride-ons. These toys have grown 1.2 times year on year. In the older age group of 12 and above, there is a notable 1.3 times increase in demand for fandom-themed toys like Star Wars, Transformers, Harry Potter, and Marvel.
The number of new customers purchasing children’s books has doubled, indicating a growing interest among families in meaningful connections through reading. Self-help books have also seen a 1.3 times increase in sales, driven by daily routines that promote better family engagement.
Amazon Prime members in Ahmedabad can expect fast service. For every two books or toys purchased, one is delivered the next day. This is part of a broader strategy that includes over 200,000 titles in 14 Indian languages and more than 30,000 toys available for one-day delivery across the state.
The growth in Amazon’s books and toys category in Gujarat indicates that parents are adopting new approaches to childhood development. Educational toys, board games, and puzzles are becoming more popular. Families are increasingly opting for active learning, which is reshaping how children learn, grow, and play. Cities like Ahmedabad, Surat, and Vadodara are leading this trend, with emerging cities like Valsad, Mehsana, Himmatnagar, and Jamnagar showing significant growth.
Rajrshi Guine, Director of Books and Toys at Amazon India, noted that young consumers in Gujarat are redefining how children learn and play. Parents are looking for ways to keep their children engaged without relying on gadgets, especially during holidays and after school hours. This cultural shift is evident as families prefer products that combine entertainment with education. They are choosing science experiment kits that promote cognitive learning, outdoor toys that develop motor skills, and regional literature that connects generations.
Reeri Trivedi, author of ‘This Book Won’t Teach You Parenting,’ emphasised that the shift towards educational toys and meaningful books reflects a deep understanding of how early experiences shape lifelong learning. Families are building a positive foundation for their children by choosing active engagement over passive entertainment.
This trend is especially clear in the selection of toys, with educational and skill-building products seeing exceptional growth. In Gujarat, building sets have increased by nearly 1.5 times annually. There is also strong double-digit growth in board games, puzzles, toddler toys, remote-controlled vehicles, and ride-ons.
Remote-controlled cars have maintained their appeal, showing a 2 times increase over four consecutive quarters. This reflects a focus on products that link play with motor skill development. Another interesting trend is the rise of fandom-themed toys for older children, such as Star Wars lightsabers and Marvel action figures. This ‘play-first’ approach is also reflected in the growing demand for books, which has doubled among new customers annually.
The rise of meaningful growth is significantly impacting the demand for self-help books like ‘The Psychology of Money,’ ‘Atomic Habits,’ and ‘Rich Dad Poor Dad,’ with a 1.3 times increase. Modern parents are prioritising emotional intelligence and holistic education in their children’s learning journey.
Families in Gujarat are focusing on cultural integration through literature, balancing tradition with innovation. Sales of Gujarati literature in Ahmedabad have risen by approximately 20% annually, with popular titles such as ‘Story by Dr. Nimit Oza’ and ‘Man na Monologues’ leading the way.
Parents are now viewing toys as strategic investments in their children’s growth rather than just short-term entertainment. The demand for premium toys priced above ₹10,000, such as electric ride-ons and advanced building sets, showcases this shift. They are looking for quality products that support long-term cognitive, social, and motor skill development.
Amazon is supporting this transformation by offering over 20 million books and more than 2 million toys across 100% serviceable pin codes in Gujarat. This includes over 200,000 titles in 14 Indian languages and more than 30,000 toys available for one-day delivery.
In Ahmedabad, for every two books and toys purchased by Amazon Prime members, one book is delivered the next day. This speedy service is enabling families to create quick learning moments and meaningful gift experiences.
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