EXPLORING NEW TOYS SERIES AND PROPOSITIONS IN THE CONTEXT OF SAWANTWADI WOODEN TOYS

Omkar Sadashiv Rane; Suyash Khaneja

doi:10.29121/shodhshreejan.v2.i2.2025.32

Authors

Omkar Sadashiv Rane Research Scholar, School of Business, World University of Design, Sonipat, Haryana, India and Assistant Professor, Symbiosis Institute of Design, Symbiosis International (Deemed University), Pune, Maharashtra, India.
Suyash Khaneja Assistant Professor, School of Business, World University of Design, Sonipat, Haryana, India.

DOI:

https://doi.org/10.29121/shodhshreejan.v2.i2.2025.32

Keywords:

Eco-Friendly Toys, Purchase Behavior, Sawantwadi Toys, Toy Design, Responsible Design Innovations

Abstract [English]

India has an extensive heritage of traditional arts and crafts. Artisans delicately create handicrafts featuring traditional themes using artistic techniques and locally sourced materials. Among these, handcrafted wooden toys form a significant segment. Sawantwadi is one of the areas where the Chitrari community practices indigenous wooden toys. Artisans produce toys such as vehicles, fruits, vegetables, and cooking-sets, which are their primary source of income through sales in local markets.
A growing segment of children's wooden toys focuses on open-ended play, which helps them to increase their imagination and creativity while playing. Also, Wooden toys have less carbon footprint in manufacturing, and the material used and durability of toys make them eco-friendly. Leading competitors in the toy market are mass-produced wooden toys imported from various countries and plastic toys, which are cheaper. Limited designs and visibility are the significant concerns with Sawantwadi wooden toys. Given this scenario, the study explores customer purchase behavior and proposes a new toy series by integrating contemporary design elements and themes while preserving traditional craftsmanship.
This study, conducted in India, investigates market trends and customers' purchase behavior through surveys. Two hundred thirty-nine participants from across India voluntarily took part in the survey. The study explores the potential of creating a new design series of Sawantwadi wooden toys based on customer preference. Furthermore, new toy iterations were developed for children aged 5–12 and tested for engagement. While testing, existing and iterated toys were given to play. The result shows that kids enjoyed playing with iterated designs more. Further research is needed to explore more design innovations and market strategies to enhance the reach and sustainability of Sawantwadi wooden toys.

References

Aykan, R., Demirarslan, K. O., & Demirarslan, E. I. (2024). Effects of wooden and plastic toys on indoor air quality in kindergartens. BioResources, 20(1), 1088–1109. https://doi.org/10.15376/biores.20.1.1088-1109

Baral, B., S, D. C., & G, L. M. (2016). Wooden toys—Sawantwadi.

Bhat, J. (2016). Handicraft Sector and Its Share in Indian Economy. Arabian Journal of Business and Management Review. https://doi.org/10.4172/2223-5833.S3-009

Cameron, A. (2015). Nature Inspired Design. Make It Wood.

Census of India. (1968). Handicrafts in Maharashtra: Wooden toys of Sawantvadi and Coir Ropes of Achare, District Ratnagiri (Part VII-A, 4 & 5).

Chandrashekhar, M. (2024, January 30). The Enchanting World of Maharashtra’s Sawantwadi Wooden Toys. The Cultural Heritage of India.

Chawla, N., & Mehta, R. (2020). Children’s Influence on Parents’ Purchasing Decision in Toy Industry. Pacific Business Review International, 13(3), 127–137.

Faisal, S. (2016). Wooden toys of Varanasi: Weakly Developed Isolated Sector and Shortages of Income and Employment Opportunities. Arts and Social Sciences Journal, 7(3). Https://doi.org/10.4172/2151-6200.1000195

Fernández Bellver, D., Prados-Peña, M. B., García-López, A. M., & Molina-Moreno, V. (2023). Crafts as a Key Factor in Local Development: Bibliometric Analysis. Heliyon, 9(1), e13039. https://doi.org/10.1016/j.heliyon.2023.e13039

Fortune Business Insights. (2023). Toys Market Size, Share, Growth: Global Industry Trends [2028].

Gumulya, D., & Gunawan, C. (2023). Designing Colorful Sustainable Toys for Babies: A Sustainable Design Approach. International Journal of Design & Nature and Ecodynamics, 18(3), 593–603. https://doi.org/10.18280/ijdne.180311

Gupte, B. A. (1889). भारतीय हस्तकला स्वरूप व इतिहास [Form and history of Indian crafts] (H. A. Bhave, Ed.). Varada Books.

Jadhav, R. (2020, August 21). Maharashtra’s Wooden Toy Hub Gasps for Survival. The Hindu Businessline.

Jain, S. (2017, November 17). An Award-Winning Craftsman and the Long Legacy of Wooden Toys on His Shoulders. The Better India.

Jayan, A. P. (2018). A Theoretical Paper on Research Studies About Conventional Toy Industry. Research Journal of Management, 7(2), 6–9.

Madar, A., Boşcor, D., Băltescu, C., & Neacşu, A. (2012). Wooden Versus Plastic Toys. In Proceedings of the International Scientific Conference Eco-Trend (pp. 254–260).

Mamidipudi, A. (2018). Constructing Common Knowledge: Design Practice for Social Change in Craft Livelihoods in India. Design Issues, 34(4), 37–50. https://doi.org/10.1162/desi_a_00510

Mangaonkar-Vaiude, P., & Joshi, M. (2021). Study and Revival Strategies for Traditional Art Form: Case of Sindhudurg (pp. 819–831). https://doi.org/10.1007/978-981-16-0041-8_67

Misra, S., & Gupta, P. (2015). Toys and Safety Regulations. Consumer Education Monograph Series, 18.

Mohan, B. (1977). Folk Toys of India. Leonardo, 10(1), 49–50. https://doi.org/10.2307/1573631

MoonToys. (2023, July 17). Why Should Children be Given Wooden Toys to Play With?

Patel, N., & Desai, S. (2020). ABC of Face Validity for Questionnaire. International Journal of Pharmaceutical Sciences Review and Research, 65(1), 164–168. https://doi.org/10.47583/ijpsrr.2020.v65i01.025

Petrović, S. (2023). The European Market of Wooden Toys: Current Trends and Challenges for Forest-Based Sector: Carbon neutrality and bioeconomy (p. 184).

Sarogi, S., Mehta, S., Gupta, S., Khare, S., & Barawkar, P. (2018). Sawantwadi Handicraft.

Singh, A., & Singh, S. (2024). Kids Toys Market – By Product Type, Material, Age Group, Category, Price Range, Gender, and Distribution Channel: Forecast 2024–2032.

Yadav, C. S. (2020). Incredible Handmade in India Toys on the Brink of Extinction. International Journal of Disaster Recovery and Business Continuity, 11(1), 561–571.