Toy and game manufacturer Funskool is planning to introduce a range of movie-based toys to tap an estimated Rs 1,250-crore Indian toy market.

"Advancement in technology and demand for new variety in toys is propelling toy companies to think differently and innovate to introduce new kinds of toys...The toy makers have drawn the connecting link between movie mania and love for toys to introduce toys based on movies," said Funskool India Ltd Vice President (Sales & Marketing) R Jeswant.

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"Our next launch in this segment will be G I Joe. Besides this, we intend to keep introducing such toys based on the popularity of upcoming movies and demand for such toys," Jeswant said, without giving further details.

Funskool India, a joint venture between tyre major MRF and US-based international toy maker Hasbro Inc, retails its toy range through 4,000 retail points of sale, including large format chains like Shopper's Stop.

"Besides, we identified the need to connect with kids and parents on a more personal level...In order to achieve this, we have been organising in-store promotions like contests and competitions for children on a regular basis," he said.

Asked about the revenue targets from the movie-based toys segment, Jeswant said: "In terms of our market share, we can say that we expect to continue market leadership in the category as we have done over several years now (in overall toy market)."

The company had in May launched its magnetic construction toys —  'Magnext'.

The company's movie based toy collection comes at prices starting from Rs 175. The latest range of Transformers toys has been introduced in 14 assortments with several variants.

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