- Parents choose STEM and learning toys (1.2x growth YoY) like science & craft kits, building sets, board games, puzzles and ride-ons over passive entertainment to focus on active learning and holistic growth
- Fandom themed toys based on Star wars, Transformers, Harry Potter & Marvel see 1.3x demand surge in kidults (12+ age group)
- Children books see 2x new customer growth, while self-help book grow 1.3x as families design meaningful engagement routines
- Growing interest in Gujarati literature seen with regional titles like ‘Satori by Dr.Nimit Oza’ leading the searches
- 1 in every 2 books & toys bought by Amazon Prime members in Ahmedabad gets delivered within next day, with over 2 lakh books across 14+ Indian languages and 30,000+ toys available for one-day delivery statewide
Ahmedabad 29 May 2025: Amazon India’s Books and Toys category has witnessed double-digit growth in Gujarat, indicating parents are embracing a new approach to childhood development. The growth in learning toys, board games, puzzles and STEM kits showing strong increases; alongside children and fiction books suggest families across the state are choosing active learning, creating a wave of purposeful parenting that’s reshaping how children learn, grow, and play. Gujarat ranks among top five states seeing fastest new customer growth , with strong performance across cities including Ahmedabad, Surat, and Vadodara, while emerging towns like Valsad, Mehsana, Himmatnagar and Jamnagar show significant expansion beyond traditional metros.
“Gujarat’s young customers are redefining how families engage with learning and play, parents are looking for ways to engage kids without relying on gadgets, especially during holidays and post-school hours” said Rajarshi Guin, Director – Books & Toys, Amazon India. “We are witnessing a cultural rethinking at large, where we see a fascinating blend of traditional academic interests and hands-on skill development. Families are increasingly choosing products that combine entertainment with education – from science experiment kits that develop cognitive learning to outdoor toys that build motor skills to regional literature that connect generations. This shift towards meaningful consumption, driven by increasingly informed parenting choices, reflects Gujarat’s emerging culture of learning led engagement. Fast delivery is also enabling more thoughtful gifting, with customers choosing skill building toys and books as meaningful presents.”
“Gujarat parents are making incredibly conscious choices about their children’s growth & development,” said Ms. Riri Trivedi, the author of ‘This book won’t teach you parenting’ . “The shift toward educational toys and meaningful books reflects a deeper understanding that early experiences shape lifelong learning. When families choose active engagement over passive entertainment as part of child’s daily routine, they’re building positive foundations that benefit children throughout their lives.”
The New Parenting Playbook: Learning Through Play
The transformation is most evident in toy preferences, where educational and skill-building products are experiencing exceptional growth. Building sets are approaching 1.5x year-over-year growth in Gujarat, while board games, puzzles, toddler toys, remote control vehicles and ride ons show strong double-digit increases. Remote control cars demonstrate sustained appeal, growing 2x for four consecutive quarters, reflecting increased focus on products that combine fun with motor skill development. Another interesting trend is the emergence of fandom themed toys like Star wars light-saber, Marvel action figures & more among kidults. This play-first approach is also reflecting in the growth trajectory of children’s books experiencing 2x new customer growth year on year as parents focus on designing screen-free evening and weekend routines.
The rise of mindful parenting is significantly influencing the demand for self-help books (1.3x surge) like The Psychology of Money,” “Atomic Habits,” and “Rich Dad Poor Dad”, as modern parents prioritize the early development of emotional intelligence and holistic education in their children’s learning journey.
Literature as Cultural Bridge
Families in Gujarat are uniquely balancing tradition with innovation with a focus on cultural integration for their kids through literature. Gujarati literature sales have grown ~20% year over year in Ahmedabad, with top searched titles like ‘Satori by Dr.Nimit Oza’ and bestsellers like “Man na Monologues” and “ Manvi ni Bhavai”
Quality Investment Over Quick Entertainment
Reflecting the evolving priorities of modern parents to support long-term cognitive, social, and motor skill development, premium toy categories priced above ₹10,000 — such as electric ride-ons and advanced building sets are experiencing exceptional demand. Parents are increasingly viewing toys as strategic investments in their children’s growth rather than mere sources of short-term entertainment
Amazon is driving this transformation with 20 million+ books and 2 million+ toys delivered to 100% serviceable pin codes across Gujarat, including 2 lakh+ books across 14+ Indian languages and 30,000+ toys available with one-day delivery. Also, 1 in every 2 books & toys bought by Prime members in Ahmedabad gets delivered within the next day. This speed revolution is enabling 2x growth in gifting-related toy purchases in Ahmedabad, allowing families to create spontaneous learning moments and meaningful gifting experiences.
