‘Toyrism’ in India – Present and Future

Chapters explore the concept of toy tourism (Toyrism) with the objective of the study of the Indian toy industry and the impact of toys on the tourism economy of the country. The first part of this chapter deals with introducing Indian toys and their growth aspect. Study conducted to identify different determinants of the toyrism, as per the previous studies, culture, co-creational values and experiential values has strong association with toyrism. Culture has strong associations with toys which reflect regional culture, elaborate culture through toy storytelling such as puppet shows in Rajasthan, internationally Barbie dolls replicate American culture. Co-creational values have considered toys as innovative characteristics, and experiential values of toys related to created experiential aspects of toys, which tourist can explain and the concept is well taken by the Walt Disney with their creation of Disneyland Toy Story. The next part of this chapter discusses some of the government schemes to create toys for all travellers to develop indigenous, innovative toys with development of clusters. The last part of this chapter included the conclusion and way forward to research.