Sparking Joy, Inspiring Imaginations.
We are ITOYS—India’s premier creator of innovative, safe, and educational toys that help children grow through the power of play.
Trusted Toy Brand With
In-House Manufacturing Capabilities
ITOYS is an in-house brand of the company Circle E Retail Pvt. Ltd. We supply an unrivalled range of kids' toys. Circle E is a toy manufacturing company, based in Kundali, Delhi-NCR with a global presence.
- 12 Years of Experience
- Safe and compliant toys
- 500+ toys in five segments
- Long-term partnerships
Milestones on The Ground
From exhibition floors to industry conversations, these moments mark our journey of building trust, visibility, and partnerships in the toy ecosystem.
TOY BIZ FAIR 2025 DELHI
ITOYS Showcase at Toy Biz Fair 2025 Pragati Maidan, #Delhi ©Circle E Retail Pvt. Ltd.
14th TOY BIZ FAIR DELHI
ITOYS Showcase at 14th Toy Biz Fair Pragati Maidan, #Delhi ©Circle E Retail Pvt. Ltd.
Our Vision
To offer a wide range of toys for children that create a fun learning experience and support their physical, mental, and emotional development.
Our Mission
To become a global provider of toys while being economically feasible.
Where We Are
ITOYS has built a nationwide network and a growing catalogue while serving private label partners with consistency.
Creating Toys That Inspire Growth
To offer a huge array of selection of toys for kids and create a fun learning experience while completing their physical, mental and emotional feasibility.
Super Quality
We keep a keen focus on the quality of the materials we use. We implement impeccable quality control.
Competitive Rates
We strive towards bringing quality to every penny spent, reflected in the rates we provide for the quality offered.
Emphatic Passion
Every product we produce has a sentiment of love and care as the end user is an adorable child.
Global Mission
To become a global provider of toys while being economically feasible for all partners.
"A world where playful learning is accessible to all children, empowering the next generation to reach their full potential."
We believe toys can carry both joy and learning when they are designed with care and produced with precision.
- Innovation led concepts
- Export Ready distribution
- Strong compliance
- Long-term collaboration
Shaping the Toy Ecosystem
From molded, textile, and wooden toys to electronic assembly, ITOYS operates as a multi-specialist manufacturer.
Over the years ITOYS has expanded capabilities and scale while keeping quality central to every decision.
Establishment
ITOYS Retail began with toy imports for market study.
First Factory
Set up blow moulding unit, entering in-house production.
Scale-Up
Kundli move with roto, injection, textile & electronics.
Strategic Partnership
Joined hands with Reliance, boosting national presence.
Expansion
Expanded with 2 new factories & a warehouse.
National Leader
500+ toys, nationwide retail, private label & distribution.
"Toys are not just products. They are tools of imagination and growth. Our role is to build them with care and trust."
At ITOYS, we see every project as a responsibility. Beyond production numbers and supply chains, our focus is on creating toys that enrich childhood while strengthening the brands that bring them to market.
Mr. Ashish Kapoor
Founder & Director
Excellence and
Partnerships You Can Trust
Unit-1, 2024 - Quality Excellence Award
ITOYS Retail Pvt. Ltd. has been honored with the 2024 – Quality Excellence Award by the Bureau of Indian Standards (BIS).
Unit-2, 2024 - Quality Excellence Award
Honored with the 2024 Quality Excellence Award by the Bureau of Indian Standards (BIS) for both units.
2024 - National Recognition
ITOYS Retail Pvt. Ltd. is proud to have been conferred the 2024 Quality Excellence Award by BIS.
Ready to stock your shelves with the best?
Download our latest catalogue to see the full range of products and pricing.