Bengaluru, December 03, 2020.

Amazon.in today announced the launch of ‘#ToyathonChallenge2020’ in association with Skillenza to bring to fore the innovation in toy technology and support Hon’ble Prime Minister’s mission of Atmanirbhar Bharat. The toy hackathon will offer a platform for young innovators from top institutes across the country to come together and design toys as pedagogical tools for children with a key focus on Education, Entertainment and Engagement. #ToyathonChallenge2020 is in line with the National Education Policy’s 2020 vision, which emphasizes toys to serve as tools for cognitive development for children across the country and is instrumental in imparting India’s identity, history and narrative.

Further, this unique initiative will create an indigenous market with new toy technologies and provide an immense scope to re-purpose India’s traditional craft making processes to develop toys as learning tools for the all-round development of children, along with recreational use. By providing this opportunity, Amazon will give a boost to homegrown emerging Indian brands and manufacturers and promote ‘Made in India’ toys while supporting the Government’s mission.

Addressing the launch, Shri. Ramesh Pokhriyal, Hon’ble Union Minister of Education, Government of India said, “As envisioned by Hon’ble Prime Minister Shri Narendra Modi Ji, the toy industry is massive and there is immense scope for India to repurpose our traditional craft making processes to develop toys that can be used as learning tools for all round development of children. I am pleased to launch #ToyathonChallenge2020, a toy hackathon by Amazon to promote innovations in toy technology & design to reflect Indian ethos & values. It’s great to see the brand come up with such initiative that will enable young minds to come together to create a better future for the students. My greetings & congratulations to team Amazon India, and best wishes to all the participants to make this initiative a grand success.”   

In his address, Mr. Amit Agarwal, Global Senior Vice President and Country Head, Amazon India said, “India’s toy manufacturing industry is unique and can help increase our contribution to the global industry. We are glad to work towards Hon’ble Prime Minister’s mission of Atmanirbhar Bharat and encourage the Indian youth to design toys that reflect Indian ethos and values for the future generations. We have been committed to enabling the MSME ecosystem through different initiatives to support local artisans and manufacturers. The ToyathonChallenge2020 is another step towards our commitment to local empowerment where the winners will get a chance to partner with a leading Indian toy manufacturing brand to showcase their creation.”

Students enrolled in any higher education institutions in India will be eligible to participate in the hackathon. After registration and a 9-12 week long virtual competition to be conducted in four phases, the entries will be evaluated by the jury and the winners will be announced.

Over the past several months, Amazon.in has introduced several initiatives to promote Made in India products. Earlier this year, Amazon.in launched initiatives like Handicrafts Mela and Stand for Handmade initiative that benefitted over 8 lakh artisans and weavers from Amazon Karigar program, and 2.8 lakh women entrepreneurs from Amazon Saheli program. Amazon also launched several emporiums like Silk Mark Organisation of India, West Bengal Khadi and Village Industries Board (Gramin), Khadi and Village Industries Board (Vindhya Valley from Madhya Pradesh), and West Bengal Handicrafts Development Corporation (MANJUSHA), Craftmark certified products, and DastkariHaat Samiti in its mission to bring all forms of Indian crafts online and accelerate the growth of artisans and weavers.