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National icons, yoga and ‘sanskaar’ in the Indian toy story

NEW DELHI: Toys on Sardar Patel, Chhatrapati Shivaji, Rani Laxmibai, Paramvir Chakra recipients and Indian systems such as yoga, apart from those which promote ‘Ek Bharat Shreshta Bharat’ scheme will be part of the Centre's ‘Team up for Toys’ campaign announced by Prime Minister Narendra Modi last month.

The proposal also involves a campaign against addiction to online gaming and encouraging toys to “promote physical activity, Indian ethos and national values in children”.

The Department of Promotion of Industry and Trade will hold its first multi-ministry consultation on the scheme on Wednesday. The tentative action plan has tasks for nine ministries to enhance India's share in the global toy market and usher in behavioural change in people to choose Indian toys over imported ones. Toys have to “reflect Indian sanskaar and should have an emotive appeal, balancing between modern technology and innovation”, says the department.

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