Reliance Retail to have Joint Venture for Toy Manufacturing with Circle E Retail

02 May 2023: Reliance Retail has announced it has entered into a joint venture with Sonepat, Haryana based Circle E Retail for local manufacturing of toys to integrate its toy business. Reliance Retail owns iconic British toy brand Hamleys and the indigenous toy brand Rowan.

“We also had a joint venture with Circle E Retail for toy manufacturing for vertical integration for our toys retail business,” Dinesh Taluja, CFO of Reliance Retail, recently said.

Reliance Retail is working on a strategy to integrate the processes from design to shelf of toys. Under this, Reliance Retail will have control over the entire aspects of the toy ecosystem, from design and manufacturing to retailing the product. It is beleived, the new venture would cater to both toy brands – Hamleys and Rowan – owned by Reliance Retail.

Circle E Retail has experience in toy manufacturing. It has a modern manufacturing unit in Sonepat, Haryana and is licensed to manufacture and distribute a wide range of toys.

Reliance Retail acquired Hamleys, the world’s oldest toy retailer, in 2019. This was the first acquisition of a global retail brand by Reliance Retail. Hamleys currently has a global footprint in over 15 countries. In India, Hamleys is largest chain of toy stores operating over 100 stores in 36 cities.