MUMBAI: Simba Toys India, a part of German toy maker Simba Dickie Group, plans to add over 80 more stores by 2014 as it looks to grab a larger pie of the Rs 600-crore market in the country.

Simba Toys, which has brands like Majorette, Steffi and Squap in its portfolio, currently has 18 stores here through franchise route.

“The domestic toy market is still under-penetrated. A large part of it is still unorganised and we are looking at a larger play here. In a limited time we have gained significant presence and we will scale it up further,” Simba Toys India business head Shree Narayan Sabharwal told PTI.

The domestic toy market is estimated to be about Rs 3,000 crore, of which organised market is just about Rs 600 crore. It has been growing at 18-20 per cent, except last year when the growth fell to 12-15 per cent.

“We expect this growth to continue. We are quite bullish on the opportunities here,” Sabharwal said.

Simba, which entered the country in 2010, has 18 stores, including one at the Mumbai domestic airport, and the plan is to take this to 40-45 stores by the end of this year, he said, adding that the company intends to have 100 stores by the end of 2014.

He, however, did not comment on the company’s revenue details.

On the location of proposed stores, he said they will come up in tier I and II cities, including high streets and airports (if rentals are permissive). The organised category is growing as their are more options in the market and people are willing to pay more for better quality toys, he said.

On the product-line, Sabharwal said the company launches new products every month. “We are looking at introducing newer and interesting concepts here. We will launch a plush toy inspired by Talking Tom app next month.”

Simba sells its board games and plush toys across other retail stores such as Hamleys and Landmark as well. Its master franchisee is Exelixi Management Company.

Simba also holds licences for entertainment properties like Cars2 apart from marketing back-to-school products.

The company has manufacturing units in Europe, Thailand and China.