Building on its success in e-mobility, EMotorad, in partnership with Hamleys, has launched a new kid’s division called ‘Formula Fun’ to introduce an exclusive range of kids’ ride-on cars under official brand licenses. These include over 9 IP-licensed products that have been live across 100 Hamleys stores, both online or offline for the past month, making it ideal New Year or Christmas gifts for the little ones.
EMotorad – Hamleys collaboration: Formula Fun
Designed keeping in mind the safety and the premium quality. Formula Fun aims to unify India’s fragmented Rs. 1,000+ crore kids’ mobility market. Their products include officially licensed cars, kick scooters, and more.
The brand will soon be available on major e-commerce platforms, its own website, and in offline dealerships. It is also expanding into the D2C market aiming to invest 150 crores in the next 24 months, making this a key focus for growth. Formula Fun has over 30 products that are planned for a release in the next six months, with prices starting at Rs. 3,000 and Rs. 9,999 for premium ride-on cars.
Kunal Gupta, Co-founder and CEO of EMotorad, shared his thoughts: “The Indian kids mobility market is valued at over Rs.1,000 crores, but it remains largely unorganised with lack of standardisation and safety issues. We aim to gradually streamline this sector with our focus on premium quality and safety, similar to global brands like Lego and Mattel. Our exclusive ride-on cars feature advanced safety features, giving parents peace of mind and children their first form of mobility. By partnering with Hamleys, we are bringing an elevated and exclusive toy experience to Indian kids and their families and excited for the journey ahead and all that’s to come.”
Made with high-quality materials and attention to detail, these toy cars offer a premium experience that stands out in India’s unorganized toy market. This partnership highlights EMotorad’s focus on child safety and quality, setting a new standard for premium kid’s toys in India.
