Support measures for Russian children’s goods manufacturers discussed at the "Native Toy" Contest final
On 19 October, a panel discussion bringing together government officials, business representatives and children's goods industry professionals took place at the National Centre RUSSIA as part of the business programme for the final of the second season of the All-Russian Contest "Native Toy". Participants discussed government support measures for toy manufacturers, prospects for the Russian market and quality criteria for Russian-made products designed to support the development and leisure activities of preschool children. The event was organised by the Russian society Znanie and the Movement of the First on the instructions of the President of the Russian Federation, as part of the national project "Youth and Children".
Konstantin Shishkov, Deputy Director of the Department of Light Industry and Timber Industry at the Russian Ministry of Industry and Trade, pointed out that inclusion of the toys in the Register of Russian Industrial Products enables domestic manufacturers to participate in public procurement.
"Today, around 800 companies and approximately 900 individual entrepreneurs operate in the industry, but only 17 toy manufacturers are registered in the Register of Russian Industrial Products. Inclusion in the register is essential for participating in public procurement. We therefore encourage manufacturers to apply for registration and are ready to help them navigate the process," Konstantin Shishkov said.
He also announced plans to introduce a subsidy mechanism to cover part of the
licensing costs for producing toys based on Russian characters, such as those
from the animated series "Prostokvashino" and "The Three
Cats". The compensation is expected to cover up to 50% of eligible costs.
Antonina Tsitsulina, President of the Association of Children's Goods, Services and Educational Materials Enterprises (AIDT) and President of the National Association of Toy Manufacturers of Russia, outlined key trends in the Russian toy market and the factors affecting the competitiveness of domestic products.
"In 2025, the Russian toy market exceeded 250 billion roubles, while Russian-made products accounted for around 9% of the total. This points to significant growth potential for domestic manufacturers. It is important to understand which market segment you operate in, how your product differs from others, how competitive it is and how you intend to promote it. Cultural legacy, educational toys and scientific and technological developments offer particular opportunities," Antonina Tsitsulina explained.
She also stressed that product safety and quality must be the top priorities
when developing goods for children. Manufacturers, she said, should focus on
creating their own products that reflect children's interests and meet the
needs of modern education, rather than copying existing solutions.
Dmitry Gerasimov, First Deputy Director General of the Moscow Small Business Agency, spoke about the support available to small and medium-sized enterprises in the capital. He explained that the organisation he is representing offers the entrepreneurs expert consultations, training, digital services and assistance in identifying suitable financial support measures. It also helps businesses navigate available programmes and select the most appropriate tools.
"Entrepreneurs must not only manage their businesses
and keep track of trends, but also think about how to anticipate them — or,
better still, create them. It is important to ask yourself: what breakthrough
can you achieve in your industry? Toys can change the way people perceive the
world, and Russian manufacturers have an opportunity to create products that
will influence future generations," Dmitry Gerasimov emphasised.
Irina Chuikina, a child psychologist and Deputy Director for Early Childhood Education at UK Komplekt Invest JSC, highlighted the need to consider educators' needs and the practical realities of the educational process when developing toys for preschools.
"Sometimes a toy turns out brilliantly, but kindergarten staff do not know how to use it. It does not fit into lessons or the educator's usual routine. That is why it is important to align the manufacturer's concept with the real needs of early childhood education by testing prototypes and developing teaching methods and activity plans. Educators then receive not just a box of objects, but a practical tool they can use with children straight away," Irina Chuikina concluded.
She added that cooperation between manufacturers and early childhood education specialists helps improve products in line with educators' actual needs and identify effective ways to incorporate toys into activities with children.
The final of the second season of the All-Russian Contest "Native Toy" is being held as an exposition of games and toys. Its centrepiece features works by 15 winners in the "Game and Toy Ideas" category and 80 finalists in the "Game and Toy Prototypes" and "Finished Games and Toys" categories. The exposition also includes more than 300 products awarded the "Native Toy" quality mark and 50 outstanding drawings submitted to a special category run in partnership with the Solntse ("the Sun") TV channel.
The second season of the contest focused on developing games and toys for the
preschool education system. More than 14,000 applications were submitted from
89 Russian regions. Earlier, 15 winners from 12 regions were announced in the
"Game and Toy Ideas" category. Up to 45 winners will be selected in
total at the end of the second season.
The panel discussion "More Than Just a Toy: The Educational Potential and Teaching Practices in Early Childhood Education" took place on 19 October at the National Centre RUSSIA.
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