Exploring New Toys Series and Propositions in the Context of Sawantwadi Wooden Toys

India has an extensive heritage of traditional arts and crafts. Artisans delicately create handicrafts featuring traditional themes using artistic techniques and locally sourced materials. Among these, handcrafted wooden toys form a significant segment. Sawantwadi is one of the areas where the Chitrari community practices indigenous wooden toys. Artisans produce toys such as vehicles, fruits, vegetables, and cooking-sets, which are their primary source of income through sales in local markets.A growing segment of children's wooden toys focuses on open-ended play, which helps them to increase their imagination and creativity while playing. Also, Wooden toys have less carbon footprint in manufacturing, and the material used and durability of toys make them eco-friendly. Leading competitors in the toy market are mass-produced wooden toys imported from various countries and plastic toys, which are cheaper. Limited designs and visibility are the significant concerns with Sawantwadi wooden toys. Given this scenario, the study explores customer purchase behavior and proposes a new toy series by integrating contemporary design elements and themes while preserving traditional craftsmanship.This study, conducted in India, investigates market trends and customers' purchase behavior through surveys. Two hundred thirty-nine participants from across India voluntarily took part in the survey. The study explores the potential of creating a new design series of Sawantwadi wooden toys based on customer preference. Furthermore, new toy iterations were developed for children aged 5–12 and tested for engagement. While testing, existing and iterated toys were given to play. The result shows that kids enjoyed playing with iterated designs more. Further research is needed to explore more design innovations and market strategies to enhance the reach and sustainability of Sawantwadi wooden toys.