Play is a comprehensive learning process for children, not just a pastime. The impact on the development of a child’s character and education is treasured by the UN in the child’s right to play. However, a lack of playing and educational opportunities keeps many underprivileged children in India from developing their full potential.

We want to create awareness for the value of play in India and make opportunities to play for underprivileged children possible. To reach this goal we have teamed up with the Value of Play committee. Each of the members is an ambassador of children in his or her way. Together we will spot and develop resourceful charity projects or support NGOs for the well-being of the children in India.

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Value of Play Committee: Vivek Jhangiani

Vivek Jhangiani

President, The All India Toy Manufacturers‘ Association

Vivek Jhangiani was recently appointed President of The All India Toy Manufacturers’ Association (TAITMA), which speaks up for the Indian toy industry. He is the ambassador for Value of Play within the Indian toy industry for raising funds and support for the various projects to come.

Value of Play Committee: Ernst Kick

Ernst Kick

CEO, Spielwarenmesse eG

Ernst Kick is the Chief Executive Officer of Spielwarenmesse eG. The fair organiser from Germany started the Value of Play charity campaign together with the Indo-German Chamber of Commerce (IGCC) and the Value of Play Committee. Being an entrepreneur, Ernst Kick treasures playing abilities, team spirit and creativity. These key skills are essential to achieving goals and personal development. Children and adults can overcome limitations through play. For this reason, Ernst Kick is supporting the charity campaign in order to create opportunities for those who most need to play.

Value of Play Committee: Dr. Rajani Konantambigi

Dr. Rajani Konantambigi

Associate Professor at Centre for Human Ecology, Tata Institute of Social Sciences

The Associate Professor currently teaches Psychology at the Tata Institute of Social Sciences (TISS) Mumbai. Her areas of research cover, amongst others, child and adolescent development in adverse contexts with a special focus on social and emotional aspects. She organised a workshop on Global Consultations on a child’s right to play and wrote several papers on the subject of playing. Additionally, she is the President of the International Play Association in India.

Value of Play Committee: Shradha Mehra

Shradha Mehra

Master of Child Development, University of Delhi

Shradha Mehra is an expert in child development. She has a lot of experience in working with children, especially with children with special needs. Furthermore she collaborated with a number of NGOs such as Deeds, an organization to help the hearing impaired, Disha, a social organization to address concerns of the vast rural population and the United States-India Educational Foundation.

Value of Play Committee: Sanjay Singh

Sanjay Singh

Founder and Global Head "Chuppi Todo Campaign"

Sanjay Singh has worked several years as a TV journalist. After he attended a course in Child Rights from the Tata Institute of Social Sciences the idea of his campaign against child abuse was born. With the Chuppi Todo Campaign he wants to sensitise people. He created the slogan “Don’t keep mum, speak to your mom” which is to encourage children not to stay silent but to talk to someone if they were abused. During the course he also produced two educational documentaries which highlight the importance of the topic of child and sexual abuse.

Value of Play Committee: Matthew Spacie

Matthew Spacie

CEO & Founder, Magic Bus

Matthew Spacie is the Executive Chairman and Founder of Magic Bus. The former rugby player started his project in 1999 and today the charitable organisation can count 700 full time staff in 5 countries with mentor programmes helping 300,000 children each week. With the help of an “Activity Based Curriculum” that operates with games, the mentors teach children important skills for their future life. Mr. Spacie is a man of action and steps in as an advocate for the underprivileged children in India.

Activities 2015

At Kids India 2015 interested parties could learn more about the initiative's objectives and campaign in general as well as how they can get involved as a sponsor or as a social or educational institution.

Moreover, all exhibitors of Kids India 2015 were invited to participate in the “Value of Play” donation campaign on 26th September. Children who have little access to toys will thus get the chance to develop their skills by playing. The donated toys were given to the NGO Magic Bus. A small group of the 300,000 children who are reached by the Magic Bus mentor programme every week accepted the donations at Kids India.

Activities 2014

The Value of Play Committee gave a panel discussion for toy professionals on the topic of "Investigating and promoting play: new and old forms of play" at Kids India on 19 September 2014 in Hall 6 of the Bombay Convention & Exhibition Centre.

Many of the 153 exhibitors at Kids India 2014 took part in the donation campaign, which made it possible to hand over a large number of donated toys to the NGO Magic Bus. Value of Play says “Thank you” to all the generous donators.

Value of Play Charity Project

Activities 2013

Charity project 2013

The first Value of Play charity project offers opportunities to play to underprivileged children in a co-operation with Magic Bus. There are many children who do not even have toys to play with. Many companies exhibit toys during the Kids India. The fair organisers Spielwarenmesse eG and the Indo-German Chamber of Commerce ask all exhibitors to donate their toys. The toys are handed over to the Magic Bus team which reaches out to underprivileged children. It is an NGO founded in 1999 by Matthew Spacie and gives children in India the possibility to take part in mentoring programmes in their communities.

Magic Bus mentors regard themselves as game-changers and try to bring about a change towards a better life through a playful approach. The Activity Based Curriculum (ABC) includes key issues like the right to play, education, health, gender and livelihood. The aim is to enable children in India to make significant changes in their lives, improve their life situation and to give them the power to define their own destiny. For any more information about the project go to www.magicbus.org.

Panel Discussion with Value of Play Committee members at Kids India 2013
Panel Discussion with Value of Play Committee members at Kids India 2013

Kick-off of the Value of Play charity campaign

25 October 2013 from 2:30 p.m. to 3 p.m. at the Bombay Convention & Exhibition Centre, Hall 6

An idea was born - to empower children and adults in India through the value of play. The initiators, Spielwarenmesse eG and the Indo-German Chamber of Commerce (IGCC), will jointly launch the awareness campaign promoting the benefits of play and toys. Katharina Janotta, Director Project Management at Spielwarenmesse eG, and Sonia Prashar, Director Marketing & Trade Fairs at IGCC, will introduce the Value of Play Committee in India, which is ready for action. It will be the kick-off for the first donation campaign - for each completed postcard, Rs. 100 will be donated to selected charitable activities in India. The presentation will take place from 2:30 p.m. to 3:00 p.m. at the Bombay Convention & Exhibition Centre during the Kids India trade fair.

Panel discussion of the Value of Play committee

25 October 2013 from 3 p.m. to 4 p.m. at the Bombay Convention & Exhibition Centre, Hall 6

How Do Toys and Play Affect a Child’s Overall Development? This will be the question discussed by the newly founded Value of Play Committee in Mumbai on 25 October 2013 at the Kids India trade fair. The various points of view of the committee members promise revealing findings on the value of play and the importance attached to play in India. The panel discussion will take place from 3 p.m. to 4 p.m. at the Bombay Convention & Exhibition Centre. Participation in the panel discussion, when the committee members will make their first public appearance together, will be free of charge for trade fair visitors.



Children of the NGO Magic Bus were the first to benefit from the charity campaign Value of Play.
Value of Play is fun for children and raises awareness for the benifits of playing among the grown-ups in India!
Many thanks to all exhibitors of Kids India 2013 who donated their toys for the charity campaign Value of Play!
Manufacturers at the trade fair Kids India in Mumbai donated their toys to the NGO Magic Bus.
Ms. Katharina Janotta, Director of Project Management at Spielwarenmesse eG, handed over the toy donations.
The charity campaign Value of Play took it's  first steps. There are many more to come to support the children's development.
The children of the NGO Magic Bus were more than happy to receive the toys donated by the exhibitors of Kids India.
Colorful balloons and shiny children's eyes joined in the kick-off event of Value of Play at Kids India 2013.

Play Awareness Elsewhere

Taking play seriously: Investing in Europe's Future (a video by TIE - Toy Industries of Europe)

Press Releases

21.09.2015 | Value of Play press release
Value of Play charity programme promotes awareness of the value of play 

15.09.2014 | Value of Play press release
Value of Play presents new action programme at Kids India 2014

13.01.2014 | Value of Play press release
Successful start to “Value of Play” charity campaign at Kids India 2013

22.10.2013 | Value of Play press release
Charity campaign in India focuses on Value of Play


Value of Play Initiators: Spielwarenmesse eG

Spielwarenmesse eG

Spielwarenmesse eG is the leading exhibition organiser and marketing services provider for the toy industry. The Nuremberg-based company organises both the Spielwarenmesse®, the world’s leading trade fair for toys, hobbies and leisure, as well as the international exhibition programme World of Toys by Spielwarenmesse eG. This joint participation concept is designed to bring manufacturers to trade fairs world-wide. As of 2013, the cooperative will be organising Kids India in Mumbai with support from the Indo-German Chamber of Commerce.

Our company is dedicated to sustainability. By organising the international trade fair Kids India we certainly pursue commercial interests. Nevertheless, playing embraces so much more than just business. Playing drives man and ideas. In return for all the support we have been experiencing in India, we would like to spread the idea of Value of Play to the people and to contribute to the development of Indian children.

More information about Spielwarenmesse eG

Value of Play Initiators: Indo-German Chamber of Commerce

Indo-German Chamber of Commerce

Indo-German Chamber of Commerce (IGCC) with over 6,700 members is the largest bi-national chamber. It has a strong local presence with a head office in Mumbai and branch offices in Delhi, Bangalore, Kolkata, Chennai & Pune. As the primary contact for Indian and German companies it plays a major role in enhancing the bilateral economic relations between India and Germany. IGCC officially represents Spielwarenmesse in India. The qualified team of the highly regarded and respected institution, with more than 50 years of experience brings to ‘Kids India’ its expertise in organising and supporting trade shows in India and Germany.

More information about IGCC

Press contact

Contact for Indian media representatives
Spielwarenmesse India Pvt. Ltd.
Tanu Ailawadi
Tel.: +91 11 / 4 71 688-22

Contact for international media representatives
Spielwarenmesse eG
Scarlett Wisotzki
Tel.: +49 911 / 9 98 13-33

Project team

Contact Indian project team
Spielwarenmesse India Pvt. Ltd.
Tanu Ailawadi
Tel.: +91 11 / 4 71 688-22

Further links

Kids India