Archive · 17 Nov 2025
Varnam Unveils 'The Snugglewalas', a New Character-Driven Toy Collection Celebrating Indian Craft
Varnam, a company that makes toys from Indian crafts, created a new set of 12 toys.
Each toy has its own story and comes from a different part of India.
They want people all over the world to enjoy these toys, which are fun for both kids and adults.
Varnam Craft Collective launched 'The Snugglewalas', its first character-driven toy collection
The collection features 12 handcrafted toy characters, each with its own storybook
Characters explore diverse Indian craft traditions, collaborating with 12 artisan clusters
Collection designed for both children and adults, blending playfulness and Indian heritage
Varnam aims to take 'The Snugglewalas' globally, with English names for characters
- Who
- Varnam Craft Collective
- What
- Launched 'The Snugglewalas', a character-driven toy collection
- When
- The collection was launched with a showcase at the Craft Council of Telangana on Banjara Hills Road No. 12
- Where
- Hyderabad, India
- Why
- To celebrate Indian craft traditions and create a playful, engaging experience for all ages
- Founder
- Karthik Vaidyanathan
- Number of characters
- 12
- Artisan clusters involved
- 12
- International appeal
- Characters have English names for global market
- Future plans
- Five new characters in development, upcoming additions like rugs and mats