smartivity is an Indian educational toy and STEM/STEAM learning brand that designs hands-on, build-it-yourself toys and activity kits for children. The company is headquartered in New Delhi, India, and focuses on combining play with concepts from Science, Technology, Engineering, Arts and Mathematics (STEAM). smartivity describes itself as a manufacturer and design company whose goal is to make learning experiential and engaging through play. 1

Smartivity’s LinkedIn profile lists the company as founded in 2015, while smartivity’s own catalogue identifies the founders as Apoorv Gupta, Rajat Jain and Ashwini Kumar, three friends who graduated from IIT Delhi. 2

smartivity was established in 2015 with the idea that children’s educational toys could be both meaningful and entertaining. Rather than simply giving children a finished toy, the company developed products in which children construct the toy themselves and then use it to explore scientific or creative concepts.

The company’s early development involved activity-based learning products and DIY construction kits. Its later portfolio expanded into mechanical STEM toys, science experiments, art and craft, robotics, electronics, augmented-reality experiences and other interactive learning products. 3

According to a smartivity company presentation, the company progressed from its first office and early contract manufacturing to launching its first products, establishing in-house production capabilities, participating in international toy fairs and entering markets outside India.

smartivity’s central concept is “build, play and learn.” A child receives a kit containing components and instructions, constructs the product, and then uses the finished creation to play or conduct experiments.

Its current catalogue is divided into several broad categories:

• Build & Play — mechanical and construction-based projects.
• Science Experiment Kits — hands-on experiments illustrating scientific principles.
• Art & Craft Kits — creative projects combining making and artistic expression.
• Early Learning Kits — products aimed at younger children.
• Educational Toys — toys designed around specific learning objectives. 4

Examples of products currently listed by smartivity include the Robotic Mechanical Hand, 10-in-1 Motor Powered Gadgets, 8-in-1 Electricity Projects Kit, 3D Maze, Hydraulic Plane Launcher, and various art, craft and science kits. 5

The distinguishing feature of smartivity is that the process of making the toy is itself part of the learning experience.

For example, instead of giving a child a preassembled robotic hand, a smartivity kit can require the child to assemble the mechanism and subsequently experiment with how it moves. This can introduce concepts such as:

• gears and mechanical motion
• levers and pulleys
• force and gravity
• electricity and circuits
• energy
• cause and effect
• spatial reasoning
• problem solving
• sequential thinking
• creativity and experimentation

smartivity says its products are designed to encourage children to build, break, experiment, tinker and learn through play.

This makes the company different from conventional toy manufacturers whose products are primarily intended to be played with immediately after purchase. smartivity’s products deliberately make construction and experimentation part of the play value.

The Role of STEAM

smartivity uses STEAM rather than simply STEM because its philosophy incorporates Arts alongside Science, Technology, Engineering and Mathematics.

The basic idea is:

Science + Technology + Engineering + Arts + Mathematics → creative, hands-on learning

A child might therefore learn engineering principles while building a mechanical model, study physics through a working launcher, explore electricity through a circuit kit, or combine artistic creativity with technology in an interactive activity.

The company describes its toys as helping children understand scientific fundamentals through practical experimentation rather than passive instruction.

A notable element of smartivity’s product philosophy is its use of engineered/re-engineered wood for many of its construction kits.

Its company material describes the wooden components as eco-friendly and emphasizes sustainable materials, screen-free play and gender-neutral product design.

The kits are also designed around relatively accessible assembly methods. Depending on the product, children may use components such as wooden pieces, rubber bands, gears, motors, wires, hydraulic mechanisms or other parts to create the final model.

The objective is not merely to create something that looks attractive but to make the finished object functional.

smartivity has products for different developmental stages. Its current online store groups products broadly around ages 2–5, 6+ and 8+, while individual products specify their recommended age ranges.

For example:

• Younger children: activity, art, craft and introductory learning products.
• Around 6+: simpler construction projects and science activities.
• Around 8+: more sophisticated mechanical, electrical and engineering projects.
• Older children: increasingly complex construction, electronics and STEM challenges.

This age segmentation allows smartivity to position itself as a brand that can accompany children across several stages of development.

smartivity has also experimented with combining physical toys and digital technology.

One early example was Smartivity EDGE, an augmented-reality activity product in which children could colour characters and then use a mobile device to view them as interactive 3D objects.

The company’s broader product development has included physical STEM toys, augmented-reality products and connected learning experiences.

This reflects a broader smartivity philosophy: technology is intended to enhance hands-on play rather than completely replace it.

smartivity is an Indian-designed and manufactured toy brand. Its headquarters are listed in New Delhi, and the company positions its products as designed in India.

The company’s current website describes smartivity as “India’s Global STEM Toys Brand”, while its catalogue describes it as an internationally acclaimed toy design and manufacturing company from India.

This Indian origin is an important part of the brand’s identity, particularly because it operates in a toy market historically containing many imported products.

Although smartivity originated in India, the company has expanded internationally.

S Chand’s FY2024–25 annual report states that smartivity primarily operates in India but has expanded into markets including the United States, Australia, Spain, Portugal, Russia, China, Japan and Western Europe. The report also mentions partnerships with international retailers such as Hamleys.

A smartivity company presentation likewise describes its international expansion into the US and European markets.

smartivity has attracted institutional investment. According to S Chand’s 2024–25 annual report, S Chand has been a minority investor in smartivity since August 2015, beginning with a seed investment and subsequently investing approximately ₹20 million across funding rounds.

The same report says that in FY2024–25 smartivity was EBITDA- and PAT-positive, with reported revenue growth of 45% and EBITDA growth of 176% compared with the previous year. It also reported a valuation of approximately ₹150 crore in a secondary-market transaction.

These figures are useful for understanding smartivity not just as a toy label but as a growing consumer-products and educational-technology company.

smartivity’s published catalogue highlights several forms of international recognition, including:

• Toy of the Year finalist, 2022
• Construction Toy of the Year, 2022
• Best Toy recognition, 2020
• Best STEAM Toy recognition, 2021
• Play Award finalist, 2025

The company also promotes its safety certifications and international toy-testing credentials as part of its brand positioning.

At its core, smartivity is positioned between several traditional categories:

Toy company + educational company + STEM/STEAM brand + DIY activity brand.

Its principal proposition can be summarized as:

Don’t just give children a toy—let them build the toy and discover how it works.

That positioning gives smartivity several advantages:

• It creates a stronger sense of ownership because children make the product themselves.
• The finished toy provides an immediate reward for completing the construction process.
• Scientific concepts become tangible rather than purely theoretical.
• The products encourage hands-on and screen-free activity.
• Parents can use the kits as an informal extension of classroom learning.
• Children can experiment with the completed models rather than simply assembling them once.

The most important distinction between smartivity and a conventional toy brand is the educational mechanism built into the product itself.

A normal toy might teach indirectly through play. A smartivity kit generally asks the child to construct something that demonstrates the concept.

For example:

Traditional toy:
Child receives a functioning mechanical toy → plays with it.

smartivity approach:
Child receives components → follows instructions → builds mechanism → sees the mechanism work → plays with it → experiments with it → understands the underlying concept.

This makes construction, experimentation and play part of a single experience.

smartivity’s own published materials have claimed millions of children/parents using or trusting its products and substantial production capacity. Its 2025 catalogue, for example, states that the brand has been trusted by 7 million+ parents and children.

Its LinkedIn profile lists the company in the 51–200 employee range, although employee counts can change over time.

Today, smartivity’s portfolio extends well beyond basic wooden construction toys. Its online store includes construction toys, science experiments, activity kits, educational toys, art and craft products and early-learning products, covering children from early childhood through the teenage years.

The company therefore occupies a distinctive position in India’s educational-toy market: it is a design-led Indian toy company using DIY construction, STEAM concepts and experiential learning to turn educational concepts into physical play experiences.

In summary, smartivity is an Indian educational-toy company founded in 2015 that creates DIY STEM/STEAM, science, construction, art and activity kits designed to make children learn by building, experimenting and playing.

1. Smartivity
2. Official Smartivity website
3. Smartivity 2025 Catalogue – Flipbook by l.mackay
4. Smartivity – Crunchbase Company Profile & Funding
5. About Smartivity – Flipbook by l.mackay