EMotorad, a prominent player in e-mobility, has ventured into the kids’ mobility segment with the launch of its new vertical, ‘Formula Fun.’ The brand has announced an exclusive partnership with Hamleys to introduce a premium range of kids’ mobility products, including ride-on cars featuring official licenses from top brands.

The range, which has been available for the past month across Hamleys’ 100 stores in India, includes over nine IP-licensed products, making it a sought-after gifting option for Christmas and New Year celebrations. Designed with a strong emphasis on safety and quality, Formula Fun aims to tap India’s fragmented kids’ mobility market, valued at over ₹1,000 crore.

In addition to officially licensed ride-on cars, the product line includes kick scooters and other premium offerings. Formula Fun products are priced starting at ₹3,000, with premium ride-on cars available from ₹9,999.

Expansion plans

The brand’s expansion plans include a significant ₹150 crore investment over the next two years. Formula Fun will soon be available on leading e-commerce, quick-commerce platforms, and its own website, alongside offline dealerships. It also plans to enter the direct-to-consumer (D2C) market to further strengthen its presence.

With over 30 new products in the pipeline for release within the next six months, Formula Fun is set to become a key player in the kids’ mobility space, catering to growing demand with innovative and high-quality solutions.

Kunal Gupta, its Co-founder and CEO , said, “The Indian kids mobility market is valued at over ₹1,000 crore, but it remains largely unorganised with lack of standardisation and safety issues. We aim to gradually streamline this sector with our focus on premium quality and safety, similar to global brands like Lego and Mattel. Our exclusive ride-on cars feature advanced safety features, giving parents peace of mind and children their first form of mobility. By partnering with Hamleys, we are bringing an elevated and exclusive toy experience to Indian kids and their families and excited for the journey ahead and all that’s to come.”

Built with high-quality materials and attention to detail, these toy cars provide an immersive, premium experience that stands out in the unorganised toy market. This partnership underscores EMotorad’s commitment to delivering premium products that prioritise child safety and quality, setting a new standard for premium kids’ toys in India, the company added in the statement.