In a landmark move for sports merchandising in India, Pune-based startup Infinity Toy Tronics (ITT) has launched Cricket Icons—the country’s first officially licensed line of cricket collectables.
Featuring miniature figurines of star players from four leading Indian Premier League (IPL) teams—Mumbai Indians, Kolkata Knight Riders, Rajasthan Royals, and Gujarat Titans—the collection offers fans a new way to connect with their cricketing heroes.
The Made-in-India line is the brainchild of Rikesh Raja, one of the three co-founders of ITT, alongside Saurabh Gajbi and Pratik Agrawal. The founders, though based across three continents, share a common passion for cricket and a vision to reshape the Indian toy and sports merchandise landscape.
The company has partnered with Rise Worldwide to secure a three-year licensing agreement with the IPL franchises, aiming to redefine collectables through a blend of innovation, fan engagement, and premium quality.
“Growing up, we all played with Marvel heroes, Power Rangers, or football action figures—but cricket, despite being India’s biggest sport, never had its own space in the collectables world,” said Saurabh Gajbi, Director of Infinity Toy Tronics. “With Cricket Icons, we saw an opportunity to not only fill that gap but also spark a revolution in the Indian toy industry. Unlike seasonal merchandise, these collectables have year-round appeal, driven by deep-rooted team loyalties and fan passion. It’s more than just a toy—it’s a cultural connection and a step toward building a sustainable, homegrown ecosystem for sports memorabilia in India.”
The initiative is aligned with the Indian government’s Atmanirbhar Bharat initiative, aiming to boost the toy economy to $1 billion. ITT has employed a multi-channel distribution model, with Aditi Toys Pvt. Ltd. handling B2C and D2C sales, while Neha Creations leads the B2B segment.
The collectables will be available on Amazon, Flipkart, and quick-commerce platforms like Swiggy Instamart and Zepto. Offline, they’ll hit shelves in Hamleys stores and toy outlets in Tier 2 and Tier 3 cities.
Each figure is crafted with a 90–95% precision in player likeness and includes a QR code that unlocks interactive experiences via a dedicated mobile app. Fans can earn loyalty points, play quizzes, join dream team challenges, and win prizes like match tickets and signed memorabilia.
With a projected sale of over one million units in 2025, Cricket Icons marks a cultural shift in how Indian fans celebrate and engage with their favourite sport.
