The $1.5-billion domestic toy industry has also seen a flurry of new launches across price points as they look to aggressively expand across tiers. “The economic slowdown has not impacted us. Hamleys works on two parameters — pester power and guilt,” said Kinjal Shah, business head for Hamleys India. Pester-power or ‘nag factor’ is the tendency of children to unrelentingly request for advertised items. Toy retailing is also often fueled by parents’ guilt, especially in double income households that are unable to spend time with their kids and in turn indulge in an expensive toy. Hamleys, owned by Reliance Retail, also attributed rising disposable income and smaller family sizes to the growth in demand. “The average billing has been going up since last year with toy makers and brands increasing options and offering add-ons and accessories,” added Shah. As a result, it has more than doubled its store count to 108 now from 51 stores a year ago.