Blix Toys Introduce Children To Robotics, Coding, Engineering At An Early Age: Blix Education CEO

Blix Education Pvt Ltd is revolutionising learning with its innovative educational games, designed to create dynamic and future-ready experiences. Focused on STEM (Science, Technology, Engineering, and Mathematics) education, the company aims to foster holistic development by moving beyond rote learning. Its curriculum encourages curiosity and creativity, equipping students with critical skills needed to tackle future challenges. Recognised as India's pioneering STEM-based toy platform, Blix Education is dedicated to making learning accessible and enjoyable for all children. "Our mission is to inspire a lifelong love for exploration," says Abbas Gabajiwala, Founder and CEO of Blix Education, in an interview with Bizz Buzz

How big is this specialized toy market? Is there any kind of competition?

The specialized STEAM toy market has seen significant growth over the past few years, fuelled by a rising global demand for toys that go beyond mere entertainment and focus on educational development. This growth has been further accelerated by the introduction of government initiatives like India’s National Education Policy (NEP), which has made STEM education an integral part of the learning process. The NEP’s emphasis on hands-on learning, critical thinking, and problem-solving has created a fertile environment for educational toys that cater to these needs. Regarding competition, Blix faces other STEM toy brands that focus on lower-cost, mass-market products. These competitors typically produce impulse-buy toys that are quick to catch a child’s attention but may not provide the deeper learning experience that Blix offers. Our focus, in contrast, is on creating toys that are not just a fleeting source of entertainment but an educational investment that encourages children to explore engineering, robotics, and coding over a sustained period.

What is the price range of these toys?

Our toys range from Rs 499 and go up to Rs 5999 and our education products range from Rs 1699 and goes all the way up to Rs 40,000. These prices are extremely competitive and efficient since we do our own manufacturing, and everything is made in India which allows us to give our customers the best price. Our newest product line is the DIY Remote Control toys - which are available for the first time in India at such an affordable price.

How are these toys distributed? Is it through toy stores or schools perhaps?

Blix employs a multi-channel distribution strategy that includes both retail and educational sectors. We are present in Modern Trade outlets like Hamleys, one of India’s largest toy retailers. In these stores, we set up interactive displays where children can directly engage with Blix toys, experiencing firsthand the joy of building and learning through play. In addition to retail outlets, we have a strong presence on e-commerce platforms like Amazon and Flipkart.

Blix is also increasingly adopted in schools as part of their STEAM lab setups. Schools are now recognizing the value of introducing children to robotics, coding, and engineering at an early age, and our educational kits provide a structured yet flexible way for them to do so. By focusing on both consumer and educational markets, Blix ensures that its toys reach children in multiple learning environments.

Are these toys sold pan-India or are they also exported?

Blix toys are available pan-India, with a strong presence in key metro cities through both retail outlets and online platforms. Our presence on e-commerce platforms like our website, Amazon and Flipkart allows us to cater to customers across the country.

While India is our primary market, we have also started exploring opportunities to export Blix toys globally. We have worked hard to create products that meet all international toy safety guidelines such as EN71 and ASTM for the European and American markets. The global demand for high-quality STEAM toys is growing, and we see significant potential in markets outside India. We are excited to introduce Blix to international customers and establish ourselves as a leading name in the educational toy space worldwide.

What are the aspects of education Blix addresses, namely medical, mechanical engineering, management, etc?

Blix toys are designed to cover a wide array of STEAM disciplines, with a particular focus on mechanical engineering, electronics, and robotics. Through hands-on projects, students learn essential skills that can be applied in various fields, and not just engineering. The critical thinking and problem-solving skills that children develop while using Blix toys are transferable to a wide range of careers and industries such as chefs, artists, designers.

Our products encourage teamwork, as many of our kits require students to collaborate on building complex structures or robots. This not only teaches them the principles of engineering and problem solving but also important soft skills like communication and leadership.

How does Blix encourage robotics?

Blix has a range of robotics kits that allow children to design, build, and program their own robots. These kits introduce students to key concepts in mechanical design, electronics, and coding in an interactive and enjoyable way. By providing the tools to build functioning robots, we bridge the gap between theory and practice, making robotics more accessible and fun for young learners. Our kits cater to various age groups and skill levels, allowing children to progress from simple designs to more complex robotic systems. This gradual learning curve ensures that students remain engaged and excited as they build their technical knowledge. Through robotics, Blix helps children develop a deep understanding of engineering and technology, inspiring the next generation of innovators.

What are your future growth projections?

Blix is growing rapidly and in the next few years we see ourselves pushing through the market to emerge as the leading STEM brand in India. Blix has a vision to add value in transforming the education landscape in the country and driving a change to hands on learning and making children future ready. We anticipate this market in boom in the coming years and hope to be the market leaders at that time.

How did the idea for this venture come up?

As a Director in Zephyr Toymakers, I had experience in designing and manufacturing engineering toys. I knew these sets were critical for a child’s development and understanding of science. But in a toy store or on Amazon, this intrinsic value was not appreciated in comparison to the immediate excitement of a giant monster truck or a barbie. But schools were places that this was seen as revolutionary, and where we could maximise the value for this product. It was the perfect tool to make learning more fun and with a growing attention on creativity and STEM in schools, it was the right time. So we knew we could modified the toys into learning tools, with curriculums and assessments and brought the sophistication of our development and production ability to create a great Science ecosystem for students.

How has the company evolved?

We started out with a couple of products that taught students about simple physics, like force, power, current, voltage etc. Today our products teach students about coding, robotics, AI and ML, AR and VR etc. Our solutions for schools include software’s, an LMS, TTT programs and so much more to make the adoption of our program in schools a breeze. With 60-70% of our revenues coming from education, we need to balance the education industry and the toy industry. We market ourselves as a B2C brand, while our sales engine is geared towards education. we believe that a strong B2C brand is easier for schools to justify to parents, and hence holds more value in the eyes of schools.

How are children responding to the toys, especially the less smart ones?

We wouldn’t call any children less smart since intelligence is also subjective. However, access to these toys does nurture and foster problem solving skills, creativity and a scientific mind. With our curated competitions such as Blix-A-thon gives children necessary exposure to hone their skills and compete and prepare for the real world.