Playbox is a venture by the 4th generation members of the BMJ (Beharilal Madanlal Jaipuria) group, an Indian business house with a legacy of over 100 years, representing over 100 brands from many different sectors of business.

When we design toys, we want children to create from their imagination rather than following instructions. Most children have been used to following a set of instructions for any game that they play, and always seek approvals after each point to know if what they are doing is correct. While this approach may work for a lot of toys, we believe that children must also have the opportunity to invent and innovate as per their imagination.