Diversity can be introduced to children in various ways, and one powerful method is through the toys they play with. Toys not only entertain but also shape children's understanding of the world around them. By offering diverse representation, toys can teach kids about different cultures, identities, and perspectives from an early age. Sukh Singh, the founder of Khalsa Toy Store, has embraced this idea by creating Sikh action figures that reflect Sikh culture and heritage. His store provides children with toys that celebrate Sikh identity, helping them not only see themselves represented but also introducing others to the rich history and significance of the Sikh faith. Through these figurines, Sukh Singh is fostering a sense of pride, inclusion, and understanding among young minds.
Speaking to Asian Voice, Sukh spoke about inspiration to start toy store, feedback from the parents and children and much more.
What inspired you to start Khalsa toy store and focus on creating Sikh action figures?
Our inspiration came during a simple moment at my business partner’s home. His two children, aged 6 and 8, were playing with generic toys while watching an animation. They suddenly looked up and asked, "Dad, why don’t we have any toys that look like us?" By "us," they meant not just South Asian skin tones, but also as Sikhs, wearing turbans and keeping their hair. It was a lightbulb moment. We realised that growing up, we never had toys representing our identity, despite our rich history filled with iconic figures. With a positive mindset and God's blessings, we set out to change that. We began sketching ideas, aiming to create something meaningful. After 14 months, we launched our first character, Baaj Singh—a name chosen to honour our heritage.
Have you faced any challenges or resistance in bringing your Sikh action figures to market? How did you overcome these obstacles?
We haven't faced resistance, but challenges? Absolutely—every day brings new ones. While we have a strong understanding of the community, culture, and Sikh history, we had no experience in toy manufacturing or bringing a product to market. From a business perspective, it’s been a steep learning curve. Every day is a lesson in something new—whether it’s PR, media, building partnerships, or managing a business as just the two of us.
One major challenge is meeting the growing global demand for our toys, especially across the Sikh diaspora. We've seen significant interest not only in India but also in Canada, Australia, the US, New Zealand, and across Europe. Making our products easily accessible in these countries is an ongoing challenge, and we're constantly working to improve logistics, stock availability, and delivery services.
The demand is clear—whenever we have pop-up stores or attend events, people are immediately drawn to our toys because they've never seen anything like this before. We're proud of what we've achieved, and we're committed to meeting each challenge head-on to continue making our toys as accessible as possible worldwide.
Representation in toys can be incredibly powerful. What kind of feedback have you received from parents and children about your products?
The feedback has been phenomenal and deeply heartwarming. We've been truly taken aback by the responses. Parents have shared stories of children who, previously struggling with confidence and self-image due to bullying, are now embracing their appearance and identity. They've told us how these new action heroes have positively influenced how their children present and carry themselves. One particularly moving story was of a child who brought the toy to a school diversity session. He proudly showed it to his peers, explaining, "This looks like me. This is why we wear a turban." He used the toy to explain Sikh traditions, like wearing the 5 Ks, helping his classmates understand Sikh identity. This has helped normalise our image and culture among non-Sikhs, creating a positive impact far beyond what we expected.
Do you have any plans to introduce new characters or expand the range of toys at Khalsa store to represent other aspects of Sikh culture or history?
We have a broad product roadmap in place and are currently working on rolling it out. We're also developing an animation that will not only entertain but also educate children about key moments in Sikh history, while introducing new characters. Though our focus is on Sikh action figures, we're also creating other Sikh educational toys for various age groups. Our aim is to expand gradually, launching one product at a time to ensure quality and impact.
