Abstract
In this study, we examine the performative role of virtual spaces in moralizing markets in emerging economies. These spaces accommodate assemblages of stakeholders and discursive elements through which the market on ethical products is enacted in emerging nations. Employing a qualitative investigation of the toy market in India, we find that the first virtual India Toy Fair 2021, aimed at overcoming the limits on large gatherings across the country imposed as a response to the pandemic and at reviving the decaying traditional toy sector, constituted a multi-vocal environment that enabled the moralizing of the Indian toy market. The First India Toy Fair represents an effort to “mainstream” home-made toys as more “sustainable” compared to imported plastic toys from abroad.
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