We have always referred to toxic gender roles for women as misogyny or internalised misogyny, so I would argue that we should use the equivalent term, misandry instead of toxic masculinity.
My theory on the reason they pick examples that supports their agenda is because it's all a zero sum game to them. Claiming that fighting toxic masculinity will solve men's issues, requires little to no funding. They fear that funding of actual men's mental health or abuse services will reduce funding for women's organisations. The owners and CEO's of women's organisations rely on government funding to fill their pockets which is why Women's Aid tried protesting against funding men's services around 2-3 years ago.
The reason toxic masculinity is favoured as a term is to avoid acknowledging misandry.
Feminists commonly used to that discrimination against men is actually due to misogyny. For example, men are afraid to cry because it's seen as feminine. So since they believe men's issues root from misogyny, toxic masculinity is the perfect term for them.
This is problematic since some issues such as male suicide are thought to be due to toxic masculinity. Whereas real world data shows that men aren't afraid to seek help, therapy is both difficult to access (in the UK) and isn't really geared towards dealing with men.
"The startling statistic from the research showed that of those men who had taken their own lives and had actually sought help and were assessed for suicidal risk in 2017, 80% had been assessed by clinicians as having low or no risk of suicide; this is troubling and an issue that must be addressed. These men are talking but who was listening? This lack of understanding of male suicidality (stressors, transversal issues and life transitions) is key, especially when presented in indirect ways."
https://equi-law.uk/wp-content/uploads/2022/09/APPG-MB-Male-Suicide-Report-9-22.pdf
The obvious answer is that women in India did not grow up with Barbie, not many people over there know what Barbie is so why would they have any interest in watching it?