Smart Toys Market Report by Product (Robots, Interactive Games, Educational Toys), Technology (Wi-Fi, Bluetooth, and Others), Interfacing Device (Smartphone Connected, Tablet-Connected, and Others), Distribution Channel (Supermarkets and Hypermarkets, Online Stores, Specialty Stores, and Others), End User (Toddlers, Pre-Schoolers, School-going, Stripling), and Region 2024-2032

Smart Toys Market Report by Product (Robots, Interactive Games, Educational Toys), Technology (Wi-Fi, Bluetooth, and Others), Interfacing Device (Smartphone Connected, Tablet-Connected, and Others), Distribution Channel (Supermarkets and Hypermarkets, Online Stores, Specialty Stores, and Others), End User (Toddlers, Pre-Schoolers, School-going, Stripling), and Region 2024-2032

Report Format: PDF+Excel | Report ID: SR112024A6086
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Smart Toys Market Size:

The global smart toys market size reached US$ 15.9 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 52.5 Billion by 2032, exhibiting a growth rate (CAGR) of 14.23% during 2024-2032. The market is driven by continual technological advancements, such as AI and IoT, the growing emphasis on STEM education, and changing consumer preference for interactive, educational toys that blend learning with entertainment.

Report Attribute 
Key Statistics
Base Year
Forecast Years
Historical Years
Market Size in 2023
US$ 15.9 Billion
Market Forecast in 2032
US$ 52.5 Billion
Market Growth Rate 2024-2032 14.23%

Global Smart Toys Market Analysis:

  • Market Growth and Size: The smart toys market is experiencing significant growth, driven by a combination of technological advancements and evolving consumer preferences. This market is witnessing expansion globally, with increasing demand for innovative, educational, and interactive toys.
  • Major Market Drivers: Key drivers include a heightened focus on STEM education, technological innovations, such as AI, ML, and IoT, and shifting consumer preferences towards toys that offer educational and interactive experiences. These factors are propelling the demand for smart toys across various age groups.
  • Technological Advancements: The market is being revolutionized by advancements in AI, voice recognition, and sensor technology, enabling smart toys to offer personalized and interactive experiences. Integration of IoT and mobile technology further enhances the capabilities of these toys, making them more engaging and adaptive.
  • Industry Applications: Beyond entertainment, smart toys are increasingly used for educational purposes, cognitive development, and skill enhancement. They are finding applications in homes and schools, aiding in early childhood development, and complementing formal education.
  • Key Market Trends: The market is trending towards educational and developmental toys, with an increasing emphasis on eco-friendliness and sustainability in manufacturing. Online sales channels are growing in importance, bolstered by digital marketing and consumer engagement strategies.
  • Geographical Trends: North America leads the market due to high consumer spending and technological adoption, followed by rapid growth in the Asia Pacific region, driven by increasing internet penetration and economic development. Europe maintains a strong demand with a focus on quality and educational value.
  • Competitive Landscape: The market is highly competitive, with key players focusing on innovation, strategic partnerships, and expanding into emerging markets. Companies are diversifying product ranges and enhancing distribution channels to maintain their market positions.
  • Challenges and Opportunities: Challenges include concerns over data privacy and security, compliance with international safety standards, and adapting to varying global economic conditions. However, these challenges present opportunities for innovation in secure and safe toy design and for new market entrants to address these issues effectively.

Global Smart Toys Market Trends:

Technological Innovations and Connectivity:

Emerging innovations in artificial intelligence (AI), machine learning (ML), voice recognition, and sensor technology are playing a pivotal role. AI and ML enable these toys to learn from and adapt to a child's behavior, providing a personalized playing experience. Voice recognition allows for interactive and engaging communication between the toy and the child, enhancing the playtime experience. The integration of IoT (Internet of Things) connectivity in toys connects them to cloud services, enabling the continuous updating of content, thereby keeping the toy relevant and educational over time. These technological advancements make toys more interactive and engaging and offer educational value, which is appealing to parents looking for developmental tools for their children.

Rising Focus on STEM Learning and Education

Smart toys are increasingly being designed to foster learning and cognitive development in children. They incorporate educational content in an engaging and interactive manner, making learning fun and effective. These toys often include programming kits, DIY robotics, and interactive electronic devices that encourage problem-solving skills, logical thinking, and creativity, which are essential components of STEM education. Parents and educators are recognizing the value of these toys in developing critical thinking and technical skills from an early age. The demand for educational toys that combine entertainment with learning is rising, especially among parents who are keen on providing their children with tools that prepare them for a technology-driven future. Additionally, the focus on personalized learning experiences, where smart toys adapt to the child’s learning pace and style, is a significant factor contributing to the market growth. This trend reflects a broader shift in consumer preferences towards toys that are not only entertaining but also educational, supporting the growth of the smart toys market in the context of modern education.

Changing Consumer Preferences and Lifestyle Trends

Consumer preferences are evolving towards toys that offer a blend of entertainment, education, and technology. This shift is largely influenced by the increasing awareness of the benefits of educational play and a desire to provide children with tools for a tech-centric future. Smart toys meet these needs by offering a combination of fun, learning, and technological engagement. Additionally, lifestyle trends such as the rise in dual-income households mean parents are looking for toys that can provide meaningful engagement for children during times when direct parental involvement is limited. The growing interest in eco-friendly and sustainable products also influences the smart toy market, with an increasing number of consumers preferring toys manufactured from safe, non-toxic materials and with responsible manufacturing practices.

Global Smart Toys Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on product, technology, interfacing device, distribution channel and end user.

Breakup by Product:

  • Robots
  • Interactive Games
  • Educational Toys

Interactive games accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the product. This includes robots, interactive games, and educational toys. According to the report, interactive games represented the largest segment.

Interactive games constitute the largest segment in the smart toys market, a trend driven by their widespread appeal and versatility. These games often blend physical and digital play elements, creating a highly engaging experience for children. They range from augmented reality (AR) games that bring virtual elements into the real world, to app-based games that interact with physical toys. The popularity of interactive games can be attributed to their ability to captivate children's attention while offering various levels of challenge and entertainment. Additionally, these games are often designed to be family-friendly, encouraging group play and interaction, which appeals to parents looking for ways to connect with their children through play.

Educational toys are designed to enhance cognitive skills, problem-solving abilities, and creativity, often with a focus on STEM education. They range from interactive storybooks and puzzles to complex building sets and coding kits. The rise in awareness about the importance of early childhood education and the desire of parents to integrate learning into playtime are key factors driving this segment.

The robot segment of the smart toys market, while smaller than interactive games, is rapidly growing due to advancements in technology and decreasing costs of production. These smart toys are often equipped with AI, allowing them to interact, learn, and respond to their environment in a lifelike manner.

Breakup by Technology:

  • Wi-Fi
  • Bluetooth
  • Others

Bluetooth holds the largest share in the industry

A detailed breakup and analysis of the market based on the technology have also been provided in the report. This includes Wi-Fi, Bluetooth, and others. According to the report, Bluetooth accounted for the largest market share.

Bluetooth technology forms the largest segment, attributed to its widespread adoption and compatibility with numerous devices. Bluetooth-enabled toys offer a convenient and user-friendly way to connect toys to smartphones, tablets, and other Bluetooth-equipped devices. This technology is renowned for its ease of use, low energy consumption, and the ability to operate without an internet connection, making it ideal for a wide range of toys. The relative simplicity and cost-effectiveness of integrating Bluetooth into toys also contribute to its popularity among manufacturers.

Wi-Fi-enabled toys offer advanced features, such as streaming content, downloading updates, and interacting with cloud-based services, which can significantly enhance the play experience and longevity of the toy. These toys can access a wider range of online content, from educational programs to interactive gaming experiences, offering children a more diverse and enriching playtime.

Breakup by Interfacing Device:

  • Smartphone Connected
  • Tablet-Connected
  • Others

Smartphone connected represents the leading market segment

The report has provided a detailed breakup and analysis of the market based on the interfacing device. This includes smartphone connected, tablet-connected, and others. According to the report, smartphone connected represented the largest segment.

Smartphone connected toys are designed to interface seamlessly with smartphones, offering a convenient and accessible play experience for a wide demographic. The widespread ownership of smartphones across various age groups makes this segment particularly appealing, as it allows for immediate and easy access to the toy’s features through an app or a Bluetooth connection. Smartphone-connected toys often come with a range of interactive features, including remote control, augmented reality experiences, and personalized feedback, all controlled through a user-friendly app.

Tablet-connected toys represent a significant segment in the smart toys market, catering to a user base that prefers larger screen interactions. Tablets offer a more immersive play experience, especially beneficial for educational toys and games that require visual engagement and interaction.

Breakup by Distribution Channel:

  • Supermarkets and Hypermarkets
  • Online Stores
  • Specialty Stores
  • Others

Online stores exhibits a clear dominance in the market

A detailed breakup and analysis of the market based on the distribution channel have also been provided in the report. This includes supermarkets and hypermarkets, online stores, specialty stores, and others. According to the report, online stores accounted for the largest market share.

The online stores segment stands as the largest in the market, reflecting the global trend towards digital shopping. Consumers can easily browse through a vast selection of smart toys, compare features and prices, and read reviews before making a purchase. The ability to shop from anywhere at any time, coupled with the often-quick delivery options, adds to the appeal of online stores. Additionally, online retailers frequently update their inventory with the latest products, keeping pace with the rapidly evolving smart toy industry. This segment benefits from the increasing comfort and trust consumers have in online shopping, further accelerated by the digital shift during the COVID-19 pandemic.

Supermarkets and hypermarkets form an important segment of the distribution channel for smart toys, offering the advantage of physical product display and immediate purchase. This channel appeals to consumers who prefer to physically see and evaluate products before buying. These retail spaces often allocate special sections for toys, making it convenient for shoppers to explore options while handling their routine shopping.

Specialty stores are a vital segment in the market, focusing on specific types of toys, often with a more curated selection than general retailers. These stores are typically known for their knowledgeable staff, quality products, and a targeted shopping experience. Consumers who are looking for expert advice, high-quality toys, or a specific type of smart toy often prefer these outlets.

Breakup by End User:

  • Toddlers
  • Pre-Schoolers
  • School-going
  • Stripling

Toddlers dominates the market

The report has provided a detailed breakup and analysis of the market based on the end user. This includes toddlers, pre-schoolers, school-going, and stripling. According to the report, toddlers represented the largest segment.

The toddler's segment represents the largest portion of the market, primarily due to the high demand for developmental and educational toys in this age group. Toys for toddlers are designed with a focus on stimulating sensory experiences, motor skills development, and basic cognitive abilities. This age group benefits significantly from interactive and educational toys that encourage exploration and learning through play. Parents and caregivers often seek toys that can aid in the early development stages, making smart toys that combine fun with educational elements particularly appealing. These toys include interactive plush toys, musical instruments, simple robots, and other tech-enabled learning tools.

For pre-schoolers, the market for smart toys focuses on more advanced educational and interactive elements. In this age group, toys that blend learning with play are highly sought after, particularly those that introduce basic literacy, numeracy, and problem-solving skills. Smart toys for pre-schoolers often include more complex interactive games, educational tablets, and toys that encourage creative and imaginative play.

School-going children toys is characterized by a diverse range of products that cater to educational support, skill development, and entertainment. Smart toys for this age group often include advanced educational robots, science kits, coding toys, and interactive gaming systems. These toys are designed to complement formal education, offering a fun and engaging way to reinforce school learning, particularly in STEM subjects.

The stripling or adolescent segment, though smaller than the others, is an emerging market in the industry. This age group looks for smart toys that offer advanced challenges, high-tech features, and connectivity. Products popular in this segment include sophisticated robotics kits, advanced programming tools, and interactive virtual reality (VR) games.

Breakup by Region:

  • North America
    • United States
    • Canada
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Indonesia
    • Others
  • Europe
    • Germany
    • France
    • United Kingdom
    • Italy
    • Spain
    • Russia
    • Others
  • Latin America
    • Brazil
    • Mexico
    • Others
  • Middle East and Africa

North America leads the market, accounting for the largest global smart toys market share  

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share.  

North America holds the largest share in the market, a position underpinned by high consumer spending power, widespread adoption of advanced technologies, and a strong presence of leading toy manufacturers. The region's market is characterized by a high demand for innovative, tech-integrated toys, driven by consumer preferences for educational and interactive play experiences. The United States, in particular, is a major hub for technological advancements, which contributes to the development and early adoption of cutting-edge smart toys. Additionally, the region's focus on STEM education and the availability of a variety of distribution channels, including a well-established online retail sector, further bolster the market's growth.

Europe represents a significant portion of the global market, with a strong focus on quality, safety, and educational value. The market in this region is supported by stringent safety regulations, which ensure high-quality and safe products for children. European consumers show a keen interest in educational toys that promote cognitive and social development, driving demand for these toys that combine learning with play.

The Asia Pacific region is experiencing rapid growth in the market, primarily driven by increasing disposable incomes, urbanization, and the growing penetration of internet and mobile devices. The region's large and young population provides a vast consumer base for these toys, and there is a growing awareness among parents about the importance of educational and developmental toys.

The market in Latin America is growing, albeit at a slower pace compared to other regions. This growth is driven by increasing urbanization, rising middle-class population, and growing internet penetration. While the market is still in its nascent stages, there is a growing interest in educational and technology-based toys among Latin American consumers.

The MEA region, though a smaller segment in the global market, is showing signs of growth. This market is being driven by an increasing young population, rising disposable incomes, and growing urbanization in key countries. The luxury market in the Middle East, in particular, presents opportunities for high-end smart toys.

Leading Key Players in the Global Smart Toys Industry:

Companies are investing in research and development to integrate the latest technologies, such as AI, AR/VR, and IoT into their toys. This focus on innovation helps them to offer unique, interactive, and educational toys that stand out in the market. Several key players are entering into partnerships with tech companies, content creators, and educational institutions. These collaborations aim to enhance product offerings with exclusive content, advanced technological features, and educational value. Toy companies may partner with software developers to create educational apps or with animation studios for character-based smart toys.

The market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

  • ischertechnik GmbH
  • Kreyonic Inc.
  • LeapFrog Enterprises Inc. (VTech Holdings Limited)
  • Mattel Inc.
  • Pillar Learning
  • PlayShifu
  • Primo Toys
  • ROYBI Robot
  • The Lego Group
  • WowWee Group Limited

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Latest News: 

  • 12 April 2022: LeapFrog Enterprises Inc. (VTech Holdings Limited) launched new infant and preschool learning toys3. The new items include “My Pal Scout Smarty Paws, “My Pal Violet Smarty Paws, “Clean Sweep Learning Caddy”, and "Ironing Time Learning Set.
  • 10 May 2021: Mattel Inc. has launched “Mattel PlayBack”, a toy takeback pilot program. The new program is designed to recover and reuse materials from old Mattel toys for future Mattel products.
  • 21 April 2021: The LEGO Group announced new partnership to replace fossil-based materials in plastic production. The newly formed partnership will enable the two companies to replace some fossil-based plastic with lower-carbon alternatives in the future.

Global Smart Toys Market Report Scope:

Report Features Details
Base Year of the Analysis 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Units US$ Billion
Scope of the Report Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment:
  • Product
  • Technology
  • Interfacing Device
  • Distribution Channel
  • End User
  • Region
Products Covered Robots, Interactive Games, Educational Toys
Technologies Covered Wi-Fi, Bluetooth, Others
Interacting Devices Covered Smartphone-Connected, Tablet-Connected, Others
Distribution Channels Covered Supermarkets and Hypermarkets, Online Stores, Specialty Stores, Others
End Users Covered Toddlers, Pre-Schoolers, School-Going, Stripling
Regions Covered Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Countries Covered United States, Canada, Germany, France, United Kingdom, Italy, Spain, Russia, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
Companies Covered fischertechnik GmbH, Kreyonic Inc., LeapFrog Enterprises Inc. (VTech Holdings Limited), Mattel Inc., Pillar Learning, PlayShifu, Primo Toys, ROYBI Robot, The Lego Group, WowWee Group Limited., etc.

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 3899
Five User License: US$ 4899
Corporate License: US$ 5899
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Benefits for Stakeholders:

  • IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the global smart toys market from 2018-2032.
  • The research report provides the latest information on the market drivers, challenges, and opportunities in the global smart toys market.
  • The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
  • Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the global smart toys industry and its attractiveness.
  • The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.

Key Questions Answered in This Report

We expect the global smart toys market to exhibit a CAGR of 14.23% during 2024-2032.

The rising parental concerns toward the development of motor skills, spatial reasoning, cognitive flexibility, etc., in their kids, along with the growing popularity of IoT-based smart toys, that integrate learning and entertainment, are primarily driving the global smart toys market.

The sudden outbreak of the COVID-19 pandemic had led to the increasing adoption of smart toys, such as educational robots for storytelling and play-to-learn interactive tablet toys for delivering superior gaming and learning experience, particularly during the temporary closure of numerous schools.

Based on the product, the global smart toys market can be segmented into robots, interactive games, and educational toys. Currently, interactive games hold the majority of the total market share.

Based on the technology, the global smart toys market has been divided into Wi-Fi, Bluetooth, and others, where Bluetooth currently exhibits a clear dominance in the market.

Based on the interfacing device, the global smart toys market can be categorized into smartphone connected, tablet-connected, and others. Currently, smartphone connected accounts for the majority of the global market share.

Based on the distribution channel, the global smart toys market has been segregated into supermarkets and hypermarkets, online stores, specialty stores, and others. Among these, online stores currently hold the largest market share.

Based on the end user, the global smart toys market can be bifurcated into toddlers, pre-schoolers, school-going, and stripling. Currently, toddlers exhibit a clear dominance in the market.

On a regional level, the market has been classified into North America, Asia Pacific, Europe, Latin America, and Middle East and Africa, where North America currently dominates the global market.

Some of the major players in the global smart toys market include fischertechnik GmbH, Kreyonic Inc., LeapFrog Enterprises Inc. (VTech Holdings Limited), Mattel Inc., Pillar Learning, PlayShifu, Primo Toys, ROYBI Robot, The Lego Group, and WowWee Group Limited.

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Smart Toys Market Report by Product (Robots, Interactive Games, Educational Toys), Technology (Wi-Fi, Bluetooth, and Others), Interfacing Device (Smartphone Connected, Tablet-Connected, and Others), Distribution Channel (Supermarkets and Hypermarkets, Online Stores, Specialty Stores, and Others), End User (Toddlers, Pre-Schoolers, School-going, Stripling), and Region 2024-2032
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