Educational Toys Market Size By Product Type, By Age Group, By Price, By Distribution Channel, Analysis, Share, Growth Forecast, 2025 - 2034

Educational Toys Market Size

The global educational toys market was estimated at USD 58.9 million in 2024. The market is expected to grow from USD 61.7 million in 2025 to USD 98.9 million in 2034 at a CAGR of 6.7%.
 

Kids are curious by nature and want to know about their world through their mouths, particularly in infancy and early toddlerhood. Toxic materials can be used to make toys which can expose kids to dangerous and harmful chemicals such as phthalates, lead, and BPA that interfere with their growth and development. Non-toxic toys eliminate the exposure of children to these toxic substances, which is better for their health and safety. These can be wooden toys, Montessori toys, or BPA-free plastic toys, among other non-toxic toys.
 

For instance, in 2025, the global toys for toddlers & kids market is expected to reach US$28 billion in revenue, with an annual growth rate of 2.32% (CAGR) from 2025 to 2029. The United States will lead the market, generating US$8,508 million in revenue, showing its major role in the global market. On average, people worldwide will spend US$3.61 per person on toys for toddlers and kids in 2025. In the U.S., there is a rising demand for educational and STEM-focused toys, which is shaping the market trends.
 

The popularity of educational toys and STEM-focused games that parents prefer to keep their children, occupied and sound, have also added to this growth. According to a report published by the National Association for the Education of Young Children (NAEYC) in April 2021, around 90% of preschool-age and young children in the U.S. play with toys that offer opportunities for educational activities like building blocks. That is part of a growing interest in educational toys that provide developmental benefits.
 

Educational Toys Market Trends

The opportunities for AI-powered applications, or tools such as robots, in education mean highly personalized learning support and entertainment for children. With these personalized tools and methods, children can learn at their own pace, outside of school, while enjoying the process. Connected toys use WiFi or Bluetooth to deliver a part or all of their play functions. Just as connecting to the internet gives laptop access to a huge number of users - like allowing you to stream video, download apps, or check email - an internet connection gives toys a wider range of capabilities.
 

In addition, smart toys are those that include some element of artificial intelligence (AI) that learns about your child and personalizes play over time. Common types of connected and smart toys include dolls, robots and interactive games. For instance, every year, more high-tech toys are hitting the market. Smart toy revenue is forecasted to reach $18 billion by 2023, a nearly 200% increase from 2018.
 

Connected and smart toys can require the collection of your child’s data to function. Under the Children’s Online Privacy Protection Act (COPPA), companies cannot collect personal information from children under 13 without parental consent. It’s possible, however, that “giving consent” could be as simple as turning the toy on.7 It’s easy to misunderstand the full implications of giving consent for data collection during play.
 

Educational Toys Market Analysis

Based on product type, the market is segmented as arts & craft, games & puzzles, motor skills, musical toys, stem toys, role play, and others. In 2024, games & puzzles segment generated a revenue of USD 14.8 million and is expected to grow at a CAGR of around 7.4% during the forecast period.
 

• Currently the market is growing in demand for sustainable games and puzzles because of increasing consumer awareness and concern about environmental issues, as well as growing trend toward environmentally friendly and socially responsible products. To enrapture this trend, market players are working towards the development and commercialization of a range of eco-friendly products, the use of sustainable material, as well as environmentally responsible manufacturing and distribution methods.
   
• The American company Mattel, Inc. example of continuous adjustment of its resources to minimize its environmental impacts, who supports ethical sourcing and worker health and safety by the supply chain. For instance, by 2030, all the plastic used in all products and packaging will either be recycled, recyclable or bio-based, and the company also aims to reduce its plastic packaging by 25% per product.
   

Based on Age Group, the educational toys market is segmented as 4 years to 8 years, upto 4 years, and above 8 years. In 2024, the 4 years to 8 years segment accounted for over 54.9% and is expected to grow at the rate of 6.9% till 2034.
 

• Several important factors contribute to the high share of the 4 to 8 years age group in the market. In these crucial years, kids experience rapid development in cognitive, social, and motor skills, allowing them to benefit from the educational toys that promote learning and foster creativity. Of course, parents and educators are also ever more aware of how toys like these can complement formal education; as a result, there is a growing demand for early childhood products that aid foundational skills in literacy, numeracy, and problem-solving. The variety of age-appropriate educational toys means that this age group is catered for - it's all part of why it's a leader in the field.
   

Based on distribution channel, the market is segmented as online and offline. The offline channel segment is expected to hold a major share of 51.2% in 2024.
 

• Parents and kids frequently want to touch toys, to gauge their quality and safety, and to see if they’re a good fit, before they buy. Staff on retail premises are also able to help customers find the perfect educational toys and learn what options are available depending on a child's age group and developmental needs. Still, it is interesting to note that online sales channels are continuing to grow at an amazing rate, due to customers preferring to shop from home on their computers and smartphones with a wider variety of products as well as being able to easily comparison shop on prices and reviews. In the education toys market, this step is gradually equalizing the sales distribution between offline and online free electronic devices.
   

• In 2024, North America dominated the educational toys market with accounting to around 38.1% of the global market share and generated around USD 22.4 million revenue in the same year.
   
• North America: A multitude of factors is augmenting the North America market, which is poised to be the largest throughout this period. High-end educational toy purchases by parents with high disposable income. Early childhood education has conditioned parents to spend money on learning toys and academic preparation. These toys are widely available due to the region's robust retail base. The 2022 U.S median household income was 74,580 according to the U.S. Census Bureau which provides additional context for higher spending on educational products. Moreover, the U.S. Department of Education released USD 18.4 billion in 2023 for early childhood education programs, which also supported market growth.
   
• Europe: Due to high incomes, advanced education systems, and high awareness about early learning, the educational toys market has developed well in Europe. Toy brands cater to parents and teachers who favor formal education, skill development, and mental stimulation. European consumers are also keen on toys with stringent safety and quality standards. The average household disposable income in the European Union in 2022 was EUR 20,850 as reported by Eurostat, which also affects spending on educational toys. Moreover, the European Commission granted EUR 2.2 billion in 2023 to promote early childhood education and care programs, which has a direct influence on the demand for educational toys.
   
• APAC (Asia-Pacific): The APAC region is experiencing rapid growth within the educational toys industry, with rising awareness about play-based learning and a focus on STEM education. People in countries such as China and India have ever-rising incomes and an increasingly large middle class, which is spending more on these products. Governments are incorporating educational toys into school initiatives as well. For example, in India, the Ministry of Education stated an increase of 13% in the allocation to the education sector budget for school education with a budget of INR 1.12 trillion in 2023, thus, promoting the use of educational tools in classrooms, which include toys. 2023, China's Ministry of Education announced plans to spend CNY 150 billion on improving early childhood education, which will further boost the market.
   

Educational Toys Market Share

• The education toys market is growing, and companies like Fisher-Price, LEGO Group, Mattel, Gigo Toys and LeapFrog Enterprises are leading the way. These companies are combinely hold 10-15% of the market share of market.
   
• Fisher-Price (Mattel, Inc.): Fisher-Price's portfolio features numerous types of learning-based toys such as the Laugh & Learn series, which marries fun and education. As a Mattel property, it has a strong brand and broad distribution. Deals with large retailers including Target and Amazon ensure its products can be easily purchased.
   
• LEGO Group: Offering sets designed to cultivate STEM learning and interactive play, LEGOs own LEGO Education sets strengthen both fields. Its global reach, along with partnerships with schools, helps it expand. And collaborations with popular franchises also help to make its toys more appealing. The Danish toy firm also aims to support sustainability by making half of its bricks from renewable or recycled materials by 2026.
   
• Mattel, Inc.: In addition to Fisher-Price, the company offers products under Barbie and Hot Wheels, which target older children. Mattel has said it may seek to raise prices on Barbie and other products to counter the impacts of tariffs on Chinese goods.
   
• Gigo Toys: Gigo specializes in STEM-based toys that promote experiential learning. This would help in branding it as an international product. Partnerships with schools and educational groups enhance its reputation.
   
• LeapFrog Enterprises, Inc.: LeapFrog blends play and technology, as in the LeapPad. Its commitment to develop original educational content makes its toys more valuable. Its products are widely available, thanks to strong partnerships with major retailers.
   

Educational Toys Market Companies

Major players operating in the educational toys industry are:

• Bandai Namco Holdings Inc.
• Clementoni S.p.A.
• Fisher-Price, Inc.
• Gigo Toys
• Hape International AG
• Hasbro, Inc.
• K’NEX Brands
• LeapFrog Enterprises, Inc.
• LEGO Group
• Mattel, Inc.
• Melissa & Doug, LLC
• Ravensburger AG
• Spin Master Corp.
• VTech Holdings Limited
• WowWee Group Limited
   

Melissa & Doug: as a major player in the educational toys market, Melissa & Doug create a variety of different products that focus on imaginative play and early childhood development. Quality and educational value have helped this company to earn a loyal customer base, giving them a significant share of the education market.
 

Mattel and LEGO System A/S are expected to stay as market leaders during the forecast period. These companies have strong distribution networks across many countries. For example, Mattel operates in over 35 locations worldwide, and its products are sold in more than 150 countries. LEGO System A/S sells its products in over 40 countries. Mattel Inc. and Melissa & Doug are among the top toy companies globally.
 

Companies in the educational toy market are focusing more on selling their products online. For example, LEGO System A/S has been investing in digital tools to reduce the impact of the COVID-19 pandemic. This helped the company achieve a 21% increase in consumer sales in 2020 compared to the previous year.
 

Johnco Productions Pty Ltd.: This company is a distributor of educational toy brands throughout Australia, making it one of the largest distributors for educational toys down under. Copyright 2023 IPRAS—INT NATIONAL PROVIDERS ASSOCIATION LLC (NPI) | The company collaborates with many toy manufacturers providing it diverse access to consumers across the market.
 

Educational Toys Industry News

• In October 2024, Wondery launched a new line of toys and products inspired by the popular science podcast for kids and parents, "Wow in the World." The "Wondery Kids & Wow in the World" toy collection updates classic toys and play styles, offering kids and parents a fresh way to play and connect.
   
• In February 2024, LEGO System A/S released their LEGO Icons Medieval Town Square, a modern remake of its original from 2009. This here is a product of new construction, new architecture, meticulous611 detail. The collection includes 3,304 pieces.
   
• In January 2024: Melissa & Doug Sticker WOW! was announced that the new product line offers a unique way to play with stickers, including collectible and refillable sticker stampers that are mess-free and inspire creativity by providing an open-ended creative experience. Each stamper is packaged with a 24-page activity pad that has a variety of interactive activities, including counting and matching, that help promote fine motor skills, problem-solving skills, as well as imaginative play.
   

The educational toys market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue ($ Mn/Bn) and Volume in Thousand Units from 2021 to 2034, for the following segments:

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Market, By Product Type

• Arts & craft
• Games & Puzzles
•  Motor Skills
• Musical Toys
• STEM Toys
• Role play
• Others

Market, By Age Group

• 4 years to 8 years
• Up to 4 years
• Above 8 years

Market, By Price

• Low
• Medium
• High

Market, By Distribution Channel

• Offline
• Online

The above information is provided for the following regions:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Nordics
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Southeast Asia
• Latin America
  • Brazil
  • Mexico
  • Argentina
• MEA
  • UAE
  • South Africa
  • Saudi Arabia