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Educational Toys Market Size - By Type, By Age Group, By Distribution Channel (Supermarkets & Hypermarkets, Specialty Stores, E-commerce), Forecast 2023 - 2032

  • Report ID: GMI6813
  • Published Date: Sep 2023
  • Report Format: PDF

Educational Toys Market Size

Educational Toys Market size was valued at USD 56.4 Billion in 2022 and is anticipated to register a CAGR of over 7% by 2032. Fostering creative thinking is a driving force behind the increased demand for educational toys. Parents and educators recognize that promoting creativity is essential for a child's success. Educational toys that encourage imagination, problem-solving, and artistic expression stimulate critical skills.

Educational Toys Market

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The emphasis on Science, Technology, Engineering, and Mathematics (STEM) education has significantly influenced the industry. STEM-focused toys, such as coding kits, robotics sets, and science experiment kits, are gaining popularity as parents and educators seek to prepare children for careers in technology and innovations. They not only teach technical skills but also promote problem-solving, critical thinking, and a deeper understanding of scientific concepts.

The proliferation of smartphones, tablets, video games, and other digital screens has affected the attention span of children. These digital distractions provide immediate & engaging entertainment, making it challenging for traditional educational toys to compete. Parents and caregivers struggle to strike a balance between screen time and physical play, raising concerns about the overuse of technology and its impacts on children's development.

COVID-19 Impact

The COVID-19 pandemic negatively impacted the educational toys market. Lockdowns and restrictions limited in-person shopping, causing supply chain disruptions and retail closures. Economic uncertainties led to reduced consumer spending, affecting toy sales. The shift toward remote learning in schools reduced the need for supplementary educational toys at home as many parents focused on digital learning resources.

Educational Toys Market Trends

The increasing funding for the emerging educational toy startups focused on developing STEM skills in children is significantly driving the industry expansion. For instance, in April 2021, PlayShifu, an Augmented Reality (AR) technology startup, secured Series B funding totaling USD 17 million. Inventus Capital India led the investment with In?exor Ventures entering as a new investor. This round also saw participation from the existing backers including Chiratae Ventures and Bharat Innovation Fund. PlayShifu specializes in crafting captivating and immersive AR experiences designed for children, promoting the early development of STEM skills.

Educational Toys Market Analysis

Educational Toys Market Size, By Age Group, 2021 – 2032, (USD Billion)

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Based on age group, the educational toys market is divided into up to 4 years, 4 years to 8 years and above 8 years. The proliferation of kindergartens and their educational curricula for young children is driving segment progression. As more parents enroll their children in early education programs, there is a heightened demand for toys that align with such curricula, fostering continuity between school and home learning. Educational toys designed to complement kindergarten lessons are increasingly sought after.

Educational Toys Market Share (%), By Distribution Channel, 2022

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Based on distribution channel, the educational toys market is categorized into supermarkets & hypermarkets, specialty stores, e-commerce, and others. The supermarkets & hypermarkets segment held a industry share of around 42% in 2022. Collaborative agreements with supermarkets & hypermarkets for the distribution of educational toys are also driving the industry gains. These partnerships expand the accessibility of educational toys to a broader consumer base, leveraging the extensive reach of these retail chains. For instance, in December 2022, CircuitMess, a Croatian educational technology startup, collaborated with the retail giant Walmart including its subsidiary Sam's Club. Sam's Club will showcase 30 different CircuitMess products in its stores, making the startup's STEM learning toys accessible across 589 retail locations in the U.S. Walmart has placed orders for CircuitMess' Chatter 2.0 educational set, totaling a purchase of over USD 1 million.

 U.S. Educational Toys Market Size, 2021 -2032, (USD Billion)

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North America educational toys market held around 35% of the industry share in 2022. The emerging educational STEM toy startups are driving regional industry progression. These innovative ventures introduce fresh ideas and products that align with the region's emphasis on STEM education. For instance, in September 2023, Ava N. Simmons and Chynah Jeter (North Carolina) have joined forces with retailers across the U.S. and Canada. Together, they have introduced the Team Genius Squad educational STEM toys, featuring a range of products. These offerings encompass Experiment Coloring Books, Experiment Kits, and DIY Slime kits designed to generate electricity using alternative sources such as food, wind, and solar power.

Educational Toys Market Share

The major players operating in the educational toys market are

  • CocoMoco Kids
  • JAKKS Pacific, Inc.
  • Lego
  • Mattel Inc.
  • Melissa & Doug
  •  LLC
  •  Ravensburger AG
  •  Simba Dickie Group
  • TOMY Company, Ltd.
  • WowWee Group Limited.

Educational Toys Industry News:

  • In April 2023, Funskool India Ltd., a subsidiary of MRF, introduced over 15 new products for the summer season. These offerings span various categories including Fundough, Handycrafts, Giggles, Games, and Play & Learn. The entertaining and educational toys include Betty the Butterfly, My First Pony - Tateru, Word Build, Ride On, Rummiku, Nail Design Studio, Little Florist, Noodle Party, and Foam Vehicles.

The educational toys market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) and shipment (Units) from 2018 to 2032, for the following segments:

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By Type, 2018 – 2032

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

By Age group, 2018 – 2032

  • 4 years to 8 years
  • Upto 4 years
  • Above 8 years

By Distribution Channel, 2018 – 2032

  • Supermarkets & hypermarkets
  • Specialty stores
  • E-commerce
  • Others

The above information is provided for the following regions and countries:

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


Authors: Avinash Singh, Sunita Singh

Frequently Asked Questions (FAQ) :

Global market for educational toys was valued at USD 56.4 billion in 2022 and is anticipated to register a CAGR of over 7% between 2023 and 2032, owing to focus on fostering creative thinking in toddlers & kids.

The supermarkets & hypermarkets segment held a market share of around 42% in 2022 and is projected to grow through 2032, backed by the collaborative agreements among toy makers and supermarkets & hypermarkets for the distribution of educational toys.

North America market held around 35% revenue share in 2022 and will continue to grow attributed to the emerging educational STEM toy startups that introduce fresh ideas and products that align with the region's emphasis on STEM education.

CocoMoco Kids, JAKKS Pacific, Inc., Lego, Mattel Inc., Melissa & Doug, LLC, Ravensburger AG, Simba Dickie Group, TOMY Company, Ltd., and WowWee Group Limited.

Educational Toys Market Scope

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Premium Report Details

  • Base Year: 2022
  • Companies covered: 15
  • Tables & Figures: 494
  • Countries covered: 19
  • Pages: 220
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