Educational Toys Market Size & Share 2026-2035

Educational Toys Market Size

The educational toys market was estimated at USD 30.3 billion in 2025. The market is expected to grow from USD 32.5 billion in 2026 to USD 59.3 billion in 2035, at a CAGR of 6.9% according to latest report published by Global Market Insights Inc.

• Educational toys, developed to support children's learning through engaging play, have become critical tools in child development and educational systems worldwide. This category includes building sets, STEM-focused puzzles, arts and crafts kits, interactive digital learning tools, role-playing products, language development aids, and musical instruments.
• The growth trajectory of educational toys market is attributed to key factors such as the increasing incorporation of STEM education into curricula, as reported in LEGO Group's Annual Report 2024.
• Advancements in AI and AR/VR technologies, along with higher parental expenditure on cognitive development toys, as highlighted by The Toy Association's consumer surveys, are driving market expansion.
• The mandatory inclusion of STEM education from early childhood to secondary levels in several countries, as indicated by Technavio market studies, has amplified the demand for robotics kits and coding toys aimed at developing engineering skills. Additionally, the integration of AI and ML technologies is transforming the educational toys industry, fostering innovation and growth.
• Increasing consumer focus on environmental sustainability, coupled with stringent regulatory frameworks, is driving notable transformations in the toy manufacturing industry. In Europe, for example, the European Parliament enforces rigorous toy safety standards, restricting the use of endocrine disruptors, respiratory irritants, organ toxicants, and per- and polyfluorinated alkyl substances (PFAS).

Educational Toys Market Trends

• The global emphasis on STEM education, now mandated by many educational institutions from early childhood to secondary levels, is driving significant growth in the demand for robotics kits, coding games, and advanced construction toys.
• Additionally, the latest EU directives require all products marketed within the single market to include digital passports. These passports, accessible via QR codes, must provide detailed safety information and comply with European Parliament regulations.
• A survey by The Toy Association reveals that 61% of parents purchase toys to strengthen their connection with their children. This behavior is notably evident in the Building & Construction category, where LEGO has successfully developed a robust adult consumer base, as outlined in LEGO Group's 2024 Annual Report. This community spans product lines such as architectural models, advanced mechanical designs, and franchise-based sets.
• The inclusion of adult buyers expands the total addressable market, supports premium pricing for complex toys, and drives intergenerational engagement in educational toys within households.
• Sustainability is being integrated into business practices through various approaches. Products now incorporate renewable materials such as sustainably sourced wood, plant-based biodegradable plastics, and recycled plastics.
• Packaging innovations include the adoption of recyclable cardboard, the removal of plastic windows and twist ties, and the use of vegetable-based inks. Furthermore, product designs emphasize durability and timelessness, enabling long-term use and intergenerational value transfer.

Educational Toys Market Analysis

Based on product type, the market is classified into art & crafts, games & puzzles, building & construction sets, musical toys, STEM toys, role play toys and others. The building & construction sets segment accounted for revenue of around USD 9.2 billion in 2025 and is anticipated to grow at a CAGR of 7.4% from 2026 to 2035.

• The dominance of building and construction sets segment is attributable to the wide-ranging developmental advantages associated with building and construction toys. They promote the development of various skills such as spatial awareness, fine motor coordination, sequential thinking, problem-solving abilities, and creativity.
• Factors driving growth in this category include the alignment of STEM curricula with construction toys, which are proven to be effective tools for teaching engineering principles, mathematics, and scientific methods.
• The kidult trend is more prominent in the building and construction toy segment, as it features sophisticated architecture sets, intricate mechanical systems, and nostalgic franchise lines that attract adults who seek to engage their imagination and bond with their offspring while playing together.
• Innovations in products have made it possible for construction toys to offer greater flexibility and creativity in terms of magnetic connections, motorized functions, and media licensing.

• The segment's strong performance is attributed to factors such as higher parental spending, particularly for first-time purchases, the critical role of early childhood in cognitive, social, and physical development, and consistent demand from educational institutions, which broadens the applicability of these products.
• Parents increasingly prioritize early childhood as a key phase for brain development, recognizing the value of educational toys in fostering school readiness. These products support foundational learning by introducing letters, numbers, shapes, and colors, while also enhancing problem-solving abilities, social interaction, and motor skill development.
• Key product attributes include compliance with safety standards, the absence of small parts, durable materials, vibrant designs, and multifunctionality, ensuring extended usability. Popular product preferences include traditional building blocks, simple puzzles, arts and crafts, musical toys, role-play items, and entry-level STEM products. Despite the growing popularity of digital toys among older children, the market for conventional toys remains resilient, benefiting from reduced susceptibility to concerns over excessive screen time.

North America Educational Toys Market

The U.S. dominates the North America educational toys industry and valued at USD 9 billion in 2025 and is estimated to grow at a CAGR of 6.9% from 2026 to 2035.

• Market growth is driven by several factors, including institutional investments in STEM labs and facility upgrades and the increasing dominance of e-commerce over traditional retail due to its convenience and product variety.
• The rising demand for premium STEM and smart toys among affluent consumers, and growing interest from adult consumers in construction and hobby-related toys also contribute to the market growth.
• Key regional trends include high per-capita spending on educational toys, strong brand loyalty favoring established players like LEGO and Mattel, seasonal demand peaks during holidays and back-to-school periods, a well-established gift-giving culture with grandparents as significant buyers, and an increasing focus on diversity and inclusivity in toy preferences.

Europe Educational Toys Market

In the Europe market, Germany is expected to experience significant and promising growth from 2026 to 2035.

• In Europe, GDPR compliance and strict data protection regulations are shaping the design of digital and smart toys. Sustainability premiumization is particularly prominent in Germany and Nordic countries, where consumers are willing to pay a premium for eco-friendly products made from sustainable materials, packaged in recycled materials, and produced through socially responsible supply chains.
• The European Union’s updated toy safety regulations, as outlined by the European Parliament, set global standards by banning hormone-disrupting chemicals, respiratory toxins, organ-damaging substances, and all PFAS. Additionally, digital product passport regulations require comprehensive disclosure of product safety and sourcing information. Post-Brexit normalization in the UK has contributed to improved market stability.

Asia Pacific Educational Toys Market

In the Asia Pacific market, the China held a significant market share in 2025 and is anticipated to grow at a CAGR of 6.8% from 2026 to 2035.

• In China, the government policies supporting STEM education ensure consistent demand for curriculum-based toys, regardless of consumer spending trends.
• India, starting from a smaller base, is experiencing rapid growth as economic development moves millions into the middle class, increasing their purchasing power for educational toys.
• The adoption of hands-on educational toys is challenging traditional rote learning methods. Japan’s mature premium market, known for sophisticated products and stringent quality standards, faces limited growth due to an aging population and declining birth rates.
• In South Korea, the premium market is expanding, driven by high per-capita spending and strong demand for education and technology-based toys.

Middle East and Africa Educational Toys Market

In the Middle East and Africa market, Saudi Arabia held a significant market share in 2025 promising growth from 2026 to 2035.

• In the Middle East, the United Arab Emirates and Saudi Arabia are emerging as key markets, driven by national strategies such as Vision 2031, which prioritize modernizing the education sector and enhancing human resource development.
• Government investments in educational infrastructure are creating opportunities for institutional procurement. Additionally, the significant expatriate population with diverse cultural backgrounds in these countries is expected to drive demand for international brands.

Educational Toys Market Share

• In 2025, the top five companies such as LEGO Group, Mattel Inc, Hasbro Inc, VTech Holdings Limited and Melissa & Doug LLC collectively captured ~40% of the market share.
• LEGO Group, headquartered in Denmark, holds a dominant position in the building and construction toys market. Over the years, the company has transitioned into a global toy manufacturing leader, recognized for its high-quality, innovative, and educational products. With manufacturing facilities in Denmark, Hungary, the Czech Republic, Mexico, and China, LEGO effectively serves a global customer base through retail stores, authorized distributors, and e-commerce platforms.
• Mattel Inc operates as a diversified toy manufacturer, producing educational toys under its well-established brands, Fisher-Price and Mega Bloks. Fisher-Price, with its extensive history, focuses on creating products that support developmental milestones from infancy to preschool, prioritizing safety and learning.
• Hasbro Inc, headquartered in Rhode Island, develops educational toys through its Play-Doh arts and crafts range and PlaySkool preschool products. The company leverages popular licensed properties, including Transformers, My Little Pony, and Peppa Pig, to enhance its learning-focused product portfolio.

Educational Toys Market Companies

Major players operating in the educational toys industry include:

• Clementoni S.p.A
• Hape Holding
• Hasbro, Inc
• KiwiCo, Inc
• Learning Resources
• LEGO Group
• Lovevery
• Mattel, Inc
• Melissa & Doug
• Osmo
• Ravensburger AG
• Smartivity
• Spin Master Corp
• TOMY Company
• VTech Holdings Ltd

VTech Holdings Limited, based in Hong Kong, is a market leader in electronic learning toys. Its diverse product portfolio includes baby toys, preschool learning tools, learning tablets, and electronic reading systems. By specializing in age-specific electronics, educational content, parental controls, and cost-effective solutions, VTech maintains a competitive advantage in the digital learning segment.

Melissa & Doug LLC, headquartered in Connecticut, has established a strong market presence with its developmentally appropriate, safe, and traditional play toys. The company appeals to parents seeking alternatives to screen-based activities for their children, reinforcing its reputation as a trusted brand.

Educational Toys Industry News

• In January 2026, LEGO Education launched new STEM sets for kids, specifically designed to inspire curiosity, exploration, and scientific discovery at home, for children aged 7 and above. LEGO Group commissioned a global study which highlights a “curiosity gap” experienced by parents. As per the study, 57% parents report their child’s curiosity frequently surprises them, 34% admit they sometimes unintentionally halt their child’s exploration due to time pressures or uncertainty about answers. Moreover, 75% feel unprepared to confidently tackle science questions at home, demonstrating a clear demand for engaging, accessible learning tools that children can play with independently.
• In December 2025, GE Vernova organized two events: the transformation of Rockefeller Center into Innovators Toy Land and the launch of a global Innovators Toy Drive. GE Vernova has launched the Innovators Toy Drive in partnership with Toys for Tots and global humanitarian organization Save the Children. The global campaign will collect and distribute STEM-inspired toys that nurture creativity, curiosity, and critical thinking.
• In October 2025, STEMPlay Labs launched 2 products Wonder Briks and PictoMath. Wonder Briks is a patent-pending side-locking construction bricks that inspire imagination and open-ended STEM play. PictoMath is a visual math card game that makes numbers fun and intuitive for learners aged 6 and above.
• In January 2025, Jazwares announced an innovative new construction toy brand, BLDR, that includes playsets and minifigures inspired by Squishmallows, Hello Kitty and Friends, and Adopt Me!
• In January 2025, Mattel, Inc announced the launch of new brand in the building sets category, Mattel Brick Shop.

The educational toys market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Units) from 2022 to 2035, for the following segments:

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Market, By Product Type

• Art & Crafts
• Games & Puzzles
• Building and Construction Sets
• Musical Toys
• STEM Toys
• Role Play Toys
• Others

Market, By Age Group

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

Market, By Price Range

• Low
• Medium
• High

Market, By Distribution Channel

• Online
  • E-commerce platforms
  • Brand websites
• Offline
  • Supermarkets and hypermarkets
  • Specialty stores
  • Others

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

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia

• Latin America
  • Brazil
  • Mexico
  • Argentina

• MEA
  • Saudi Arabia
  • UAE
  • South Africa