North America STEM Toys Market Size & Share 2026-2035

North America STEM Toys Market Size

The North America STEM toys market was valued at USD 2.4 billion in 2025. The market is expected to grow from USD 2.6 billion in 2026 to USD 5.9 billion in 2035, at a CAGR of 9.6%, according to latest report published by Global Market Insights Inc.

The growth of the North America STEM toy market is based on a cultural change that considers educational play as an important step in achieving professional success. Both parents in the United States and Canada place greater value on toys that can 'future proof' children, thereby connecting early exposure through toy play with being better prepared for future careers.

According to the U.S. Bureau of Economic Analysis (BEA), Real Personal Disposable Income has consistently shown resiliency recently at more than USD 60,000/per capita. Because of this higher disposable income, households now spend more of their discretionary income on premium skills-building toys than on traditional entertainment, such as consuming passive forms of entertainment.

The U.S. Department of Education has also included the importance of STEM literacy on its national economic and security checklist, and thus federal funds have been earmarked for Early Childhood programs and community grants to support the development of STEM literate children through early childhood programs and communities across the United States.

With this institutional support, there is a major "trickle down" impact as specialized classroom products translate into trending household products. The other major driving factor in the marketplace is the gifting of education - which is when relatives and grandparents gift scientifically proven, long-lasting kits over fleeting digital media; they value these items as valuable, measured investments in their child's cognitive abilities.

The combination of high household disposable income with an immediate national urgency to solve the technical skill gap creates a stable, long-term need for products that will provide measurable intellectual growth and competitive academic advantages.

North America STEM Toys Market Trends

Changing innovation and technology transformation are important for the growth of the  global North America STEM toys industry.

• A key trend that has evolved across North America is the evolution to multi-disciplinary and open-ended play in terms of toy design and development. Today's consumers prefer to use modular & flexible teacher resources instead of rigid resources such as ready-made, single result kits. Open-ended toys enable creative problem solving and exploration through physics, engineering and/or digital arts.
• Further, there is a growing shift in the toy industry toward sustainability. Leading toy manufacturers are making serious efforts to switch to bio-polyethylene and certified sustainable packaging such as FSC certification, to meet the needs of the overwhelming majority of North American parents with children under the age of 18 who want high quality education products that are manufactured ethically.
• In addition, another major trend in North America is the rapid growth of the subscription-based or discovery-based learning model. Companies such as KiwiCo have revolutionized how companies provide new developmental challenges, with an ongoing monthly subscription, to children as they continue to grow and develop. The model of curated educational resources for children provides high-quality educational resources that are vetted by experts and have been implemented successfully into the lives of busy North American parents quickly without the need to conduct ongoing independent research.
• The "inclusion revolution," is also breaking down traditional gender barriers. Today’s marketing tends to favor neutral colours, overall themes, and designs that appeal to younger girls who want to have access to mechanical engineering and chemistry at a much younger age.
• By adopting an integrated marketing approach, STEM toys will stay socially relevant, current with contemporary progressive values and will be able to maintain ongoing consumer interest and loyalty.

North America STEM Toys Market Analysis

Based on product type, the industry is segmented into science, technology, engineering and mathematics toys. The technology segment accounts for revenue of around USD 894.9 million in the year 2025 and is expected to reach USD 2.3 billion by 2035.

• Robotic and AI-integrated kits are the leading product categories for tech-based products as they provide an accurate representation of the digital world in which the North American economy operates.
• The National Science Foundation has identified coding as a "fundamental literacy," leading parents to enthusiastically introduce computational thinking via tactile hands-on methods of teaching their children. Tech toys serve as a bridge between the gap that exists between abstract, no interaction on-screen time and interactive, purposeful physical activities.
• Many tech-based products also have the ability to use AR and place digitally triggered information on top of a physical product as they create a "Phygital" experience, therefore holding children's attention much longer than standard toys. TRICEPT Technology toys are also benefiting from the growth of the smart home market because of the ability for STEM toys to be in sync with household tablets and/or VAs and being a part of the daily household routine.
• These tech items are often non-complex at first -simple logic puzzles and can become more complex such as learning a real coding language and therefore offer a greater value in relation to how long they will be played with compared to how much a consumer spent.
• They remain relevant for several years as the child matures, which justifies their premium price point to value-conscious consumers. For many families, a USD 150 robotics kit is viewed as a more economical choice than multiple lower-cost toys that are quickly outgrown or discarded after a single use..

Based on the distribution channel, the market is bifurcated into online and offline channels. The offline segment accounted for over 52.6% of the North America STEM toys market share in 2025.

• E-commerce is taking over, but in North America, the offline channel is still the primary leader in the market for educational purchases due to their "high-involvement" nature. Sophisticated and high-cost STEM toys are best evaluated by their "look and feel" during the purchasing decision.
• Big box retail stores have expanded their "Discovery Ailse" sections for parents that allow them to physically inspect each material’s quality and read the educational curriculum printed on the packaging.
• The U.S. Census Bureau reports that the vast majority of toys sold through physical outlets can be had immediately and without the chance of being damaged during transport due to the intrinsic fragility of electronics and/or chemicals. Further, most toy stores offer a unique "consultative engine" to help parents by providing a knowledgeable sales associate who can recommend specific kits based on a child’s developmental milestones.
• Parents who might be overwhelmed by all of the technology-related information about robotics and chemistry equipment need to be able to connect with the human side of these experiences.
• In addition, by using an "Experience Center" type of store, where kids can physically play with the robots or building sets, provide a valuable way to convert customers that can’t be replicated by digital platforms. This solidifies the store's position as the most trusted point of sale and primary sales channel.  

U.S. STEM Toys Market

In 2025, the U.S. dominated the North America STEM toys market, accounting for 84.6% of the share in the region.

• The U.S. market benefits from strong parental focus on early cognitive development, with STEM toys increasingly viewed as essential tools for preparing children for future skill demands. Schools and after‑school programs continue integrating hands‑on STEM learning, creating sustained institutional demand. High disposable incomes and robust e‑commerce ecosystems further accelerate premium STEM toy purchases.  
• Consumer awareness around STEM career pathways is particularly high in the U.S., encouraging parents to invest in educational play from an early age. Government and private‑sector initiatives promoting STEM proficiency also reinforce cultural acceptance of learning‑oriented toys. The presence of leading global toy brands headquartered in the U.S. ensures faster product launches and wider retail penetration.  

Canada STEM Toys Market

Canada STEM toys market is expected to grow at 9.3% during the forecast period.

• Canada’s projected growth is supported by rising investments in STEM‑centric education, as schools increasingly adopt inquiry-based learning models. Parents are demonstrating greater interest in educational toys that foster problem‑solving, coding, and creative thinking skills. The country’s multicultural population also drives demand for inclusive, globally relevant learning products.  

• Growing emphasis on digital literacy and early exposure to technology aligns well with STEM toy offerings. Government-funded programs promoting youth innovation encourage families to adopt tools that reinforce classroom learning at home. Increased awareness of the long-term career value in STEM fields motivates sustained spending on educational play materials.   

North America STEM Toys Market Share

The top companies in the North America STEM toys industry the LEGO Group, VTech Holdings, Mattel, Hasbro and KiwiCo, collectively hold a share of 52.8% of the market in 2025. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broad customer base, and strengthen their market position.

• LEGO plays a leading role in North America’s STEM ecosystem through LEGO Education, which supports hands‑on STEM learning across U.S. schools and after‑school programs. Its platforms such as LEGO Education SPIKE Essential/Prime and FIRST LEGO League immerse learners in engineering, coding, robotics, and problem‑solving. These programs significantly boost student engagement and skill development by enabling playful, curriculum‑aligned learning.
• VTech is a dominant supplier of electronic learning products in North America, providing appropriate STEM learning tools for infants through preteens. Its portfolio includes interactive devices, early coding toys, science-themed sets, and hands‑on learning gear developed by in‑house learning experts.  
• Mattel participates in STEM learning primarily through STEM‑themed kits and science/engineering toys sold via major U.S. retailers. Products such as the Jurassic World Paleontology Kit, Kamigami robotics kits, and engineering‑oriented robot‑building sets appear across Walmart, Target, Staples, and specialty STEM channels. These offerings reinforce hands‑on exploration in science, robotics, and engineering, complementing Mattel’s broader educational positioning.  

North America STEM Toys Market Companies

Major players operating in the North America STEM toys industry are:

• Educational Insights
• Fat Brain Toys
• Hasbro
• K'NEX (Basic Fun!)
• KiwiCo
• LeapFrog
• Learning Resources
• MAGNA-TILES
• Mattel
• Melissa & Doug
• Ravensburger/ThinkFun
• Sphero
• Spin Master
• The LEGO Group
• VTech Holdings

Hasbro contributes to foundational STEM skill development through STEM‑linked logic, math, and problem‑solving games used widely in North American classrooms. Products like Monopoly, Guess Who?, Clue, Operation, and Battleship are leveraged as educational tools to build deductive reasoning, numeracy, and strategic thinking. Schools frequently use these games as affordable, high‑engagement STEM learning supplements.

KiwiCo is deeply embedded in North America’s STEM toys market through its hands‑on science and engineering kits, available both via subscription and standalone retail. Its product range includes robotics kits, chemistry sets, environmental science projects, and engineering challenges designed by educators and engineers. KiwiCo aims to equip children with practical STEM skills through project-based learning, with widespread U.S. retail presence and broad adoption across homes and classrooms.

North America STEM Toys Industry News

• In March 2026, Spin Master reported its Q4 and full-year 2025 results, highlighting a strategic focus on digital games to offset pressures in the traditional toy segment. While toy sales faced headwinds from retailer inventory reductions, the company successfully grew its digital games revenue by 21% over the year. For the North American market, Spin Master is focusing on supply chain diversification and inventory management to navigate trade policy uncertainties in 2026.
• In February 2026, at the Toy Fair 2026, LeapFrog (a VTech subsidiary) introduced a new generation of educational toys, including expansions to its LeapMove motion-based learning system. These toys are designed to adapt to how children learn and grow, blending interactive technology with physical movement. The 2026 lineup specifically emphasizes building confidence through hands-on play, directly targeting the North American preschool and infant developmental categories.
• In February 2026, reinforcing its local presence ahead of the Virginia factory opening, the LEGO Group announced continued grant funding for six nonprofits in the Richmond area, plus support for two new organizations. This initiative is part of a broader regional strategy to build a motivated workforce and support early childhood development through the Virginia Talent Accelerator program.
• In October 2025, The LEGO Group reached a "topping out" construction milestone for its USD 1 billion precision manufacturing facility in Chesterfield County, Virginia. This 1.7-million-square-foot site is designed to be carbon-neutral and will house molding, processing, and packing operations. Full production is slated to commence in the second half of 2025, significantly shortening the distance products travel to North American consumers and supporting long-term growth in the Americas.
• In June 2025, Mattel announced a high-profile partnership with OpenAI to integrate artificial intelligence into its iconic toy brands, including Barbie and Hot Wheels. The collaboration aims to leverage AI to enhance creativity and interactive play, with the first AI-powered products originally eyed for late 2025.  

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

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Market, By Product Type

• Science
• Technology
• Engineering
• Mathematics

Market, By Material

• Plastic
• Wood
• Metal
• Others (Eco-friendly, recycled materials)

Market, By Price

• Low
• Medium
• High

Market, By Age Group

• 0–3 years
• 3–8 years
• 8–12 years
• 12+ years

Market, By End User

• Individual Consumers

• Schools & Educational Institutions
• Activity Centres

Market, By Distribution Channel

• Online

  • E-Commerce
  • Company website
• Offline
  • Supermarkets/Hypermarkets
  • Specialty Stores
  • Others (Individual stores, Departmental stores, etc.)

The above information is provided for the following countries:

• U.S.
• Canada