Smart toys market is anticipated to grow at a CAGR of 9.4% during the forecast period (2024-2031). Smart toys are toys that incorporate interactive technology such as sensors, cameras, microphones, or connectivity to the internet. They can respond to stimuli, provide feedback, or even adapt to a child's interactions. These toys often aim to enhance learning, creativity, and play experiences. Examples include robotic toys, educational tablets, interactive dolls, and augmented reality games.

Market Dynamics

Smart Toys Enhancing Play Experiences 

Technological progress in smart toys has been swift, with breakthroughs in AI, robotics, augmented reality, and IoT. These advancements empower toys to offer increasingly sophisticated interactions, such as personalized experiences and lifelike movements. For instance, AI-driven smart toys can adapt to children's preferences, while robotics technology enables them to respond to touch and express emotions realistically. This rapid evolution enhances the play experience, making toys more engaging and immersive for children. For instance, in February 2024, Sega Toys unveiled KIMIT Ragdoll, an AI-powered robotic pet designed to mimic the behavior of a real cat. Developed in partnership with Elephant Robotics, a leading industrial robot manufacturer, this innovative creation offers lifelike movements reminiscent of a feline, including tail wagging and responding to auditory stimuli by looking upwards.

The Rise of Educational Toys and Interactive Experiences

There's a noticeable trend towards toys that not only entertain but also educate. Parents and educators are seeking toys that promote cognitive development, problem-solving skills, and creativity. Educational toys offer activities that support learning in subjects like STEM, providing children with valuable skills in a fun and engaging manner. As a result, smart toys incorporate educational content and features, such as interactive games and tutorials, to enrich children's minds and complement traditional learning methods. This growing emphasis on education ensures that playtime is not only enjoyable but also beneficial for children's development. 

Market Segmentation

Our in-depth analysis of the global smart toys market includes the following segments by product and distribution channel:

• Based on product, the market is segmented into interactive games, robots, and educational robots.

• Based on distribution, the market is segmented into online and offline.

Interactive Games is Projected to Emerge as the Largest Segment

Based on the product, the interactive games sub-segment is expected to hold the largest share attributed to the increasing integration of advanced technologies such as AI, robotics, augmented reality, and IoT into toys. These technologies enable smart toys to offer interactive and immersive experiences that captivate children's interest and engage them in play in novel ways. Additionally, the growing demand from parents and educators for toys that not only entertain but also educate and promote cognitive development is driving the market forward.

Offline Sub-segment to Hold a Considerable Market Share

The offline sub-segment maintains a significant market share due to the physical retail outlets offering accessibility and immediate gratification, allowing customers to interact with products before purchase. Additionally, brick-and-mortar stores provide a sense of consumer confidence, personalized assistance from knowledgeable staff, and opportunities for interactive displays, which can influence purchasing decisions. 

Regional Outlook

The global smart toys market is further segmented based on geography including North America (the US, and Canada), Europe (UK, Italy, Spain, Germany, France, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, and Rest of Asia-Pacific), and the Rest of the World (the Middle East & Africa, and Latin America). 

Asia-Pacific to Showcase Highest Growth in the Near Future  

The Asia-Pacific region is experiencing rapid growth in the global smart toys market as the region has a large and increasingly targeted population, particularly in countries such as China and India, which drives demand. Additionally, rising urbanization and the expanding middle class in these countries are fueling increasing spend on technology-driven toys. Advancements in technology infrastructure, such as widespread internet penetration and smartphone adoption, accelerate the adoption of smart toys among tech-savvy consumers in the region. 

Global Smart Toys Market Growth by Region 2024-2031

North America Holds Major Market Share

Among all the regions, North America holds a significant share due to the region characterized by high levels of disposable income and consumer spending, providing a strong basis for the adoption of innovative and premium-priced products like smart toys. North America boasts a robust technology infrastructure, with widespread access to high-speed internet and advanced mobile devices, facilitating the integration and usage of smart toys in households. Additionally, North American consumers tend to be early adopters of new technologies, contributing to the rapid uptake of smart toys in the region. 

Market Players Outlook

*Note: Major Players Sorted in No Particular Order.

The major companies serving the global smart toys market include Hasbro, Inc., LEGO System A/S, LeapFrog Enterprises Inc., Tomy Co. Ltd., Mattel, Inc., and others. The market players are increasingly focusing on business expansion and product development by applying strategies such as collaborations, mergers, and acquisitions to stay competitive in the market. For instance, in November 2022, LeapFrog Enterprises unveiled its latest addition to its range of environmentally conscious educational toys, designed to ignite imagination and foster creativity in children. These newly introduced toys offer opportunities for young learners to cultivate their creative abilities while seamlessly mastering phonics and early vocabulary skills.

The Report Covers

• Market value data analysis of 2023 and forecast to 2031.

• Annualized market revenues ($ million) for each market segment.

• Country-wise analysis of major geographical regions.

• Key companies operating in the global smart toys market. Based on the availability of data, information related to new product launches, and relevant news is also available in the report.

• Analysis of business strategies by identifying the key market segments positioned for strong growth in the future.

• Analysis of market-entry and market expansion strategies.

• Competitive strategies by identifying ‘who-stands-where’ in the market.