Educational Toys Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product (Building Sets, Games & Puzzles, Sports & Outdoor Toys, Others), By Age Group (5 years, 5 to 10 years, Above 10 years), By Sales Channel (Specialty Stores, Online, Hypermarkets/Supermarkets, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 63.21 Billion
CAGR (2026-2031)	5.93%
Fastest Growing Segment	Building Sets
Largest Market	Asia Pacific
Market Size (2031)	USD 89.31 Billion

Market Overview

The Global Educational Toys Market will grow from USD 63.21 Billion in 2025 to USD 89.31 Billion by 2031 at a 5.93% CAGR. Educational toys are play materials specifically engineered to foster cognitive development, motor skills, and academic learning in children during their formative years. The expansion of this market is primarily fueled by increasing parental emphasis on early education and the integration of Science, Technology, Engineering, and Mathematics or STEM concepts into home environments. This demand for constructive play remains resilient even in fluctuating economies. For instance, according to the 'British Toy & Hobby Association', in '2025', the building sets category achieved a 6% increase in value within the UK market during the previous year despite broader retail challenges.

However, the industry faces a significant obstacle regarding the proliferation of unregulated and non-compliant products sold through digital platforms which undermines consumer trust. This issue complicates the landscape for legitimate manufacturers who adhere to strict quality controls and face price competition from these sub-standard alternatives. Highlighting the severity of this risk, according to 'Toy Industries of Europe', in '2024', an investigation into items sold by third-party traders on major online marketplaces revealed that 80% of the tested toys failed to meet established safety standards.

Key Market Drivers

The Increasing Global Demand for STEM and STEAM Educational Toys stands as a foundational market driver, fueled by a heightening parental desire to equip children with critical problem-solving and technical skills from an early age. This trend has shifted consumption patterns toward constructive play materials that offer tangible cognitive benefits, allowing this segment to outperform broader toy categories even during periods of economic uncertainty. Demonstrating this robust performance, according to The LEGO Group, August 2024, in the 'Interim Results for the First Half of 2024', consumer sales for the company grew by 14%, significantly outpacing the general toy industry which saw flat or declining figures. This momentum is not isolated to a single manufacturer but reflects a wider category preference; according to the Australian Toy Association, in 2024, building sets remained the largest gaining category within the Australian market, registering a 13% increase in value year-to-date.

Advancements in Smart Technology and AI-Enabled Learning Tools represent a second transformative force, creating immersive experiences that adapt to individual learning paces. Modern educational toys increasingly incorporate adaptive software and voice recognition, bridging the gap between physical play and digital curriculum requirements. This technological integration appeals to digital-native families seeking products that offer measurable developmental feedback. Validating the commercial traction of this segment, according to VTech Holdings Limited, November 2024, in the '2024/2025 Interim Results', revenue for Electronic Learning Products in the North American region increased by 7.4% compared to the previous period, driven by strong demand for interactive educational hardware. As manufacturers continue to embed sophisticated processors into early learning devices, the distinction between traditional toys and educational consumer electronics continues to blur.

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Key Market Challenges

The proliferation of unregulated and non-compliant products distributed through digital platforms constitutes a critical impediment to the revenue growth and stability of the global educational toys market. This influx of sub-standard merchandise creates an uneven playing field, as legitimate manufacturers incur substantial costs to rigorously test for cognitive and physical safety standards, whereas unregulated traders bypass these essential compliance expenses to undercut market prices. Consequently, established brands suffer from eroded market share and diminished profit margins, which directly restricts their financial capacity to reinvest in the research and development required for innovative educational product lines.

Furthermore, the ubiquity of hazardous counterfeits corrodes the fundamental consumer trust necessary for market expansion. When caregivers encounter defective or dangerous items, their apprehension often generalizes to the broader category, dampening overall demand for educational play materials. The magnitude of this disruption is significant. According to 'The Toy Association', in '2025', a study examining toys purchased from popular e-commerce platforms revealed that '89%' of the tested items failed to comply with mandatory safety and labeling requirements. This high prevalence of non-compliant goods forces the industry to divert resources toward brand protection rather than market growth.

Key Market Trends

The Shift Toward Bio-based and Recycled Sustainable Materials is reshaping manufacturing processes as major players transition away from fossil-based plastics to meet environmental goals. This trend is characterized by the accelerated adoption of mass-balance principles and plant-derived polymers, which allows companies to reduce their carbon footprint without compromising product durability. Validating this industrial pivot, according to The LEGO Group, August 2024, in the 'Interim Results for the First Half of 2024', the company reported that 30% of all resin purchased in the first six months was certified mass balance, translating to an estimated average of 22% material from renewable and recycled sources.

Simultaneously, the Increased Focus on Social and Emotional Learning (SEL) Tools is driving demand for play materials that support psychological resilience and emotional intelligence alongside traditional academic skills. Parents are increasingly prioritizing toys that foster self-awareness and relationship skills, viewing playtime as a critical component of a child's holistic well-being rather than just entertainment. Highlighting this consumer preference, according to The Toy Association, October 2024, in a survey of 1,000 U.S. parents regarding holiday shopping habits, 56% of respondents considered the promotion of mental, emotional, and social health a 'large' or 'top' consideration when selecting products for their children.

Segmental Insights

The Building Sets segment is currently positioning itself as the fastest-growing category within the Global Educational Toys Market. This rapid expansion is primarily driven by the increasing global emphasis on STEM curricula, prompting parents and educators to prioritize toys that cultivate spatial reasoning, engineering concepts, and critical thinking skills. Furthermore, prominent institutions such as the National Association for the Education of Young Children have recognized the essential role of constructive play in fostering problem-solving abilities and fine motor development. This educational validation acts as a significant catalyst, sustaining high demand for these versatile learning tools.

Regional Insights

Asia Pacific commands the Global Educational Toys Market, primarily driven by the vast child population and rising disposable incomes in key economies like China and India. This dominance is sustained by a cultural prioritization of academic excellence and early cognitive development. Crucially, government institutions such as the Ministry of Education in various nations have actively integrated STEM methodologies into national curricula, directly stimulating parental demand for skill-building products. Furthermore, supportive policies favoring local manufacturing hubs have fostered robust production ecosystems, enhancing product affordability and ensuring widespread market penetration across the region.

Recent Developments

• In June 2025, Mattel, Inc. announced a strategic collaboration with OpenAI to integrate artificial intelligence into its portfolio of products and experiences. This partnership aims to develop next-generation AI-powered toys that offer personalized and interactive play while prioritizing safety, privacy, and age-appropriateness. The Chief Franchise Officer of Mattel highlighted that the initiative would allow the company to reimagine play by leveraging advanced technology to inspire and entertain fans. Additionally, the company plans to utilize AI tools to enhance internal innovation and product development processes, marking a significant step in the digital transformation of the global toy market.
• In May 2024, Fisher-Price unveiled "Fisher-Price Wood," a new line of wooden toys designed for children aged six months to five years. Launched exclusively at a major retailer, this collection features products made from FSC-certified wood, focusing on open-ended play and early childhood development. The Senior Vice President and General Manager of Fisher-Price noted that the line returns to the brand's roots, offering affordable, durable options that foster creativity and fine motor skills. The assortment includes items such as stacking blocks, music tables, and puzzles, all tested in the company’s Play Lab to ensure they effectively stimulate cognitive growth and problem-solving abilities.
• In March 2024, LEGO Education released the LEGO Education Eclipse Collection, a series of hands-on activities designed to engage students with the total solar eclipse occurring in April. This initiative provided educators with resources to facilitate real-world learning connections through STEAM experiences. The Head of Education Impact U.S. for LEGO Education emphasized that drawing tangible links to actual events helps motivate students and makes learning more relevant. The collection included tools for students to design models simulating the eclipse, build mobile observatories, and graph light data, thereby encouraging scientific exploration using standard bricks and classroom materials.
• In January 2024, Spin Master Corp. announced the completion of its acquisition of Melissa & Doug, a leading brand in early childhood play, for $950 million. This strategic move combined two significant entities in the toy industry, integrating Melissa & Doug’s reputation for sustainable, open-ended wooden toys with Spin Master’s global reach. The Global President and CEO of Spin Master stated that the addition of this complementary product line would expand their capabilities in early childhood development and foster further growth in new and existing channels worldwide. The transaction aimed to bolster the company's leadership in the children's entertainment sector by diversifying its portfolio with high-quality, developmental play products.

Key Market Players

• Zephyr Toymakers Pvt. Ltd.
• Thames & Kosmos, LLC.
• Clementoni S.p.a.
• Lego Group
• Ravensburger AG
• Goliath B.V.
• Hasbro, Inc.
• Sphero, Inc.
• VTech Holdings Limited
• Tomy Company, Ltd

By Product	By Age Group	By Sales Channel	By Region
Building Sets Games & Puzzles Sports & Outdoor Toys Others	5 years 5 to 10 years Above 10 years	Specialty Stores Online Hypermarkets/Supermarkets Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Educational Toys Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Educational Toys Market, By Product:

• Building Sets
• Games & Puzzles
• Sports & Outdoor Toys
• Others

• Educational Toys Market, By Age Group:

• 5 years
• 5 to 10 years
• Above 10 years

• Educational Toys Market, By Sales Channel:

• Specialty Stores
• Online
• Hypermarkets/Supermarkets
• Others

• Educational Toys Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE