The connected toys market is expected to grow from USD 9.3 billion in 2023 to USD 24.1 billion by 2028, registering a CAGR of 20.7% during the forecast period. The rising number of households with both parents working has driven demand for connected toys equipped with monitoring and tracking features. This change in family dynamics has played a key role in the increasing popularity and adoption of connected toys.
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By age group, the 9-12 years segment has the highest growth rate during the forecast period.
The adoption of connected toys among teenagers is driven by factors such as their familiarity and comfort with technology as digital natives, and Teenagers are part of the digital-native generation, highly familiar with and comfortable using technology. Connected toys align with their tech-savvy lifestyles, offering a bridge between the physical and digital worlds. It also offers educational content or opportunities for skill development, which can be attractive to teenagers seeking to learn and improve in a specific area. They interact with the screen as they play and learn.
By interfacing devices, the smartphone/tablet segment holds the highest market share during the forecast period.
The widespread ownership of smartphones and tablets has created a large and diverse user base, making these devices a convenient and accessible platform for connected toy manufacturers. The ubiquity of smartphones and tablets ensures that connected toys can easily reach a broad audience of consumers, including children, parents, and tech-savvy individuals.
North America has the highest market share during the forecast period.
The tech-savvy population in North America, characterized by a strong affinity for digital devices and experiences, is a key driver for the connected toys market. Connected toys cater to this digital lifestyle, offering interactive and engaging play options that resonate with children and teenagers in the region. Also, the region’s expertise in advanced technologies contributes to developing cutting-edge, connected toys, keeping North American consumers at the forefront of interactive play experiences.
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Unique Features in the Connected Toys Market
Connected toys incorporate advanced technologies such as artificial intelligence (AI) and machine learning (ML) to provide interactive and engaging play experiences. These toys can adapt to user preferences, respond to voice commands, and even simulate human-like interactions, enhancing entertainment and learning.
Many connected toys are designed to promote learning and skill development in children. Features like coding tutorials, STEM-based activities, and problem-solving games help foster cognitive and creative abilities while making learning fun and interactive.
Connected toys often come with integrated monitoring features, enabling parents to track their children’s activities through mobile apps. These features provide real-time updates, location tracking, and activity monitoring, ensuring both safety and peace of mind.
Modern connected toys can integrate seamlessly with smart home devices such as voice assistants (e.g., Alexa, Google Assistant). This connectivity allows for enhanced functionality, such as controlling toys via voice commands or integrating them into family routines.
With growing concerns about data security, connected toys now feature advanced encryption, parental control settings, and compliance with privacy regulations like GDPR and COPPA. These measures ensure a safer and more secure user experience.
Major Highlights of the Connected Toys Market
The rising popularity of smart and interactive toys, driven by advancements in AI and IoT technologies, is transforming the traditional toy industry. These toys provide immersive experiences, combining entertainment with learning.
The growing prevalence of households with two working parents has increased the demand for connected toys equipped with monitoring, tracking, and interactive capabilities. These features offer parents a way to stay engaged with their children’s activities, even from a distance.
Connected toys are becoming essential tools for early education and skill development. They offer STEM-focused activities, coding tutorials, and problem-solving challenges, aligning with the increasing emphasis on educational play.
The ability of connected toys to integrate with smart home systems and voice assistants, such as Alexa and Google Assistant, enhances their appeal. This integration allows for innovative functionalities, including voice-controlled games and interactive storytelling.
With rising concerns about cybersecurity, connected toy manufacturers are incorporating advanced safety measures, including encrypted data transmission, secure user authentication, and compliance with child safety regulations like COPPA.
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Top Companies in the Connected Toys Market
The major players in the Connected Toys market are Mattel (US), The key market players profiled in the connected toys market report include Mattel (US), Hasbro (US), LEGO (Denmark), Sony (Japan), VTech (Hong Kong), UBTECH (China), DJI (China), iRobot (US), Sphero (US), Digital Dream Labs (US), Pillar Learning (US), Wonder Workshop (US), TOSY Robotics (Vietnam), Workinman Interactive (New York), WowWee Group (Hong Kong), KEYi Technology (China), Miko (India), Makeblock (China), Smart Teddy (US), Intelino (US), Fischertechnik (Germany), Potensic (China), Mainbot (France), ROYBI (US), PlayShifu (India). These players have adopted various growth strategies, such as partnerships, agreements and collaborations, new product launches and product enhancements, and acquisitions, to expand their footprint in the Connected Toys market.
Mattel (US)
Mattel is a major toy firm that designs, manufactures, and markets toys worldwide. The company aims to create innovative products and experiences that inspire, entertain, and develop children through play. It engages customers through its portfolio of iconic franchises, which include Barbie Signature, Hot Wheels Collectors, WWE, Jurassic World, Karma’s World, Fisher-Price, American Girl, UNO, Little People, Star Wars, and more. Mattel also offers film and television content, operates across 40 locations, and delivers its products in more than 150 countries in collaboration with the world’s leading retail and technology companies, such as Walmart, Target, and Amazon.
Hasbro (US)
Hasbro is a global play and entertainment company committed to creating the world’s best play experiences. The company uses its brand blueprint to focus on reinforcing storylines associated with several outlets, including television, motion pictures, and digital brands. It offers a variety of ways for audiences to experience its iconic brands, including NERF, My Little Pony, Transformers, Play-Doh, Monopoly, and Baby Alive, as well as premier partner brands. The company’s Hasbro Studios and Allspark Pictures, its film label, create entertainment brand-driven storytelling across various mediums, including televisions and films. Hasbro continues to focus on innovation and developing its world-class brand portfolio. Hasbro Studios continues to drive entertainment, and brand-driven storytelling for Hasbro across televisions, films, commercial productions, and short-form content. It develops, produces, and distributes TV shows to leading networks in more than 35 countries, globally.
LEGO (Denmark)
LEGO, headquartered in Billund, Denmark, is renowned globally for its iconic plastic construction toys. Founded in 1932, LEGO has expanded from simple building blocks to intricate sets catering to various themes and age groups. The company emphasizes creativity, imagination, and learning through play, with products that include LEGO bricks, sets based on popular franchises like Star Wars and Marvel, and educational products like LEGO Education. LEGO has also ventured into digital games, movies, and theme parks, maintaining its commitment to quality, innovation, and sustainability in toy manufacturing.
Sony (Japan)
Sony Corporation, based in Tokyo, Japan, is a multinational conglomerate known for its extensive range of consumer electronics, gaming, entertainment, and financial services. Founded in 1946, Sony has grown into one of the world’s largest technology companies, with products including PlayStation gaming consoles, BRAVIA TVs, Xperia smartphones, cameras, audio equipment, and professional solutions. Sony is also a major player in the entertainment industry with Sony Pictures and Sony Music, producing films, TV shows, and music albums. The company is known for innovation, quality, and pushing the boundaries of technology in entertainment and electronics.
VTech (Hong Kong)
VTech Holdings Limited, headquartered in Hong Kong, is a global supplier of electronic learning products and telecommunication devices. Established in 1976, VTech specializes in educational toys, interactive electronic toys, cordless phones, and other telecommunications products. The company’s offerings include the VTech and LeapFrog brands, which focus on early childhood education through engaging and interactive technologies. VTech is committed to innovation in learning toys and communication solutions, serving families, schools, and businesses worldwide with products that promote learning, creativity, and communication skills in children and adults alike.
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