Educational Toys Market by Product, Age, and Geography - Forecast and Analysis 2021-2025

  • Published: Apr 2021
  • Pages: 120
  • SKU: IRTNTR44275

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The educational toys market share is expected to increase by USD 28.40 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 14%.

This educational toys market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers market segmentation by product (academic toys, cognitive toys, motor skills toys, and other toys), application (0-4 years, 4-8 years, and Above 8 years), and geography (APAC, North America, Europe, South America, and MEA). The educational toys market report also offers information on several market vendors, including Ltd., Johnco Productions Pty Ltd., Learning Resources Ltd., LEGO System AS, Mattel Inc., Melissa & Doug LLC, MindWare Inc., Pegasus Toykraft Pvt. Ltd., Ravensburger Group, and VTech Holdings Ltd. among others.

What will the Educational Toys Market Size be During the Forecast Period?

Download the Free Report Sample to Unlock the Educational Toys Market Size for the Forecast Period and Other Important Statistics


Educational Toys Market: Key Drivers and Trends

The increasing demand for smart toys is notably driving the educational toys market growth, although factors such as the threat from counterfeit products may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the educational toys industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Educational Toys Market Driver

One of the key factors driving growth in the educational toys market is the growing adoption of smart toys. Smart toys include interactive toys that can directly play with the child through movement or speech. The advent of digital toys and Internet-connected devices in the early education sector, along with the childcare sector, is one of the primary factors that cater to the growth of the market. The companies offer various smart toys that improve not only the cognitive skills of the student but also the academic skills and motor skills of the students. Traditional educational toy vendors are increasingly offering toys at a lower price, owing to the growing competition among vendors and increased adoption of smart toys.

Key Educational Toys Market Trend

The rise in green toys is another major factor supporting the educational toys market share growth. Parents, educators, and vendors are increasingly opting for eco-friendly educational toys, considering the various safety and security issues related to raw materials in the educational toys industry. The manufacturers are opting for sustainable product development, as these products cause less harm to the environment. Vendors across regions are shifting from manufacturing traditional toys to more eco-friendly toys, owing to the shift in the consumer mindset toward eco-friendly educational toys. Plan Toys offer sustainable wooden products and playsets to children and another company, Green Toys, offers sustainable, eco-friendly toys made of recycled milk cartons.

Key Educational Toys Market Challenge

The threat from counterfeit products is a major challenge for the educational toys market. Counterfeit educational toys, though they are cheaper compared with the original educational toys, are unsafe and non-compliant with various regulatory and standard policies set forth by toy associations and governments worldwide on various safety measures associated with the use of such products. The use and purchase of counterfeit products negatively impact the sales of toy businesses and the brand value of the toy manufacturer, as the counterfeit products may be manufactured from inappropriate or dangerous materials.

This educational toys market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.

Parent Market Dynamics

Technavio categorizes the global toys and games market as a part of the global leisure products industry within the global household durables market. The parent, global leisure products market covers a variety of categories, including sports equipment, musical instruments, camping equipment, recreational vehicles, bicycles, toys, and other consumer-oriented games.

Who are the Major Educational Toys Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:


  • Ltd.
  • Johnco Productions Pty Ltd.
  • Learning Resources Ltd.
  • LEGO System AS
  • Mattel Inc.
  • Melissa & Doug LLC
  • MindWare Inc.
  • Pegasus Toykraft Pvt. Ltd.
  • Ravensburger Group
  • VTech Holdings Ltd.


This statistical study of the educational toys market encompasses successful business strategies deployed by the key vendors. The educational toys market is fragmented and the vendors are deploying growth strategies such as forming strategic partnerships to compete in the market.

Product Insights and News

  • Johnco Productions Pty Ltd. - The company offers educational DIY solar, coding, and robotics build-and-play kits for children
  • LEGO System AS - The company offers educational games such as BricQ Motion
  • Pegasus Toykraft Pvt. Ltd.  - The company offers various science and educational products

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the market in focus during the forecast period.

Educational Toys Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the educational toys market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain includes the following core components:

  • Inputs
  • Inbound logistics
  • Operations
  • Outbound logistics
  • Marketing and sales
  • Services
  • Support activities

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for Educational Toys Market?

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36% of the market’s growth will originate from APAC during the forecast period. China and Japan are the key markets for educational toys in APAC. Market growth in this region will be faster than the growth of the market in the European and North American regions.

This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

What are the Revenue-generating Product Segments in the Educational Toys Market?

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The educational toys market share growth by the academic toys segment will be significant during the forecast period. Academic educational toys dominated the global educational toys market, with the majority market share in 2020. Increasing technological advances in the market have brought about innovative changes in educational toys, with a higher emphasis on visual technologies and the incorporation of AI into academic educational toys.

This report provides an accurate prediction of the contribution of all the segments to the growth of the educational toys market size and actionable market insights on post COVID-19 impact on each segment.


Educational Toys Market Scope

Report Coverage


Page number


Base year


Forecast period


Growth momentum & CAGR

Accelerate at a CAGR of 14%

Market growth 2021-2025

$ 28.40 billion

Market structure


YoY growth (%)


Regional analysis

APAC, North America, Europe, South America, and MEA

Performing market contribution

APAC at 36%

Key consumer countries

US, China, Japan, UK, and Germany

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled Ltd., Johnco Productions Pty Ltd., Learning Resources Ltd., LEGO System AS, Mattel Inc., Melissa & Doug LLC, MindWare Inc., Pegasus Toykraft Pvt. Ltd., Ravensburger Group, and VTech Holdings Ltd.

Market dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period

Customization purview

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What are the Key Data Covered in this Educational Toys Market Report?

  • CAGR of the market during the forecast period 2021-2025
  • Detailed information on factors that will drive educational toys market growth during the next five years
  • Precise estimation of the educational toys market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the educational toys industry across APAC, North America, Europe, South America, and MEA
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of educational toys market vendors

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1. Executive Summary                           

2. Market Landscape                             

                2.1 Market ecosystem             

                                Exhibit 01:  Parent market

                2.2 Market Characteristics      

                                Exhibit 02:  Market Characteristics

                2.3 Value chain analysis           

                                Exhibit 03:  Leisure Products

                                2.3.1 Inputs 

                                2.3.2 Inbound logistics

                                2.3.3 Operations

                                2.3.4 Outbound logistics

                                2.3.5 Marketing and sales 

                                2.3.6 Service 

                                2.3.7 Support activities

                                2.3.8 Innovations

3. Market Sizing                       

                3.1 Market definition

                                Exhibit 04:  Offerings of vendors included in the market definition

                3.2 Market segment analysis 

                                Exhibit 05:  Market segments

                3.3 Market size 2020 

                3.4 Market outlook: Forecast for 2020 - 2025 

                                3.4.1 Estimating growth rates for emerging and high-growth markets

                                3.4.2 Estimating growth rates for mature markets

                                Exhibit 06:  Global - Market size and forecast 2020 - 2025 ($ million)

                                Exhibit 07:  Global market: Year-over-year growth 2020 - 2025 (%)

4. Five Forces Analysis                          

                4.1 Five Forces Summary        

                                Exhibit 08: Five forces analysis 2020 & 2025

                4.2 Bargaining power of buyers           

                4.3 Bargaining power of suppliers       

                4.4 Threat of new entrants    

                4.5 Threat of substitutes         

                4.6 Threat of rivalry   

                4.7 Market condition

                                Market condition - Five forces 2020

5. Market Segmentation by Product               

                The segments covered in this chapter are: 

  • Academic toys
  • Cognitive toys
  • Motor skills toys
  • Other toys

                5.1 Market segments

                                Exhibit 15: Product - Market share 2020-2025 (%)

                5.2 Comparison by Product    

                                Exhibit 16: ​Comparison by Product​

                5.3 ​Academic toys - Market size and forecast 2020-2025           

                                Exhibit 17: ​Academic toys - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 18: ​Academic toys - Year-over-year growth 2020-2025 (%)

                5.4 Cognitive toys - Market size and forecast 2020-2025             

                                Exhibit 19: ​Cognitive toys - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 20: ​Cognitive toys - Year-over-year growth 2020-2025 (%)

                5.5 Motor skills toys - Market size and forecast 2020-2025        

                                Exhibit 21: ​Motor skills toys - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 22: ​Motor skills toys - Year-over-year growth 2020-2025 (%)

                5.6 Other toys - Market size and forecast 2020-2025    

                                Exhibit 23: ​Other toys - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 24: ​Other toys - Year-over-year growth 2020-2025 (%)

                5.7 Market opportunity by Product    

                                Exhibit 25: ​Market opportunity by Product

6. Market Segmentation by Age                       

                The segments covered in this chapter are: 

  • 0-4 years
  • 4-8 years
  • Above 8 years

                6.1 Market segments

                                Exhibit 26: ​Age - Market share 2020-2025 (%)

                6.2 Comparison by Age            

                                Exhibit 27: ​Comparison by Age

                6.3 0-4 years - Market size and forecast 2020-2025      

                                Exhibit 28: ​0-4 years - Market size and forecast 2020-2025 ($ million)

                                Exhibit 29: ​0-4 years - Year-over-year growth 2020-2025 (%)

                6.4 ​4-8 years - Market size and forecast 2020-2025​     

                                Exhibit 30: ​4-8 years - Market size and forecast 2020-2025 ($ million)

                                Exhibit 31: ​4-8 years - Year-over-year growth 2020-2025 (%)

                6.5 Above 8 years - Market size and forecast 2020-2025             

                                Exhibit 32: ​Above 8 years - Market size and forecast 2020-2025 ($ million)

                                Exhibit 33: ​Above 8 years - Year-over-year growth 2020-2025 (%)

                6.6 Market opportunity by Age            

                                Exhibit 34: ​Market opportunity by Age

7. Customer landscape                         

Technavio’s customer landscape matrix comparing Drivers or price sensitivity, Adoption lifecycle, importance in customer price basket, Adoption rate and Key purchase criteria

                                Exhibit 35: ​Customer landscape​

8. Geographic Landscape                     

                ​​The regions covered in the report are: 

  • APAC
  • North America 
  • Europe 
  • South America 
  • MEA

                8.1 Geographic segmentation

                                Exhibit 36: ​Market share by geography 2020-2025 (%)

                8.2 Geographic comparison   

                                Exhibit 37: Geographic comparison

                8.3 APAC - Market size and forecast 2020-2025​             

                                Exhibit 38: ​APAC - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 39: ​APAC - Year-over-year growth 2020-2025 (%)

                8.4 North America - Market size and forecast 2020-2025           

                                Exhibit 40: ​North America - Market size and forecast 2020-2025 ($ million)

                                Exhibit 41: ​North America - Year-over-year growth 2020-2025 (%)

                8.5 ​Europe - Market size and forecast 2020-2025         

                                Exhibit 42: ​Europe - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 43: Europe - Year-over-year growth 2020-2025 (%)

                8.6 South America - Market size and forecast 2020-2025           

                                Exhibit 44: ​South America - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 45: South America - Year-over-year growth 2020-2025 (%)

                8.7 MEA - Market size and forecast 2020-2025              

                                Exhibit 46: MEA - Market size and forecast 2020-2025 ($ million)

                                Exhibit 47: MEA - Year-over-year growth 2020-2025 (%)

                8.8 Key leading countries        

                                Exhibit 48: Key leading countries

                8.9 Market opportunity by geography

                                Exhibit 49: Market opportunity by geography ($ million)

9. Drivers, Challenges, and Trends                   

                9.1 ​Market drivers     

                                9.1.1 Increasing demand for smart toys

                                9.1.2 Increased emphasis on STEM toys

                                9.1.3 Increasing number of investments in the market

                                9.1.4 Increasing personal disposable income and rising middle-class population

                9.2 Market challenges              

                                9.2.1 Threat from counterfeit products

                                9.2.2 High cost of manufacturing

                                9.2.3 Safety concerns

                                9.2.4 Market fragmentation

                                Exhibit 50: Impact of drivers and challenges

                9.3 Market trends      

                                9.3.1 Rise in green toys

                                9.3.2 Emergence of 3D printing in toy manufacturing

                                9.3.3 Increased emphasis on STREAM toys

                                9.3.4 Use of licensed merchandise for marketing and branding

10. Vendor Landscape                           

                10.1 Competitive scenario      

                10.2 Vendor landscape            

                                Exhibit 51: Vendor landscape

                10.3 Landscape disruption      

The potential for the disruption of the market landscape was moderate in 2020, and its threat is expected to remain unchanged by 2025. 

                                Exhibit 52: ​Landscape disruption​

                10.4 Industry risks      

                                Exhibit 53: Industry risks

11. Vendor Analysis               

                11.1 Vendors covered              

                                Exhibit 54: Vendors covered

                11.2 Market positioning of vendors    

                                Exhibit 55: ​Market positioning of vendors​

                11.3 Ltd.

                                Exhibit 56: Ltd. - Overview

                                Exhibit 57: Ltd. - Product and service

                                Exhibit 58: Ltd. - Key offerings

                11.4 Johnco Productions Pty Ltd.         

                                Exhibit 59:  Johnco Productions Pty Ltd. - Overview

                                Exhibit 60:  Johnco Productions Pty Ltd. - Product and service

                                Exhibit 61:  Johnco Productions Pty Ltd. - Key offerings

                11.5 Learning Resources Ltd. 

                                Exhibit 62:  Learning Resources Ltd. - Overview

                                Exhibit 63:  Learning Resources Ltd. - Product and service

                                Exhibit 64:  Learning Resources Ltd. - Key offerings

                11.6 LEGO System AS

                                Exhibit 65:  LEGO System AS - Overview

                                Exhibit 66:  LEGO System AS - Product and service

                                Exhibit 67:  LEGO System AS - Key offerings

                11.7 Mattel Inc.          

                                Exhibit 68:  Mattel Inc. - Overview

                                Exhibit 69:  Mattel Inc. - Business segments

                                Exhibit 70: Mattel Inc. - Key news

                                Exhibit 71:  Mattel Inc. - Key offerings

                                Exhibit 72:  Mattel Inc. - Segment focus

                11.8 Melissa & Doug LLC         

                                Exhibit 73:  Melissa & Doug LLC - Overview

                                Exhibit 74:  Melissa & Doug LLC - Product and service

                                Exhibit 75: Melissa & Doug LLC - Key news

                                Exhibit 76:  Melissa & Doug LLC - Key offerings

                11.9 MindWare Inc.   

                                Exhibit 77:  MindWare Inc. - Overview

                                Exhibit 78:  MindWare Inc. - Product and service

                                Exhibit 79:  MindWare Inc. - Key offerings

                11.10 Pegasus Toykraft Pvt. Ltd.          

                                Exhibit 80:  Pegasus Toykraft Pvt. Ltd. - Overview

                                Exhibit 81:  Pegasus Toykraft Pvt. Ltd. - Product and service

                                Exhibit 82:  Pegasus Toykraft Pvt. Ltd. - Key offerings

                11.11 Ravensburger Group    

                                Exhibit 83:  Ravensburger Group - Overview

                                Exhibit 84:  Ravensburger Group - Product and service

                                Exhibit 85:  Ravensburger Group - Key offerings

                11.12 VTech Holdings Ltd.      

                                Exhibit 83:  Ravensburger Group - Overview

                                Exhibit 87:  VTech Holdings Ltd. - Business segments

                                Exhibit 88: VTech Holdings Ltd. - Key news

                                Exhibit 89:  VTech Holdings Ltd. - Key offerings

                                Exhibit 90:  VTech Holdings Ltd. - Segment focus

12. Appendix                            

                12.1 Scope of the report         

                                12.1.1 ​​​​Market definition

                                12.1.2 ​​​​Objectives

                                12.1.3 ​​​​Notes and caveats

                12.2 Currency conversion rates for US$            

                                Exhibit 91: ​Currency conversion rates for US$​

                12.3 Research Methodology 

                                Exhibit 92: ​Research Methodology

                                Exhibit 93: ​​Validation techniques employed for market sizing​

                                Exhibit 94: ​​Information sources

                12.4 List of abbreviations        

                                Exhibit 95: List of abbreviations

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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The educational toys market growth will increase by $24303.16 million during 2019-2024.
The educational toys market is expected to grow at a CAGR of 15.02% during 2019-2024.
Technavio has segmented the educational toys market by product (Academic toys, Cognitive toys, Motor skills toys, and Other toys) ,other1 (0-4 years, 4-8 years, and Above 8 years) , and geographic (APAC, North America, Europe, South America, and MEA). Ltd., Hasbro Inc., Johnco Productions Pty Ltd., Learning Resources Ltd., LEGO System AS, Mattel Inc., Melissa & Doug LLC, MindWare Inc., Ravensburger AG, VTech Holdings Ltd. are a few of the key vendors in the educational toys market.
APAC will register the highest growth rate of 35.52% among the other regions. Therefore, the educational toys market in APAC is expected to garner significant business opportunities for the vendors during the forecast period.
The key factors driving the educational toys market growth are:
  • Increasing demand for smart toys
  • Rise in green toys
The educational toys market vendors should focus on grabbing business opportunities from the academic toys segment as it accounted for the largest market share in the base year.
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