Educational Toys and Learning Toys Market Size & Share [2033]

Educational Toys and Learning Toys Market Overview

The Educational Toys and Learning Toys Market size was valued at USD 4.26 million in 2024 and is expected to reach USD 7.79 million by 2033, growing at a CAGR of 6.94% from 2025 to 2033.

In 2024, the Educational Toys and Learning Toys market surpassed $66 billion in global sales, marking a significant rise from the previous year. Over 2.1 billion units were sold worldwide, with educational puzzles accounting for 12.5% of total unit shipments. Notably, STEM toy sets represented 35% of the market by volume, reaching nearly 730 million kits sold, while interactive electronic learning toys made up 18% of unit sales, totaling about 378 million products. In terms of distribution, brick‑and‑mortar retailers still command 54% of global unit sales, with e‑commerce channels capturing 46%, reflecting the rapid shift to online shopping. Regionally, North America led with 38.1% of unit volume in 2024—approximately 800 million units—followed by Europe at 28.9% (610 million units) and Asia‑Pacific at 23.4% (495 million units). The Middle East & Africa share stood at 9.6% with around 203 million units. Among product formats, wooden Montessori sets held a 15% share of total unit sales, while puzzle toys and board games comprised 14.3% and 11.8% respectively. These values highlight not only the strong consumer demand but also the rapid adoption of tech-enabled learning tools across multiple geographies and product segments—reinforcing the market’s dynamic nature.

Key Findings

Top Driver Reason: Growing parental awareness and emphasis on early childhood brain development through play is driving the educational toys and learning toys market forward. In 2024, over 70% of parents globally preferred educational toys over conventional ones for children aged 2–8.

Top Country/Region: North America leads the market with over 38.1% of global unit sales, largely due to high per capita spending on early learning and structured play.

Top Segment: STEM toys dominate, accounting for 35% of all educational toy sales by volume in 2024, driven by rising interest in coding and science skills from preschool age.

Educational Toys and Learning Toys Market Trends

The educational and learning toys market is undergoing significant transformation, driven by technology, shifting parental priorities, and new educational standards. One major trend shaping the industry is the integration of smart technologies. In 2024, more than 45 million smart educational toys featuring voice recognition, artificial intelligence (AI), and augmented reality (AR) capabilities were sold globally. Companies like LeapFrog and VTech are leading this trend by embedding smart chips into their products, enabling interactive and adaptive learning experiences. Another strong trend is the growing popularity of STEM-based toys. The global sales of STEM toys grew by 12.8% year-on-year, with more than 730 million units sold in 2024. Parents are increasingly prioritizing skills such as problem-solving, logical thinking, and creativity. Coding kits and robotic toys have surged in popularity—particularly in North America and Europe—where over 64% of schools have integrated STEM toys into classroom activities. The market is also seeing a rise in eco-friendly and sustainable toys. Toys made from recycled wood, biodegradable plastics, and toxin-free materials accounted for 18% of total educational toy sales in 2024, up from just 9% in 2021. Europe leads this trend, with 32% of educational toys sold made from sustainable materials. A shift toward personalized learning is also evident. More than 55% of electronic learning toys now offer features that allow parents or educators to tailor content based on a child's learning level. This trend is strongest in Asia-Pacific, where educational tablets and adaptive software-based toys recorded a 14.2% growth rate in 2024. Lastly, there is the rise of “kidult” consumers—adults who buy educational or nostalgic toys for themselves. According to retail surveys, “kidult” purchases contributed to over $2 billion in sales in 2024, accounting for nearly 11% of total market value. Board games and mechanical construction sets are particularly popular in this segment. These evolving trends show that the educational toy industry is not just growing in size, but also in diversity—adapting to new learning standards, technologies, and user demographics.

Educational Toys and Learning Toys Market Dynamics

DRIVER

Rising Demand for Skill-Based Early Learning Tools

The most significant driver in the educational toys market is the increasing global emphasis on skill-based early learning. Educational toys are no longer viewed as supplementary but as essential tools for cognitive and emotional development in children aged 0–8. According to 2024 retail data, over 78% of toy purchases for preschoolers were categorized as educational. Specifically, skill-enhancing toys that teach problem-solving, numeracy, language, and motor skills are gaining momentum. In the United States alone, sales of problem-solving puzzle sets rose by 21% in 2024, with over 60 million units sold. Similarly, in India, sales of educational flashcards grew by 34% year-over-year, signaling heightened awareness among parents about early-stage education. Moreover, global kindergarten and early school curricula are increasingly incorporating structured play, with 42% of K–5 schools now using educational toy kits as part of daily classroom activities.

RESTRAINT

High Cost of Technologically Advanced Toys

Despite growing demand, the market faces restraints due to the rising costs associated with integrating advanced technology into educational toys. Smart learning toys equipped with AI, AR, or IoT features are priced 25%–45% higher than traditional toys, limiting their accessibility to price-sensitive consumers. In developing nations, this cost barrier is more pronounced. In Brazil, for example, the average price of a STEM robotic toy is USD 59, which is more than 2.5 times the average household toy expenditure for a child annually. As a result, adoption rates in lower-income countries remain limited. Additionally, advanced educational toys often require internet access and compatible devices, excluding large populations in rural or underdeveloped regions. In Sub-Saharan Africa, only 29% of households with children under 10 have consistent access to Wi-Fi or mobile broadband, which further impedes smart toy adoption.

OPPORTUNITY

Growth in Emerging Markets and Digital Platforms

A key opportunity lies in the expansion of educational toy adoption in emerging markets like Southeast Asia, Africa, and Latin America. These regions are experiencing a demographic surge, with over 60% of the population under 25 in countries like Nigeria, India, and the Philippines. As awareness around early childhood learning grows, so does the demand for structured educational toys. In 2024, the Asia-Pacific region saw a 19% year-over-year increase in educational toy imports. In India, the government’s New Education Policy (NEP) has recommended integrating activity-based learning from age 3 onwards, triggering an 18.4% rise in sales of alphabet learning boards and numeracy kits. Simultaneously, digital distribution platforms have opened new doors. E-commerce accounted for 46% of global educational toy sales in 2024, compared to 31% in 2019. Brands that offer downloadable apps and subscription-based educational kits (such as monthly puzzle crates or coding kits) are flourishing, particularly among urban millennials with digital fluency.

CHALLENGE

Compliance with International Safety Standards

One of the major challenges for manufacturers is ensuring compliance with ever-evolving safety and quality standards in different countries. Educational toys must meet stringent regulations to avoid choking hazards, toxicity from materials, or excessive noise levels, especially when designed for toddlers. In 2023 alone, over 1.3 million units of educational toys were recalled globally due to safety issues—24% of which were linked to unapproved electronic components or battery-related hazards. In Europe, CE certification is mandatory, while in the U.S., all toys for children under 12 must comply with ASTM F963 standards. Meeting these diverse standards increases both production and compliance costs. Moreover, counterfeit and unregulated imports are rising. In Southeast Asia, an estimated 12% of educational toys sold online are non-compliant or lack safety labeling, posing significant health and safety risks. This undermines consumer trust and presents a hurdle for legitimate manufacturers striving to maintain quality and credibility.

Educational Toys and Learning Toys Market Segmentation

The Educational Toys and Learning Toys Market is segmented based on type and application, allowing for detailed insights into consumer preferences and product performance.

By Type

Education: Educational toys under this segment focus on core academic reinforcement—language learning, numeracy, alphabet games, and reading comprehension. In 2024, over 612 million units of education-based toys were sold globally. Alphabet blocks and flashcards held the largest share, accounting for 32% of this segment’s volume. Digital platforms offering phonics-based games experienced 17.6% growth, especially in the Asia-Pacific region, where app-based English learning tools are booming. For instance, in Japan and South Korea, sales of bilingual reading pens surged by 23% compared to 2023.
Child Development: This segment targets emotional, social, physical, and cognitive growth through play. Toys such as stacking blocks, shape sorters, and tactile mats fall under this category. In 2024, over 520 million units of child development toys were sold. Soft skill-enhancing toys—like emotional expression dolls and empathy-based board games—grew by 19.3%, driven by the global rise of MESH (mental, emotional, and social health) learning. Europe leads in adoption, with 29% of preschool classrooms using emotion-based developmental toys.
Retail: Retail-based educational toys, often found in physical stores or specialty chains, remain a significant sales channel. In 2024, 54% of all educational toys were sold through retail outlets, equating to more than 1.1 billion units. Though growth is modest (4.6% YoY), toy stores and bookshops remain crucial for new parents. North America and Western Europe retain the highest in-store sales volumes, driven by brand loyalty and tactile product trials.
Online Education: Online education toys include e-learning kits, downloadable learning software, and toys integrated with mobile apps or subscription services. With more than 45 million e-learning toy kits sold in 2024, this segment saw a 28.9% increase in unit growth. Coding toys and math game apps are in high demand, especially in urban India and Southeast Asia. Platforms offering personalized progress reports and rewards (like LeapFrog’s learning path tools) dominate this space.
Schools & Preschools: Institutional adoption is growing fast, especially post-pandemic. In 2024, educational institutions globally purchased 312 million units for classrooms—an 11.8% increase over 2023. These purchases include activity kits, group board games, and collaborative puzzle-based learning modules. In Canada and the U.K., 68% of public preschools now integrate at least one category of structured play toy in daily lesson plans.

By Application

STEM Toys: STEM (Science, Technology, Engineering, and Mathematics) toys lead the application segment, with over 730 million units sold in 2024. They focus on building logic, creativity, and technical problem-solving. Robotic kits alone saw a 14.4% increase from the previous year, driven by products like Botley, LEGO Boost, and Wonder Workshop. In China, STEM toy consumption grew 22.7%, thanks to government-backed “tech learning hubs” in urban schools.
Montessori Toys: Based on the Montessori philosophy of self-directed activity and hands-on learning, these toys emphasize independence and tactile engagement. Montessori toys—often made from wood—sold 418 million units in 2024, a 12.5% growth from 2023. North America accounted for 38% of the Montessori market, while India and the UAE saw emerging demand as private preschools shifted toward child-led teaching models.
Puzzle Toys: Puzzle toys are popular across age groups and involve logic, spatial reasoning, and patience. In 2024, puzzle toys recorded global sales of over 550 million units. 3D puzzles and logic board formats like Rubik’s Cube saw double-digit growth (11.3%), especially in the U.S. and Germany. For younger children, animal-themed and alphabet puzzles dominated, with 23% YoY growth in this subcategory. Educational board games, such as math challenges, vocabulary builders, and cooperative learning games, sold 370 million units in 2024. Their sales grew by 9.2%, with strong demand from families with multiple children and homeschooling parents. In the U.K., 46% of families with kids under 12 reported playing educational board games at least once per week. These toys use sensors, voice control, and touchscreen interactivity to provide feedback and adjust difficulty levels. Global unit sales crossed 400 million in 2024, with a 16.8% YoY growth. Products like LeapFrog’s LeapStart, Fisher-Price’s Smart Stages, and VTech’s Smart Shots contributed to over 60% of the global share in this segment. Growth is especially strong in Southeast Asia, where digital learning penetration is expanding rapidly.

Educational Toys and Learning Toys Market Regional Outlook

North America

North America continues to dominate the global educational toys and learning toys market, accounting for 38.1% of total global unit sales in 2024, which equates to over 800 million units. The U.S. alone contributed 72% of this regional volume, driven by high disposable incomes, a well-established early education system, and widespread awareness about developmental learning tools. The average household in the U.S. spends approximately $176 annually on educational toys for children under 10. The demand for STEM and interactive toys is especially strong in the region, with over 230 million units of STEM kits sold in 2024. In Canada, government-backed initiatives such as the “Play to Learn” program increased institutional procurement of educational toys by 19% year-on-year. The rise in homeschooling, which surged during the pandemic and has remained above 10% adoption, further supports continuous retail and online purchases of learning aids.

Europe

Europe holds a substantial 28.9% share of the global market, amounting to around 610 million units sold in 2024. Germany, France, and the U.K. are the top contributors. Germany alone saw sales of over 140 million educational toys, with puzzle and Montessori-based toys dominating. The average European child under 8 owns 12 educational toys, many of which are made from sustainable materials—particularly in Scandinavia, where 45% of toys sold in 2024 were certified eco-friendly. European regulatory frameworks, including EN-71 safety standards and eco-labeling, encourage high-quality product design. STEM toys are gaining popularity in school systems, with the EU’s Horizon 2030 initiative allocating funding toward hands-on educational resources. As a result, sales of electronic STEM kits in Western Europe grew by 13.4% compared to 2023. Montessori toys also have a strong foothold in the region, with France and Italy accounting for 28% of global Montessori toy sales.

Asia-Pacific

Asia-Pacific is the fastest-growing region in the educational toy space, capturing 23.4% of global unit sales in 2024, totaling about 495 million units. China leads the region, accounting for nearly 48% of these sales, followed by India, Japan, and South Korea. China’s booming middle class and the introduction of national coding education programs have contributed to a 21.6% increase in STEM toy sales over the previous year. In India, the New Education Policy (NEP) has promoted activity-based and play-based learning, driving an 18.4% rise in alphabet and numeracy toys among preschoolers. Japanese consumers are showing strong demand for robotic and AI-enhanced toys, with over 22 million units sold in this subsegment in 2024. E-commerce is a key driver in the region, accounting for 53% of total educational toy sales, particularly in urban areas. Furthermore, educational subscription boxes have gained traction, with over 6 million monthly kits being delivered across India, China, and Southeast Asia. These kits often include puzzles, STEM tasks, and interactive activities tailored by age and learning objectives.

Middle East & Africa

Though smaller in scale, the Middle East & Africa (MEA) educational toys market showed impressive momentum in 2024. The region contributed 9.6% to global sales, equivalent to 203 million units. South Africa, Saudi Arabia, and the UAE are the top markets, with UAE leading per capita spend on educational toys—averaging $98 per child annually. MEA’s market is driven by a young and growing population—over 60% of the population in Africa is under age 25. Educational institutions in the Gulf Cooperation Council (GCC) countries are increasingly investing in STEM and Montessori toys. For example, Saudi Arabia’s Vision 2030 includes specific goals to incorporate advanced early learning tools in both public and private schools, resulting in a 27% increase in institutional procurement of STEM learning kits in 2024. Internet penetration and smartphone adoption have also supported a growing market for mobile-based interactive learning toys, especially in urban areas of Egypt, Kenya, and Nigeria. However, challenges related to affordability and logistics still hinder wider distribution in rural MEA zones.

List of Top Educational Toys and Learning Toys Market Companies

Below are the major companies leading the Educational Toys and Learning Toys Market globally:

The LEGO Group (Denmark)
Melissa & Doug (USA)
VTech (Hong Kong)
Fisher-Price (Mattel) (USA)
LeapFrog (VTech) (USA/Hong Kong)
Hasbro (USA)
Spin Master (Canada)
MindWare (USA)
Thames & Kosmos (Germany)
Learning Resources (USA)

Top Two Companies with Highest Market Share

The LEGO Group (Denmark): In 2024, The LEGO Group held the largest global share in the educational toys segment, accounting for over 15% of total market unit sales, with approximately 318 million units sold. LEGO’s success is driven by its diversified educational product portfolio, including LEGO Education kits used in over 120,000 classrooms worldwide. Its LEGO Spike Prime and LEGO Mindstorms kits are widely adopted in middle and high school STEM curricula. Additionally, LEGO’s partnership with ministries of education in countries such as the U.K., UAE, and Singapore has expanded its footprint in the institutional segment. In 2024, LEGO launched its new “Discover Coding” series, resulting in a 19.7% YoY increase in sales of programmable building sets.
VTech (Hong Kong): VTech, including its LeapFrog brand, ranked second in global market share with 12.3% of total educational toy units sold, equating to more than 260 million products in 2024. Known for its integration of touch, voice, and interactive learning, VTech dominates the 0–6 age category with products like Touch & Learn Activity Desk, LeapStart Go, and Smart Shots Sports Center. VTech recorded a 22% growth in its “Read and Learn” category, driven by demand in North America and Asia-Pacific. The LeapFrog Academy subscription platform exceeded 4 million active users in 2024, highlighting the company’s move toward blended physical-digital learning ecosystems.

Investment Analysis and Opportunities

The Educational Toys and Learning Toys Market is witnessing robust investment activity driven by rising demand, innovation in smart learning technologies, and evolving educational frameworks worldwide. In 2024, global investment in the sector—spanning toy manufacturers, edtech platforms, and learning product startups—exceeded $4.2 billion, reflecting strong investor confidence in the long-term growth of this space. Venture capital firms are particularly active in the STEM and coding toy segments. In 2024, U.S.-based startup Tacto Labs raised $120 million in Series C funding to expand its AI-powered science kits for children aged 6–12. Similarly, India’s PlayShifu secured $72 million in growth capital to scale its AR-based learning games in Southeast Asia and Latin America. These investments contributed to a 22.3% increase in product development and market expansion initiatives across the APAC region. Private equity funds are also backing traditional toy brands to modernize their educational offerings. For example, Learning Resources (USA) received $150 million in growth funding to develop bilingual STEM kits and expand into online distribution channels across Europe and the Middle East. This resulted in a 15% increase in market penetration across Tier-2 and Tier-3 cities. Governments are increasingly allocating funds to procure educational toys in schools. In 2024, the U.K. Department for Education spent over £90 million on activity-based learning modules, with 43% of that directed toward toys that align with the national curriculum. In India, under the “Toycathon” initiative, over ₹500 crore (approx. $60 million) was earmarked for funding domestic manufacturers of cognitive and sensory development tools. International development agencies have also begun including educational toy kits in early childhood aid packages. UNICEF, for example, distributed 1.4 million educational kits containing puzzles, blocks, and picture books across 20 countries in 2024. A key opportunity lies in subscription-based educational toys, a market that grew by 29% YoY in 2024. Companies like KiwiCo and MEL Science offer monthly kits customized by age and skill level, tapping into rising demand for structured at-home learning. Furthermore, localization of content—such as offering math and language toys in regional languages—represents an untapped opportunity. In multilingual markets like Africa and India, regional-language toys saw a 17.5% growth in sales, suggesting strong demand for culturally relevant educational tools. The global landscape offers significant scope for innovation, geographic expansion, and cross-industry collaboration—particularly between toy makers and digital learning platforms.

New Product Development

New product development in the Educational Toys and Learning Toys Market is being shaped by advancements in technology, evolving pedagogical methods, and increasing consumer demand for personalized, eco-conscious, and skill-based toys. In 2024, more than 6,500 new educational toy SKUs were launched globally—a 14.2% increase compared to 2023. These innovations span across categories like STEM, language learning, emotional intelligence, and sustainability-focused design. The integration of artificial intelligence (AI), augmented reality (AR), and machine learning is now mainstream in product development. In 2024, more than 52 million AI-powered educational toys were sold. For instance, LeapFrog launched its LeapStart Interactive 360 with real-time progress tracking and adaptive feedback for children aged 3–7. The product sold over 5 million units within the first six months of release. Similarly, Fisher-Price introduced the Think & Learn ABC Smart Ball, which uses voice recognition to teach spelling and grammar through interactive play. This toy alone recorded 2.4-million-unit sales across the U.S. and Europe in 2024. These interactive tools are increasingly being adopted in early education classrooms across North America and the EU. Sustainability is at the forefront of design innovation. In 2024, approximately 28% of newly launched educational toys were made using recycled or biodegradable materials. Companies like Melissa & Doug introduced a full line of FSC-certified wooden toys that promote Montessori-style learning. Sales of these toys grew by 18% YoY, particularly in Western Europe and Australia. Hasbro committed to converting 100% of its toy packaging to plastic-free alternatives by 2025, beginning with its 2024 line of educational board games. These eco-conscious games, such as “Eco Adventures” and “Recycle Race”, sold 3.2 million units globally, highlighting strong consumer alignment with environmental values. The global emphasis on mental and emotional health in children led to a surge in the development of emotion-focused toys. Spin Master launched “Feel & Tell Friends,” a plush toy series designed to help children identify and express their feelings. Within months, the series sold 1.1 million units across North America and Australia. MESH-aligned toys (focusing on Mental, Emotional, and Social Health) now account for 9% of the educational toys category, up from just 4% in 2021. These toys include conflict-resolution board games, calming kits, and interactive storybooks that promote empathy and resilience. Product innovation is also moving toward localization. Companies are releasing toys in multiple languages to penetrate non-English-speaking markets. In 2024, Learning Resources launched math and phonics kits in 15 languages, resulting in a 24% increase in unit sales across Southeast Asia, Latin America, and the Middle East. These developments demonstrate the market’s responsiveness to evolving consumer needs, educational philosophies, and sustainability goals—making innovation the core engine of growth in the educational toy industry.

Five Recent Developments

The LEGO Group Launches ‘LEGO Discover Coding’ Kits for Early Learners: In early 2024, The LEGO Group introduced its ‘LEGO Discover Coding’ line, targeting children aged 4–8 to promote early exposure to logic and sequencing. Within just the first two quarters, over 6.8 million kits were sold globally. The kits were integrated into over 28,000 classrooms across North America and Europe and are now being piloted in Singapore and the UAE. LEGO also announced a 25% increase in R&D allocation toward early-learning coding platforms.
LeapFrog Academy Crosses 4 Million Active Users: LeapFrog, under VTech, recorded a major milestone with its LeapFrog Academy platform exceeding 4 million active monthly users in Q4 2024. The subscription-based digital learning ecosystem is used by families across 42 countries, delivering curriculum-aligned activities in math, reading, and science. Following the growth, LeapFrog expanded its content offerings to include emotional resilience modules and social development games for children aged 3–7.
Hasbro Enters Emotional Learning Segment with ‘EQ Explorers’: In September 2023, Hasbro launched ‘EQ Explorers’, a new range of emotional learning board games and plush characters. Aimed at children aged 5–10, this series helps develop empathy, communication, and conflict resolution. The line sold 2.6 million units in its first year and is now used in over 9,000 U.S. schools as part of SEL (Social Emotional Learning) programs. EQ Explorers was recognized as the “Most Innovative Toy Series” by the Global Toy Awards in 2024.
Melissa & Doug Expand Eco-Friendly Line with FSC-Certified Learning Sets: In mid-2024, Melissa & Doug announced a 100% FSC-certification across their educational wooden toy portfolio. The new line includes shape sorters, sound puzzles, and Montessori-based stacking toys. These eco-conscious products sold 5.3 million units globally by the end of 2024. Europe led demand with 46% of total sales, driven by environmentally-aware consumers in Germany, Sweden, and the Netherlands.
Spin Master Partners with Popular Educator “Ms. Rachel” to Launch Communication Toys: In February 2024, Spin Master partnered with early childhood YouTube educator Ms. Rachel to co-develop a line of speech development and communication-enhancing toys. The product line includes interactive books, flashcards, and talking plush toys and is aimed at toddlers aged 1–4. It sold 3.7 million units in its launch year across the U.S., Canada, and the U.K. The line received praise from educators and speech-language pathologists for its practical classroom and at-home use.

Report Coverage of Educational Toys and Learning Toys Market

This comprehensive report on the Educational Toys and Learning Toys Market offers in-depth analysis and statistical insights across product types, applications, regions, and key players—helping stakeholders identify opportunities, trends, and strategies for growth through 2030. The report includes a global market overview featuring more than 40 major countries, segmented by North America, Europe, Asia-Pacific, and the Middle East & Africa. Unit sales, innovation metrics, and product adoption rates are provided per region to help companies identify high-growth geographies. For example, the Asia-Pacific market showed a 19.6% YoY growth in educational toy unit sales in 2024, with countries like India, China, and Vietnam emerging as hotspots for digital and STEM-based products. By product type, the report covers key categories including Education, Child Development, Retail, Online Education, and Schools & Preschools. Over 2.1 billion units were sold across these segments in 2024, with detailed insights into which sub-categories are outperforming—such as STEM kits (35% of market volume) and Montessori toys (15%). These insights are backed by numerical data from retailer shipments, institutional procurement, and consumer behavior reports. By application, the report examines performance and trends in STEM Toys, Puzzle Toys, Board Games, Interactive Learning Toys, and Montessori models. Puzzle toys, for instance, sold over 550 million units, led by strong demand in Europe and North America. Emotional intelligence tools, a rapidly growing sub-segment, are also discussed, with MESH-aligned toys now accounting for 9% of the total educational toy market. Company analysis includes deep profiles of top global manufacturers like LEGO, VTech, Hasbro, LeapFrog, and Melissa & Doug. The report outlines each company’s product portfolio, new product laun