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Educational Toys Market Size, Share & COVID-19 Impact Analysis, By Type (Arts & Crafts, Role Play, Games & Puzzles, Motor Skills, Musical Toys, STEM Toys, and Other Toys), Age Group (0-4 Years, 4-8 Years, and Above 8 Years), Distribution Channel (Supermarkets & Hypermarkets, Specialty Stores, E-commerce, and Others), and Regional Forecast, 2021-2028

Region : Global | Format: PDF | Report ID: FBI106324



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The global educational toys market size was USD 64.91 billion in 2020. The market is expected to grow from USD 68.81 billion in 2021 to USD 132.62 billion in 2028 growing at a CAGR of 9.83% during the 2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering, with educational toys witnessing a positive impact on demand across all regions amid the pandemic. Based on our analysis, the global market exhibited a lower growth of 26.41% in 2020 as compared to the average year-on-year growth during 2017-2019. The rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

Educational toys refer to those objects of play, designed to stimulate learning in children. Durability and safety are the key areas for consideration for all the manufacturers worldwide. Given the market scenario within the learning & education toys space, it is imperative for industry participants to design products that can withstand the use and abuses by children within the age range for whom the toys are designed. Various rules and regulations aimed at toy safety govern the global market. For instance, U.S. manufacturers are required to comply with a mandatory list of rules and regulations stated under ASTM F963 – Standard Consumer Safety Specification for Toy Safety.

 COVID-19 Pandemic Led to Robust Product Sales through Online Channel

Although COVID-19 has impacted the distribution of learning-purpose toys through physical/online channel, product sales through the online channel have increased considerably. This factor is attributable to heavy spending on innovative educational tools by many parents for their kids amid temporary closure of schools. With children across countries spending more time at home due to lockdown restrictions, the COVID-19 pandemic has boosted the demand for educational toys.

However, the COVID-19 pandemic caused considerable supply chain disruptions across countries. Since China is a prominent supplier of learning & education toys worldwide, various lockdown measures and an increase in import duty on Chinese toys in countries such as India hampered trade operations.


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Increasing Preference for Environment-Friendly Educational Toys is Favoring Market Expansion

The rising demand for eco-friendly learning & education toys is expected to encourage new players’ entry into the market over the forecast period. Disposability has historically been a major concern in the educational toys industry, with buyers typically not tempted by out-of-date and second-hand toys. This factor has been driving the demand for green learning & education toys. Many innovative toymakers are designing products using green materials such as sugar cane, cardboard, and bamboo.


Increasing Popularity of Smart Toys to Stimulate Educational Toys Market Growth

Internet-connected educational toys featuring high-tech innovations are becoming increasingly popular among an expanding population of tech-savvy consumers. A smart toy operates through embedded sensors and on-board electronics and has its own intelligence. Despite their high costs, smart toys are preferred over other learning toys for their ease of use and personalized instructive approach. 

The rising adoption of these smart toys is likely to create a healthy demand for Science, Technology, Engineering and Math (STEM) toys worldwide throughout the forecast timeframe. STEM toys are designed to improve the problem solving skills and creativity in children in an interesting and engaging manner. With a rising number of parents focusing on making their children future-ready by purchasing smart toys, STEM toys are likely to witness a robust over the forecast period.

Government Support is Encouraging New Players’ Entry

Government support within the toy manufacturing space is likely to favor industry growth throughout the forecast timeframe. Led by India, the global market is expected to witness significant government support across countries, with an increasing need to boost domestic toy manufacturing and increase adoption. For instance, in February 2020, the Government of India (GoI) approved the establishment of eight toy clusters in the states of Madhya Pradesh, Rajasthan, Tamil Nadu, Uttar Pradesh, and Karnataka. This move highlights the government’s intent to boost the domestic toy manufacturing sector in the foreseeable future. 


Rising Prevalence and Circulation of Unbranded and Counterfeit Products is Impeding Product Demand

The rising prevalence and circulation of unbranded and counterfeit educational toys have been impeding the market growth. While a sizable number of counterfeit products can be easily identified, a wide variety of potentially dangerous products with sophisticated imitations may go undetected by shoppers/customers or retailers, thereby exposing children to toxic chemicals or materials (such as cancer-causing plastics). While there is a growing concern regarding the circulation of fake learning & education toys across countries, the majority of these products are known to exist in Asian markets such as China and India.


By Type Analysis

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Motor Skills to Hold Major Share Given the Increasing Need for Fine Motor Skill Development

On the basis of type, the market is classified into arts & crafts, role play, games & puzzles, motor skills, musical toys, stem toys, and other toys. The motor skills segment held a dominant share of the market in 2020. Fine motor skill development is considered essential for babies, toddlers, and other older kids as the coordination of muscles in the fingers, hands, and eyes enables them to do everyday tasks easily. Motor skills usually include construction toys such as building blocks

Motor skills toys are popular owing to various benefits such as hand-eye coordination enhancement, shape identification, color recognition, improvement of problem solving skills, gross & fine motor skill development, and cause & effect understanding. With toymakers focusing on achieving product differentiation, motor skills toys are likely to increasingly feature magnetic features for ease of use. A wide variety of motor skills toys are easily available across all distribution channels, ranging from local toy shops to specialty stores and e-commerce websites.

By Age Group Analysis

0-4 Years Segment to Account for Highest Market Share Given Rising Instances of New Product Launches

Based on age group, the market is categorized into 0-4 years, 4-8 years, and above 8 years. The 0-4 years segment is forecast to dominate the market over the forecast period. The increasing need to boost children’s intelligence quotient (IQ) from a tender age is surging the demand for educational toys in the 0-4 years segment.

From a manufacturing standpoint, choking is a major concern while designing these toys for children in the age group of 4-8 years. Furthermore, it is important for toymakers to employ flame resistant or flame retardant, non-toxic, and lead-free materials in their products while targeting the 4-8 years segment. As children in the 4-8 years age group can comprehend lessons better than children in the 1-4 years age group, it is imperative for brands to develop customized toys to build consumer interest in their products.

By Distribution Channel Analysis

Offline Distribution Channels are Likely to Regain Their Prominence During Post-COVID-Pandemic Phase

Based on distribution channel, the global market has been categorized into supermarkets & hypermarkets, specialty stores, e-commerce, and others. Supermarkets & hypermarkets are the most popular distribution channels for learning toys. Hypermarkets such as Walmart are becoming more aggressive in the toys space by offering significant discounts, especially during holiday seasons.

The specialty stores segment is likely to witness considerable growth in the coming years. The rising popularity of specialty stores is attributable to the mushrooming growth of company-owned brick-and-mortar stores. Personalization of services and stock availability are the key driving factors fueling product sales through specialty stores.


North America Educational Toys Market Size, 2020 (USD Billion)

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The market size in North America stood at USD 24.98 billion in 2020. The North America market is primarily driven by the new levels of demand from consumers/shoppers and retailers alike for ‘Made in USA’ learning & education toys. From a retailing perspective, buying U.S.-made learning toys is beneficial and pragmatic as it translates into cheaper and faster product shipments than compared to shipments from China or Mexico. The U.S. is likely to remain as the most lucrative regional market over the forecast period.

The growth of the Europe educational toys market is driven by the rising popularity of green/environmentally friendly products. Led by countries such as the U.K. and Germany, Educators and parents in the region are likely to contribute to adopt greener products owing to the health hazards/ issues associated with synthetic materials. The popularity of green products in European markets is expected to encourage the entry of startups in the near term. Amid the COVID-19 pandemic, the U.K. emerged as the largest regional market in 2020.

Asia Pacific is expected to witness the fastest CAGR from 2021 to 2028. Led by China and India, the regional market is driven by the presence of a large customer base. The Asia Pacific market has been witnessing significant developments in the toys space over the years. In August 2020, the Government of India (GoI) expressed its intent to establish India as a global toy hub. Such initiatives will encourage other countries to boost their domestic learning & education toys production.

China is the most significant regional market. Internationally renowned toy companies have long considered China a key market in terms of both production and demand. The expanding middle-class population in Asian countries such as China and India is likely to encourage manufacturers to offer a wide variety of low-priced learning toys in the forthcoming years. The Indian learning toys market is forecast to register the fastest CAGR growth in Asia Pacific in the coming years. Strong government support in the toy manufacturing space paired with the rising popularity of the e-commerce sales channel is boosting the product demand.

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The South American and Middle East & African markets currently account for a small fraction of the global market. Brazil is likely to emerge as a key market in the near future. Brazil is among the few countries that has managed to retain the prominence of domestically produced learning & education toys. The major consumers for these toys in Brazil are Sao Paulo, Minas Gerais, Santa Catarina, and Rio de Janeiro.


Mattel and LEGO System A/S to Dominate the Global Market Backed by Robust Distribution Network

Mattel and LEGO System A/S are expected to retain their positions as market leaders during the forecast timeframe. These market vendors benefit from a well-established distribution network spread across countries. For instance, Mattel currently operates in over 35 locations worldwide and its products are sold in more than 150 countries. On the other hand, LEGO System A/S currently sells its products in more than 40 countries. Mattel Inc and Melissa & Doug are a few of the most prominent toy companies worldwide.

The key players in the market are increasingly focusing on marketing their products through the online channels. For instance, LEGO System A/S has been increasing its investment in the digitalization of its entire business to minimize the impact of the COVID-19 pandemic. As a result, the company witnessed a 21% increase in consumer sales in 2020 compared to the previous year. Increased rivalry from international players over the past decade is crowding the market space, leading to intense price-based competition across domestic markets. The market also house major distributors such as Johnco Productions Pty Ltd, an Australian distributor of educational toy brands.


  • Mattel (California, U.S.)

  • LEGO System A/S (Billund, Denmark)

  • Melissa & Doug (Connecticut, U.S.)

  • Ravensburger (Ravensburg, Germany)

  • The Simba Dickie Group (Fürth, Germany)  

  • TOMY (Tokyo, Japan)

  • JAKKS Pacific, Inc. (California, U.S.)

  • GoldLok Toys (Guangdong, China)

  • WowWee Group Limited (Quebec, Canada)

  • CocoMoco Kids (New Delhi, India)


  • June 2021: Melissa & Doug, a U.S.-based company, launched Timeless Toys, its new marketing campaign, aimed at reaching more parents and introducing them to its products through digital platforms, including Hulu, YouTube, and Amazon.

  • January 2019:  The Simba Dickie Group, a German toy company, acquired Jada Toys, a U.S.-based manufacturer of preschool toys. The move was aimed at gaining a toehold in the U.S. toy market. Given the increasing competition in this market, prominent industry participants are expected to deploy mergers & acquisitions as their key competitive strategy in the coming years.


An Infographic Representation of Educational Toys Market

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The market research report includes qualitative and quantitative insights into the industry. It also offers a detailed market analysis with size and growth rate for all possible market segments. Various key insights presented in the report offers an overview of related markets, competitive landscape, recent industry developments such as mergers & acquisitions, SWOT analysis, supply chain analysis, and key educational toys industry trends. Kindly request for a free sample.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period



 Value (USD Billion)


By Type, Age Group, Distribution Channel, and Geography

By Type

  • Arts & Crafts

  • Role Play

  • Games & Puzzles

  • Motor Skills

  • Musical Toys

  • STEM Toys

  • Other Toys

By Age Group

  • 0-4 Years

  • 4-8 Years

  • Above 8 Years

By Distribution Channel

  • Supermarkets & Hypermarkets

  • Specialty Stores

  • E-commerce

  • Others

By Geography

  • North America (By Type, Age Group, Distribution Channel, and By Country)

    • U.S. (By Type)

    • Canada (By Type)  

    • Mexico (By Type)   

  • Europe (By Type, Age Group, Distribution Channel, and By Country)

    • U.K. (By Type)

    • Germany (By Type)

    • France (By Type)

    • Italy (By Type)

    • Spain (By Type)

    • Rest of Europe (By Type)

  • Asia Pacific (By Type, Age Group, Distribution Channel, and By Country)

    • China (By Type)

    • India (By Type)

    • Japan (By Type)

    • Australia (by Type)

    • Rest of Asia Pacific (By Type)

  • South America (By Type, Age Group, Distribution Channel, and By Country)

    • Brazil (By Type)

    • Argentina (By Type)

    • Rest of South America (By Type)

  • Middle East and Africa (By Type, Age Group, Distribution Channel, and By Country)

    • South Africa (By Type)

    • UAE (By Type)

    • Rest of Middle East & Africa (By Type)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 64.91 billion in 2020 and is projected to reach USD 132.62 billion by 2028.

Registering a CAGR of 9.83%, the market will exhibit promising growth in the forecast period (2021-2028).

Based on type, the motor skills segment is expected to lead during the forecast period.

The increasing preference for smart toys is the key factor driving the market growth.

Mattel, LEGO System A/S, Melissa & Doug, Ravensburger, the Simba Dickie Group, and TOMY are some of the leading players in the market.

North America dominated the market in terms of share in 2020.

Based on age group, the 0-4 years segment holds a major share in the global market.

The increasing preference for Science, Technology, Engineering and Math (STEM) toys is the key market trend.

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