益智玩具市场规模、份额和成长分析（按产品、年龄层、分销管道、类别和地区）- 2025-2032 年产业预测

预计到 2023 年，益智玩具市场规模将达到 564 亿美元，从 2024 年的 618.7 亿美元成长到 2032 年的 1,297.6 亿美元，预测期内（2025-2032 年）的复合年增长率为 9.7%。

截至 2023 年 10 月，受精通科技的消费者和对互动学习工具的需求推动，教育玩具市场正朝着网路连线、高科技选择发生重大转变。智慧玩具内建有感应器和电子设备，由于其创新的教学方法和用户友好的设计，正成为比传统玩具更受欢迎的选择。对儿童早期发展的日益关注加上技术的进步也改变了育儿方式，导致全球对 STEM（科学、技术、工程和数学）玩具的需求大幅增加。随着家长寻求透过引人入胜和动态的学习体验培养孩子的创造力、解决问题和认知能力的教育产品，这一趋势因永续性意识的增强而进一步加强。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 次要和主要资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态及展望

• 市场概况
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

主要市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024 年）
• PESTEL 分析
• 宏观经济指标
• 价值链分析
• 定价分析
• 案例研究
• 客户和购买标准分析
• 监管格局

教育玩具市场规模（依产品划分）

• 市场概况
• 组装和施工套装
• STEM玩具
• 角色扮演玩具
• 其他益智玩具

各年龄层教育玩具市场规模

• 市场概况
• 0 至 3 岁
• 3至8岁
• 8至12岁
• 12 岁以上

按分销管道分類的教育玩具市场规模

• 市场概况
• 在线的
• 离线

教育玩具市场规模（按类别）

• 市场概况
• 室内的
• 户外的

益智玩具市场规模

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲国家
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前 5 家公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采用的策略
• 近期市场趋势
• 公司市场占有率分析（2024 年）
• 主要企业简介
  • 公司详细信息
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• Lego Group（Denmark）
• Mattel, Inc.（USA）
• Hasbro, Inc.（USA）
• VTech Holdings Ltd.（Hong Kong）
• Spin Master Corp.（Canada）
• Melissa & Doug, LLC（USA）
• LeapFrog Enterprises, Inc.（USA）
• Fisher-Price（USA）
• Ravensburger AG（Germany）
• Thames & Kosmos（USA）
• GoldLok Toys（China）
• WowWee Group Limited（Hong Kong）
• Tomy Company, Ltd.（Japan）
• Clementoni SpA（Italy）
• Goliath Games（Netherlands）
• Atlas Games（USA）
• CocoMoco Kids（India）
• Zephyr Toymakers Pvt. Ltd.（India）
• Educa Borras（Spain）
• Learning Resources, Inc.（USA）

结论和建议

Educational Toys Market size was valued at USD 56.4 billion in 2023 and is poised to grow from USD 61.87 billion in 2024 to USD 129.76 billion by 2032, growing at a CAGR of 9.7% during the forecast period (2025-2032).

As of October 2023, the market for educational toys is witnessing a significant shift toward high-tech options linked to the internet, driven by tech-savvy consumers and the demand for interactive learning tools. These smart toys, equipped with embedded sensors and electronics, are becoming preferred choices over traditional toys for their innovative teaching methodologies and user-friendly design. The focus on early childhood development, coupled with advancements in technology, has transformed parenting approaches, leading to a considerable rise in the global demand for STEM (science, technology, engineering, and math) toys. This trend is further enhanced by sustainability awareness, as parents seek educational products that foster creativity, problem-solving, and cognitive skills in children through engaging and dynamic learning experiences.

Top-down and bottom-up approaches were used to estimate and validate the size of the Educational Toys market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Educational Toys Market Segments Analysis

Global Educational Toys Market is segmented by Product, Age Group, Distribution Channel, Category and region. Based on Product, the market is segmented into Building & Construction Sets, STEM Toys, Role Play Toys and Other Educational Toys. Based on Age Group, the market is segmented into 0-3 Years, 3-8 Years, 8-12 Years and 12+ Years. Based on Distribution Channel, the market is segmented into Online and Offline. Based on Category, the market is segmented into Indoor and Outdoor. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Educational Toys Market

The global educational toys market is experiencing remarkable growth due to a rising awareness among parents about the significance of early childhood education. Parents are increasingly considering toys not merely as sources of entertainment but as essential tools that contribute to their children's cognitive, motor, and social development. This evolving perspective emphasizes the importance of purposeful play, which propels demand for educational toys. As more parents seek products that foster learning and skill-building, the educational toys market is benefitting from this shift, indicating a strong trend towards integrating education and play at a young age.

Restraints in the Educational Toys Market

The educational toys market is increasingly facing a significant restraint due to market saturation caused by the proliferation of brands and products. This overwhelming presence complicates the ability of new entrants to stand out and carve a niche in an already crowded landscape. Furthermore, the fierce competition among established players compresses profit margins, which can stifle innovation and reduce the incentive for companies to develop unique offerings. Ultimately, such dynamics may hinder the overall growth potential of the educational toys market, creating challenges for both new and existing businesses aiming to thrive in this competitive environment.

Market Trends of the Educational Toys Market

The educational toys market is witnessing a significant trend towards STEM-focused products, driven by a growing emphasis on equipping children with essential 21st-century skills. As educators and parents alike recognize the importance of science, technology, engineering, and mathematics in shaping future career paths, there has been a surge in demand for interactive toys such as coding kits, robotics, and science experiment sets. These innovative toys not only entertain but also nurture critical thinking and problem-solving abilities in young learners. This market shift reflects a broader commitment to fostering a generation adept in technology and innovation, positioning educational toys as key catalysts in child development.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Customer & Buying Criteria Analysis
• Regulatory Landscape

Global Educational Toys Market Size by Product & CAGR (2025-2032)

• Market Overview
• Building & Construction Sets
• STEM Toys
• Role Play Toys
• Other Educational Toys

Global Educational Toys Market Size by Age Group & CAGR (2025-2032)

• Market Overview
• 0-3 Years
• 3-8 Years
• 8-12 Years
• 12+ Years

Global Educational Toys Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Online
• Offline

Global Educational Toys Market Size by Category & CAGR (2025-2032)

• Market Overview
• Indoor
• Outdoor

Global Educational Toys Market Size & CAGR (2025-2032)

• North America (Product, Age Group, Distribution Channel, Category)
  • US
  • Canada
• Europe (Product, Age Group, Distribution Channel, Category)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product, Age Group, Distribution Channel, Category)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product, Age Group, Distribution Channel, Category)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product, Age Group, Distribution Channel, Category)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Lego Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mattel, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• VTech Holdings Ltd. (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master Corp. (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Melissa & Doug, LLC (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LeapFrog Enterprises, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fisher-Price (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger AG (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Thames & Kosmos (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• GoldLok Toys (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• WowWee Group Limited (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tomy Company, Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clementoni S.p.A. (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Goliath Games (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Atlas Games (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• CocoMoco Kids (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Zephyr Toymakers Pvt. Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Educa Borras (Spain)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Learning Resources, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations