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市场调查报告书
商品编码
1964093

智慧玩具市场－全球产业规模、份额、趋势、机会、预测：介面、通路、区域及竞争格局（2021-2031年）

Connected Toys Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Interface, By Distribution Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3个工作天内

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简介目录

全球智慧玩具市场预计将从 2025 年的 131.9 亿美元成长到 2031 年的 448.2 亿美元，复合年增长率为 22.61%。

该领域涵盖配备软硬体的实体玩具，这些软硬体能够实现互联网连接和资料交换，从而增强互动性。该市场的成长主要受以下因素驱动：对科学、技术、工程和数学 (STEM) 教育工具的需求不断增长，以及青少年数位素养的提高。此外，高速网路的普及和智慧型装置在日常生活中的应用也推动了这一成长。

市场概览
预测期 2027-2031
市场规模：2025年 131.9亿美元
市场规模：2031年 448.2亿美元
复合年增长率：2026-2031年 22.61%
成长最快的细分市场 在线的
最大的市场 北美洲

儘管存在这些机会，但该行业仍面临着与资料隐私和网路安全风险相关的重大挑战，这些挑战正在削弱家长的信任。确保符合严格的国际安全标准是製造商面临的一大障碍，也使市场进入变得更加复杂。欧洲玩具工业协会2024年的一项调查发现，在网路市场销售的玩具中有80%不符合安全标准。如此高的不合规率凸显了不受监管的产品会损害消费者信心并阻碍市场整体接受度这一严重问题。

市场驱动因素

人工智慧 (AI) 和机器学习的融合正在改变全球智慧玩具市场，使其能够提供高度个人化和自适应的玩乐体验。製造商不再局限于简单的预设程序，而是采用先进的演算法，让玩具能够从儿童的互动中学习，并透过自然语言处理和情感识别来加深互动。这种向智慧硬体的转变，得益于专注于智慧互动玩具的Start-Ups所取得的商业性成功。例如，正如 Entrackr 在 2025 年 5 月报导的那样，机器人和人工智慧公司 Miko 在 2024 年实现了 358 亿卢比的收入，同比增长 58%，这表明市场对动态玩伴的投资正在不断增长。这项财务表现表明，市场价值的驱动力不仅在于物理属性，也在于软体功能。

同时，基于STEM教育的智慧玩具需求日益增长，成为推动这一趋势的主要动力。这源自于家长们希望在科技主导的世界中培养孩子必要的数位技能。代间数位知识落差进一步加剧了这一趋势，促使家长寻求能够安全、有效地引导孩子探索科技的工具。根据2025年6月出版的《玩具手册》（The Toy Book），61%的家长表示他们的孩子比自己更精通科技，这凸显了教育娱乐产品弥合这一差距的必要性。玩具产业的韧性可见一斑，玩具基金会2025年的报告显示，美国「探索性及其他玩具」大类玩具的销售额年增10%，显示结合探索和互动游戏的玩具产品线持续成长。

市场挑战

不受监管产品的氾滥以及确保所有产品普遍符合安全标准的难度，是全球智慧玩具市场面临的主要障碍。儘管知名製造商投入巨资进行测试，以满足国际安全标准和网路安全通讯协定的要求，但第三方线上平台却充斥着大量不合规的替代品。这种涌入造成了不公平竞争，迫使信誉良好的公司为了与价格更低、不受监管的产品竞争而提高生产成本。结果，消费者信心受到削弱，家长们由于担心智慧玩具可能存在的人身伤害和资料隐私外洩问题，往往对购买这类产品犹豫不决。

这一问题的严重性对市场扩张构成了实质的障碍。英国玩具与爱好协会2025年的线上市场调查显示，90%的玩具样本未能达到基本的安全标准。如此高的不合格率凸显了问题的严重性，不安全产品的存在损害了整个产业的声誉。因此，该行业难以建立大众市场成长所需的消费者信任，从而限制了合规製造商的获利能力。

市场趋势

随着家庭成员寻求有效方式来维繫远距离的情感纽带，能够促进远端家庭互动的应用程式连接玩具的开发正蓬勃发展。与传统通讯工具不同，这些连接设备允许亲属透过行动应用程式录製讯息、故事和歌曲，孩子们则可以透过实体玩具存取这些内容。这巧妙地将数位连接与实体游戏融合在一起。由于消费者倾向于优先选择能够提供安全、无萤幕数位互动并弥合工作父母与子女之间鸿沟的产品，该领域正经历强劲的商业性成长。 Tony's SE 报告称，其 2025 年第一季名义收入增长了 24.1%，并指出消费者对结合实体互动和远端家庭连接的平台投入增加。

同时，实体玩具与扩增实境（AR）行动游戏的融合，透过将身临其境型数位内容迭加到现实世界的物体上，正在重新定义传统的游戏模式。製造商们正在建立一个「虚实结合」的生态系统，透过持续的数位化更新延长产品生命週期并提高用户留存率，实体玩具在行动游戏中可以作为控制器和可解锁的资源。这种混合模式透过提供超越静态实体产品的价值，帮助老牌玩具品牌在媒体饱和的环境中保持竞争力。根据乐高集团2025年3月发布的报告，该公司2024年的营收成长了13%，销售额达到743亿丹麦克朗（DKK）。这一业绩主要得益于数位技术的策略性投资，这些技术与其核心实体产品系列相辅相成。

目录

第一章概述

第二章：调查方法

第三章执行摘要

第四章：客户心声

第五章：全球智慧玩具市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 依介面类型（应用程式连接的无人机、游戏机连接的玩具、智慧型手机连接的玩具、平板电脑连接的玩具）
    • 通路（零售店、线上、专卖店）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美智慧玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国别分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲智慧玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国别分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章：亚太地区智慧玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国别分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东与非洲智慧玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东与非洲：国别分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美智慧玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国别分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 促进因素
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 近期趋势

第十三章：全球智慧玩具市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的潜力
  • 供应商的议价能力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • Sphero, Inc.
  • Mattel, Inc.
  • Hasbro India LLP
  • Wonder Workshop Inc.
  • WowWee Group Limited
  • LEGO System A/S
  • VTech Holdings Limited
  • Nintendo Co., Ltd.
  • Jabil Inc.
  • LeapFrog Enterprises, Inc.

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 24821

The Global Connected Toys Market is projected to expand from USD 13.19 Billion in 2025 to USD 44.82 Billion by 2031, registering a CAGR of 22.61%. This sector comprises physical playthings equipped with hardware and software that enable internet connectivity or data exchange to improve interactivity. The market is primarily propelled by the growing demand for Science, Technology, Engineering, and Mathematics (STEM) educational tools and rising digital literacy among younger generations. Additionally, the extensive availability of high-speed internet and the integration of smart devices into everyday life facilitate this growth.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 13.19 Billion
Market Size 2031USD 44.82 Billion
CAGR 2026-203122.61%
Fastest Growing SegmentOnline
Largest MarketNorth America

Despite these opportunities, the industry faces significant hurdles regarding data privacy and cybersecurity risks, which negatively impact parental trust. Ensuring adherence to strict international safety regulations presents a barrier for manufacturers and complicates market entry. A 2024 investigation by Toy Industries of Europe found that 80 percent of toys bought from online marketplaces failed to meet safety standards. This high rate of non-compliance highlights the critical issue of unregulated products undermining consumer confidence and hindering broader market acceptance.

Market Driver

The incorporation of Artificial Intelligence and Machine Learning is transforming the Global Connected Toys Market by facilitating highly personalized and adaptive play experiences. Manufacturers are advancing beyond simple pre-programmed responses to embed sophisticated algorithms that enable toys to learn from a child's interactions, deepening engagement through natural language processing and emotional recognition. This shift toward intelligent hardware is supported by the commercial success of startups dedicated to responsive companions. For instance, Entrackr reported in May 2025 that the robotics and AI company Miko saw a 58 percent year-on-year revenue increase to Rs 358 Cr in FY24, indicating a growing consumer willingness to invest in dynamic playmates. This financial performance suggests a market trajectory where value is increasingly driven by software capabilities rather than just physical attributes.

Concurrently, the rising demand for STEM-based educational smart toys serves as a key catalyst, fueled by parents seeking to equip their children with essential digital skills in a technology-driven world. This trend is reinforced by the generational digital knowledge gap, prompting caregivers to find tools that ensure safe and constructive tech exploration. According to The Toy Book in June 2025, 61 percent of parents noted that their children know more about technology than they do, creating a clear need for edutainment products to bridge this divide. Highlighting the sector's resilience, The Toy Foundation reported in 2025 that sales in the Explorative and Other Toys supercategory grew by 10 percent in the U.S. the previous year, proving the sustained momentum for products combining discovery with interactive play.

Market Challenge

The abundance of unregulated products and the struggle to ensure universal compliance with safety standards represent major obstacles for the Global Connected Toys Market. Although established manufacturers invest significantly in testing to meet international safety and cybersecurity protocols, the market is saturated with non-compliant alternatives available on third-party online platforms. This influx creates unfair competition, as reputable companies incur higher production costs while vying against lower-priced, unregulated items. Consequently, consumer confidence is eroded, as parents worry about potential physical hazards or data privacy breaches linked to smart toys, leading to hesitation in adopting these technologies.

The magnitude of this issue creates a tangible barrier to market expansion. As reported by the British Toy & Hobby Association in 2025, an investigation into online marketplaces showed that 90 percent of sampled toys failed to meet essential safety requirements. This high rate of non-compliance underscores the severity of the challenge, as the presence of unsafe products damages the reputation of the entire category. As a result, the industry faces difficulties in building the necessary consumer trust for mass market growth, thereby limiting revenue potential for compliant manufacturers.

Market Trends

The development of app-connected toys that facilitate remote familial interaction is gaining momentum as families look for meaningful ways to sustain emotional bonds across distances. Unlike standard communication tools, these connected devices allow relatives to record messages, stories, or songs via a mobile app, which children can access through a physical toy, merging digital connectivity with tangible play. This segment is seeing strong commercial growth as consumers prioritize products that offer safe, screen-free digital engagement and bridge the gap between working parents and children. Tonies SE reported in May 2025 a 24.1 percent increase in nominal revenue for the first quarter, validating the increasing consumer investment in platforms that combine physical interactivity with remote family connection features.

Simultaneously, the convergence of physical action figures with augmented reality mobile gaming is reshaping traditional play patterns by layering immersive digital content onto real-world objects. Manufacturers are building "phygital" ecosystems where physical toys act as controllers or unlockable assets within mobile games, extending the product's lifecycle and deepening user retention through continuous digital updates. This hybrid approach helps legacy toy brands remain relevant in a media-saturated landscape by offering value beyond the static physical item. According to the LEGO Group's March 2025 report, the company achieved a 13 percent revenue growth to DKK 74.3 billion in 2024, a performance largely driven by strategic investments in digital technology that complement their core physical portfolio.

Key Market Players

  • Sphero, Inc.
  • Mattel, Inc.
  • Hasbro India LLP
  • Wonder Workshop Inc.
  • WowWee Group Limited
  • LEGO System A/S
  • VTech Holdings Limited
  • Nintendo Co., Ltd.
  • Jabil Inc.
  • LeapFrog Enterprises, Inc.

Report Scope

In this report, the Global Connected Toys Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Connected Toys Market, By Interface

  • App-based connected drones
  • Console connected toys
  • Smartphone connected toys
  • Tablet connected toys

Connected Toys Market, By Distribution Channel

  • Retailers
  • Online
  • Specialty stores

Connected Toys Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Connected Toys Market.

Available Customizations:

Global Connected Toys Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Connected Toys Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Interface (App-based connected drones, Console connected toys, Smartphone connected toys, Tablet connected toys)
    • 5.2.2. By Distribution Channel (Retailers, Online, Specialty stores)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Connected Toys Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Interface
    • 6.2.2. By Distribution Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Connected Toys Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Interface
        • 6.3.1.2.2. By Distribution Channel
    • 6.3.2. Canada Connected Toys Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Interface
        • 6.3.2.2.2. By Distribution Channel
    • 6.3.3. Mexico Connected Toys Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Interface
        • 6.3.3.2.2. By Distribution Channel

7. Europe Connected Toys Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Interface
    • 7.2.2. By Distribution Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Connected Toys Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Interface
        • 7.3.1.2.2. By Distribution Channel
    • 7.3.2. France Connected Toys Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Interface
        • 7.3.2.2.2. By Distribution Channel
    • 7.3.3. United Kingdom Connected Toys Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Interface
        • 7.3.3.2.2. By Distribution Channel
    • 7.3.4. Italy Connected Toys Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Interface
        • 7.3.4.2.2. By Distribution Channel
    • 7.3.5. Spain Connected Toys Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Interface
        • 7.3.5.2.2. By Distribution Channel

8. Asia Pacific Connected Toys Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Interface
    • 8.2.2. By Distribution Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Connected Toys Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Interface
        • 8.3.1.2.2. By Distribution Channel
    • 8.3.2. India Connected Toys Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Interface
        • 8.3.2.2.2. By Distribution Channel
    • 8.3.3. Japan Connected Toys Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Interface
        • 8.3.3.2.2. By Distribution Channel
    • 8.3.4. South Korea Connected Toys Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Interface
        • 8.3.4.2.2. By Distribution Channel
    • 8.3.5. Australia Connected Toys Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Interface
        • 8.3.5.2.2. By Distribution Channel

9. Middle East & Africa Connected Toys Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Interface
    • 9.2.2. By Distribution Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Connected Toys Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Interface
        • 9.3.1.2.2. By Distribution Channel
    • 9.3.2. UAE Connected Toys Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Interface
        • 9.3.2.2.2. By Distribution Channel
    • 9.3.3. South Africa Connected Toys Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Interface
        • 9.3.3.2.2. By Distribution Channel

10. South America Connected Toys Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Interface
    • 10.2.2. By Distribution Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Connected Toys Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Interface
        • 10.3.1.2.2. By Distribution Channel
    • 10.3.2. Colombia Connected Toys Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Interface
        • 10.3.2.2.2. By Distribution Channel
    • 10.3.3. Argentina Connected Toys Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Interface
        • 10.3.3.2.2. By Distribution Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Connected Toys Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Sphero, Inc.
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Mattel, Inc.
  • 15.3. Hasbro India LLP
  • 15.4. Wonder Workshop Inc.
  • 15.5. WowWee Group Limited
  • 15.6. LEGO System A/S
  • 15.7. VTech Holdings Limited
  • 15.8. Nintendo Co., Ltd.
  • 15.9. Jabil Inc.
  • 15.10. LeapFrog Enterprises, Inc.

16. Strategic Recommendations

17. About Us & Disclaimer