Connected Toys Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Report Covers Global Connected Toys Market Growth & Industry Trends and It is Segmented by Type (Smartphone Connected Toys, Console Connected Toys, and Tablet Connected Toys) and Geography (North America, Europe, Asia-Pacific, and the Rest of the World). The Market Size and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Connected Toys Market Size

Connected Toys Market Summary

Connected Toys Market Analysis

The Connected Toys Market size is estimated at USD 16.12 billion in 2025, and is expected to reach USD 42.90 billion by 2030, at a CAGR of 21.63% during the forecast period (2025-2030).

The growing preference among children for more interactive and self-aligning toys has propelled the market for connected toys. Connected toys are versatile devices that serve multiple purposes. Parents often program these toys to facilitate learning exercises and use them as event trackers to ensure the safety and security of their children. The adoption of connected toys is expected to witness increased demand over the forecast period as parents increasingly prefer connected toys that can assist their children with developing their intellectual level.

  • Furthermore, the adoption of STEM (Science, Technology, Engineering, and Math) toys for children's skills enhancement is one of the key factors driving the demand for the connected toys market. These connected toys are being used to enhance professional skills, such as coding and engineering.
  • Developing STEM skills among the youngest learners is an economic imperative in the United States. Thus, students starting early in STEM subjects can build strong foundations and begin to enhance the nation's low scores in these areas. According to the National Center for Education Statistics, 64% of fourth graders are below proficiency level in mathematics in most states of the United States. In response, toy companies are increasingly focusing on investing in making their products a suitable means of interactive learning.
  • The growing digital trend of connecting common devices to the internet is posing new issues for consumer protection and online security. 'Connected toys' often include a microphone and speaker, as well as an app to process data. While it is undeniable that these high-tech gadgets can bring new life to leisure, they can also present significant problems in terms of privacy protection. Such factors related to privacy are hampering the growth of the market.
  • However, the closure of toy shops and departmental stores due to pandemic lockdown restrictions in many countries lowered the connected toy products sale from the stores and hampered market growth.

Connected Toys Industry Overview

The connected toys market is fragmented, with numerous players operating in the market. There are both established toy manufacturers and emerging tech companies competing in this market, offering various connected toys and smart devices for children. Various players are adopting strategies like product innovation, mergers, and acquisitions, primarily to extend their product portfolio and remain competitive in the market.

In November 2022, Mattel Inc., the multinational toy manufacturer best known as the maker of Barbie, Hot Wheels, and other iconic toys, acquired Caribu, an app that allows families to read, draw and play games in an interactive video call.

In July 2022, Mattel, Inc. entered into a multi-year agreement with SpaceX to create and market products that inspire children and collectors alike to tap into their inner space explorers. Further, in 2023, Mattel would begin releasing SpaceX-inspired toys under its iconic Matchbox brand. Simultaneously, Astro-inspired collectibles would debut on Mattel Creations, Mattel's collaboration and direct-to-consumer platform.

Connected Toys Market Leaders

  1. Mattel, Inc.

  2. Hasbro, Inc.

  3. Sphero Inc.

  4. Wonder Workshop, Inc

  5. WowWee Group Limited

  6. *Disclaimer: Major Players sorted in no particular order
Connected Toys Market Concentration
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Connected Toys Market News

  • March 2023: The Lego Group recently announced a significant increase in profit after three years, despite experiencing a surge in demand. To meet the growing demand, the company made substantial investments in production capabilities and expanded its reach by opening 155 new branded stores in the previous year. Additionally, the company ramped up production at three of its five factories to ensure an adequate supply of Lego products.
  • January 2022: Effective from the 31st of January, LEGO announced the cancellation of VIDIYO products that include a line of music-making toys controlled by a smartphone or tablet.

Connected Toys Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Buyers/Consumers
    • 4.2.2 Bargaining Power of Suppliers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Assessment of the Impact of COVID-19 on the Market

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Easy Availability of Connected Platforms
  • 5.2 Market Challenges
    • 5.2.1 High Cost of the Connected Toys

6. MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 Smartphone Connected Toys
    • 6.1.2 Console Connected Toys
    • 6.1.3 Tablet Connected Toys
  • 6.2 By Geography***
    • 6.2.1 North America
    • 6.2.2 Europe
    • 6.2.3 Asia
    • 6.2.4 Australia and New Zealand
    • 6.2.5 Latin America
    • 6.2.6 Middle East and Africa

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Mattel, Inc.
    • 7.1.2 Hasbro, Inc.
    • 7.1.3 Sphero
    • 7.1.4 Wonder Workshop, Inc.
    • 7.1.5 Sony Corporation
    • 7.1.6 WowWee Group Limited
    • 7.1.7 Leka SAS
    • 7.1.8 LEGO System A/S
    • 7.1.9 Bandai Namco Entertainment, Inc.
    • 7.1.10 Anki inc.
  • *List Not Exhaustive

8. INVESTMENT ANALYSIS

9. FUTURE OF THE MARKET

**Subject to Availability
***In the final report, Asia, Australia, and New Zealand will be studied together as 'Asia Pacific' and Latin America and Middle East and Africa will be considered together as 'Rest of the World'
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Connected Toys Industry Segmentation

Connected toys primarily consist of a microphone and speaker and an app to process the data. These toys offer a more personalized experience for children through embedded software that includes speech recognition software. Also, these toys can help parents keep track of the whereabouts of their children.

The connected toys market is segmented by type (smartphonec onnected toys, console connected toys, and tablet connected toys) and geography (North America, Europe, Asia Pacific, and the Rest of the World).

The market sizes and forecasts are provided in terms of value (USD) for all the above segments.

By Type Smartphone Connected Toys
Console Connected Toys
Tablet Connected Toys
By Geography*** North America
Europe
Asia
Australia and New Zealand
Latin America
Middle East and Africa
By Type
Smartphone Connected Toys
Console Connected Toys
Tablet Connected Toys
By Geography***
North America
Europe
Asia
Australia and New Zealand
Latin America
Middle East and Africa
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Connected Toys Market Research FAQs

How big is the Connected Toys Market?

The Connected Toys Market size is expected to reach USD 16.12 billion in 2025 and grow at a CAGR of 21.63% to reach USD 42.90 billion by 2030.

What is the current Connected Toys Market size?

In 2025, the Connected Toys Market size is expected to reach USD 16.12 billion.

Who are the key players in Connected Toys Market?

Mattel, Inc., Hasbro, Inc., Sphero Inc., Wonder Workshop, Inc and WowWee Group Limited are the major companies operating in the Connected Toys Market.

Which is the fastest growing region in Connected Toys Market?

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).

Which region has the biggest share in Connected Toys Market?

In 2025, the North America accounts for the largest market share in Connected Toys Market.

What years does this Connected Toys Market cover, and what was the market size in 2024?

In 2024, the Connected Toys Market size was estimated at USD 12.63 billion. The report covers the Connected Toys Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Connected Toys Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Connected Toys Industry Report

Statistics for the 2025 Connected Toys market share, size and revenue growth rate, created by Mordor Intelligenceā„¢ Industry Reports. Connected Toys analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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