Key Insights

The connected toys market, valued at $13.25 billion in 2025, is poised for substantial growth, exhibiting a Compound Annual Growth Rate (CAGR) of 21.63% from 2025 to 2033. This robust expansion is driven by several key factors. Firstly, the increasing penetration of smartphones, tablets, and gaming consoles in households globally provides a readily available infrastructure for connectivity. Secondly, the integration of advanced technologies such as Artificial Intelligence (AI), augmented reality (AR), and the Internet of Things (IoT) enhances the interactive capabilities of toys, creating more engaging and educational play experiences. Parents are increasingly seeking toys that stimulate cognitive development and offer educational benefits, fueling the demand for sophisticated connected toys. Furthermore, the rise of digital native children accustomed to screen-based interactions naturally gravitates towards these technologically advanced playthings. The market segmentation reveals a diverse landscape, with smartphone-connected toys currently holding the largest share, followed by console and tablet connected toys. However, as technology evolves, the lines between these segments may blur, with toys potentially offering cross-platform compatibility. Competitive pressures are significant, with established players like Mattel and Hasbro alongside innovative startups continually vying for market share. Geographic distribution shows a strong presence in North America and Europe, but rapidly growing markets in Asia and other regions present significant opportunities for future expansion.

The connected toys market's growth isn't without challenges. Concerns regarding data privacy and security related to children's data collected by connected toys represent a significant restraint. High manufacturing costs and the potential for rapid technological obsolescence could also impede market expansion. Addressing these concerns through robust security measures, ethical data handling practices, and durable product designs is crucial for sustained growth. Further market penetration will depend on overcoming affordability barriers in developing markets and ensuring the widespread availability of high-speed internet access. The continued innovation in artificial intelligence, particularly in areas of natural language processing and personalized learning experiences, presents a significant growth opportunity for the industry. The market will likely see further diversification within segments, such as the emergence of specialized toys tailored to specific age groups and learning needs.

Connected Toys Industry Market Report: 2019-2033

This comprehensive report provides a detailed analysis of the Connected Toys Industry, covering the period from 2019 to 2033. With a focus on market structure, competitive dynamics, technological advancements, and future growth projections, this report offers invaluable insights for industry stakeholders, investors, and businesses seeking to understand and capitalize on this dynamic market. The report includes detailed segmentation by toy type (Smartphone Connected Toys, Console Connected Toys, Tablet Connected Toys), reveals key market drivers and challenges, and profiles leading players like Mattel Inc, Hasbro Inc, and LEGO System A/S. The base year for this report is 2025, with estimations for 2025 and a forecast period extending to 2033. The historical period analyzed is 2019-2024. The total market size is estimated at xx Million in 2025 and projected to reach xx Million by 2033.

Connected Toys Industry Market Structure & Competitive Dynamics

The Connected Toys industry exhibits a moderately concentrated market structure, with a few dominant players commanding significant market share. Mattel Inc, Hasbro Inc, and LEGO System A/S hold substantial portions of the market, while several other players contribute to the remaining share. The competitive landscape is characterized by intense innovation, with companies constantly striving to develop new and engaging connected toys that leverage technological advancements. This leads to a dynamic landscape with frequent product launches and updates. The regulatory framework varies across different regions, influencing product development and market access. Substitutes for connected toys include traditional toys and other forms of entertainment, but the unique interactive and digital experiences offered by connected toys contribute to its sustained growth. End-user trends lean towards preference for educational and interactive toys, fueling the demand for connected toys with learning capabilities. M&A activity in the sector has been moderate, with deal values ranging from xx Million to xx Million in recent years, indicating strategic consolidation efforts within the industry. For example, the acquisition of smaller, specialized toy companies by larger players enables them to expand their product portfolios and target specific market niches.

Connected Toys Industry Industry Trends & Insights

The Connected Toys industry is experiencing robust growth, driven by several key factors. Technological advancements, such as improved connectivity, AI integration, and enhanced user interfaces, are constantly improving the user experience, leading to increased adoption. Consumer preferences are shifting towards interactive and educational toys that offer engaging digital experiences for children. This trend is further fueled by the increasing penetration of smartphones and tablets, expanding the addressable market for connected toys. The market is also characterized by a strong focus on safety and security, with companies implementing rigorous measures to protect children's data and privacy. The compound annual growth rate (CAGR) for the industry is estimated to be xx% during the forecast period (2025-2033), indicating substantial growth potential. Market penetration is increasing steadily, driven by rising disposable incomes and increased awareness of the educational benefits of connected toys. Competitive dynamics are shaped by innovation, branding, and distribution channels. The growing popularity of subscription-based models is also reshaping the revenue streams of companies in this sector.

Dominant Markets & Segments in Connected Toys Industry

The North American market currently dominates the Connected Toys industry, driven by high disposable incomes, early adoption of new technologies, and a strong presence of major players. Within the segment breakdown:

• Smartphone Connected Toys: This segment holds the largest market share due to the widespread adoption of smartphones, ease of connectivity, and the vast potential for app-based interactions. Key drivers include the increasing affordability of smartphones, widespread mobile internet penetration, and the growing preference for mobile-centric experiences.

• Tablet Connected Toys: This segment experiences significant growth due to the large screen size and enhanced processing capabilities of tablets, which facilitate more complex and immersive gameplay experiences. Market drivers include the growing popularity of tablets as educational tools, the increase in screen time for children, and the availability of educational apps and games.

• Console Connected Toys: While smaller than other segments, the console connected toys segment is growing due to the immersive gaming experiences they offer. Key drivers here are the popularity of gaming consoles among children and families, advancements in console technology, and the development of innovative connected toy experiences that leverage console capabilities.

Further, economic policies promoting technological advancement and infrastructure investments in digital connectivity contribute to market growth in dominant regions. The dominance of North America is challenged by the rapidly expanding markets in Asia-Pacific and Europe, where increasing disposable incomes and expanding internet penetration drive growth in connected toy adoption.

Connected Toys Industry Product Innovations

Recent product innovations showcase a strong emphasis on incorporating advanced technologies like artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) to enhance the interactive experience of connected toys. This includes toys with voice recognition, personalized learning capabilities, and integration with smart home ecosystems. The competitive advantage lies in delivering unique, engaging, and educational experiences that cater to evolving consumer preferences, particularly prioritizing safety and data privacy features.

Report Segmentation & Scope

This report segments the Connected Toys market primarily by type:

• Smartphone Connected Toys: This segment includes toys that connect directly to smartphones via Bluetooth or other wireless technologies, offering interactive experiences controlled via dedicated mobile applications. Market size is estimated at xx Million in 2025 and is projected to grow to xx Million by 2033.

• Console Connected Toys: This segment encompasses toys designed to connect with gaming consoles, enhancing gaming experiences through physical interaction and expanded gameplay possibilities. The market is expected to grow steadily at a CAGR of xx%.

• Tablet Connected Toys: This segment comprises toys that connect and interact with tablets, offering a wider range of interactive experiences through larger screens and increased processing power. The market is expected to grow at a CAGR of xx%, driven by increasing tablet penetration and the educational applications of connected toys.

Each segment’s competitive dynamics are analyzed based on market share, innovation, pricing strategies, and distribution channels.

Key Drivers of Connected Toys Industry Growth

Several factors propel the growth of the Connected Toys industry. Technological advancements, particularly in areas like AI, AR, and improved connectivity, constantly enhance the interactive and educational value of these toys. Increasing disposable incomes, especially in developing economies, expand the potential customer base. Favorable regulatory frameworks promoting the development and adoption of innovative technologies also support growth. Lastly, the rising demand for educational and engaging toys for children plays a significant role in driving industry expansion.

Challenges in the Connected Toys Industry Sector

The Connected Toys industry faces several challenges. Stringent data privacy and security regulations impose significant compliance costs and can hinder market expansion. Supply chain disruptions and rising raw material costs increase production expenses. Intense competition requires companies to constantly innovate and differentiate their products to maintain market share. Furthermore, concerns around screen time and potential negative impacts on children’s development pose a significant hurdle.

Leading Players in the Connected Toys Industry Market

• Mattel Inc
• Hasbro Inc
• Anki inc
• LEGO System A/S
• Wonder Workshop Inc
• Sphero
• WowWee Group Limited
• Leka SAS
• Sony Corporation
• Bandai Namco Entertainment Inc

Key Developments in Connected Toys Industry Sector

• March 2023: The Lego Group reported a significant profit increase and expanded its retail presence by opening 155 new stores, demonstrating robust market demand and the company's commitment to growth.
• January 2022: LEGO cancelled its VIDIYO product line, highlighting the dynamic nature of the market and the constant need for adaptation and innovation to meet evolving consumer preferences.

Strategic Connected Toys Industry Market Outlook

The future of the Connected Toys industry looks bright. Continued technological innovation, the expansion of the digital infrastructure, and rising consumer demand will drive substantial market growth. Strategic opportunities lie in developing educational and interactive toys that address the growing needs for personalized learning experiences and promoting the positive use of technology in children's lives. A focus on enhancing safety features and addressing data privacy concerns will be crucial for maintaining consumer trust and fostering market expansion.

Connected Toys Industry Segmentation

• 1. Type
  • 1.1. Smartphone Connected Toys
  • 1.2. Console Connected Toys
  • 1.3. Tablet Connected Toys

Connected Toys Industry Segmentation By Geography

• 1. North America
• 2. Europe
• 3. Asia
• 4. Australia and New Zealand
• 5. Latin America
• 6. Middle East and Africa