Connected Toys Market Size, Trends, Share and Forecast 2032

Market Overview

The Global Connected Toys Market size was valued at USD 3,922.1 million in 2018, increasing to USD 10,761.1 million in 2024, and is anticipated to reach USD 39,922.7 million by 2032, growing at a CAGR of 17.93% during the forecast period.

The Global Connected Toys Market is dominated by major players such as Sphero, Hasbro, Inc., Sony Corporation, The LEGO Group, Mattel Inc., Fisher-Price, LeapFrog Enterprises, Playmobil, KidsII, Inc., and Tomy Company, Ltd. These companies lead through innovation, integrating AI, IoT, and augmented reality to enhance interactive and educational play experiences. They emphasize STEM-based learning, personalization, and app-enabled connectivity to attract tech-savvy parents and children. Strategic collaborations with technology firms and educational institutions further strengthen product development and market penetration. North America emerged as the leading region in 2024, commanding 35% of the global market share, supported by strong consumer spending, advanced digital infrastructure, and early adoption of smart toy technologies.

Market Insights

• The Global Connected Toys Market was valued at USD 10,761.1 million in 2024 and is projected to reach USD 39,922.7 million by 2032, growing at a CAGR of 17.93%, with North America leading at 35% share and the app-enabled mechanical toys & drones segment holding 48% of the market.
• The market growth is driven by rising adoption of IoT and AI-based technologies that enhance interactive, educational, and personalized play experiences for children.
• Increasing demand for STEM-focused learning toys and integration of voice and image recognition features are shaping market trends toward intelligent, adaptive, and connected play solutions.
• The market is highly competitive with key players such as Hasbro, LEGO, Sony, Mattel, and Sphero focusing on product innovation, digital connectivity, and strategic collaborations to gain market presence.
• Regional growth is strongest in Asia Pacific with a 19.8% CAGR, driven by expanding smartphone usage, digital literacy, and urbanization.

Market Segmentation Analysis:

By Toy Type:

The global connected toys market by toy type is dominated by app-enabled mechanical toys and drones, accounting for 48% of the total market share in 2024. These toys are increasingly popular due to their integration with smartphones and tablets, offering enhanced interactivity, motion control, and STEM-based learning experiences. Voice and image recognition toys are gaining traction with about 32% share, driven by the rise of AI-enabled companions and smart speakers. Health tracking toys and wearables, holding 20% share, are expanding steadily as parents seek products that combine play with physical activity monitoring and child wellness features.

• For instance, DJI’s Tello EDU drone allows children to program flight paths using Scratch and Python, while LEGO Mindstorms Robot Inventor kits enable users to code movements through the LEGO Robot Inventor App.

By Device:

Based on the device segment, smartphone and tablet connected toys lead the market with 57% share in 2024, as mobile integration enables remote control, app-based customization, and gamified learning. The convenience of app connectivity and widespread smartphone penetration globally are major growth drivers. Laptop-connected toys capture about 25% share, primarily used in educational settings and coding-based applications. Console-connected toys, holding roughly 18% share, remain popular among gaming enthusiasts seeking immersive play experiences enhanced by augmented reality and motion sensors.

• For instance, LEGO’s Boost and SPIKE Essential kits allow children to program robots via the LEGO Education app, linking seamlessly with iOS and Android devices.

By Sales Channel:

The online retail segment dominates the connected toys market, accounting for 64% of the global share in 2024. The growth is fueled by e-commerce expansion, digital marketing, and the availability of a wide product range with user reviews influencing purchase decisions. Online platforms also facilitate product customization and international accessibility, enhancing consumer engagement. Direct retail, holding about 36% share, continues to attract buyers seeking hands-on experience before purchase, particularly in developed markets where specialty toy stores and brand outlets offer interactive product demonstrations and premium models.

Key Growth Drivers

Integration of IoT and AI Technologies

The growing integration of IoT and AI technologies is a major driver for the global connected toys market. These technologies enable real-time data exchange, personalized interaction, and adaptive learning experiences that appeal to both children and parents. AI-driven toys enhance engagement through speech recognition, motion sensing, and intelligent response systems. The ability to connect seamlessly with mobile apps and smart home ecosystems has expanded product functionality, fostering innovation among toy manufacturers and attracting tech-savvy consumers seeking educational and interactive play solutions.

• For instance, Anki's Cozmo robot, which uses machine vision to recognize faces and perform programmed actions, offering educational coding experiences for children.

Rising Demand for STEM-Based Learning Toys

An increasing focus on science, technology, engineering, and mathematics (STEM) education is significantly boosting demand for connected toys. Parents and educators are recognizing the value of these toys in improving cognitive and problem-solving skills through interactive play. Companies are designing smart toys that blend entertainment with education, making learning engaging and accessible. The integration of coding, robotics, and app-based platforms in connected toys is helping children develop future-ready skills, driving market growth, especially across developed regions with advanced digital literacy levels.

• For instance, SMARTIVITY’s Space Rocket kit allows children to build a functional rocket and launcher, delivering a real rocket launch experience while teaching space science concepts and interactive experiments, combining fun with education.

Expanding E-Commerce and Digital Retail Channels

The rapid expansion of e-commerce platforms and digital retail networks is accelerating market penetration of connected toys worldwide. Online marketplaces offer a diverse range of products, competitive pricing, and consumer reviews that influence purchasing decisions. Digital platforms also provide a direct channel for manufacturers to showcase new technologies and customization options. The convenience of online purchasing, coupled with targeted marketing and global reach, has made e-commerce a crucial growth driver, particularly among tech-oriented parents seeking innovative and interactive learning solutions for their children.

Key Trends & Opportunities

Personalization and Adaptive Learning Features

A notable trend shaping the connected toys market is the rise of personalized play experiences powered by adaptive learning technologies. Toys equipped with AI algorithms can analyze user behavior and adjust activities based on skill level or learning pace. This personalization enhances engagement, retention, and educational outcomes. Manufacturers are increasingly leveraging data analytics and cloud connectivity to create toys that evolve with the user, offering long-term value and fostering emotional connections, which open significant opportunities for differentiation in a competitive market.

• For instance, Sphero’s Spider-Man connected toy, which incorporates regular Wi-Fi updates and speech recognition to tailor storytelling and interactive missions to the child’s preferences, fostering an evolving play experience.

Collaborations Between Toy Makers and Tech Companies

Strategic collaborations between traditional toy manufacturers and technology companies are emerging as a key opportunity. Partnerships allow toy brands to integrate advanced digital features such as augmented reality, voice assistance, and app synchronization. These alliances enhance product innovation, reduce development costs, and expand market reach. As a result, the connected toys market is witnessing hybrid models that combine classic play with smart technology, appealing to both children and parents while driving higher adoption rates across global markets.

• For instance, Hasbro collaborated with Epic Games to incorporate popular gaming elements into its toys, such as a joint launch of Nerf blasters inspired by Fortnite, which connect physically to digital gameplay.

Key Challenges

Data Privacy and Cybersecurity Concerns

One of the most pressing challenges in the connected toys market is ensuring data privacy and cybersecurity. As these toys collect personal data, including voice recordings and behavioral patterns, the risk of breaches and misuse increases. Parents are increasingly concerned about data protection and child safety in digital environments. Manufacturers must comply with stringent regulations such as GDPR and COPPA to maintain consumer trust. Addressing these privacy issues through secure encryption and transparent data policies is essential for sustaining long-term market growth.

High Product Costs and Limited Accessibility

The high cost of connected toys remains a barrier to widespread adoption, particularly in emerging economies. Advanced features such as AI, sensors, and wireless connectivity significantly raise production expenses, translating into premium retail prices. Limited affordability restricts market reach among middle-income households, where traditional toys remain dominant. Additionally, uneven internet connectivity and device compatibility issues in developing regions further limit access. Manufacturers need to focus on cost optimization and localization strategies to make smart toys more accessible and affordable globally.

Regional Analysis

North America

The North America connected toys market was valued at USD 1,372.7 million in 2018, growing to USD 3,766.4 million in 2024, and is anticipated to reach USD 13,973.9 million by 2032, accounting for about 35% of the global share at a CAGR of 16.9%. The region’s growth is driven by high consumer spending on smart, app-enabled, and educational toys. The United States leads the market due to strong digital infrastructure, early adoption of IoT-enabled products, and high investment in STEM education. Robust e-commerce channels and innovation from major players like LEGO and Hasbro further enhance regional dominance.

Europe

Europe accounted for USD 1,029.1 million in 2018, expanding to USD 2,905.5 million in 2024, and projected to reach USD 10,779.1 million by 2032, holding around 27% market share with a CAGR of 17.5%. Demand is supported by growing parental preference for interactive learning toys and stringent safety regulations fostering product quality. The UK, Germany, and France are key contributors, driven by widespread internet access and early integration of AI-enabled educational tools. Increasing digital literacy, online retail expansion, and partnerships between toy manufacturers and tech firms are fueling sustained market growth.

Asia Pacific

Asia Pacific’s connected toys market was valued at USD 980.5 million in 2018, increasing to USD 2,690.3 million in 2024, and is forecasted to reach USD 9,980.6 million by 2032, capturing around 25% global share and growing at a CAGR of 19.8%. The region’s growth is fueled by rapid urbanization, expanding middle-class income, and high smartphone penetration. China, Japan, and India dominate the market, supported by digital learning initiatives and local production advantages. Rising awareness of STEM education, increasing affordability of connected devices, and government-backed education reforms are key drivers accelerating adoption across major Asia Pacific economies.

Latin America

The Latin America connected toys market was valued at USD 274.5 million in 2018, reaching USD 753.3 million in 2024, and expected to attain USD 2,794.6 million by 2032, representing nearly 7% of global share with a CAGR of 16.4%. Market expansion is supported by improving internet infrastructure, increasing digital learning awareness, and growing adoption of smart toys in urban centers. Brazil and Mexico dominate regional sales, driven by e-commerce penetration and the rising availability of affordable smart toys. However, high import costs and uneven access to advanced technologies limit adoption in rural and lower-income markets.

Middle East & Africa (MEA)

The Middle East & Africa market was valued at USD 265.3 million in 2018, growing to USD 646.2 million in 2024, and projected to reach USD 2,395.6 million by 2032, accounting for about 6% of the global share with a CAGR of 15.8%. Market growth is influenced by increasing internet access, urbanization, and rising awareness of tech-integrated learning tools. The GCC countries and South Africa represent major growth hubs due to higher disposable incomes and education-oriented consumer spending. However, limited local manufacturing capacity and higher product pricing continue to constrain faster market penetration in some areas.

Market Segmentations:

By Toy Type:

• App-enabled Mechanical Toys & Drones
• Voice/Image Recognition Toys
• Health Tracking Toys / Wearables

By Device:

• Smartphone & Tablet Connected Toys
• Laptop Connected Toys
• Console Connected Toys

By Sales Channel:

• Online Retail
• Direct Retail

By Region:

• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • France
  • U.K.
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • South-east Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Argentina
  • Rest of Latin America
• Middle East & Africa
  • GCC Countries
  • South Africa
  • Rest of the Middle East and Africa

Competitive Landscape

The competitive landscape of the Global Connected Toys Market is characterized by the presence of major players such as Sphero, Hasbro, Inc., Sony Corporation, The LEGO Group, Mattel Inc., Fisher-Price, Inc., LeapFrog Enterprises, Inc., Playmobil, KidsII, Inc., and Tomy Company, Ltd. These companies focus on product innovation, strategic partnerships, and technological integration to strengthen their market presence. Leading players are increasingly incorporating artificial intelligence, augmented reality, and IoT connectivity to enhance user interaction and learning experiences. Collaborations with educational institutions and tech firms are driving the development of STEM-based toys and adaptive learning products. E-commerce expansion and omnichannel distribution strategies are helping companies reach a broader consumer base. Additionally, continuous investment in R&D and sustainability initiatives is shaping the competitive dynamics, as brands strive to offer secure, personalized, and eco-friendly connected toys that cater to evolving consumer expectations and regulatory standards worldwide.

Key Player Analysis

• Sphero
• Hasbro, Inc.
• Sony Corporation
• KidsII, Inc.
• Playmobil
• Fisher-Price, Inc.
• The LEGO Group
• Mattel Inc.
• LeapFrog Enterprises, Inc.
• Tomy Company, Ltd.
• Other Key Players

Recent Developments

• In June 2025, Mattel, Inc. announced a partnership with OpenAI to introduce a new line of AI-powered connected toys, blending physical play with intelligent digital interactions.
• In July 2025, Moose Toys expanded its connected play portfolio through the acquisition of the Bananagrams brand, strengthening its position in the global interactive and educational toy market.
• In February 2025, Spin Master Corp. unveiled its “2025 Innovation Unlocked” initiative, introducing a series of next-generation connected and interactive toys designed to enhance digital engagement and creative play experiences globally.

Report Coverage

The research report offers an in-depth analysis based on Toy Type, Device, Sales Channel and Region. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.

Future Outlook

1. The global connected toys market will continue to expand rapidly, driven by increasing adoption of smart and interactive learning solutions.
2. Integration of artificial intelligence and IoT technologies will enhance personalization and real-time engagement in toys.
3. STEM-based educational toys will remain a key focus, supporting skill development and digital learning for children.
4. Voice and image recognition features will become more advanced, improving interactive play experiences.
5. Online retail channels will further dominate sales, supported by global e-commerce growth and digital marketing strategies.
6. Partnerships between toy manufacturers and technology firms will accelerate innovation and product diversification.
7. Data privacy and cybersecurity solutions will become essential to maintain consumer trust and regulatory compliance.
8. Sustainability and eco-friendly materials will gain prominence as manufacturers adopt green production practices.
9. Emerging markets in Asia Pacific and Latin America will offer significant growth opportunities due to rising digital penetration.
10. The future market will emphasize safe, educational, and adaptive toys that merge entertainment with learning.

Integration of IoT and AI Technologies

The adoption of IoT and AI in connected toys enables real-time data exchange, personalized interactions, and adaptive learning, making toys more engaging and educational for children. This technological integration is attracting tech-savvy parents and fostering innovation among manufacturers.

Rising Demand for STEM-Based Learning Toys

Parents and educators are increasingly seeking toys that support science, technology, engineering, and mathematics (STEM) education. Connected toys that blend entertainment with coding, robotics, and interactive learning are helping children develop critical skills, driving market growth.

Expanding E-Commerce and Digital Retail Channels

The growth of online retail platforms has made connected toys more accessible globally, offering a wide product range, competitive pricing, and consumer reviews. E-commerce facilitates international reach and product customization, accelerating market penetration.

Personalization and Adaptive Learning Features

AI-powered toys that adapt to a child's learning pace and preferences are enhancing engagement and educational outcomes. Personalization through data analytics and cloud connectivity is creating long-term value and differentiation in a competitive market.

Collaborations Between Toy Makers and Tech Companies

Strategic partnerships between traditional toy manufacturers and technology firms are enabling the integration of advanced features like augmented reality and voice assistance. These collaborations are driving product innovation, reducing development costs, and expanding market reach.

Note: The depth of individual sections depends on data availability for this market. Volume, capacity, trade and other unit-based metrics are included where applicable.