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Strategy Briefing
Interactive Toys: What Drives Growth?
30 pages, May 2017
US$1,325Added to Cart
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Interactive toys, which can sense and play with children, are entering the market and are poised to see major growth. While there are numerous markets that will be lucrative for interactive toys, China, the US, the UK and Germany are expected to be among the most enthusiastic adopters. From these markets we can see a pattern of what drives sales of interactive toys, namely high incomes, STEM interest and small hyper-connected households.
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Overview
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China, the US, the UK and Germany reveal the key factors that lead to growth in interactive toys
Interactive toys is expected to be a major area of growth for traditional toys and games, with China, the UK, Germany and the US leading global sales. While there are numerous similarities in these markets, it is their growing upper-income group, high parental interest in STEM, and an increase in small tech-savvy households that is driving the adoption of interactive toys.
A large and growing upper-income group is a necessary base for the growth of high-priced interactive toys
Interactive toys, due to the numerous sensors and internal AI-driven computers that need to go into them to give them interactive functionality, are inherently priced very high compared with other toys. Markets need both a robust and increasing base of high-income households to make interactive toys viable.
Parental interest in STEM a driving force behind the adoption of interactive toys
Interest in STEM, in particular the technological portion of STEM, is key in the growth of interactive toys. Numerous new interactive toys allow for some amount of coding, which is critical for core interactive toy markets, where parents believe coding is one of the best paths to a successful career for their children.
Small technology-oriented households lead the demand for interactive toys
Within the core interactive toys markets the number of children per household is typically small or in decline, while the adoption of new technology is high. This means there are increasing numbers of single-child households with tech-savvy children in need of a playmate, making interactive toys more attractive.
New countries have the potential to be prime markets for interactive toys through to 2030
The factors of high incomes, STEM interest and shrinking households, which will grow sales of interactive toys in the US, the UK, Germany and China, hold implications for other markets in the future. Markets such as India and Mexico could become prime targets for interactive toys through to 2030.
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Introduction
Scope
What are interactive and STEM toys?
Key findings
Key Factors in the Growth of Interactive Toys
Toys-to-life and the demand for an interactive playtime
Interactive toys expected to see high growth
The UK, the US, Germany and China leading interactive markets
Key factors stimulating growth in interactive toys
High -income households the core Interactive Toys Market
Higher disposable incomes lead to higher spend on electronic toys
High-income Households the Core Interactive Toys Market
Growth in the upper-incomes can translate to interactive toy sales
The UK, the US and Germany will see higher-priced products
China an entry-level market for interactive toys
Stem Interest Builds Demand for Interactive Toys
Core markets for interactive toys lead STEM adoption
Engineering and mathematics the primary purchase areas
Computer science increasingly important to core markets
STEM toy makers embrace interactivity to strengthen their growth
Smaller Technology-driven Households Demand Interactivity
Fewer children per household leads to more single-child homes
Interactive toys benefits from high tablet and smartphone adoption
AR/VR adoption could cause a further shift to interactive toys
Fertile Markets for Interactive Toys through to 2030
More markets will have upper-income potential through to 2030
More countries will see major declines in children per household
Table 1 d smartphone possession to rise in developing markets
Potential markets for growth in STEM-based interactive toys
Report Definitions
Data parameters and report definitions
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Want to find out more about this report?
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Strategy Reports
- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
- Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets | Apr 2011
- Make Way for Generation Z: Marketing to Today’s Tweens and Teens | Feb 2011
- Global Discretionary Goods & Services Markets in 2009 and 2010: Legacy of the Downturn (Part 2) | Oct 2010
- 25 Global Consumer Trends 2008: Back to Basics – it’s Still the Old Economy in a Cool Climate | Jun 2008
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Country Reports
- Toys and Games in Argentina | Jun 2018
- Toys and Games in Australia | Jun 2018
- Toys and Games in Brazil | Jun 2018
- Toys and Games in Canada | Jun 2018
- Toys and Games in China | Jun 2018
- Toys and Games in France | Jun 2018
- Toys and Games in Germany | Jun 2018
- Toys and Games in Hong Kong, China | Jun 2018
- Toys and Games in India | Jun 2018
- Toys and Games in Indonesia | Jun 2018
- Toys and Games in Italy | Jun 2018
- Toys and Games in Japan | Jun 2018
- Toys and Games in Malaysia | Jun 2018
- Toys and Games in Mexico | Jun 2018
- Toys and Games in Poland | Jun 2018
- Toys and Games in Romania | Jun 2018
- Toys and Games in Russia | Jun 2018
- Toys and Games in Singapore | Jun 2018
- Toys and Games in South Africa | Jun 2018
- Toys and Games in South Korea | Jun 2018
- Toys and Games in Spain | Jun 2018
- Toys and Games in Sweden | Jun 2018
- Toys and Games in Switzerland | Jun 2018
- Toys and Games in Taiwan | Jun 2018
- Toys and Games in Thailand | Jun 2018
- Toys and Games in the Netherlands | Jun 2018
- Toys and Games in the Philippines | Jun 2018
- Toys and Games in the United Arab Emirates | Jun 2018
- Toys and Games in the United Kingdom | Jun 2018
- Toys and Games in the US | Jun 2018
- Toys and Games in Turkey | Jun 2018
- Toys and Games in Ukraine | Jun 2018
Complete Catalogue
Strategy Reports
- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
- Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets | Apr 2011
- Make Way for Generation Z: Marketing to Today’s Tweens and Teens | Feb 2011
- Global Discretionary Goods & Services Markets in 2009 and 2010: Legacy of the Downturn (Part 2) | Oct 2010
- 25 Global Consumer Trends 2008: Back to Basics – it’s Still the Old Economy in a Cool Climate | Jun 2008
- Shopping for Pleasure: The Development of Shopping as a Leisure Pursuit | May 2008
Country Reports
- Toys and Games in Argentina | Jun 2018
- Toys and Games in Australia | Jun 2018
- Toys and Games in Brazil | Jun 2018
- Toys and Games in Canada | Jun 2018
- Toys and Games in China | Jun 2018
- Toys and Games in France | Jun 2018
- Toys and Games in Germany | Jun 2018
- Toys and Games in Hong Kong, China | Jun 2018
- Toys and Games in India | Jun 2018
- Toys and Games in Indonesia | Jun 2018
- Toys and Games in Italy | Jun 2018
- Toys and Games in Japan | Jun 2018
- Toys and Games in Malaysia | Jun 2018
- Toys and Games in Mexico | Jun 2018
- Toys and Games in Poland | Jun 2018
- Toys and Games in Romania | Jun 2018
- Toys and Games in Russia | Jun 2018
- Toys and Games in Singapore | Jun 2018
- Toys and Games in South Africa | Jun 2018
- Toys and Games in South Korea | Jun 2018
- Toys and Games in Spain | Jun 2018
- Toys and Games in Sweden | Jun 2018
- Toys and Games in Switzerland | Jun 2018
- Toys and Games in Taiwan | Jun 2018
- Toys and Games in Thailand | Jun 2018
- Toys and Games in the Netherlands | Jun 2018
- Toys and Games in the Philippines | Jun 2018
- Toys and Games in the United Arab Emirates | Jun 2018
- Toys and Games in the United Kingdom | Jun 2018
- Toys and Games in the US | Jun 2018
- Toys and Games in Turkey | Jun 2018
- Toys and Games in Ukraine | Jun 2018