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Strategy Briefing
STEM Opportunities in Toys and Games: Mass-market vs Speciality Appeal
11 pages, Jan 2018
US$570Added to Cart
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STEM toys continue to be a focal point for many traditional toy manufacturers, due to the category’s growth and high interest in developed markets. However, the STEM market has split into two areas: speciality STEM for parents who obsess over what their child plays with and mass-market STEM toys that have an educational benefit, but that is not their primary focus. While mass-market STEM toys are the larger of the two, certain factors could make speciality STEM a high growth market through 2021.
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Overview
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STEM is a high growth area in traditional toys, with a heavy developed market tilt
STEM toys have outperformed the traditional toy market nearly every year, and are expected to continue to do so over 2016-2021. Sales of STEM toys are largely coming from developed markets, where parents are increasingly taking a more active role in their child’s education and trying to prepare them for college and careers that will be in demand in the future.
Mass and speciality STEM toys compete for parents who invest heavily in toy research and others who want to entertain and educate
While many developed parents are interested in STEM toys, some are more focused on researching exactly what sort of educational benefits a toy can bring to their child, while others are satisfied with only slight educational benefits so long as the toy is affordable and entertaining. This has created a market for speciality STEM toys, which heavily market their STEM skill development capabilities, and mass-market STEM toys, which may have some educational benefit but do not primarily market on it.
Mass STEM leads the global STEM toy market, but speciality STEM will see gains over 2016-2021
Mass-market STEM represent a larger portion of the total STEM market, due to lower prices and broader appeal. However, over 2016-2021, parents are expected to have fewer children overall and have them later in life. This is likely to mean that they spend even more time getting involved with their child’s education, which in turn will see a rise in in the sale of speciality STEM toys.
New technologies could pose a threat to STEM toy sales, in particular speciality STEM
While STEM toys as a whole are expected to see growth over 2016-2021, smartphones and AR/VR headsets could be a source of competition. Smartphones are increasingly getting into the hands of children, and have the potential to see high growth in educational apps. In addition, AR/VR headsets could create a new interactive way to educate children. Speciality STEM, in particular, could be impacted by this, as these competing products are favoured by higher income households that are the core market for speciality STEM.
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Introduction
Scope
INTRODUCTION
Key findings
STEM Opportunities in Toys and Games: Mass-Market Vs Speciality Appeal
STEM toys outpace the rest of the traditional toy market
Developed countries the primary market for STEM toy sales
Mass versus speciality STEM sales
Differences between mass and speciality STEM products
Mass and speciality STEM have different primary categories
Mass STEM dominates the STEM toy market
New technologies threatens speciality STEM more than mass
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.
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Request more informationComplete Catalogue
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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
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- 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