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市場調查報告書
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1964093

智慧玩具市場－全球產業規模、佔有率、趨勢、機會、預測：介面、通路、區域及競爭格局（2021-2031年）

Connected Toys Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Interface, By Distribution Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3個工作天內

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簡介目錄

全球智慧玩具市場預計將從 2025 年的 131.9 億美元成長到 2031 年的 448.2 億美元，複合年成長率為 22.61%。

該領域涵蓋配備軟硬體的實體玩具，這些軟硬體能夠實現網際網路連接和資料交換，從而增強互動性。該市場的成長主要受以下因素驅動：對科學、技術、工程和數學 (STEM) 教育工具的需求不斷成長，以及青少年數位素養的提高。此外，高速網路的普及和智慧型裝置在日常生活中的應用也推動了這一成長。

市場概覽
預測期 2027-2031
市場規模：2025年 131.9億美元
市場規模：2031年 448.2億美元
複合年成長率：2026-2031年 22.61%
成長最快的細分市場 線上
最大的市場 北美洲

儘管存在這些機遇，但該行業仍面臨著與資料隱私和網路安全風險相關的重大挑戰，這些挑戰正在削弱家長的信任。確保符合嚴格的國際安全標準是製造商面臨的一大障礙，也使市場進入變得更加複雜。歐洲玩具工業協會2024年的一項調查發現，在網路市場銷售的玩具中有80%不符合安全標準。如此高的不合規率凸顯了不受監管的產品會損害消費者信心並阻礙市場整體接受度這一嚴重問題。

市場促進因素

人工智慧 (AI) 和機器學習的融合正在改變全球智慧玩具市場，使其能夠提供高度個人化和自適應的玩樂體驗。製造商不再局限於簡單的預設程序，而是採用先進的演算法，讓玩具能夠從兒童的互動中學習，並透過自然語言處理和情感識別來加深互動。這種向智慧硬體的轉變，得益於專注於智慧互動玩具的Start-Ups所取得的商業性成功。例如，正如 Entrackr 在 2025 年 5 月報導的那樣，機器人和人工智慧公司 Miko 在 2024 年實現了 358 億盧比的收入，同比成長 58%，這表明市場對動態玩伴的投資正在不斷成長。這項財務表現表明，市場價值的驅動力不僅在於物理屬性，也在於軟體功能。

同時，基於STEM教育的智慧玩具需求日益成長，成為推動這一趨勢的主要動力。這源自於家長們希望在科技主導的世界中培養孩子必要的數位技能。代間數位知識落差進一步加劇了這一趨勢，促使家長尋求能夠安全、有效地引導孩子探索科技的工具。根據2025年6月出版的《玩具手冊》（The Toy Book），61%的家長表示他們的孩子比自己更精通科技，這凸顯了教育娛樂產品彌合這一差距的必要性。玩具產業的韌性可見一斑，玩具基金會2025年的報告顯示，美國「探索性及其他玩具」大類玩具的銷售額年增10%，顯示結合探索和互動遊戲的玩具產品線持續成長。

市場挑戰

不受監管產品的氾濫以及確保所有產品普遍符合安全標準的難度，是全球智慧玩具市場面臨的主要障礙。儘管知名製造商投入巨資進行測試，以滿足國際安全標準和網路安全通訊協定的要求，但第三方線上平台卻充斥著大量不合規的替代品。這種湧入造成了不公平競爭，迫使信譽良好的公司為了與價格更低、不受監管的產品競爭而提高生產成本。結果，消費者信心受到削弱，家長們由於擔心智慧玩具可能存在的人身傷害和資料隱私外洩問題，往往對購買這類產品猶豫不決。

這一問題的嚴重性對市場擴張構成了實質的障礙。英國玩具與愛好協會2025年的線上市場調查顯示，90%的玩具樣本未能達到基本的安全標準。如此高的不合格率凸顯了問題的嚴重性，不安全產品的存在損害了整個產業的聲譽。因此，該行業難以建立大眾市場成長所需的消費者信任，從而限制了合規製造商的獲利能力。

市場趨勢

隨著家庭成員尋求有效方式來維繫遠距離的情感紐帶，能夠促進遠端家庭互動的應用程式連接玩具的開發正蓬勃發展。與傳統通訊工具不同，這些連接設備允許親屬透過行動應用程式錄製訊息、故事和歌曲，孩子們則可以透過實體玩具存取這些內容。這巧妙地將數位連接與實體遊戲融合在一起。由於消費者傾向於優先選擇能夠提供安全、無螢幕數位互動並彌合工作父母與子女之間鴻溝的產品，該領域正經歷強勁的商業性成長。 Tony's SE 報告稱，其 2025 年第一季名義收入成長了 24.1%，並指出消費者對結合實體互動和遠端家庭連接的平台投入增加。

同時，實體玩具與擴增實境（AR）行動遊戲的融合，透過將身臨其境型數位內容疊加到現實世界的物體上，正在重新定義傳統的遊戲模式。製造商們正在建立一個「虛實結合」的生態系統，透過持續的數位化更新延長產品生命週期並提高用戶留存率，實體玩具在行動遊戲中可以作為控制器和可解鎖的資源。這種混合模式透過提供超越靜態實體產品的價值，幫助老牌玩具品牌在媒體飽和的環境中保持競爭力。根據樂高集團2025年3月發布的報告，該公司2024年的營收成長了13%，銷售額達到743億丹麥克朗（DKK）。這一業績主要得益於數位技術的策略性投資，這些技術與其核心實體產品系列相輔相成。

目錄

第1章概述

第2章：調查方法

第3章執行摘要

第4章：客戶心聲

第5章：全球智慧玩具市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 依介面類型（應用程式連接的無人機、遊戲機連接的玩具、智慧型手機連接的玩具、平板電腦連接的玩具）
    • 通路（零售店、線上、專賣店）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美智慧玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國別分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲智慧玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國別分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章：亞太地區智慧玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國別分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東與非洲智慧玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東與非洲：國別分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美智慧玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國別分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進因素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 近期趨勢

第13章：全球智慧玩具市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的潛力
  • 供應商的議價能力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • Sphero, Inc.
  • Mattel, Inc.
  • Hasbro India LLP
  • Wonder Workshop Inc.
  • WowWee Group Limited
  • LEGO System A/S
  • VTech Holdings Limited
  • Nintendo Co., Ltd.
  • Jabil Inc.
  • LeapFrog Enterprises, Inc.

第16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
Product Code: 24821

The Global Connected Toys Market is projected to expand from USD 13.19 Billion in 2025 to USD 44.82 Billion by 2031, registering a CAGR of 22.61%. This sector comprises physical playthings equipped with hardware and software that enable internet connectivity or data exchange to improve interactivity. The market is primarily propelled by the growing demand for Science, Technology, Engineering, and Mathematics (STEM) educational tools and rising digital literacy among younger generations. Additionally, the extensive availability of high-speed internet and the integration of smart devices into everyday life facilitate this growth.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 13.19 Billion
Market Size 2031USD 44.82 Billion
CAGR 2026-203122.61%
Fastest Growing SegmentOnline
Largest MarketNorth America

Despite these opportunities, the industry faces significant hurdles regarding data privacy and cybersecurity risks, which negatively impact parental trust. Ensuring adherence to strict international safety regulations presents a barrier for manufacturers and complicates market entry. A 2024 investigation by Toy Industries of Europe found that 80 percent of toys bought from online marketplaces failed to meet safety standards. This high rate of non-compliance highlights the critical issue of unregulated products undermining consumer confidence and hindering broader market acceptance.

Market Driver

The incorporation of Artificial Intelligence and Machine Learning is transforming the Global Connected Toys Market by facilitating highly personalized and adaptive play experiences. Manufacturers are advancing beyond simple pre-programmed responses to embed sophisticated algorithms that enable toys to learn from a child's interactions, deepening engagement through natural language processing and emotional recognition. This shift toward intelligent hardware is supported by the commercial success of startups dedicated to responsive companions. For instance, Entrackr reported in May 2025 that the robotics and AI company Miko saw a 58 percent year-on-year revenue increase to Rs 358 Cr in FY24, indicating a growing consumer willingness to invest in dynamic playmates. This financial performance suggests a market trajectory where value is increasingly driven by software capabilities rather than just physical attributes.

Concurrently, the rising demand for STEM-based educational smart toys serves as a key catalyst, fueled by parents seeking to equip their children with essential digital skills in a technology-driven world. This trend is reinforced by the generational digital knowledge gap, prompting caregivers to find tools that ensure safe and constructive tech exploration. According to The Toy Book in June 2025, 61 percent of parents noted that their children know more about technology than they do, creating a clear need for edutainment products to bridge this divide. Highlighting the sector's resilience, The Toy Foundation reported in 2025 that sales in the Explorative and Other Toys supercategory grew by 10 percent in the U.S. the previous year, proving the sustained momentum for products combining discovery with interactive play.

Market Challenge

The abundance of unregulated products and the struggle to ensure universal compliance with safety standards represent major obstacles for the Global Connected Toys Market. Although established manufacturers invest significantly in testing to meet international safety and cybersecurity protocols, the market is saturated with non-compliant alternatives available on third-party online platforms. This influx creates unfair competition, as reputable companies incur higher production costs while vying against lower-priced, unregulated items. Consequently, consumer confidence is eroded, as parents worry about potential physical hazards or data privacy breaches linked to smart toys, leading to hesitation in adopting these technologies.

The magnitude of this issue creates a tangible barrier to market expansion. As reported by the British Toy & Hobby Association in 2025, an investigation into online marketplaces showed that 90 percent of sampled toys failed to meet essential safety requirements. This high rate of non-compliance underscores the severity of the challenge, as the presence of unsafe products damages the reputation of the entire category. As a result, the industry faces difficulties in building the necessary consumer trust for mass market growth, thereby limiting revenue potential for compliant manufacturers.

Market Trends

The development of app-connected toys that facilitate remote familial interaction is gaining momentum as families look for meaningful ways to sustain emotional bonds across distances. Unlike standard communication tools, these connected devices allow relatives to record messages, stories, or songs via a mobile app, which children can access through a physical toy, merging digital connectivity with tangible play. This segment is seeing strong commercial growth as consumers prioritize products that offer safe, screen-free digital engagement and bridge the gap between working parents and children. Tonies SE reported in May 2025 a 24.1 percent increase in nominal revenue for the first quarter, validating the increasing consumer investment in platforms that combine physical interactivity with remote family connection features.

Simultaneously, the convergence of physical action figures with augmented reality mobile gaming is reshaping traditional play patterns by layering immersive digital content onto real-world objects. Manufacturers are building "phygital" ecosystems where physical toys act as controllers or unlockable assets within mobile games, extending the product's lifecycle and deepening user retention through continuous digital updates. This hybrid approach helps legacy toy brands remain relevant in a media-saturated landscape by offering value beyond the static physical item. According to the LEGO Group's March 2025 report, the company achieved a 13 percent revenue growth to DKK 74.3 billion in 2024, a performance largely driven by strategic investments in digital technology that complement their core physical portfolio.

Key Market Players

  • Sphero, Inc.
  • Mattel, Inc.
  • Hasbro India LLP
  • Wonder Workshop Inc.
  • WowWee Group Limited
  • LEGO System A/S
  • VTech Holdings Limited
  • Nintendo Co., Ltd.
  • Jabil Inc.
  • LeapFrog Enterprises, Inc.

Report Scope

In this report, the Global Connected Toys Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Connected Toys Market, By Interface

  • App-based connected drones
  • Console connected toys
  • Smartphone connected toys
  • Tablet connected toys

Connected Toys Market, By Distribution Channel

  • Retailers
  • Online
  • Specialty stores

Connected Toys Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Connected Toys Market.

Available Customizations:

Global Connected Toys Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Connected Toys Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Interface (App-based connected drones, Console connected toys, Smartphone connected toys, Tablet connected toys)
    • 5.2.2. By Distribution Channel (Retailers, Online, Specialty stores)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Connected Toys Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Interface
    • 6.2.2. By Distribution Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Connected Toys Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Interface
        • 6.3.1.2.2. By Distribution Channel
    • 6.3.2. Canada Connected Toys Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Interface
        • 6.3.2.2.2. By Distribution Channel
    • 6.3.3. Mexico Connected Toys Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Interface
        • 6.3.3.2.2. By Distribution Channel

7. Europe Connected Toys Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Interface
    • 7.2.2. By Distribution Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Connected Toys Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Interface
        • 7.3.1.2.2. By Distribution Channel
    • 7.3.2. France Connected Toys Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Interface
        • 7.3.2.2.2. By Distribution Channel
    • 7.3.3. United Kingdom Connected Toys Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Interface
        • 7.3.3.2.2. By Distribution Channel
    • 7.3.4. Italy Connected Toys Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Interface
        • 7.3.4.2.2. By Distribution Channel
    • 7.3.5. Spain Connected Toys Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Interface
        • 7.3.5.2.2. By Distribution Channel

8. Asia Pacific Connected Toys Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Interface
    • 8.2.2. By Distribution Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Connected Toys Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Interface
        • 8.3.1.2.2. By Distribution Channel
    • 8.3.2. India Connected Toys Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Interface
        • 8.3.2.2.2. By Distribution Channel
    • 8.3.3. Japan Connected Toys Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Interface
        • 8.3.3.2.2. By Distribution Channel
    • 8.3.4. South Korea Connected Toys Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Interface
        • 8.3.4.2.2. By Distribution Channel
    • 8.3.5. Australia Connected Toys Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Interface
        • 8.3.5.2.2. By Distribution Channel

9. Middle East & Africa Connected Toys Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Interface
    • 9.2.2. By Distribution Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Connected Toys Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Interface
        • 9.3.1.2.2. By Distribution Channel
    • 9.3.2. UAE Connected Toys Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Interface
        • 9.3.2.2.2. By Distribution Channel
    • 9.3.3. South Africa Connected Toys Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Interface
        • 9.3.3.2.2. By Distribution Channel

10. South America Connected Toys Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Interface
    • 10.2.2. By Distribution Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Connected Toys Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Interface
        • 10.3.1.2.2. By Distribution Channel
    • 10.3.2. Colombia Connected Toys Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Interface
        • 10.3.2.2.2. By Distribution Channel
    • 10.3.3. Argentina Connected Toys Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Interface
        • 10.3.3.2.2. By Distribution Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Connected Toys Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Sphero, Inc.
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Mattel, Inc.
  • 15.3. Hasbro India LLP
  • 15.4. Wonder Workshop Inc.
  • 15.5. WowWee Group Limited
  • 15.6. LEGO System A/S
  • 15.7. VTech Holdings Limited
  • 15.8. Nintendo Co., Ltd.
  • 15.9. Jabil Inc.
  • 15.10. LeapFrog Enterprises, Inc.

16. Strategic Recommendations

17. About Us & Disclaimer