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Smart Toys
OverviewJuniper Research is a market leader in the connected devices and wearables area, having built an unrivalled source of market intelligence and forecast data over the past 12 years.
Juniper’s ground-breaking research into the smart toys market represents the benchmark for analysis into this burgeoning segment.
This research suite investigates how, following the explosion in smartphone and tablet use, toy vendors have been forced to use connectivity to ‘smarten’ toys in an attempt to compete.
This research includes:
  • Market Appraisal (PDF)
  • 5 Year Market Sizing & Forecast spreadsheet (Excel).

Key Features

The research enables readers to gain a comprehensive insight into the principal forces acting on the smart toys market, as well as identify key trends and strategies that are likely to drive it forward.
  • Key regional analysis of the toy market and prospects.
  • Segment splits for:
    • Smartphone-enabled Toys
    • Tablet-enabled Toys
    • Games Console-enabled Toys
    • Connected Drones
  • In-depth study of the overarching trends, hurdles and drivers impacting the development of smart toys.
  • Vendor case studies highlighting stakeholder strategies and success models.
  • Business model analysis, with insights into how hardware and software can drive revenue.
  • Benchmark industry forecasts for size and growth of the smart toys market. 

Key Questions

  1. What is the smart toys market currently worth, and how will it develop over the next five years?
  2. What are the key opportunities available to stakeholders within this space?
  3. How can we expect to see the industry develop over the next few years?
  4. What are the key challenges faced by the industry?
  5. Which communications technologies are likely to be used by smart toys?

Companies Referenced

Activision, Annie E Casey Foundation, ASTM (American Society for Testing & Materials), Capgemini, CogniToys, CPSC (Consumer Product Safety Commission), Disney, EA, Hasbro, KATS (the Korean Agency for Technology & Standards), LeapFrog, LEGO, Mattel, Merrill Lynch, Nintendo, Orbotix, ToyTalk, Vivid Toy, Voxel8.

Data & Interactive Forecast

The forecast suite includes:
  • Country level data splits for:
    • Canada
    • Germany
    • Japan
    • South Korea
    • UK
    • US
    • Plus 8 key regions
  • Total smart toy shipments and installed base, split according to interfacing device:
    • Smartphones
    • Tablets
    • Consoles
    • Drones
  • Wireless communications technology splits:
    • Wi-Fi
    • Bluetooth
    • RFID/NFC
    • Others
Juniper Research’s highly granular interactive Excels (IFxls) enable clients to manipulate Juniper’s forecast data and charts to test their own assumptions by using the Interactive Scenario Tool, and compare select markets and sectors side by side in customised charts and tables.
  • IFxls greatly increase clients’ ability to both understand a particular market and to integrate their own views into the model.  
  • Allows users to manipulate 10 different metrics.
  • Access to the full set of forecast data of 65 tables and over 6,400 data points.

Research Options

All research reports now come with an enterprise-wide licence

Smart Toys: Hardware, Apps & Technologies 2015-2020

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Juniper’s smart toys research suite provides invaluable insight into this nascent market. It uncovers the key elements behind the rise of the smart toy, and investigates how a ‘smart toy’ strategy has now become integral to some players’ continued longevity. It explores the business models in play and provides insight into the opportunities available to vendors and software developers.
It provides a global breakdown of the smart toy market, with consolidated shipments, installed base and revenue forecasts broken down by region and by revenue source.
The research suite includes:
  1. Key market trends and forecasts, allied to a series of strategic recommendations for smart toy players.
  2. Strategic analysis of business models and solutions for monetisation and content delivery.
  3. Regional and sector prospects analysis together with five year forecasts for smart toys. The study includes exclusive forecast breakdowns for:
    1. Unique purchasers of smart toys
    2. Total installed base of smart toys
    3. Total shipments of smart toys
    4. Hardware sales revenues
    5. App content sales
    6. Smart toy connectivity technology adoption
  4. Interactive Forecast Excel – highly granular dataset comprising of more than 6,400 datapoints, allied to regional and sector analysis tools (Interactive XL).
Download a summary of the table of contents and forecasts above, or request a detailed list of every table and chart via

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30 Minutes Analyst time

30 minutes of support time on the telephone with one of our expert analysts.

Analyst support is provided for the following areas:
  • Research related queries
  • Clarifying methodologies, forecast assumptions and forecast outputs
  • Identification of key market trends and opportunities

Research Details

Steffen Sorrell
Devices & Wearables
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Canada, Germany, Japan, South Korea, UK, USA

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