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Smart Toys
OverviewJuniper’s Smart Toys research provides the most comprehensive study of this developing sector available today. It analyses the opportunities available to investors, manufacturers and brands, covering the key markets of:
  • Smartphone/tablet connected toys
  • Console connected toys (‘toys to life’)
  • Educational connected toys
  • App-connected drones
This study is an indispensable reference source for industry players wishing to gain advantage in this dynamic emerging industry.   

The research includes:
  • Market Trends & Opportunities (PDF)
  • 5 Year Market Sizing & Forecast Spreadsheet (Excel)  

Key Features

  • Key Regional Analysis of the Toy Market: Investigates key markets for traditional toys & games and what is influencing them for the following crucial markets:
    • North America
    • West Europe
    • Far East & China
  • Sector Assessment: Understand the key sectors of this market, and how it is being driven forwards, encompassing the below:
    • Interfacing with existing device ecosystems
    • Business model analysis
    • Key trends and drivers influencing the sector
    • Key Strategic Recommendations for stakeholders in this space
  • Benchmark Industry Forecasts for Connected Toys, including hardware sales, app-generated revenue and shipments. Included forecasts are split by:
    • 8 Key Regions (North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East)
    • Interfacing Device (Smartphone, Tablet, Console, Drone)
    • Device Purpose (Educational)
    • Connectivity (Bluetooth, Wi-Fi, RFID or RFID subsets)
  • Key Player Analysis: Analysis of the key players driving the connected toy industry forward, their product offers and future strategies, encompassing the following:
    • Juniper Disruptor and Challenger Quadrant
    • Analysis of key players’ footing for future growth

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

Profiled in Disruptors & Challengers Quadrant: Activision Blizzard, Anki, Hasbro, Genesis Toys, LEGO Group, Leka, Mattel, Nintendo, Ozobot, Parrot, Sphero, Spiral Toys, Wonder Workshop, WowWee.
Case Studied: Activision Blizzard, Disney, Sphero, Wonder Workshop.
Mentioned: Amazon, Apple, BBC, Child Trends, EA (Electronic Arts), EQtainment, Google, Hornby, K’Nex, Kickstarter, Kinematics, Meccano, Microsoft, Moff, OECD (Organisation for Economic Cooperation & Development), PlayMonster, Robo Wunderkind, Sony, VTech, World Health Organisation, Yuneec, Zero Zero Robotics.

Data & Interactive Forecast

Juniper’s Smart Toys 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
  • Educational Connected Toy shipments, installed base and revenue
  • Wireless communications technology splits:
    • Wi-Fi
    • Bluetooth
    • RFID/NFC
    • Others
  • Interactive Scenario tool allowing user the ability to manipulate Juniper’s data for 12 different metrics.
  • Access to the full set of forecast data of nearly 73 tables and over 7,100 datapoints.
Juniper Research’s highly granular interactive excels enable clients to manipulate Juniper’s forecast data and charts to test their own assumptions and compare markets 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.  

Research Options

All research reports now come with an enterprise-wide licence

Smart Toys: Hardware, Technology & Leading Vendors 2017-2022

Click here for product details

Juniper’s Smart Toys research includes a set of comprehensive 5-year forecasts, alongside an in-depth analysis of market trends and vendor opportunities. It enables stakeholders to understand the implications of the critical market drivers and disruptive factors across key sectors:
  • Smartphone/tablet connected toys
  • Console connected toys (‘toys to life’)
  • Educational connected toys
  • App-connected drones
The research suite includes:
  1. Key market trends and forecasts, allied to a series of recommendations for players across the value chain.
  2. Strategic analysis of the Smart Toy industry today, looking at the key drivers and opportunities for the market moving forwards.
  3. Regional prospects analysis together with five year forecasts for Smart Toys. The study includes exclusive forecast breakdowns for:
    • Total installed base of smart toys
    • Total shipments of smart toys
    • Hardware sales revenues
    • App content sales
    • Smart toy connectivity technology adoption
    • Educational smart toy adoption
  4. Interactive Forecast Excel – highly granular dataset comprising of more than 7,100 data points, 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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Support options

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

Nick Maynard
Smart Devices
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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