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Smart Toys
OverviewJuniper’s Smart Toys research investigates the current state of the market, providing the most comprehensive analysis of this sector to date. The research examines 8 major global regions; assessing their potential for the smart toy market, based on an analysis constructed from several criteria crucial to smart toy industry success.
The study also contains insightful player analysis of leading vendors, alongside key recommendations for stakeholders in the industry to identify revenue opportunities and inform strategic planning for privacy and security measures.
The research gives in-depth coverage of the following key markets:
  • Smartphone-connected toys
  • Tablet-connected toys
  • Console-connected toys
  • App-connected drones

Key Features

  • Regional Analysis: Investigates 8 key regional markets for the smart toys industry, examining the following criteria:
    • Fertility Rates
    • Disposable Income
    • Regulation
    • Traditional Toy Industry
  • Player Analysis: In-depth analysis of vendors driving the connected toy industry, their products and future strategies, encompassing the following:
    • Juniper Disruptor & Challenger Quadrant
    • Key player performance and position for growth assessment
  • Sector Assessment: Understanding the status of the market, including key trends, issues and opportunities, including:
    • Impact assessment of the Toys ‘R’ Us closure
    • Analysis of and opportunities for Toys to Life
    • Market challenge analysis: privacy and security
  • Benchmark Industry Forecasts for Connected Toys: Including hardware sales, app-generated revenue and shipments. Forecasts are split by:
    • 8 Key Regions & 6 Leading Countries
    • Interfacing Device (Smartphone, Tablet, Console, Drone)
    • Device Purpose (Educational)
    • Connectivity (Bluetooth, Wi-Fi, RFID or RFID subsets)

Key Questions

  1. What is the smart toys market currently worth, and how will it develop over the next 5 years?
  2. Which key players are well positioned to influence the market over the next 5 years?
  3. Which regions have the highest growth over the next 5 years?
  4. What can smart toymakers do to ensure data privacy risks are mitigated?
  5. How can the Toys to Life market improve and what are the opportunities for players in this market?

Companies Referenced

Activision Blizzard, Amazon, Anki, Apple, ASEAN (Association of Southeast Asian Nations), ASTM (American Society for Testing and Materials), CloudToys, CPSC (Consumer Product Safety Commission), DC Comics, Disney, eBay, EQtainment, eToys, FTC (Federal Trade Commission), Gamaya, Genesis Toys, Google, Hasbro, Hornby, KATS (Korean Agency for Technology and Standards), Kmart, LEGO Group, Leka, Lions Gate Entertainment, Marvel, Mattel, Moff, Nintendo, OECD, Osmo, Ozobot, Parrot, Play Fusions, Play Impossible, Sphero, Spiral Toys, Stiftung Warentest, Target, TOMY, Toys R Us, Ubisoft, Vivid Imaginations, VTech, Walmart, Warner Bros, Which?, Wonder Workshop, WowWee, YouTube, 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
  • Smart toy shipments and installed base split according to interfacing device:
    • Smartphones
    • Tablets
    • Consoles
    • Drones
  • Educational Toys sector splits for 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 using the Interactive Scenario Tool; and compare select 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.


Smart Toys: Hardware, Technology & Leading Vendors 2018-2023 Full Research Suite

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Juniper has thoroughly assessed the Smart Toys market, delivering a must-read report for industry stakeholders wanting to understand the strategic landscape. Readers will find an in-depth analysis of the smart toys market and how it will impact existing traditional markets, as well as insights into the future development and opportunities across the globe.
The research suite includes:
  1. Market Trends & Opportunities: Key trend analysis allied to strategic recommendations on market opportunities for vendors on a segment-by-segment basis for:
    1. Smartphone-connected toys
    2. Tablet-connected toys
    3. Console-connected toys
    4. App-connected drones  
  2. Strategic Analysis: Smart toy regional market impact analysis, coupled with Juniper’s Disruptor & Challenger Quadrant assessment for 18 leading vendors.  
  3. Interactive Forecast Excel: Highly granular dataset comprising of more than 7,000 datapoints, allied to regional and sector analysis tools. Includes regional and key country level analysis together with 5-year forecasts for the smart toys market:
    1. Smart Toy Installed Base
    2. Smart Toy Shipments Per Annum
    3. Smart Toy Hardware Revenue
    4. Smart Toy Software Revenue (In-App Content Revenue)
    5. Smart Toy Connectivity Technology Adoption
    6. Additional Data Split for Educational Toys Sector
  4. harvest Digital Markets Intelligence Centre – Visualises all of the data in easy to use and exportable graphs, tables and charts, and features continuous data updates for 12 months. Find out more.
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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Research Details

Sanjay Dhanda, Tony Crabtree
Smart Toys
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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