The rising popularity of educational toys that promote STEAM (Science, Technology, Engineering, Arts, and Mathematics) learning is set to drive demand, as parents and educators increasingly search for toys that combine entertainment and learning. Their aim is to improve logical, reasoning, social and communication skills through an efficient and fun approach.
A recent study forecasts the global educational toys market to grow from USD 61.6 billion in 2023 to USD 106.26 billion by 2030, at a CAGR of 8.1% during the forecast period. China is recognised as the most significant regional market for this sector, while the expanding middle-class population in Asian countries prompts manufacturers to offer a wider variety of learning and education toys. The liberalisation of China’s childbirth policy is also expected to be a driving force for this growth, with educational value, enjoyment factor and image of IP‑licensed toys considered as the three main priorities for Chinese consumers.
A trend of rising significance at exhibitor booths
Ms Annie Zhang, Senior Sales Manager from Gifted Minds (Shanghai) Co Ltd, a supplier who showcased educational products from renowned German brands such as MIC-O-MIC, Plus Plus and Fischertechnik at the 2023 edition, offered her insights on this market segment: “Our STEAM products are geared primarily towards the domestic market, and as Chinese parents are now willing to spend more on high-quality educational toys for their children, the outlook for this sector will continue to improve. We're eager to leverage this business platform for resource sharing and to stay apprised of current market trends. It also helps us connect with the right sales channels and meet new and returning customers face-to-face.”
Data from the previous Toy & Edu China show that 14% of onsite buyers specifically expressed interest in educational toys and products, topping the list among all other product groups. Major product groups within the educational category, including building sets, games and puzzles, sports and outdoor toys for toddlers and children of different age groups, will once again be prominently showcased in the upcoming April shows to meet the growing sourcing demand. Highlighted exhibitors include Bolotree, BOWA Toys, Bravokids, Eastcolight and Playmonster.
With its strategic location in Shenzhen in close proximity to the world’s main toy manufacturing and export base, the platform is ideally situated for international trade.
The joint fairs will also serve as a window for players to keep track of the industry trends through the comprehensive fringe programme held concurrently onsite; the “World of Play” Summit will be a highlight event discussing the latest market insights and developments.
Toy & Edu China, Baby & Stroller China and Licensing China are organised by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd. For more information, please visit:
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The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,300* people at its headquarters in Frankfurt am Main and in 28* subsidiaries, it organises events around the world. Group sales in financial year 2023 were more than € 600* million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
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* Preliminary figures for 2023
 Fortune Business Insights: Educational Toys Market Size, By Type, By Age Group, By Distribution Channel, and Regional Forecast, 2023 - 2030. https://www.fortunebusinessinsights.com/educational-toys-market-106324
 HKTDC Research: China’s Toy Market. https://research.hktdc.com/en/article/MzA3ODUwOTUx
- SZTF24-PR2-EN (pdf, 319 KB)