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Market Research Report

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

Published by Juniper Research Product code 344799
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Smart Toys: Hardware, Technology & Leading Vendors 2018-2023
Published: May 8, 2018 Content info:
Description

Overview

Juniper'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

The research includes:

  • Market Trends & Opportunities (PDF)
  • 5 Year Market Sizing & Forecast Spreadsheet (Excel)

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.

Table of Contents

Table of Contents

1. Connected Toys: Key Takeaways & Strategic Recommendations

  • 1.1. Connected Toys Market: Key Takeaways
    • Figure 1.1: Total Educational Toy Shipments (m)
    • Figure 1.2: Smart Toys Market Summary in 2023
  • 1.2. Strategic Recommendations

2. Connected Toys: Market Status, Trends & Opportunities

  • 2.1. Introduction
  • 2.2. Definition
  • 2.3. The Toy Industry
    • 2.3.1. Traditional Toy Categories
      • i. Action Figures, Dolls
      • ii. Construction Toys
      • iii. Board Games & Puzzles
      • iv. Plush
      • v. RC (Remote Control) Toys
    • 2.3.2. Trends in the Toy Industry
      • i. ‘Unboxing'
      • ii. Millennial Nostalgia
      • iii. Board Games
      • iv. Pet Toys
        • Figure 2.1: WowWee Fingerling
      • v. Educational Toys
  • 2.4. Toys R Us Closure: Impact Assessment
    • Figure 2.2: Toys R Us Store Closure
      • Case Study: Toys R Us - The Rise & Fall
    • 2.4.1. The Impact of Toys R Us Closure on Key Vendors
      • i. Mattel
      • ii. Hasbro
      • iii. LEGO
      • iv. Smaller Vendors
    • 2.4.2. eCommerce Impact
      • Figure 2.3: Total Transaction Values, Remote Payments for Digital & Physical Goods ($m) Split by 8 Key Regions 2015-2022
  • 2.5. Connected Toys Business Model
  • 2.6. Sector Analysis: Toys to Life
    • 2.6.1. The Market
      • i. Disney Infinity
      • ii. Skylanders
      • iii. LEGO Dimensions
      • iv. Amiibo
    • 2.6.2. Reasons for Demise
      • i. Over-saturation
      • ii. Lack of Innovation
        • Figure 2.4: Disney Infinity 2.0 Yondu & Hulk
    • 2.6.1. Opportunities in the Toys to Life Market
  • 2.7. Market Challenge Analysis: Privacy Concerns
    • i. User's Personal Security
    • ii. Data Protection
    • 2.7.1. Vendor Reaction
      • Case Study: VTech Data Breach
    • 2.7.2. Vendor Safeguards
      • i. Information & Consent
      • ii. Authentication & Identification
        • Case Study: GDPR (The General Data Protection Regulation)

3. Market Prospects: Regional Analysis

  • 3.1. Introduction
  • 3.2. Connected Toy Industry: Regional Analysis Summary
    • Table 3.1: Regional Analysis Heat Map
      • i. North America
      • ii. West Europe
      • iii. Far East & China
      • iv. Latin America
      • v. Indian Subcontinent
      • vi. Rest of Asia Pacific
      • vii. Central & East Europe
      • viii. Africa & Middle East
  • 3.3. Criteria Analysis
    • 3.3.1. Fertility Rates
      • i. North America
        • Figure 3.2: Fertility Rates North America (US & Canada)
      • ii. West Europe
      • iii. Far East & China
        • Figure 3.3: Fertility Rates China, Japan and South Korea
      • iv. Central & East Europe
      • v. Latin America
      • vi. Indian Subcontinent
        • Figure 3.4: Fertility Rates Indian Subcontinent
      • vii. Rest of Asia Pacific
      • viii. Africa & Middle East
    • 3.3.2. Disposable Income
      • i. North America
      • ii. West Europe
      • iii. Far East & China
      • iv. Central & East Europe
      • v. Latin America
      • vi. Indian Subcontinent
      • vii. Rest of Asia Pacific
      • viii. Africa & Middle East
    • 3.3.3. Regulation
      • i. North America
      • ii. Latin America
      • iii. West Europe
      • iv. Central & East Europe
      • v. Far East & China
      • vi. Indian Subcontinent
      • vii. Rest of Asia Pacific
      • viii. Africa & Middle East
    • 3.3.4. Traditional Toy Industry
      • i. North America
      • ii. Latin America
      • iii. Europe
      • iv. Far East & China
      • v. Indian Subcontinent
      • vi. Rest of Asia Pacific
      • vii. Africa & Middle East

4. Competitive Landscape: Key Player Analysis & Positioning

  • 4.1. Player Analysis & Positioning: Juniper Disruptors & Challengers Quadrant
    • 4.1.1. Introduction
      • Figure 4.1: Juniper Connected Toys Disruptors & Challengers Quadrant
    • 4.1.2. Player Analysis
      • i. Disruptors
        • Figure 4.2: Anki Overdrive: Fast & Furious
      • ii. Catalyst Players
        • Figure 4.3: Wonder Workshop: Dot & Dash
        • Figure 4.4: Play Impossible Gameball
      • iii. Nascent Players
      • iv. Embryonic Players
        • Figure 4.5: Gamaya
        • Figure 4.6: Moff Band
  • 4.2. Financial Performance & Funding Landscape Analysis
    • 4.2.1. Player Performance
      • i. Activision
      • ii. Mattel
      • iii. Hasbro
      • iv. Nintendo
      • v. LEGO Group
    • 4.2.2. Funding Analysis for Start-ups
      • Figure 4.7: Global Investment Landscape (%), Split by Selected Connected Toy Manufacturers: $605 million
      • Table 4.8: Connected Toys Investment Landscape, Selected Manufacturers

5. Connected Toys: Market Sizing & Forecasts

  • 5.1. Introduction
  • 5.2. Methodology & Assumptions
    • Figure 5.1: Connected Toys Forecast Methodology
  • 5.3. Forecast Summary: Regional Splits
    • 5.3.1. Shipments
      • Figure & Table 5.2: Total Connected Toy Shipments (m) Split by 8 Key Regions 2018-2023
    • 5.3.2. Installed Base
      • Figure & Table 5.3: Total Connected Toy Installed Base (m), Split by 8 Key Regions 2018-2023
    • 5.3.3. Hardware & Software Revenues
      • Figure & Table 5.4: Total Connected Toy Revenues ($m), Split by 8 Key Regions 2018-2023
  • 5.4. Forecast Summary: Segment Splits
    • 5.4.1. Shipments
      • Figure & Table 5.5: Connected Toy Shipments (m), Split by Interfacing Device 2018-2023
    • 5.4.2. Installed Base
      • Figure & Table 5.6: Connected Toy Installed Base, Split by Interfacing Device (m) 2018-2023
    • 5.4.3. Hardware & Software Revenues
      • Figure & Table 5.7: Total Connected Toy Revenues ($m), Split by Interfacing Device 2018-2023
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