Article by Liang Mei, China Toy & Juvenile Products Association
With childhood education undergoing rapid transformation, educational toys have emerged as a global growth engine—driven by engaging, skill-building products that help children learn and develop in new, creative ways. Market researchers forecast the worldwide educational toys sector to grow from $60.77 billion in 2024 to well over $100 billion in the coming years, with Asia Pacific leading the trend.
China’s Rising Market and New Standard
China’s toy market alone is projected to reach over $78 billion by 2027, with educational and interactive toys among the strongest drivers of growth. In 2012, Disney English Toys pioneered the educational toy category in China, setting a new direction for learning through play—an initiative led by creative executive Rick Law. As a former Disney creative manager and product architect, Law spearheaded these toys’ development, linking them directly to the English language curriculum and inspiring subsequent waves of innovation and collaboration across the Chinese market.
At the annual China Toy Expo in Shanghai (October 15-17), these trends come alive: the latest in toy design, licensing integration, and interactive features attract leading brands and buyers from around the world. “Chinese toys are blending the best of digital and hands-on experiences, and it’s this cross-pollination that excites parents and educators,” explains Liang Mei, president of the China Toy & Juvenile Products Association.
Cultural Adaptation and Learning Outcomes
Research by Technavio, GlobeNewswire, and Future Market Insights highlights the rising demand for toys focused on cognitive, STEM, and social-emotional development. Local designers and international brands alike are increasingly adapting products to regional languages, motifs, and learning styles to maximize engagement and educational impact.
“Brands that understand local values and bring meaningful content to children drive both learning and engagement,” says Liang Mei.
Voices from the Industry
Toy designers, educators, and content developers agree: “We see a movement toward toys that aren’t just entertaining, but support early learning goals and align with school readiness programs,” notes Jennifer Lee, a STEAM curriculum specialist quoted in Toy & Play Trends.
Reflecting on his pioneering work with Disney English Toys, Rick Law adds: “The most successful toys spark curiosity, and give children a voice—whether it’s through story or hands-on play. Even when toys are educational, they should always be fun.”
The Enduring Value of Educational Toys
With trends pointing to further digital integration, eco-friendly materials, and personalized play experiences, experts predict educational toys will remain central to child development and innovation in China and worldwide. Ongoing partnerships between global brands and Chinese creators continue shaping opportunities for engaged, creative learning.
“Educational toys today reflect and shape the values of whole societies,” concludes Liang Mei. More than a decade later, the influence of these early educational toys can be seen in classrooms, playrooms, and curricula across China—a testament to their enduring value. As families and educators pursue meaningful learning solutions, products that bridge cultures and inspire creativity are set to define the next era of childhood—and opportunity.
