The smart toys industry rapidly reshaping the global toy industry as digital innovation, artificial intelligence, robotics, and interactive learning converge with traditional play. Smart toys are no longer just entertainment products, and they are powerful tools that support STEM education, cognitive development, creativity, and emotional learning. Driven by rising parental focus on educational value and increasing adoption of connected devices, leading toy manufacturers are investing heavily in smart, tech-enabled play experiences. Below is an overview of the top smart toys providers globally and how they are shaping the future of intelligent play.
LEGO Group
The LEGO Group is a pioneer in combining physical creativity with digital intelligence. The company has successfully evolved beyond traditional bricks by integrating coding, smart robots, and augmented reality into its product ecosystem. Offerings such as LEGO Mindstorms and LEGO BOOST allow children to build, program, and control robots using app-based coding platforms. LEGO’s approach encourages problem-solving, logical thinking, and hands-on STEM learning. By blending construction play with smart technology, LEGO continues to lead innovation in the educational smart toys segment.
Mattel, Inc.
Mattel, Inc., the company behind iconic brands like Barbie and Fisher-Price, has strategically expanded into smart toys through interactive learning products and digital integrations. Fisher-Price’s smart educational toys introduce early learners to numbers, letters, music, and basic coding concepts through responsive play. Mattel also focuses on connected storytelling, where physical toys interact with mobile apps to enhance engagement. By leveraging its globally trusted brands, Mattel strengthens its presence in the interactive and connected toys market.
Hasbro, Inc.
Hasbro, Inc. brings smart innovation to life through its strong entertainment and storytelling capabilities. The company integrates digital technology into toys linked with globally recognized franchises such as Transformers and My Little Pony. Interactive figures, app-enabled gameplay, and voice-responsive toys allow children to engage with characters in immersive ways. Hasbro’s smart toy strategy emphasizes experiential play, merging physical products with digital platforms to extend play beyond the toy itself.
Spin Master Corp.
Spin Master Corp. is widely recognized for its leadership in robotic and interactive toys. The company gained global popularity with Hatchimals, which use sensors and responsive technology to simulate nurturing experiences. Spin Master also invests heavily in STEM toys, programmable robots, and AI-powered play products. Its ability to blend innovation, emotional engagement, and storytelling has positioned Spin Master as a key growth driver in the global smart toys industry.
VTech Holdings Ltd.
VTech Holdings Ltd. is one of the most established players in the electronic learning toys market. The company focuses on age-appropriate smart toys designed to support early childhood development. Products such as interactive tablets, learning consoles, and programmable robots introduce children to language, math, and problem-solving skills. VTech’s strength lies in its educational focus, product safety standards, and continuous innovation in connected learning toys.
Sphero, Inc.
Sphero, Inc. is a leading innovator in programmable robotic toys and STEM-based learning tools. Its app-enabled robots are widely used in both homes and classrooms to teach coding, robotics, and computational thinking. Sphero’s products support block-based and text-based coding, making them suitable for a wide range of age groups. The company plays a crucial role in advancing education-focused smart toys, particularly within school-based learning environments.
UBTECH Robotics Corp.
UBTECH Robotics Corp. specializes in humanoid and modular robots that combine entertainment with advanced AI capabilities. Its Jimu Robot kits allow children to build and program robots using intuitive coding platforms. UBTECH’s smart toys emphasize robotics engineering, motion control, and artificial intelligence, appealing to both young learners and tech enthusiasts. The company’s strong R&D capabilities support its growing presence in the robotic smart toys segment.
Playmobil (Brandstätter)
Playmobil, a subsidiary of Brandstätter Group, is known for imaginative playsets that encourage storytelling and creativity. While rooted in traditional play, Playmobil has introduced digital enhancements and interactive elements to complement physical toys. Select product lines integrate with apps to enrich narratives and engagement. This hybrid approach allows Playmobil to maintain its classic appeal while adapting to the evolving smart and connected toys market.
Bandai Namco
Bandai Namco blends smart toy innovation with global entertainment franchises. The company is best known for products, such as Tamagotchi, which remains a flagship example of interactive digital pets. Bandai Namco integrates app connectivity, sensors, and interactive features into toys tied to popular gaming and anime franchises. Its strength lies in combining digital entertainment ecosystems with physical smart toys, driving sustained consumer engagement.
LeapFrog Enterprises, Inc.
LeapFrog Enterprises, Inc. is a trusted name in educational smart toys focused on early learning. Its interactive tablets, phonics systems, and learning consoles are designed around curriculum-based content. LeapFrog emphasizes skill development in reading, math, and logic through responsive feedback and adaptive learning technologies. The brand’s strong educational foundation makes it a preferred choice among parents and educators worldwide.
Conclusion:
The global smart toys market is evolving rapidly, driven by digital transformation, rising demand for educational play, and growing adoption of AI and robotics. Leading companies, such as LEGO Group, Mattel, Hasbro, and Spin Master continue to innovate by combining creativity, learning, and technology. Meanwhile, players like VTech, Sphero, UBTECH, and LeapFrog are strengthening the educational backbone of smart toys. As intelligent play becomes central to child development, these providers will remain at the forefront of shaping the future of interactive and connected toys worldwide.
