The toy industry is undergoing a major transformation, presenting challenges and opportunities for small and medium-sized businesses (SMBs). By 2025, according to Statista, the global toy market is projected to reach $133 billion, growing at an annual rate of 2.4% from 2025 to 2029.
While established players like Hasbro, Mattel, and LEGO are expected to maintain their dominant market positions, there is increasing demand for niche, innovative products that cater to shifting consumer preferences. This presents a significant opportunity for smaller toy companies to carve out their own space by focusing on specialized product categories, sustainable materials, and digital sales strategies.
Unlike large corporations with deep resources and long production timelines, SMBs must find creative ways to stay competitive. Adapting quickly to emerging consumer trends is essential, but resource constraints can make this challenging. Smaller toy companies can differentiate themselves and build a loyal customer base by strategically leveraging market insights, streamlined supply chains, and direct-to-consumer models.
Key Takeaways
- Consumer demand for innovation, education, and sustainability is shaping the toy market. SMBs can compete by designing niche products, integrating learning elements, and prioritizing eco-friendly materials to align with shifting preferences.
- The rise of e-commerce and direct-to-consumer strategies is creating new growth opportunities. By optimizing digital storefronts, leveraging social media-driven sales, and engaging directly with buyers, SMBs can reduce reliance on traditional retail models.
- Efficient supply chain management and compliance are critical for long-term success. Investing in nearshoring, supplier diversification, and smarter inventory management solutions—such as demand forecasting and real-time tracking—can help SMBs control costs, reduce disruptions, and navigate tightening safety regulations.
#1: The Rising Popularity of Educational STEAM Toys
In today’s fast-paced world, parents and schools are increasingly valuing toys that promote cognitive development, creativity, and problem-solving skills. Educational STEAM toys—those that focus on Science, Technology, Engineering, Arts, and Mathematics—are among the fastest-growing segments in the toy industry.
While not every school has adopted robotics kits or coding programs, after-school clubs, educational toy retailers, and online learning platforms have made these tools more accessible. Subscription-based STEAM toy kits, like monthly coding challenges or build-your-own science experiments, are also driving growth by providing structured, hands-on learning experiences at home. This shift opens up new opportunities for SMBs to manufacture accessible, affordable, and engaging STEAM toys that cater to both parents and educators.
The demand for STEAM toys is being driven by the rise of informal and at-home learning experiences, where parents are seeking educational alternatives outside of traditional school curriculums. While many schools lack funding or infrastructure to support coding and robotics programs, parents are turning to subscription-based STEAM toy kits, after-school coding programs, and digital learning platforms to introduce children to these skills at an early age.
Platforms like Osmo, Kano, and Sphero have made coding and robotics more accessible by offering tablet-based coding games and beginner-friendly robotics kits that don’t require formal classroom instruction. Meanwhile, interactive science kits that allow kids to conduct simple chemistry experiments or build working circuits have gained popularity as hands-on learning tools.
How SMBs Can Capitalize on This Trend
For SMBs, there is a strong opportunity to develop affordable, modular, and engaging STEAM toys that cater to parents looking for educational solutions outside of school settings. Creating age-appropriate, easy-to-use products that integrate digital and physical elements—such as coding games that sync with mobile apps or science kits with guided video lessons—can further enhance accessibility and engagement.
#2: The Demand for Eco-Friendly and Sustainable Toys
As environmental awareness grows, consumers are seeking eco-friendly alternatives across industries, including toys. Many parents and caregivers are prioritizing sustainability in purchasing decisions, looking for toys made from recycled plastics, responsibly sourced wood, and biodegradable materials. While sustainability was once a niche market, demand has increased as major toy manufacturers and retailers introduce more eco-conscious product lines.
Governments are also enacting stricter regulations on plastic use and waste management, pushing manufacturers to transition to greener materials and production methods. For SMBs, this presents an opportunity to differentiate themselves by committing to sustainability throughout the supply chain—from sourcing materials to packaging solutions.
How SMBs Can Capitalize on This Trend
SMBs can capitalize on the sustainability trend by experimenting with alternative materials such as wood, recycled ocean plastic, and non-toxic dyes. Incorporating these materials into their toy designs enables smaller toy companies to reduce their environmental impact and appeal to eco-conscious consumers. Branding and storytelling play a crucial role in this approach—consumers respond well to authentic sustainability stories, so being transparent about the supply chain is essential.
While sustainable materials may increase production costs, customers are often willing to pay a premium for eco-conscious products. SMBs should focus on communicating the value proposition of their sustainable toys, emphasizing the environmental benefits and the company’s commitment to ethical practices.ct.
#3: Licensing and Branded Toy Sales Are Booming
Licensed toys tied to popular movies, TV shows, and gaming franchises drive a significant percentage of global toy sales. Partnerships with big brands like Disney, Marvel, and Nintendo enable toy manufacturers to capture audiences quickly and create a strong market presence. However, accessing high-profile licensing deals can be challenging for SMBs.
Despite these challenges, there are alternative ways for smaller toy companies to compete in the licensing and branded toy market. By leveraging micro-licensing deals with independent artists, educational brands, or niche content creators, SMBs can create unique licensed toys that stand out. Developing original intellectual property (IP) and engaging storytelling can also help SMBs build a loyal following over time.
How SMBs Can Capitalize on This Trend
SMBs can leverage micro-licensing deals to create unique and appealing toys. Partnering with independent artists, educational brands, or niche content creators can result in innovative toy designs that capture consumer interest.
Focusing on nostalgia and retro trends can further differentiate SMBs in the market. By reviving classic toy concepts with a modern twist, smaller toy companies can tap into the emotional connection consumers have with beloved childhood toys. This approach can resonate with both parents and collectors, driving sales and brand loyalty.
#4: E-Commerce and Direct-to-Consumer Sales Are Reshaping the Toy Market
The dominance of traditional retail in toy sales is waning, with platforms like Amazon, Shopify, and niche e-commerce sites driving significant growth. Social media and influencer marketing have become powerful tools for building brand awareness and reaching consumers directly. For SMBs, this shift presents an opportunity to scale globally by embracing direct-to-consumer (DTC) sales online.
E-commerce allows smaller toy companies to bypass traditional retail gatekeepers and connect directly with their target audience. By optimizing their digital presence and leveraging social media platforms, SMBs can build a strong online brand and drive sales. The ability to reach consumers through multiple digital channels also provides valuable insights into consumer behavior and preferences, enabling SMBs to tailor their offerings accordingly.
How SMBs Can Capitalize on This Trend
SMBs should invest in high-quality product photography, video demonstrations, and compelling Amazon listings to optimize their digital sales. These elements are crucial for capturing consumer attention and driving conversions. Utilizing social commerce platforms like Instagram, TikTok, and YouTube can further enhance brand visibility and engagement.
Crowdfunding platforms like Kickstarter and Indiegogo offer additional opportunities for SMBs to validate product demand before mass production. By engaging with their target audience early on, smaller toy companies can gather valuable feedback and generate buzz for their new toy designs. This approach not only helps mitigate risks but also creates a sense of community and anticipation around the product launch.
#5: Integration of Advanced Technologies in Toys
Smart toys are evolving beyond traditional play by incorporating AI-powered learning assistants, voice recognition, and app connectivity. These technologies help create interactive, educational, and adaptive experiences that can grow with a child’s development. From talking storybooks with speech recognition to STEM-focused building kits with AI-powered guidance, technology-driven toys are increasingly in demand.
However, while some high-end brands explore Augmented Reality (AR) and Virtual Reality (VR), these technologies remain cost-prohibitive and niche for most SMBs. Instead, affordable tech enhancements like interactive sensors, app-connected learning kits, and audio-guided educational toys provide more practical ways for smaller brands to integrate technology without excessive R&D costs.
How SMBs Can Capitalize on This Trend
SMBs should prioritize cost-effective, high-value tech enhancements rather than investing in expensive AR/VR features. AI-powered storytelling, voice-interactive educational toys, and sensor-driven play experiences are more accessible ways to stand out.
Rather than building technology from scratch, SMBs can collaborate with existing tech providers to integrate off-the-shelf AI solutions or app-based interactions into their toys. This minimizes development costs while offering modern, engaging experiences.
Most importantly, SMBs should focus on how technology enhances play rather than adding tech for the sake of novelty. By aligning innovations with education, engagement, and long-term play value, smaller toy companies can compete with major brands without overextending resources.
#6: Supply Chain Innovations Reducing Risks and Costs
As supply chain disruptions continue to impact global manufacturing, toy companies are adopting new strategies to reduce risks and control costs. Many brands are shifting toward nearshoring and reshoring, moving production closer to key markets to shorten lead times, decrease reliance on volatile global shipping routes, and mitigate geopolitical risks. Additionally, AI and IoT-powered supply chain management systems are improving inventory tracking, demand forecasting, and real-time adjustments to supply fluctuations.
For SMBs, balancing cost efficiency with supply chain resilience is critical. While offshore manufacturing in China has long been the dominant strategy, rising tariffs, labor costs, and shipping delays have made alternative locations—such as Mexico, Vietnam, and Eastern Europe—more attractive. Nearshoring can help reduce transportation expenses and improve production agility, but SMBs must also consider supplier reliability and cost structures in these regions.
Technology-driven supply chain management is another key opportunity. AI-powered inventory tracking and predictive analytics tools help SMBs optimize stock levels, preventing costly overproduction or stockouts. Working with logistics partners that use real-time tracking and automation can also improve efficiency, ensuring SMBs remain competitive despite having fewer resources than large-scale manufacturers.
How SMBs Can Capitalize on This Trend
Smaller toy brands should assess manufacturing options beyond China, weighing cost savings against supply chain security and logistical flexibility. Nearshoring to Mexico or Vietnam may provide faster shipping times, but local infrastructure and material availability should be factored into decision-making. Exploring hybrid approaches, such as partial nearshoring while maintaining offshore suppliers for specific components, can offer both cost savings and stability.
Additionally, SMBs should invest in digital supply chain tools that enhance visibility and responsiveness. AI-driven inventory management systems can reduce waste, predict demand fluctuations, and automate reordering, helping smaller companies manage production without excess capital tied up in stock. Finally, strengthening relationships with multiple suppliers ensures greater flexibility, preventing bottlenecks and reducing dependence on a single source.
#7: The Evolving Role of Safety and Compliance in Toy Manufacturing
Safety and compliance are becoming increasingly important in toy manufacturing, with global safety regulations tightening. Stricter standards on materials, chemicals, and product testing are being implemented, especially in the U.S., EU, and Asia. Consumers also expect greater transparency about where and how toys are made, particularly regarding non-toxic materials, child safety, and ethical production.
For SMBs, prioritizing compliance from the start is essential to reduce the risk of recalls, fines, and lost consumer trust. Aligning with global safety standards early in the design phase ensures smaller toy companies that their products meet the necessary safety guidelines and regulations. Leveraging compliance as a marketing advantage can also enhance brand reputation and consumer trust.
Working with experienced manufacturing partners who have built-in compliance expertise can further reduce risks and accelerate approvals. Choosing suppliers with a strong track record of meeting safety standards helps SMBs streamline the toy manufacturing process and ensure their toys are safe and compliant.
How SMBs Can Capitalize on This Trend
Staying ahead of compliance rules is crucial for SMBs. By aligning with global safety standards such as ASTM, CPSC, and EN71 early in the design phase, smaller toy companies can ensure their products meet the necessary safety guidelines and regulations. Transparency in material sourcing, ethical labor practices, and safety testing can also be strong selling points for marketing.
Choosing experienced manufacturing partners with built-in compliance expertise can streamline the process and reduce risks. By working with suppliers who have a proven track record of meeting safety standards, SMBs can ensure their toys are safe, compliant, and ready for market.
Short-Term & Long-Term Strategies for SMBs
Short-Term Strategies (Next 6-12 Months)
SMBs can make immediate adjustments to align with industry shifts without overhauling their business models. Focusing on niche markets, optimizing digital sales, and incorporating sustainability can yield quick wins and set the stage for long-term success.
Optimize Digital Sales & Marketing
Ensuring a strong presence on Amazon, Shopify, and social media platforms is crucial for driving digital sales. Leveraging TikTok, Instagram, and influencer partnerships can further enhance brand visibility and engagement.
Lean into Sustainability Where Possible
Incorporating eco-friendly packaging and highlighting existing sustainable practices in marketing can attract environmentally conscious consumers. Partnering with responsible manufacturers and offering a “green” toy line can also test market demand for sustainable products.
Stay Agile with Supply Chains
Diversifying suppliers and exploring domestic or nearshore manufacturing options can reduce lead times and mitigate risks in the production process. Monitoring global regulations ensures compliance with changing safety standards and enhances supply chain agility through quality control.
Long-Term Strategies (1-3 Years)
Investing in strategic initiatives such as product innovation, brand development, and distribution expansion can position SMBs for sustainable growth in a competitive market.
Develop a Unique Brand Identity & IP
Building a distinctive brand identity through original characters, storytelling, and product innovation can create long-term customer relationships and brand loyalty.
Invest in Product Innovation
Investing in AI-driven play, augmented reality experiences and STEAM-based toy concepts can enhance the play value and longevity of toys, increasing customer retention and satisfaction.
Expand Distribution Beyond Traditional Retail
Strengthening direct-to-consumer channels through social commerce and brand-owned platforms can diversify revenue streams. Partnering with subscription box services or toy rental companies can further expand distribution and reach.
Staying in Lockstep with Toy Trends Helps SMBs Thrive in 2025
The toy market is evolving rapidly, presenting both challenges and opportunities for SMBs. Staying updated with emerging trends, consumer preferences, and regulatory changes enables smaller toy companies to adapt and thrive in this dynamic landscape. Continuous innovation and strategic planning are essential for staying competitive and relevant.
Gembah specializes in helping toy brands with research, design, sourcing, and manufacturing, making it easier for SMBs to turn trends into profitable strategies. Utilizing expert guidance and resources enables smaller toy companies to navigate the complexities of the toy industry and achieve sustainable growth.
Frequently Asked Questions
What are the biggest challenges SMBs face in the toy industry today?
Competing with large brands while managing rising costs, supply chain issues, and evolving safety regulations are some of the biggest challenges SMBs face in the toy industry.
Focusing on niche markets, sustainability, and direct-to-consumer sales can help SMBs stand out and thrive.
How can a small toy company stand out in a crowded market?
Differentiating with STEAM-focused, eco-friendly, or tech-enhanced toys can help small toy companies stand out. Building a unique brand identity and engaging storytelling, as well as collaborating with local artists, can create a distinctive brand presence.
What steps should SMBs take to ensure toy safety and compliance?
Following ASTM, CPSC, and EN71 standards, using non-toxic materials, conducting toy testing, and third-party testing are crucial steps to ensure toy safety and compliance.
Regularly updating safety protocols based on the latest regulations is also essential.
Is e-commerce more important than retail for SMB toy brands?
E-commerce is essential for SMB toy brands since it allows them to connect directly with consumers through platforms like Amazon and Shopify, while social media amplifies their reach without breaking the bank. Embracing these digital channels can significantly boost their sales potential.
How can SMBs future-proof their business in the toy industry?
Diversifying supply chains, investing in innovation, and strengthening direct-to-consumer strategies are key steps to future-proof SMBs in the toy industry. Embracing sustainable practices and staying informed about emerging trends can also provide a competitive edge.
