Abstract
The edutainment segment of the toy industry is distinguished by innovative
uses of existing technology typically found in mainstream consumer
electronics. Over the past three years, there has been a sharp escalation in
the development and marketing of edutainment toys aimed at toddlers,
grade-school children, and more recently, at infants.
At the same time, parents have become more focused on enhancing children' s
educational experience through play.
In-Stat' s latest primary research shows that 68% of respondents (n=1,108) have
heard of edutainment toys, while 17% have actually purchased an edutainment
toy for the child in their life.
The worldwide market for edutainment toys reached $2.1 billion in 2006.
In-Stat expects this figure to reach $7.3 billion by 2011. Drivers for the
edutainment market include lower technology costs, increased shelf space
within mass-market retailers, and growing parental demand for educational
value in their children' s toys.
This report includes worldwide forecasts for unit shipments, ASPs, and revenue
for edutainment toys. It also includes new primary research about consumer
knowledge and purchase decisions regarding edutainment toys. Finally, this
report examines the semiconductor content found in a typical, portable
edutainment product on the market today.
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