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Study: Households To Spend $2B On Electronic Toys

Arlington, Va. — Households expect to spend $2 billion on electronic toys for children over the next 12 months, with the average household spending $172, according to research released by the Consumer Electronics Association (CEA) and the Toy Industry Association (TIA).

The study, called “The Electronic Toy Market,” was performed through on online survey designed and formulated by CEA Market Research in partnership with the TIA. According to a release, the study was conducted online and defined “electronic toys” as having a power source, an educational or entertainment value and not having an adult equivalent consumer electronics product. It also focused on purchases made for children ages 0-15 years.

Radio-controlled toys and DVD games were found to be the most-purchased electronic toys. The study found the “highest purchase potential” in electronic/DVD games and electronic learning aids.

An electronic toy’s educational components and its gender target were both shown to be key factors affecting sales of electronic toys.

The educational aspects of electronic toys were found to be a major sales driver. In fact, the study found that three-quarters of consumers who purchased an electronic toy in the past year did so for its educational value, and three of the top five most-purchased types of electronic toys were educational products.

“We found that 48 percent of buyers purchased electronic learning systems and 36 percent bought electronic aids or electronic books. An impressive 78 percent of consumers view the level of learning electronic toys provide as beneficial to children,” said Tim Herbert, market research senior director, CEA.

Boys were found to be the most likely recipients of electronic toys. According to the study, 58 percent of electronic toy purchases are for boys compared with 42 percent for girls. The study also found that “gender appropriateness” was important to more than half of electronic toy purchasers.

The complete report is available free to CEA member companies; non-member can purchase the study at