Polyurethane: New Material in Toys Industry

What is Toy Industry?

The toy industry is a global market, covering a wide range of fields from traditional toys to intelligent and electronic toys. Toys are usually products that provide entertainment and educational functions for children or people of a certain age group. With the diversification of consumer demand and the continuous innovation of technology, the toy industry has shown a diversified development trend. The toy industry continues to innovate and has a wide range of products, covering from traditional puppets and wooden toys to modern electronic toys and smart toys, especially in children’s education, interactive entertainment, environmental protection and safety. There has been a significant growth.

1. Global Toy Industry Market Size

According to data from Statista and Grand View Research, the global toy industry has continued to grow in recent years and is expected to maintain a steady growth trend in the next few years.

Global market size in 2023: approximately US$120 billion.
Expected growth: By 2028, the size of the global toy market is expected to reach US$160 billion, with a CAGR of approximately 5%.

This growth is mainly driven by the following factors:

Rising household income: Especially in areas where the middle-class income level has increased, parents have increased their spending on children’s education and entertainment products.
The rise of electronic and smart toys: With the development of technology, especially the application of artificial intelligence (AI), virtual reality (VR) and augmented reality (AR) technology, the market for smart interactive toys is expanding rapidly.
Increased environmental protection and safety requirements: Consumers’ increased attention to environmentally friendly materials and safety standards has driven the demand for higher quality and green toy products.

2. Main Market Segments

The toy industry can be divided into multiple market segments based on age, type, purpose and sales channel. The following are several key market segments and their data analysis：

(1) Classification by Age Group

Infant and Toddler Toys:

Market share: The infant and toddler toy market accounts for 25%-30% of the global toy market.
Market size: In 2023, the infant and toddler toy market size is approximately US$30 billion.
Growth trend: As parents pay more attention to early childhood education, the infant and toddler toy market is expected to continue to grow, especially in educational and enlightenment toys.

School-age Children’s Toys:

Market share: School-age children’s toys (usually children over 3 years old) account for 35%-40%of the global toy market.
Market size: In 2023, the school-age children’s toy market size is approximately US$45 billion.
Growth trend: With the increase of educational functions, the school-age children’s toy market is developing in the direction of interactivity and intelligence, such as programming toys, assembly toys, etc.

Youth Toys:

Market share: The youth toy market accounts for approximately 20%-25%of the global toy market.
Market size: In 2023, the size of the youth toy market is about US$25 billion.
Growth trend: The demand for electronic products and technology toys among young people is increasing, especially drones, robots, electronic games and model toys.

(2) Classification by Product Type

Traditional toys (such as dolls, building blocks, puzzles, etc.):

Market share: about 40%-50%of the global toy market.
Market size: In 2023, the size of the traditional toy market is about US$48 billion.
Growth trend: Although electronic toys are gradually growing, traditional toys, especially educational and handmade toys, are still the first choice of parents, especially in the young children’s market.

Electronic toys (such as remote control toys, programming toys, smart robots, etc.):

Market share: The market share of electronic toys continues to increase, accounting for about 30%-35%of the global toy market.
Market size: In 2023, the size of the electronic toy market is about US$40 billion.
Growth trend: Smart toys and interactive toys are becoming the mainstream of the market and are expected to continue to expand in the next few years, especially among school-age children and teenagers.

Educational Toys:

Market share: Educational toys account for 15%-20%of the global toy market.
Market size: In 2023, the market size of educational toys is about US$18 billion.
Growth trend: As parents pay more attention to educational toys, the demand for educational toys continues to increase. In particular, in the context of STEAM (science, technology, engineering, art and mathematics) education, the market for programming, assembly and creative toys is growing rapidly.

3. Market Analysis of Major Regions

(1) North American Market

Market size in 2023: about US$45 billion.
Market growth rate: The North American market is expected to grow at an average annual growth rate of 4%-5%by 2028.
Market Characteristics:：
- The North American market has a strong demand for high-end and smart toys, especially technology toys for teenagers.
- The United States is the world’s largest toy consumer market, with strong retail channels and innovative toy designs.

(2) European Market

Market size in 2023: approximately US$35 billion.
Market growth rate: The European market is expected to grow at an average annual growth rate of 3%-4%by 2028.
Market Characteristics:：
- The European market has high requirements for environmental protection and safety, and the demand for green and environmentally friendly toys and toys made of organic materials is increasing.
- Germany, France and the United Kingdom are major markets, and they have outstanding performance in the consumption of educational and educational toys.

(3) Asia-Pacific Market

Market size in 2023: approximately US$30 billion.
Market growth rate: The Asia-Pacific region is expected to become the fastest growing toy market in the world by 2028, with an average annual growth rate (CAGR) of approximately 7%-8%.
Market Characteristics:：
- China, India, Japan and South Korea are important markets in the Asia-Pacific region. China is one of the world’s largest toy producers, and as consumption levels rise, the market demand for children’s toys is growing rapidly.
- India has a large young population base and will become a growth highlight for the global toy industry in the next few years.

(4) Latin America and Middle East Africa Market

Market size in 2023: approximately US$10 billion.
Market growth rate: The average annual growth rate of the Latin America and Middle East Africa markets is expected to be 5%-6%by 2028.
Market Characteristics:：
- With the improvement of the regional economy and the increasing demand for high-quality toys by consumers, the toy market in Latin America and the Middle East and Africa is gradually expanding.
- The demand for traditional toys in this region is relatively large, but electronic and educational toys are gradually becoming new growth points.

Polyurethane in Toy Industry

Polyurethane (PU) has found a significant role in the toy industry due to its versatility, durability, safety, and ease of customization. Its ability to be molded into various shapes, densities, and hardness levels makes it an ideal material for creating toys that are not only fun but also safe, durable, and appealing to children of all ages. PU is used in many types of toys, from soft, plush toys to harder, more durable toys, as well as in components like stuffing, covers, and surfaces.

1. Key Properties of Polyurethane in Toys

Polyurethane is highly valued in the toy industry for its flexibility, safety, durability, and other features:

Softness and Cushioning: PU foam is often used to make soft, cushioned toys that are comfortable and safe for children to play with. Its softness makes it suitable for stuffed toys, plush items, and other products designed for infants or young children.
Durability: PU is highly durable and resistant to wear and tear, making it a good choice for toys that will be handled roughly or exposed to outdoor conditions.
Lightweight: Polyurethane is a lightweight material, which is important for the ease of handling and carrying of toys, especially for younger children.
Safety: PU can be manufactured to meet strict safety standards, making it a safe choice for children’s toys. It can be formulated to be non-toxic, hypoallergenic, and compliant with regulatory standards like CPSIA (Consumer Product Safety Improvement Act) in the U.S. and EN71 standards in Europe.
Flexibility and Malleability: Polyurethane can be molded into various forms, offering flexibility for manufacturers to create a wide range of toy types, from figurines and playsets to squishy toys and interactive gadgets.
Moisture and Stain Resistance: PU is resistant to moisture, meaning toys made with it are less likely to absorb liquids, which helps maintain hygiene and prevents the growth of bacteria or mold.
Customization: Polyurethane can be tailored in terms of color, texture, and hardness, allowing for a wide range of designs, from soft plush toys to harder, more robust products.

2. Applications of Polyurethane in the Toy Industry

Polyurethane is used in various toy products, each taking advantage of its unique properties to enhance the toy’s functionality and play value. Here are the primary applications:

2.1 Soft Toys (Plush Toys)

Foam Inserts: Polyurethane foam is often used as a filler or insert material in plush toys and stuffed animals. The foam gives the toy its softness and squishy feel, making it comfortable to hug and play with.
Benefits: Soft and squeezable texture, lightweight, safe for children, and durable against repeated use and washing.

2.2 Squishy Toys

Stress Relievers: Polyurethane foam is the core material for squishy toys or stress-relief toys. These toys, such as squishy animals, cakes, or fruits, are popular for their soft, squeezable nature and their ability to slowly regain shape after being compressed.
Benefits: Safe and durable, these toys provide tactile satisfaction, help children with sensory development, and are often used to relieve stress.

2.3 Play Sets and Figures

Action Figures: Polyurethane is used in the production of action figures and miniature play sets because of its ability to be molded into intricate shapes with fine details. It can simulate hard plastic or even rubber depending on the desired feel and flexibility.
Benefits: Allows for highly detailed designs, flexible enough to create movable parts, and can be made in a range of densities to achieve desired durability or flexibility.

2.4 Rubber Toys

Flexible Rubberized Toys: Some toys, such as bouncy balls or flexible figurines, use a combination of PU and rubber compounds to create toys that are both bouncy and durable. These toys can withstand a significant amount of impact and pressure while maintaining their integrity.
Benefits: Resilient to pressure and impact, flexible, and able to return to shape quickly, making it ideal for play activities like bouncing or tossing.

2.5 Foam Blocks and Building Toys

Building Blocks: Some foam building blocks or construction toys are made from PU foam. These are popular in children’s educational toys because they are lightweight, easy to handle, and safe for young children who may put things in their mouths.
Benefits: Soft and safe, easy to stack, durable, and versatile for creative play.

2.6 Interactive Toys and Gadgets

Electronic Toys: Some interactive toys that incorporate sound, light, or motion (such as robotic toys or talking dolls) use polyurethane components for the outer casing and cushioning. The material helps protect the internal electronics while still being lightweight and safe for children.
Benefits: Protective casing, impact resistance, customizable designs for features like buttons or interfaces, and safe for prolonged exposure to children.

2.7 Outdoor and Water Toys

Pool Floats and Inflatables: Polyurethane-based materials, particularly PU-coated fabrics, are used in outdoor toys like inflatable pools, beach balls, and floating devices due to their resistance to water, flexibility, and durability in harsh outdoor conditions.
Benefits: Water-resistant, lightweight, and highly durable against wear and environmental factors like UV exposure.

2.8 Educational Toys

Shape Sorters and Learning Tools: Some educational toys, like shape sorters, stacking toys, or sorting boards, are made with polyurethane for its durability and ease of molding into various forms that are engaging and educational for children.
Benefits: Safe for handling, flexible design for educational purposes, and resistant to heavy use.

3. Advantages of Polyurethane in the Toy Industry

Durability: PU is highly resistant to wear and tear, making toys last longer even with repeated use. This is important for toys that are subjected to rough handling by children.
Safety: PU can be made non-toxic and hypoallergenic, ensuring that it complies with safety standards and is safe for children, especially infants and toddlers.
Comfort: Polyurethane’s ability to be soft and cushiony is perfect for toys that need to be comfortable for prolonged use, such as stuffed animals or soft play toys.
Customizability: PU’s flexibility in terms of texture, color, and molding allows for endless creative possibilities in toy design. Whether it’s a squishy toy, a foam block, or an action figure, PU can be tailored to meet different needs.
Hygiene and Cleanliness: PU’s water resistance and ease of cleaning make it an ideal choice for toys that need to be kept hygienic, especially in toys for babies or toddlers.
Environmental Benefits: The toy industry is seeing a growing trend toward sustainable materials, and bio-based polyurethane (derived from renewable resources) is gaining traction as an eco-friendly alternative to conventional synthetic polyurethanes.

4. Challenges and Considerations

Environmental Impact: Traditional polyurethane is a petroleum-based material, which raises concerns about its environmental impact, especially in terms of disposal and recycling. However, there are efforts to create bio-based PU and improve recycling technologies.
Toxicity Concerns: While polyurethane can be made safe, some formulations contain volatile organic compounds (VOCs), which could be harmful in certain circumstances. It’s important to ensure that CPSIA or EN71 standards for non-toxicity and safety are adhered to in the production process.
Durability vs. Safety: While PU is durable, its hardness and resistance may need to be carefully managed to prevent sharp edges or parts from being too rigid, which could be dangerous for young children.

5. Future Trends in Polyurethane in the Toy Industry

Sustainability: The growing demand for eco-friendly products in the toy industry is likely to encourage further development of bio-based polyurethane alternatives and recyclable PU materials. This trend will help reduce the overall environmental footprint of polyurethane-based toys.
Smart Toys: As technology advances, smart toys incorporating sensors, lights, or sounds will become more popular. Polyurethane can be integrated into these toys to protect the internal electronics while maintaining the toy’s safety, durability, and comfort.
Customization and Personalization: Advances in 3D printing and digital manufacturing technologies may allow for even greater customization of toys, with PU materials playing a key role in producing personalized toys on-demand.

6. Conclusion

Polyurethane plays a significant role in the toy industry due to its versatility, durability, safety, and comfort. Whether used in plush toys, squishy toys, action figures, educational products, or outdoor toys, PU helps create innovative, long-lasting, and safe products for children of all ages. The ongoing trend toward sustainability is pushing the industry to explore bio-based and recyclable polyurethane options, ensuring that the use of polyurethane in toys will continue to evolve in an environmentally conscious manner. With its ability to be customized for various applications, PU remains an indispensable material in the toy industry, helping create fun, safe, and engaging products for children.