Anyone working in the kids’ retail space has already noticed a clear shift in purchasing behavior. Parents are paying closer attention to the purpose behind products and want to understand how each choice supports their children’s growth. Within this context, educational toys and child development are gaining relevance and increasingly shaping buying decisions.

From the very first interaction, whether in-store, online, or on social media, the conversation has changed. Interest is no longer driven only by aesthetics or trends. Parents now look at what each toy can help develop in a child, including reasoning skills, coordination, creativity, and independence. This reflects broader changes in family lifestyles, access to information, and how childhood is viewed today.

What educational toys are and why they are on the rise

Educational toys are designed to support learning through play. They encourage children to explore, experiment, create, and solve problems, all of which are directly connected to cognitive, motor, and emotional development.

Items such as building blocks, puzzles, memory games, lacing toys, and wooden toys are commonly found in this category. Each serves a different purpose, whether strengthening logical thinking, improving coordination, or enhancing sensory perception, contributing to more well-rounded child development over time.

According to the Associação Brasileira dos Fabricantes de Brinquedos, these products have gained relevance as an alternative to excessive screen time. The idea of encouraging learning through play resonates strongly with families looking to create more balanced routines for their children.

Market data supports this trend. Brazil’s toy industry grew by approximately 36% between 2020 and 2024, increasing from R$7.5 million to R$10.2 million, according to ABRIN.

Who is buying and what drives these decisions

Understanding the buyer is essential for positioning products effectively at the point of sale. Today’s consumer arrives more informed, with clearer expectations and references.

Parents are increasingly connected to content about child development. Social media profiles, specialists, and even schools play a role in shaping their decisions. These consumers research, compare options, and prioritize products that deliver real developmental benefits.

There is also growing concern about screen time. Many families are actively looking for alternatives that encourage interaction, creativity, and active participation, opening space for toys that offer richer, more engaging experiences.

How these products fit into daily family life also plays a role. Toys are often associated with shared moments between parents and children, which increases their perceived value. When the developmental benefits are clear, price becomes less of a deciding factor.

Beyond parents, other audiences influence the purchase journey. Grandparents are more involved in buying decisions, schools incorporate these products into their teaching practices, and professionals such as therapists and educators recommend specific toys based on individual needs. This ecosystem expands both the reach and importance of the category.

Where to sell: strategic channels and opportunities in kids retail

Sales points follow this evolution in consumer behavior, but mere presence is not enough to guarantee results. The key difference lies in how the product is presented and contextualized for the customer. Today, educational toys have a strong presence in:

Specialized educational toy stores

Spaces that already communicate learning and development from the storefront, helping to build value even before customers interact with a salesperson.

Stationery stores and bookstores

Especially those that curate products for children and can integrate toys with books and activities, increasing the average ticket.

Schools and educational spaces

B2B partnerships have grown, particularly with institutions that adopt active learning methodologies.

Niche e-commerce

Platforms focused on parenting and child development require more detailed descriptions, highlighting benefits and practical applications of the product.

Clinics and therapeutic spaces

Speech therapists, psychopedagogues, and occupational therapists also influence purchases.

Trade shows and industry events

Environments where retailers and brands can identify trends more quickly, test product acceptance, and strengthen networking.

Market growth and what lies ahead

In Brazil, the toy market continues to show steady growth, with increasing product diversity and strong consumer demand.

Globally, the outlook follows the same direction. A report by Fortune Business Insights estimates that the educational toys market, valued at USD 66.22 billion in 2024, is expected to reach USD 126.02 billion by 2032, growing at a compound annual growth rate (CAGR) of 8.47%.

This expansion is closely linked to the growing importance of early childhood learning and the demand for experiences that support children’s overall development. Interest in offline activities and the integration of play and learning continue to strengthen this direction.

For brands and retailers, this translates into practical decisions at the point of sale. Product selection, store layout, and staff training to clearly communicate benefits all play a direct role in conversion.

How this shift is already impacting the kids retail market

The growing interest in educational toys reflects a new way of looking at childhood. This transformation influences everything from product development to how items are presented and sold.

Discussions around modern family behavior, children’s consumption trends, and the evolution of specialized retail are already part of the daily agenda for industry professionals. These topics gain even more depth in events that bring together brands, experts, and decision-makers.

At FIT Pueri Expo, these conversations take place in a practical and market-driven environment. The Arena Trends Talk brings together content designed for professionals who want to better understand what is shaping the children’s market and how to turn these insights into real business opportunities.

If your goal is to stay ahead of these changes, keep up with trends, and strengthen your position in the kids retail sector, this is the right place to start.

Want to exhibit at the next edition or learn how to take part in FIT Pueri Expo? Connect with the professionals shaping the future of the children’s market and register now.