Feature - STEM & Educational

Fun Facts

Science, technology, engineering and maths (STEM) are core subjects in schools as they not only teach about the world around us and how everything functions, but also help develop critical thinking and technical skills. Throw in arts, and you have STEAM. Toy World explores the current panorama of STEM and educational toys supporting kids’ learning.

Toy companies investing in STEM related and educational products continually strive to find creative ways to make learning fun for different ages. No parent wants their child to be struggling at school or lacking important skills for their future, and the STEM & Educational category is invaluable in helping kids live up to their full potential in ways they enjoy. Parents can be satisfied knowing their little ones are enjoying learning– even if the kids don’t realise it.

At LeapFrog, the creative team reference guidelines including the US Toy Association’s STEAM Toy framework and cross reference this with the UK national curriculum requirements during the initial design stage. Then, LeapFrog’s designers work collaboratively with the company’s in-house Kid and Family Lab and invite families to provide feedback on ideas, designs and prototypes. Hours of recorded observations are conducted for each of the STEAM products, and the team asks pre- and post-session questions to find out what children learn through playing with the prototypes.

“Within the STEM or STEAM area, children need both content knowledge as well as opportunities to develop their scientific thinking and problem-solving skills,” says Clement Chau, VP of Learning and Sophie Taylor, assistant Brand manager. “LeapFrog’s Magic Adventures line focuses on introducing young children to ‘the world around us,’ from microorganisms to outer space. These products take kids on magical adventures to see things that they normally cannot.”

Halilit also gathers valuable feedback from testing its educational toys. Rigorous testing is conducted by Halilit’s suppliers during the research and development phases including reactions from educators, parents and children. “Additionally, many of our products receive endorsements from educational experts or are developed in collaboration with them to meet high standards of learning effectiveness,” added Amy Wildman, Sales and Marketing director.

Trends UK has found that children feel motivated when they play with their educational toys with family members. The company often receives feedback from parents and grandparents who say they enjoy playing with the toys and conducting experiments just as much as the kids.

Lindsay Hardy, Marketing director at Trends UK, explains: “Children really enjoy participating in a joint activity with a relative, especially when it produces some end results to be proud of, such as a crystal they have grown, an electronic circuit or an engine model.”

Meanwhile at Clementoni, a focus on the maths, engineering and robotics side of education, forms a major part of the company’s overall toy offering. Most recently, the business has expanded its STEM range by merging it with the arts & crafts/creative play category, bringing beauty-based creation kits into the Idea! range. Clementoni’s Idea! brand is all about creating, using techniques such as drawing, painting, decoration, scent creation and clay-making. Introducing scientific elements to the range gives kids yet more ways to get involved in STEM or STEAM, with the inclusion of art proving the importance of all types of creativity and skills in a child’s development – as well as making it more fun.

“Creating real things from a bunch of components has always been the key to success with our Science and Build products and so offering products within the Idea! range that include creation and personalisation was a vital part of the strategy. The added play pattern of making or sharing with friends fits really well with our audience too,” says Paul Fogarty, country manager.

He adds: “Pen Creator Studio did really well in Q4 of 2023, and this has continued across the first half of this year, so the development of the range seemed a natural progression. We have strong marketing plans for Q4 for Idea! highlighting the STEM appeal of the new introductions, so we are confident they will prove popular. In addition, we have a full POS programme across all ranges to help retailers optimise display and communication. We will also have a dedicated FSDU for Idea!.”

Halilit also embodies the arts component of STEAM, with music. Halilit Musical Instruments, like baby maracas and tambourines, are popular as they’re not just about introducing kids to music, but also helping them develop their fine motor skills and understanding of sounds through hands-on play.

Amy tells us: “The high-quality materials and thoughtful design of these products ensure they are not only effective educational tools, but also beloved toys that children return to time and time again, sparking curiosity and fostering learning in every play session”. Halilit works closely with its retailers to develop marketing strategies which work for them, whether that be digital support, specific display options or getting involved with store hosted events.

Another benefit to offering a wide selection of educational products and merging categories is to bridge the gender gap in STEM. In 2021, women represented only 35% of adults working in STEM jobs, so toys can provide an accessible way for parents, teachers and guardians to slowly inspire girls to take up technical and scientific work in the future. Through toys, they can explore what they’re capable of and how fun STEM can be.

Companies like Connetix, Magna-Tiles, Toynamics and Halilit incorporate engineering techniques, even for smaller children, to develop building and fine motor skills as they progress from simple shapes to more complicated structures.

Halilit’s Rainbow Stacker from Jellystone Designs is a great introduction to building. Amy from Halilit says: “The Rainbow Stacker encourages younger children to build in any sequence they choose, celebrating their achievements rather than focusing on mistakes. They thrive on hands-on, interactive play that sparks imagination and problem-solving skills. Whether it's open-ended exploration or structured tasks with clear goals, children are drawn to activities that balance freedom with guidance, keeping them engaged and learning joyfully.”

For older kids and young teens, Trends UK’s Machine Works engine kits demonstrate several principles of how an engine turns energy into movement, which are explained and demonstrated in the finished model. Meanwhile, companies like Battat offer early years educational products to help little ones with number and word recognition.

When it comes to science, many areas are covered. Even biology, chemistry and physics encompass a wide variety of smaller sectors which we continue to learn about throughout our entire lives, meaning science is a subject matter that toy companies can get behind in countless ways.

Bandai incorporates a well-respected licence into its range with the National Geographic Kit collection, which includes Build Your Own Volcano and Cool Reactions Chemistry Kit. The recognisable brand increases consumer appeal and lends endorsement to the learning outcomes of the products in the range.

Trends UK’s science kits include titles like the Science Mad! Crime Lab which helps young detectives become forensic experts analysing vital clues and fingerprints. The company’s science kits are multi-award winning thanks to the range of suitable chemicals and in-depth instructions included. Trends UK also offers child-friendly scientific equipment for more independent experiments, such as microscopes, telescopes, metal detectors and globes.

LeapFrog’s science offering is backed up by reputable organisations like the BBC and NASA. The Magic Adventure line features a library of real-life photos and videos to expose children to a variety of science topics, from microbes and minerals to animals and geology, to planets and space. Magic Adventures products also include games and quizzes that challenge young learners’ logic skills such as making comparisons and deductive reasoning, and explore concepts like cultures, history and taking perspectives. The LeapFrog Magic Adventures range will have full media campaigns throughout autumn/winter, and a PR campaign will take place to spotlight the new Magic Adventures Binocular Camera.