Feature - Science & Nature

Learning a thing or two

As the STEM toy market continues to grow, there’s an increase in demand for toys that support children’s development in the areas of science and nature. Gabriela Jimenez speaks to various suppliers about the importance of toys that will encourage children to explore the world first hand and develop their curiosity.

According to global research company Technavio, the STEM toys market is predicted to grow by $8.09b from 2023 to 2028, with the demand for toys that support STEM learning increasing as adults acknowledge the importance of this area in preparing children for future careers. This year has indeed seen a rise in the popularity of creative science toys that get children involved in their own learning by, for example, executing chemical experiments, digging for gems and fossils, erupting a volcano, hatching an egg and even creating their own binoculars.

Toys of this nature have a proven impact on children’s development. Traditionally, there have been more STEM toys designed for boys than those targeted at girls. As the representation of women in STEM remains at just over one-quarter of the overall workforce, encouraging girls to get involved with science from a young age could lead to a more diverse industry that is better equipped to tackle big world challenges. Halilit is one supplier aiming to make STEM toys that appeal to both genders, in hopes of bridging the divide.

“There is a strong movement to encourage girls to engage with STEM subjects and, as such, there is increasing demand for products that will appeal to girls as much as boys, in addition to toys that satisfy the curiosity of children to explore the world around them”, says Judith Stark, managing director at Halilit. The company’s renowned Buki brand is expanding with the new Yucky Science kit, and its experiments featuring slimy worms, dripping eyes and bouncy poop that aims to educate children while enabling them to have fun in the process.

New Buki lines will also focus on the theme of natural disasters to help children become more aware of important issues happening in our world. As Judith

explained, topics such as global warming are frequently trending in the news, and retailers can take advantage of this by posting social media announcements about new products that will help educate children about such topics in a fun and engaging way.

Learning Resources has noticed an increase in the demand for science and nature toys that will not only educate children, but also support their social and emotional well-being by participating in activities that require teamwork. Nicole Sparrow, marketing communications manager at Learning Resources told Toy World: “With the growing awareness about children’s social and emotional well-being, we’re seeing an interest in science and nature toys that also support this area of children’s development. Consumers should expect to see more toys in this category that will encourage children to collaborate and work together on fun science learning activities”. The brand has grown its pre-school science portfolio with last year’s release of Rainbow Reactions and the Fizzy Volcano sets, both aimed at introducing children aged four and above to basic science and chemistry concepts via fun and realistic experiments.

Bandai is seeing incredible success with its National Geographic Build Your Own Volcano Science Kit, which ranks as the number eight item in terms of volume in the Explorative Toys category (as of December 2023, according to Circana reports). Meanwhile, ranges including its Shark Dig Kit, Gemstone Dig Kit and the Rock Tumbler starter kit remain strong best-sellers. Similarly, Brainstorm has recently introduced the Erupting Volcano Lab, which teaches children about the science of volcanos by allowing them to create realistic lava that oozes out of a volcano model.

Brainstorm is one of the leading companies focused on providing children with toys that inspire them to explore

science and nature subjects in a hands-on way, instead of through electronic devices. “We are aware of the amount of time children spend on screens, so our priority is to try and help them reduce that and engage in fun activities that don’t require a tablet or phone”, says Debra Tiffany, marketing manager at Brainstorm. The company boasts a broad variety of educational science and nature toys, including the best-selling Eugy range, in which kids can create their own 3D animal models utilising eco-friendly, biodegradable cardboard. The company’s Aqua Dragons range aims to teach children about the life cycle of creatures by getting them to hatch and care for their very own. The kit comes with food, eggs and instructions that allow children to see Aqua Dragons form in as little as 2-3 days.

In light of last year’s inflation pressures, some suppliers have begun exploring new ways to offer quality products at more reasonable prices. Mojo Fun is one such company that is determined to provide customers with the best of both worlds – superior quality at lower costs. Its latest addition of 12 Mini Wildlife Animals tubes enables consumers to build their animal collections and learn about the animals within them.

James Connolly, director at Mojo Fun, tells Toy World: “Given how the economy was last year, we want to help our customers who are on a budget, especially those looking to build a collection of animals to enjoy. So, we have launched a range of tubes featuring high quality figures at great value, with 12 animals for the price of £12.99. There’s a nice assortment in each tube, and we’ve tried to make it the best quality possible. I think the key is attracting children to the category, but at an affordable price.”.