Top Baby Toy Brands That Inspire Joy and Learning

Choosing the right toys for babies is crucial to ensure their development and safety. From colorful rattles to adorable plush toys, top brands have mastered the art of engaging little ones. Renowned companies such as Fisher-Price, VTech, and Melissa & Doug offer a delightful array of options to nurture curiosity and stimulate growth. Discover more about these leading brands and their standout products below.

Illustration of toys for babies

Best brands of toys for babies in 2025

Fisher-Price

Fisher-Price, a renowned brand under Mattel, is a leading producer of toys for babies and young children, commanding around 35% of the market share in the Infant, Toddler, and Preschool segment in North America and 25% in Europe. In 2023, Fisher-Price contributed significantly to Mattel's revenue, with the Infant, Toddler, and Preschool segment generating approximately $1 billion in revenue. The brand's products, such as the Laugh & Learn series, are designed to stimulate sensory and cognitive skills through interactive play. Fisher-Price's market presence is strong globally, with a 20% market share in the Asia-Pacific region. The brand's commitment to innovative, safe, and educational toys has made it a trusted choice for parents worldwide.

Melissa & Doug

Melissa & Doug is a renowned brand in the baby toys market, known for its high-quality, educational, and engaging products. The company's toys, such as the Market Basket Fill & Spill, are designed to develop important sensory, fine motor, and color recognition skills in infants and toddlers. Melissa & Doug is a key player in both the global baby toys market and the U.S. educational toys market, with a strong presence in households and retail spaces. In 2023, the brand opened its inaugural physical store, highlighting its best-selling toys across various categories. Melissa & Doug's products are part of a market expected to grow significantly, with the U.S. educational toys market projected to reach USD 24.86 billion by 2030.

VTech

VTech is a leading global brand in the production of high-quality, innovative electronic learning toys for babies and young children, maintaining its leadership in the US and Canada despite market challenges. In the financial year 2024, VTech's ELPs revenue in North America decreased by 11.8%, yet the company retained its top position in infant and toddler toys. VTech introduces over 100 new products annually and has a strong presence in 28 languages worldwide. The brand has won numerous awards, including the "Toy of the Year" awards for products like the Magic Adventures Microscope. VTech's commitment to innovation and educational content has solidified its position as a trusted brand in the baby toys market.

Baby Einstein

Baby Einstein is a renowned brand in the baby toys market, known for its innovative and educational products that stimulate the senses and promote early childhood development. Partnering with companies like Hape, Baby Einstein creates award-winning toys that combine traditional materials with modern technology, such as musical toys that introduce children to cause and effect and enhance fine motor skills. The brand is part of the Kids2 company, which holds a significant market share in the US baby activity center category, with 38% of market share dollars and 31% in units sold as of 2019. Baby Einstein's products, such as the Around We Grow 4-in-1 Discovery Center, offer multiple ways to play, fostering cognitive and physical development. With a revenue range of $50M to $100M, Baby Einstein demonstrates strong financial stability and consumer demand for its products.

Skip Hop

Skip Hop is a renowned global lifestyle brand, founded in 2003 in New York City, specializing in innovative products for parents, babies, and kids. As part of the Carter's/OshKosh B'gosh family since 2017, Skip Hop is known for its "Must-Haves Made Better" philosophy, offering a wide range of award-winning products including diaper bags, on-the-go accessories, bathtime, mealtime, playtime, nursery, and toddler items. Their products are sold in various stores, online in the U.S. and Canada, and in national chains and specialty stores domestically and internationally. Skip Hop's commitment to quality and innovation aligns with the growing demand for baby toys, which is expected to drive the global baby toys market to reach USD 20.29 billion by 2032, growing at a CAGR of 4.10%. The brand's presence in both online and offline markets contributes to its success in the expanding baby toys industry.

Mattel

Mattel is a leading producer of toys for babies, commanding a significant market share across various segments. In the infant, toddler, and preschool category, Fisher-Price, a Mattel brand, holds about 20% of the market share globally and 25% in Europe. As of 2023, Mattel's net sales were reported at $5,441.2 million, with a notable contribution from North America, generating $3,003.22 million. The company's commitment to sustainability aims for 100% recycled, recyclable, or bio-based plastic materials in all products and packaging by 2030. Major customers like Walmart, Target, and Amazon account for a substantial portion of Mattel's sales, with Walmart contributing $1.13 billion in annual sales. More detailed insights and statistics about Mattel can be found on their website.

Little Tikes

Little Tikes is a renowned brand in the toy industry, particularly known for its safe and durable toys designed for children aged 6 months to 5 years. The company, part of MGA Entertainment, has been a staple since 1970 and contributes significantly to the market, with estimates suggesting its annual sales range between $300 million and $500 million. Little Tikes' iconic products, such as the Cozy Coupe, have sold over 22 million units worldwide since its introduction in 1979. The brand's focus on quality and customer satisfaction has helped it maintain a strong presence in a competitive market, with the U.S. baby toys and games market expected to grow at a CAGR of 4.3% to reach $30 billion by 2030. Little Tikes' commitment to innovation and meeting parental expectations has been crucial in its success. For more information about Little Tikes, visit their official website.

Lamaze

Lamaze is a renowned brand in the baby toys market, known for its scientifically-designed products that align with infant development stages. Developed in collaboration with child development experts, including psychologists from Yale University, Lamaze toys cater to babies from birth to 24 months, focusing on stages like "awakening the senses," "exploring and experimenting," and "moving and doing". These toys are characterized by their bright colors, friendly faces, and various textures, which stimulate sensory development and encourage healthy play. The brand is part of Takara Tomy, which acquired the former owner RC2 Corporation in 2011, and its products are sold worldwide, including in European and Asian regions. Lamaze toys are highly regarded for their educational and entertaining value, making them a favorite among parents and experts.

HABA

HABA is a renowned brand in the baby toys market, celebrated for its high-quality, safety-oriented, and developmentally beneficial products. With over 85 years of experience, HABA has established itself as a leader, producing over 500 new products annually and exceeding global safety standards through rigorous testing. Their baby toys are designed to stimulate sensory exploration, enhance fine motor skills, and promote cognitive growth, making them an excellent choice for parents. HABA's commitment to sustainability and durability is evident in their European-designed toys, which are often made from wooden materials. The company's products have garnered a 4.9-star rating, reflecting their excellence in the industry. For more information, explore HABA's collection of baby toys.

Manhattan Toy

Manhattan Toy is a leading creator of high-quality, educational toys for babies and toddlers, known for its wide range of products including plush, dolls, and wooden toys that promote cognitive, emotional, and social development. The company's award-winning portfolio includes over 500 products designed to aid in children's learning through play. Following its acquisition by Crown Crafts in 2023, Manhattan Toy's products are expected to contribute significantly to Crown Crafts' net sales, adding approximately $24 million annually and making the toy category the largest within the company, representing about 40% of overall net sales. The global educational toy market, which includes Manhattan Toy's offerings, was valued at $65 billion in 2020, with a forecasted near-double-digit growth rate through 2028. Manhattan Toy's commitment to innovation and safety has fostered consumer trust, particularly in the plush toy market, which is projected to grow at a CAGR of 8.4% from 2024 to 2033. For more information, explore Manhattan Toy's website.