Parents today know that playtime is more than just play. It’s an opportunity for kids to learn, grow, and develop essential skills, when given the right tools — or toys.
STEM products have earned a place in the toy aisles and the category is here to stay. This sector of educational toys has grown to include the arts, and as such has evolved into STEAM (science, technology, engineering, arts, mathematics), with the same mission to inspire innovation and encourage creative thinking in kids. After all, it’s been said that kids today are the leaders of tomorrow.
Toy companies saw a surge in demand during the pandemic, and as a result, parents today are more conscious of what their kids are exposed to and the value their toys bring to the play experience. “The demand for STEAM toys, both from parents and kids, has been strong for several years and it continues to grow steadily,” says Lili DeSisto, Marketing Manager, Thames & Kosmos. “Particularly in the past decade or so, with an increased need for qualified individuals to fill careers in STEM, there’s been a push for products to help kids learn about and spark an interest in these subjects.”
STEAM IS ALL AROUND US
While the trend may have originally started as an effort to nudge kids into STEM careers, toy manufacturers are now making sure their products are easily accessible to all kids — whether they’re interested in these subjects or not. Professor Maxwell’s VR Atlas 2.0 from Abacus Brands takes kids on a worldwide journey to discover Earth’s wonders, cultures, cuisines, currencies, wildlife, and more. It’s easy to understand and focuses on day-to-day life.
In one instance, kids will drive over the Golden Gate Bridge during a virtual reality experience, then be able to explore how suspension bridges are made and how triangles — one of the shapes they’ll recognize in structures like the Golden Gate Bridge and others — absorb and distribute weight.
“STEAM is all around us, you just have to stop and look,” says Steve Rad, CEO, Abacus Brands. “Kids are born with an intrinsic desire to learn and it is up to the parent, and the responsibility of the toy maker, to provide opportunities for STEAM to be incorporated into their play as they grow.”
NEVER TOO YOUNG TO START
Toy manufacturers in this space agree that when it comes to getting kids involved with STEAM products, the earlier the better. Aside from teaching kids about STEAM concepts, these products aim to help kids hone important life skills that are vital to their success and futures as adults.
“STEAM is incredibly important for the overall development of children at any age,” DeSisto adds. “STEAM subjects and STEAM toys don’t just teach technical or scientific lessons, they also teach important life skills such as critical thinking, manual dexterity, perseverance, problem-solving tactics, and so much more. By playing with a STEAM toy, kids learn about trial and error, that things don’t always work right the first time, and that’s okay! STEAM toys encourage curiosity and nurture a child’s confidence to attempt the difficult, despite the potential for failure.”
LICENSING PLAYS A ROLE
Recently, licensing and themed products have become more prominent in the STEAM sector as companies appeal to kids who carry the misconception that they have to be well-versed in science or technology to enjoy these kinds of toys. “Licensing adds a layer to the journey, as kids are more willing to listen to Bill Nye than they are to their teachers or parents, so yes, it sure does help elevate the experience in making learning fun,” Rad explains, referencing Abacus’ Bill Nye’s VR Science Kits. “But incorporating licensing into a toy isn’t about just taking any old toy and slapping a recognizable brand that may be appealing to the consumer on it. A proper license and partnership is about supporting an already thoughtful play pattern in a toy, and positively reinforcing and supporting it with a license to help kids absorb and retain the meaningful material.”
Source: Thames & Kosmos
Source: Thames & Kosmos
Thames & Kosmos released the Tasty Labs: Wizard Potion Science Kit this year. The kit is a combination of pretend play and real science as kids follow a storybook-style manual to concoct five unique, potable potions while simultaneously discovering the science that happens in the kitchen. It teaches a plethora of chemistry concepts such as chemical reactions, polymers, solutions, density, and more.
Similarly, a kid who loves Jurassic World may not ask for a STEM kit for their birthday, but would still be interested in Thames & Kosmos’ Jurassic World: Dinosaur Dig set, in which kids dig out their own Blue the Velociraptor figurine. By following the manual to excavate the dinosaur, they’ll get a peek into the world of paleontology, fossils, DNA, and more.
“There are still loads of kids who claim to dislike STEAM,” DeSisto adds. “More likely, though, they’re either intimidated by what they think STEAM is or they just don’t realize how all-encompassing these subjects are. Incorporating well-known characters or themes can be helpful to get kids who think they don’t like STEAM to give it a try.”
Blue Marble’s partnership with National Geographic allows the company to offer kids authentic and unique experiences with its products by utilizing National Geographic images and content. Blue Marble’s National Geographic Hobby Pottery Wheel, a 2023 Creative Toy of the Year winner, features an arm tool that helps kids center their clay and open up a pot. An accompanying illustrated Learning Guide teaches kids about clay, the physics of making pottery, and how cultures from around the world have used both throughout the ages.
“I think the magic of Blue Marble is that we make STEAM so fun and exciting that kids don’t even realize they’re learning,” says Jordan Willing, CEO, Blue Marble. “When STEAM feels like more school after school, it turns them off, but the way we do it, STEAM is an exciting activity for everyone.”
STEAM IN THE REAL WORLD
Some companies are taking on topical subjects in order to open discussions with kids about the world we live in. Presenting complex information and ideas such as global warming, artificial intelligence, global geography, computer science, and environmental changes and complications in a way that kids can understand and retain may seem challenging, but it’s certainly not impossible.
“These are all major events, advancements, and obstacles that are unfolding in real-time, all around us,” DeSisto says. “It is our duty as an educational toy company to create ways to make these complicated ideas more digestible and perhaps interesting enough to spark young learners’ curiosity so they take an active role in changing our world for the better.”
STEAM Products Showcase:
Retailers — are you looking for new products that support STEAM concepts? If so, The Toy Book team has curated a few picks to help get you started. Check them out below!
CYBER HAND
This robotics kit comes with everything needed to assemble a 16-inch mechanical hand. The 125-piece kit features four spring-loaded flexor control abductors with an adjustable palm plate so kids can use the finished product to pick up objects and more.
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NASA SLS MODEL ROCKET
This 1:200 scale replica of NASA’s SLS rocket is pre- assembled and pre-finished, which makes it easy to launch. With an Estes C6-3 engine, this rocket can soar up to 350 feet before gracefully returning to Earth with a colorful 15-inch parachute.
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GECKO RUN: MARBLE RUN STARTER SET
In this vertical marble run system, nano-adhesive pads stick to smooth, vertical surfaces around the home and can easily be repositioned for long-term use. It comes with more than 60 pieces and a 16-page illustrated manual. Four expansion packs will be available with new tricks including a loop, trampoline, twister, and snake component.
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CONNETIX SHAPE EXPANSION PACKS
The Rainbow Shape (36 pieces), Pastel Shape (48 pieces), and Clear Shape (24 pieces) Expansion Packs enhance design possibilities with a range of carefully curated magnetic tile shapes, including large triangles, right-angle triangles, quarter circles, pentagons, trapezoids, and rhombi.
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MEGA EARTH SCIENCE KIT
This kit contains more than 15 experiments including dueling water tornadoes, building an erupting volcano, growing a crystal, two geologic dig kits, and more.
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NASA HIGH ALTITUDE ROCKET SYSTEM
This rocket launches up to 250 feet using only compressed air. It boasts innovative safety features and is a lower-cost alternative to combustible rockets. Works with any standard bike pump (not included).
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AMAZING REACTIONS CHEMISTRY KIT
This kit includes everything needed for 15 experiments, plus a guide for 30 additional experiments using household items. Kids can make bubbling, color-changing solutions, glowing test tubes, a colorful bouncy ball, glowing worms, and more.
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AIR TOOBZ
This STEM-based set features a kid-safe turbine that sends foam balls flying through a network of modular tubes and connectors that kids can arrange however they'd like for fun and educational experimentation.
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20-IN-1 EXTREME SCIENCE
This kit from The Young Scientists Club includes 20 experiments. It comes with real chemistry tools and a 28-page illustrated educational manual. U.S. Toy Co. is the exclusive specialty distributor for Horizon Group USA.
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LEARN TO BUILD BIG ACTIVITY SET
Little ones can practice patterns, colors, counting, and shapes with this set. It includes 10 cards and more than 100 pieces, and is packed with games like dominoes, bowling, and tic tac toe.
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AMT NASA ARTEMIS-1 ROCKET 1:200 SCALE MODEL KIT
This 38-piece kit showcases the Launch Abort System, Cryogenic Propulsion Stage, Launch Vehicle Stage Adapter, Core Stage, Solid Rocket Boosters, and four RS-25 Engines. Also includes a booklet featuring information, fun facts, and photos about the Artemis I mission.
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3D TUNNEL BOOK
This craft kit includes everything kids need to create a custom book with moveable pieces. It comes with pre-cut cardstock pages, 3D designs to assemble, and watercolor paints and markers. It is available in three themes: Ocean, Pond, and Outer Space.
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THE YOUNG SCIENTISTS CLUB LUNAR ROVER
This STEM kit has all the materials kids need to build a functional wooden space explorer with wheels. Kids can assemble the easy-to-connect pieces and customize the explorer with the included glow-in-the-dark stickers and paint.
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THE YOUNG SCIENTISTS CLUB 3D CRYSTAL GALAXY GROWING KIT
This all-in-one kit includes all of the lab essentials needed to grow your own crystals. Kids can learn all about crystallization, saturated solutions, and evaporation during the process, from building the unique frame to growing the actual crystals.
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DUOMOTO
Duomoto is the latest geometric, magnetic shape-shifting puzzle from the makers of Shashibo. This cube is powered by 96 rare earth magnets and is made of two segments, giving it the ability to divide and recombine with endless possibilities.
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HYPERTILES
HyperTiles is a construction toy based on a mathematical shape called a hyperbolic paraboloid. The simple, versatile shapes can be linked together in an infinite number of combinations.
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TECTI
Construct more than 50 dynamic structures using interlocking, movable cubes that mimic tectonic movements. Kids can lock their creations in place with a keystone until they are ready to disassemble and rebuild.
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YETI YIKES! SKI MOUNTAIN
This magnetic set includes 37 pieces to build a mountaintop slope. Kids can read the included comic to meet the mysterious Yeti and learn more about the mountain.
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GO’S SPIRAL DROP
This 36-piece set is designed for open-ended action with higher launches and faster speedways. Kids can explore motion and physics with 180-degree spirals, ramps, and tracks.
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NASA COLLECTION
Kids can learn about force, momentum, launch angles, and more with this air-powered set. Includes one Space Shuttle Atlantis, one Space Launch System (SLS), one Saturn V Rocket, and an adjustable launch stand.
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DISSECT-IT
Each kit comes with a different lab specimen made of a proprietary dissectible gelatinous compound. Once dissected, kids will find a complete skeletal structure as well as a full set of organs. Each kit includes plastic dissection tools, a lab instruction booklet, and two refill gel kits. There are five lab specimens to choose from:…
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TECHNO GEARS MARBLE MANIA — TWISTER (80+ PCS)
This set comes with more than 80 translucent pieces that kids can use to create an action-packed marble run. There is also a hand crank that kids can use to move marbles up the spiral lifter to the top of the twisting, turning tracks. Once kids build the marble maze, they can watch the marbles…
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TECHNO TILES — MAGICAL UNICORN
Basic shapes like triangles, squares, and more can turn into grand masterpieces. Simply connect the tiles with the Snap-On two-way and four-way connectors to start building with this set that includes more than 100 pieces.
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PROFESSOR MAXWELL’S VR ATLAS 2.0
Kids can explore famous places and cultures using this VR set, which comes with more than 200 experiences and 15 activities. The set is also accompanied by a book.
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BRAINBOX COLLECTION
This collection of educational card games tests and strengthens players’ observation and memory skills. Each set comes with 55 cards and features a different theme: Brainbox Math, Brainbox Dinosaurs, and Brainbox The World.
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ARCTIC RIDERS
Players practice addition and subtraction skills as they choose cards to create equations to get a sum that equals a number between 0 and 100. The object of the game is to solve equations and feed as many treats to the narwhals as possible.
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SNAP CIRCUITS FLIGHT DECK
This kit teaches kids how planes fly, how electricity works, how to create and launch paper airplanes, and about aerodynamics. It contains six different STEM projects and easy-to-follow directions so that kids can work independently and confidently.
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SNAP CIRCUITS NIGHT LIGHT
This kit has everything kids need to build a working night light. It features four different light projections including a herd of dinosaurs, schools of fish, a starry sky, and a multicolor light show.
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SNAP 2 IT
Snap 2 It combines traditional board game play with STEM principles. Each player has their own light and races to be the first one to snap a path between their light and the communal battery. Kids can build the path solo or play competitively with up to four players as they learn the basics of…
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A version of this feature was originally published in the 2023 Innovation & STEAM issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
