The wheeled toys category is continuing to grow, but what is changing is the type of product people are choosing. Alongside core lines like scooters, ride-ons and balance bikes, there is more demand for products that offer something extra, whether that sits in the design, the finish or how they are used day to day.

At HTI, that shift is reflected across the EVO range. Products still need to do the basics well, but they also need to look right, feel durable and give families a clear reason to choose them over other alternatives. That is shaping how the range is developed and how the category is being approached overall.

How would you describe the market right now?

It’s a steadily growing category, and it has been for a while. The global market is expected to move from just over $34 billion in 2024 to more than $55 billion by 2032, which shows there is solid demand behind it [1].

What has changed is how people decide what to buy. A basic product on its own is not always enough anymore. It needs to look good, feel well made and hold its place over time.

That shift in expectations is what’s shaping the category now.

What are the biggest changes you’ve seen in the category?

That change shows up in the range of products now available. There is more variety than there used to be, from electric ride-ons through to scooters with added features.

For EVO, that comes through across the range. Light-up scooters like Light Storm stand out straight away, and models like Neo Flash feature a cool, distinctive finish.

Alongside that, features like adjustable handlebars, folding frames and larger wheels are playing a bigger role in how products are compared and chosen within the range.

Is it still fair to call wheeled toys a seasonal category?

Seasonality is still part of the category. Spring and summer remain the key trading periods, as you would expect with outdoor products.

The difference now is that it does not drop away in quite the same way once you move past that peak. There is a more consistent level of demand through the rest of the year.

That reflects how these products now fit more easily into everyday routines.

So, how do you keep interest going outside the summer months?

It comes back to making the product work beyond one setting. If something only fits a single use, then it will only sell at certain times of year.

That’s where design and specification make the difference.

Take larger wheel scooters like the EVO Urban 180 or Flexi Max 200. They are more stable and easier over longer distances, which makes them better suited to being used more often, not just taken out occasionally in good weather.

Then there are the practical details. Folding scooters are a good example. Being able to carry them or store them easily makes them easier to keep on hand.

It’s less about trying to extend the season, and more about making sure the product stays relevant beyond it.

Where are you seeing the most growth? Is it a particular age group?

It’s fairly balanced, but for different reasons at each end of the age range.

Younger children remain a key part of the category, as that is where first purchases tend to happen. Products like balance bikes, three-wheel scooters and ride-ons are still performing strongly.

Within EVO, that covers everything from 3-in-1 scooters through to balance bikes. At that stage, what matters most is that the product feels stable and manageable, something parents are comfortable choosing first time.

At the other end, growth is coming from older children moving into more advanced products. Within EVO, that is where the range steps up into products like stunt scooters and larger wheel designs, giving a clear next stage as they move on.

That group is influenced more by how the product looks and how it rides, with more focus on style and overall feel.

How do you deal with such a crowded market?

It is a crowded category, especially online, so there has to be a clear reason for choosing one product over another.

That usually comes down to what sets it apart within a busy range, whether that is the finish, the theme or a feature that feels a bit different.

But that also has to hold up. If the build or price does not feel right, people will move on quickly.

For EVO, the focus is on getting that balance right. Products that feel right in terms of build and offer something extra, without losing sight of what they need to do.

Consistency across the range plays a big part in that.

What role do licences play?

They are a big part of the category, especially with younger children. Parents recognise them, and children are drawn to them straight away.

For example, with the PAW Patrol Move N Groove scooter, the licence gets the initial interest, but the bubble feature is what gives it something extra.

But that is only part of it. It still needs to be a good product in its own right.

How do you make sure the range works across different ages?

It comes down to progression. The range needs to move in step with the customer, without big jumps between products.

Within EVO, that means there is a clear path from one stage to the next, from multi-scooters and balance bikes through to three-wheel, two-wheel, and then into stunt and larger wheel scooters as children get older.

Each step builds on the last, so the change feels natural rather than a complete reset.

That continuity makes a difference. Once people know what to expect from the product, they are more likely to stay within the range as they move on to the next stage.

Pricing is clearly a big issue across toys at the moment. How is it affecting wheeled toys?

It is one of the biggest factors at the moment. There have been ongoing pressures across the supply chain, and that has had an impact on pricing across the category.

Also, consumers today are more aware of what they are spending and what they are getting in return.

For EVO, the focus is on keeping pricing accessible while making sure the product is still well specified. Not overcomplicated, but solid, reliable and with features that make a difference.

If a product feels like it will last, that goes a long way.

What are the biggest challenges for the category right now?

Supply chain is the one to watch. Manufacturing remains concentrated in Asia, so changes there can have an impact.

Competition is another. There is a lot of choice, particularly online, so products have to justify their place.

The challenge is managing that alongside higher expectations, making sure products meet what people are looking for without losing clarity in the range.

For EVO, that comes back to keeping the range consistent and well structured, so each product has a clear role.

Is there anything about wheeled toys that people might not expect?

What tends to be underestimated is how much the category has moved on. There is now a wider mix, covering different types of wheeled toys than there was previously. There is also more depth within ranges.

That reflects how the market has developed, with more variation in product design and features than before.

For EVO, that comes through in how the range is built, from early years through to more advanced scooters, with a clear progression between each stage.

Looking ahead, what is the focus for HTI?

It’s about staying consistent with what works.

For EVO, that means continuing to build the range in a way that makes sense, keeping that structured approach across the products and making sure each one sits in the right place.

There is still plenty of opportunity as the category continues to develop, particularly as it becomes less defined by a single season.

The focus is on keeping the range well balanced, so it meets expectations without becoming overcomplicated or losing sight of value.

Final thought

For all its familiarity, the wheeled toys category is not standing still. It is growing, it is evolving, and in many ways, it is becoming more relevant.

The season is still there, but it no longer defines the whole story. What matters now is how well a product fits into everyday life, how it looks, how it feels, and whether it delivers on what people expect.

As we see it at HTI, that shift is not a challenge, it is the opportunity!

Reference: [1.] 360iResearch. Wheeled Toys Market by Product Type – Global Forecast 2026-2032. Published in June 2026.