Skip to content
FlapenGet started

baby toys 6 to 12 months

Launch it74/100

baby toys 6 to 12 months clears our launch bar: a $6.4M/yr market growing +221.7% with returns at 1.7%.

Market/yr

$6.4M

Growth (1y)

+221.7%

Products

80

Brands

51

was 50 a year ago

Sellers

156

Price range

$3.49–$133.61

Returns

1.7%

Rating

4.7★

74/100

Launch it

Scored 74/100 across market size, growth, competition, quality gap, and returns.

Market sizeGrowthCompetitionQuality gapReturns
Market size
69
×0.30
Growth
79
×0.30
Competition
91
×0.20
Quality gap
22
×0.10
Returns
87
×0.10

Demand

Weekly Amazon search volume, last 104 weeks — +221.7% year over year.
851K425KPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26Jul '24Nov '24Mar '25Jul '25Nov '25Mar '26

Seasonality

Monthly demand index across the year — 1.00 is average.

Peak months: Nov, Dec · busiest ÷ quietest = 4.6×

Competition

13%Bright Starts
  • Bright Starts13%
  • Baby Einstein10%
  • Infinno8%
  • TOHIBEE7%
  • URMYWO6%
  • Fisher-Price4%
  • Other (45 brands)51%

Clicks spread well past the top 5 (24% combined) — an open shelf where new products get seen. 51 brands and 156 sellers compete here.

Brands

51 rising

was 50 a year ago

Sellers

156

Top 5 brand share

45%

#ProductBrandPriceRatingReviewsClick shareTrend
1
Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys GirlsBaby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls
TOHIBEE$9.524.7★11,3237%falling
2
Infinno Baby Wrist Rattle Socks and Foot Finder Set Perfect Baby Toys for 0-12 Months Newborn Boys and Girls As Shower Gifts Garden Bug SeriesInfinno Baby Wrist Rattle Socks and Foot Finder Set Perfect Baby Toys for 0-12 Months Newborn Boys and Girls As Shower Gifts Garden Bug Series
Infinno$9.934.8★8,7996%rising
3
Bright Starts Oball Shaker Rattle Toy Ages Newborn PlusBright Starts Oball Shaker Rattle Toy Ages Newborn Plus
Bright Starts$3.844.7★46,7895%rising
4
Sassy Stacks of Circles Stacking Ring STEM Learning Toy Age 6+ Months Multi 9 Piece SetSassy Stacks of Circles Stacking Ring STEM Learning Toy Age 6+ Months Multi 9 Piece Set
Sassy$9.434.8★64,9973%falling
5
Baby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-PackBaby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-Pack
Vanplay$24.334.8★5253%rising
6
Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and upBaby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up
Baby Einstein$33.734.6★25,3013%flat
7
AIVIAI Baby Toys 0-6 Months Infant Toys 0-3 Months Infant Rattles Baby Rattle Teether Toy Set with Storage Box Musical rattles for Newborn Boy Girl Gifts Set with Babys First Rattle Teether (11pcs)AIVIAI Baby Toys 0-6 Months Infant Toys 0-3 Months Infant Rattles Baby Rattle Teether Toy Set with Storage Box Musical rattles for Newborn Boy Girl Gifts Set with Babys First Rattle Teether (11pcs)
AIVIAI$22.864.8★2,4393%rising
8
Bright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red Yellow Green Blue Age Newborn and up 4 InchesBright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red Yellow Green Blue Age Newborn and up 4 Inches
Bright Starts$4.724.8★58,0883%rising
9
Baby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity MatBaby Einstein 4-in-1 Kickin Tunes Music and Language Play Gym and Piano Tummy Time Activity Mat
Baby Einstein$45.404.7★27,8993%rising
10
URMYWO Black and White Baby Toy Tummy Time High Contrast Newborn Toys 0-3 Months Soft Baby Book Visual Stimulation Montessori Sensory Infant Toys 0-6-12 Months Boy Girl Shower GiftURMYWO Black and White Baby Toy Tummy Time High Contrast Newborn Toys 0-3 Months Soft Baby Book Visual Stimulation Montessori Sensory Infant Toys 0-6-12 Months Boy Girl Shower Gift
URMYWO$9.394.6★4,5062%flat
11
Baby Head Protector Backpack for Falling Crawling and Walking Toddler Essentials Harness Infant Koala Toys Helmets Baby Essentials Must Have Stuff Items for 0.5-2 YearsBaby Head Protector Backpack for Falling Crawling and Walking Toddler Essentials Harness Infant Koala Toys Helmets Baby Essentials Must Have Stuff Items for 0.5-2 Years
Raelitego$10.644.6★2,0642%rising
12
Baby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up MulticoloredBaby Einstein Outstanding Opus The Octopus Sensory Rattle & Teether Multi-Use Toy BPA Free & Chillable 3 Months & up Multicolored
Baby Einstein$5.224.8★4,8772%falling
13
Black and White Baby Books for Newborn - Tummy Time Mirror & Sensory Toys Soft Montessori Toy for Infant Visual Stimulation Brain Development & Early Learning - High Contrast Toys for 0-6 MonthsBlack and White Baby Books for Newborn - Tummy Time Mirror & Sensory Toys Soft Montessori Toy for Infant Visual Stimulation Brain Development & Early Learning - High Contrast Toys for 0-6 Months
Infinno$8.834.8★1,3462%rising
14
URMYWO Tummy Time Toys - Black and White High Contrast Baby Toy for Newborn - Baby Visual Stimulation Mirror - Montessori Sensory Crinkle Toy for Infant 0-3-6-12 Months - Boy Girl Shower GiftsURMYWO Tummy Time Toys - Black and White High Contrast Baby Toy for Newborn - Baby Visual Stimulation Mirror - Montessori Sensory Crinkle Toy for Infant 0-3-6-12 Months - Boy Girl Shower Gifts
URMYWO$11.374.7★2,3782%falling
15
Topsochir Baby Sensory Toys 0-6 Months Music Animal Stuffed Plush Caterpillar Toy for Infant 0-3-6-12 Month Old Tummy Time with Mirror Crinkle Rattle Toys for Newborn Boys Girls Shower Birthday GiftsTopsochir Baby Sensory Toys 0-6 Months Music Animal Stuffed Plush Caterpillar Toy for Infant 0-3-6-12 Month Old Tummy Time with Mirror Crinkle Rattle Toys for Newborn Boys Girls Shower Birthday Gifts
Topsochir$19.134.6★2,6542%flat

Product shelf

All 80 tracked products in this niche.

Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls

Baby Montessori Sensory Toys for 0-6 6-12 Months Baby Teether Teething Toys for Babies 0 3 6 9 12 18 Months Newborn Infant Learning Developmental Toys Gifts for 1 2 Year Old Boys Girls

TOHIBEE

$9.524.7★11,323 reviews

Infinno Baby Wrist Rattle Socks and Foot Finder Set Perfect Baby Toys for 0-12 Months Newborn Boys and Girls As Shower Gifts Garden Bug Series

Infinno Baby Wrist Rattle Socks and Foot Finder Set Perfect Baby Toys for 0-12 Months Newborn Boys and Girls As Shower Gifts Garden Bug Series

Infinno

$9.934.8★8,799 reviews

Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus

Bright Starts Oball Shaker Rattle Toy Ages Newborn Plus

Bright Starts

$3.844.7★46,789 reviews

Sassy Stacks of Circles Stacking Ring STEM Learning Toy Age 6+ Months Multi 9 Piece Set

Sassy Stacks of Circles Stacking Ring STEM Learning Toy Age 6+ Months Multi 9 Piece Set

Sassy

$9.434.8★64,997 reviews

Baby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-Pack

Baby Rattles & Teethers Set Baby Toys 0-6 Months Teething Toys 3-6 Months Sensory Toys with Soft Textures Gentle Sounds & Easy-Grip Shape Neutral Newborn Gift10-Pack

Vanplay

$24.334.8★525 reviews

Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up

Baby Einstein Sea Dreams Soother Musical Crib Toy and Sound Machine Newborn and up

Baby Einstein

$33.734.6★25,301 reviews

AIVIAI Baby Toys 0-6 Months Infant Toys 0-3 Months Infant Rattles Baby Rattle Teether Toy Set with Storage Box Musical rattles for Newborn Boy Girl Gifts Set with Babys First Rattle Teether (11pcs)

AIVIAI Baby Toys 0-6 Months Infant Toys 0-3 Months Infant Rattles Baby Rattle Teether Toy Set with Storage Box Musical rattles for Newborn Boy Girl Gifts Set with Babys First Rattle Teether (11pcs)

AIVIAI

$22.864.8★2,439 reviews

Bright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red Yellow Green Blue Age Newborn and up 4 Inches

Bright Starts Oball Easy Grasp Classic Ball BPA-Free Infant Toy in Red Yellow Green Blue Age Newborn and up 4 Inches

Bright Starts

$4.724.8★58,088 reviews

Reviews

What buyers praise and complain about, mined from review topics.

What buyers love

Fun/Entertainment Experience33%

“Very engaging”

Quality-Overall9%

“ADORABLE and good quality”

Value For Money5%

“Money well spent”

Color5%

“Nice vibrant colors”

Ease Of Use5%

“Easy to apply”

Size-Overall4%

“Fit true to size”

Soft Feel3%

“Material is soft”

Advertised Vs Actual Product3%

“As pictured”

Durability3%

“Cute and durable”

Gifting Purpose3%

“Fun gift”

What buyers complain about

Size-Overall17%

“the sizing is off”

Durability5%

“Doesn't last”

Noise Level5%

“Too quiet”

Quality-Overall5%

“Bad quality”

Value For Money3%

“not worth the price”

Strength3%

“A bit flimsy”

Advertised Vs Actual Product3%

“False advertisement”

Choking3%

“a choking hazard”

Battery Life3%

“the battery life is really disappointing”

Smell2%

“Strong chemical smell”

Top return reasons

  • Size-Overall27%
  • Advertised Vs Actual Product7%
  • Value For Money6%
  • Quality-Overall6%
  • Functionality-Overall6%
  • Feet Fit5%
  • Defective Material/Parts5%
  • Material Quality4%
  • Product Condition3%
  • Gifting Purpose3%

Data scraped July 10, 2026 · Marketplace baseline: 4.4★ avg rating · $22.43 median price · 2.2% median returns across 20,676 tracked niches.