The Rise of Electric Ride-Ons: What Parents Are Buying in 2025

By Bjarne Bøie

Electric ride-on vehicles are the fastest-growing category in children's leisure products, and 2025 is shaping up to be a landmark year for the segment. Nordic parents are increasingly choosing electric ride-ons as their first significant toy purchase — and the numbers reflect this shift.

The appeal of electric ride-ons is multifaceted. For children, they offer the excitement of real-world vehicle experiences in a safe, age-appropriate format. For parents, they represent a premium product that combines play value with developmental benefits — encouraging outdoor activity, spatial awareness, and imaginative play.

The licensed electric ride-on segment has been particularly strong, with officially licensed models from Mercedes-Benz, Lamborghini, and Porsche commanding premium prices and generating significant consumer excitement. These products bridge the gap between toy and aspirational lifestyle product in a way that resonates strongly with Nordic consuGreat Goods has been at the forefront of this category through our representation of BBJ Toys, a brand with 17 years of experience and 20 million vehicles delivered worldwide.r deep understanding of the segment has allowed us to build a comprehensive product range that meets the full spectrum of Nordic consumer needs.

Looking ahead, we expect the electric ride-on category to continue its strong growth trajectory as product quality improves, price points become more accessible, and Nordic families increasingly prioritise outdoor, active play experiences for their children.