Coding education is booming, and coding toys for kids are set to become the next big breakthrough in the toy industry.

In recent years, educational, programmable robot toys have become a major trend in the children's tech space—evidenced by everything from Jimu Robots to Cozmo Robots. As STEAM education continues to gain popularity, more and more parents are convinced that coding will soon become an essential skill for the future.

At this year's New York Toy Fair and the International Consumer Electronics Show (CES), more and more toy manufacturers have unveiled programmable robots. Today, Nai Si Papa will introduce you to the programmable robots launched at the show by Hasbro, LEGO, and WowWee—and those already available on the Chinese mainland from Sony.

Hasbro Launches STEM Science Toy: Proto Max Puppy

On February 20, U.S. toy company Hasbro launched a robotic puppy named Proto Max, allowing children to learn basic coding skills by programming the robot's personality.

Hasbro is a U.S.-based toy company renowned for its iconic brands, including Transformers, G.I. Joe, Star Wars, and Monopoly. As a traditional toy manufacturer, Hasbro has also recognized the potential of the programmable toy market and recently launched the Proto Max puppy toy.

Each sensing point can trigger a different response.

Proto Max has 10 sensing points, including the ears, nose, tail, and two sensors embedded in the fur along its back—but users can customize these settings to suit their preferences. The app built into the robot allows for remote control, so users can take their robotic puppy wherever they go.

Proto Max is primarily used to teach children how to code.

Its built-in apps support both iOS and Android systems and are available for free download. The entire Proto Max robot is assembled from 8 components, and the system comes preloaded with 400 voice options and 100 eye animation sequences.

The robotic dog comes in three models to choose from: small, medium, and large, with each model reflecting a distinct personality. On the side of the robot dog’s face is a dial that allows users to adjust Proto Max’s volume and fine-tune its response to external stimuli. Proto Max’s exterior is nearly transparent, giving children a clear view of how it works inside. Kids can even interact with Proto Max by gently petting it—and they can enjoy playing catch together!

Have you ever seen "Sesame Street," the beloved children’s educational cartoon? If you watched it as a kid and still remember it, you probably recall the lovable little puppets who live on Sesame Street—like Big Bird and Cookie Monster. Through funny short skits and fun segments, the show cleverly teaches young viewers essential skills and knowledge, such as math, art, and reading, right from their living rooms!

The organization behind this animated series is Sesame Workshop, which has teamed up with WowWee to launch the Elmoji coding robot, featuring the iconic character Elmo—a cheerful 3-year-old monster from "Sesame Street." The name "Elmoji" is a clever blend of "Elmo" and "emoji," combining these two beloved English words.

WowWee, a globally renowned smart toy R&D company, boasts products that are bestsellers in 57 countries and regions worldwide. The company has even earned the prestigious "Oppenheim Toy Portfolio Platinum Award," often referred to as the "Oscars of the toy industry." Whether it’s through groundbreaking technological innovation or its pioneering approach to educational play, WowWee consistently remains at the forefront of the global market—and has garnered widespread recognition both within and beyond the industry.

This collaboration highlights Elmoji, designed to teach children essential programming skills using a visually driven emoji-based "language," introducing kids to coding through intuitive, visual "expressions." Preschoolers can build confidence in their coding abilities and problem-solving skills while having fun. The unique blend of emojis, numbers, and music makes learning to code an engaging and joyful experience.