Children’s Day, one of the most important dates for Brazilian retail, brought interesting data in 2023 that, despite a decrease in sales, highlights promising categories and new trends in the toy market. According to Circana, a global data tech company for consumer behavior analysis, toy sales reached R$ 757 million in October, representing 15% of the annual category sales.
In terms of price, the fluctuation was minimal, with the average toy price in October 2023 set at R$74, similar to other months of the year. Although there was a 16% decrease compared to the same month in 2022, consumer behavior reveals significant opportunities.
The categories that stood out the most during the period include dolls, infant and preschool toys, and sports and outdoor activity toys, which together accounted for 50% of October sales. Additionally, segments such as plush toys, youth electronics, arts and crafts, games/puzzles, and building blocks showed growth compared to the same month the previous year, indicating new consumer preferences.
Among the best-selling products were popular items like Hot Wheels, Marvel action figures, and Barbie. Larger products like the Barbie Dreamhouse and children’s quad bikes also made it into the top 10. The data shows a growing preference for toys that stimulate outdoor activities and pretend play.
Top 10 Best Selling Products in October 2023:
- Individual Hot Wheels
- Hot Wheels Pack with 5 Assorted Cars
- Marvel Olympus Action Figure
- Barbie Fashion Doll
- Spider-Man Pedal Quad Bike
- Wednesday Addams Doll
- Barbie Dreamhouse
- Turbo Truck and backhoe with cart
- Pink children’s ATV
- Still Loader Tractor
Despite the challenges faced in 2023, the performance of the categories suggests a scenario of transformation and opportunities in the toy market. “The future of the toy retail market in Brazil looks promising, with room for innovation and adaptation to new consumer demands. The industry is in a moment of evolution, ready to offer increasingly rich and varied experiences to children, reflecting changes in the interests and behaviors of new generations,” analyzes Ana Weber, commercial director of Circana.
