The Brazilian toy market showed excellent performance during Black Friday 2024, recording a significant increase in sales compared to the same period last year. According to a survey by Circana, a global data tech company for consumer behavior analysis, during Black Friday week, which covers the period between November 25 and December 1, an approximate revenue of R$108 million was recorded, representing an 11% growth compared to 2023, when revenue was R$97 million.
This year’s highlight was the physical channel, which solidified its role as the main protagonist with 15% growth, accounting for 72% of total sales. Meanwhile, the online channel showed 1% growth. The price difference between channels also drew attention: in physical stores, the average price was R$58.00, approximately R$30 less than in e-commerce, which had an average price of R$88.00. ‘In the toy market, it’s common for the average price in physical stores to be cheaper than in online stores, as this is a channel where consumers seek convenience. Online, however, comparison shopping for the best deals is more common, often targeting higher-priced items,’ explains Ana Weber, director at Circana.
The toy categories that stood out the most during Black Friday 2024 were building blocks, with an impressive 51% sales growth, followed by vehicles with a 30% increase and plush toys with a 23% rise. ‘These categories followed the upward market trend, with consumers increasingly seeking creative and educational gifting options,’ explains Ana Weber.
Among the major highlights of the period, some new releases and products made it to the top 10 best-sellers, such as LEGO toys, which boosted sales with the launch of the McLaren MP4 Ayrton Senna set, a major hit among consumers. Copag also stood out with its Pokémon card line as one of the most sought-after items. Mattel, with Barbie Dreamhouse and Barbie Fashion Dolls, along with Hot Wheels cars, also won over consumers.
Top 10 Best-Selling Products:
- Barbie Dreamhouse
- Hot Wheels Singles
- Hot Wheels 5-Car Pack
- Barbie Fashion Doll
- Lego Icons McLaren MP4 Ayrton Senna
- Lego Medium Classic Creative Brick Box
- Marvel Avengers Action Figure
- Hot Wheels Color Shifters Color Splash Science Lab Playset
- Hot Wheels Shark Robot Track
- Barbie Color Reveal
For Ana Weber, the significant growth recorded during Black Friday 2024 raises expectations for Brazil’s toy sector by year-end, especially with Christmas approaching. ‘The upward trend in physical channels, along with the growing popularity of categories like building blocks, vehicles, and plush toys, should continue to drive the market, reinforcing Brazil’s relevance in the global scenario,’ she analyzes.
