Easter and Valentine's Day are consolidated as strategic moments for the toy market in Brazil, significantly boosting the sales of plush during the first half, according to data from Circana, a global data tech company for analysis of consumer behavior. According to the survey, unit sales of plush grew 19% during Easter week in 2024 between March 25 and 31 2023 compared to the same period of 2023.
The data indicate that the plush with mechanism, were the most outstanding, with a growth 92% compared to the previous year. The plush without licenses also showed a remarkable increase of 79%, and the license of Monica's Class led the increase in the category, registering 122% more sales in the period.
Already in the week of Valentine's Day 2024, the billing of plush registered an increase of 32%, compared to the same week of 2023, and an increase of 26% compared to the week before the date. The segment of traditional plush (without mechanisms) had a revenue growth of 28%, being the biggest highlight for the plush with mechanism, which showed a great growth of 94%.
Also according to Circana, in Easter week, the average price of plush was R$ 32, while in Valentine's Day week it reached R$ 76. Despite the difference in average prices, Easter week stood out even more in terms of billing, achieving three times more sales than Valentine's Day week.In terms of units sold, the difference is even more expressive, with six times more plush being marketed during Easter compared to Valentine's Day.
“A Easter and Valentine's Day remain crucial moments for the toy market in Brazil, especially for the” plushies segment, comments Nicole Neves, account analyst at Circana.“This year's sales data reflects not only a significant increase in sales volume, but also a strong demand for plushies with special features, such as specific mechanisms and licenses, such as Monica's Class.”
