The Brazilian toy market reinforced its adaptability in 2024, according to analysis by Circana, a global data tech company for consumer behavior analysis. With revenue of R$4.8 billion, the sector showed a -1.6% decline in value but surprised with 6.1% growth in units sold compared to 2023. This scenario was strongly influenced by an -8.0% reduction in average product prices, reflecting the market’s pursuit of greater competitiveness.
Ana Weber, Circana’s retail director, states that the dynamics of distribution channels revealed interesting movements throughout the year. ‘While general retailers faced a -5.2% reduction in revenue, they managed to expand their sales in volume, achieving 6.1% growth in units. The specialized segment showed particular vigor, recording advances both in revenue and volume, with 1.8% and 6.5% growth respectively,’ she affirms.
The year was marked by notable performances in various categories. The vehicle segment led growth with 10.0%, followed by strong expansion in games and puzzles at 7.4%. Building blocks maintained their upward trajectory with 25.7%, while plush toys gained even more space in consumer preferences, growing by 12.3%. The ‘other toys’ category also contributed positively, advancing 4.2%.
On the other hand, some segments faced significant challenges. The doll market registered a -6.0% drop, while infant and preschool products saw a sharper -12.4% reduction. Outdoor activity toys and youth electronics also felt the impact of the economic scenario, with declines of -16.7% and -5.7%, respectively.
Amid this dynamic scenario, five manufacturers stood out in market leadership: Mattel, Hasbro, Sunny, Lego, and Candide. The strength of these brands was particularly reflected in the ranking of best-selling products, where Mattel’s Hot Wheels and Barbie lines dominated with multiple appearances among the year’s ten most successful products.
Top 10 products by revenue:
- Hot Wheels Singles
- Hot Wheels 5-car pack
- Barbie Dreamhouse
- Marvel Avengers Action Figure
- Spider Quadricycle
- Barbie Fashion Doll
- Enaldinho Action Figure
- Barbie Color Reveal
- Paw Patrol Vehicle with Collectible Figure
- Hot Wheels Monster Trucks
