Children's Day, one of the most important dates for Brazilian retail, brought interesting data in 2023 that, despite registering a decrease in sales, highlight promising categories and new trends in the toy market. According to Circana, a global data tech company for analysis of consumer behavior, toy sales reached R$ 757 million in October, representing 15% of the annual sales of the category.
In terms of price, the oscillation was minimal, with the average value of toys in October 2023 set at R$74, similar to the other months of the year. Although a fall of 16% was recorded in relation to the same month of 2022, consumer behavior reveals significant opportunities.
The categories that stood out most in the period include dolls, children's and preschool toys, and sports and outdoor toys, which together accounted for 50% of October sales.In addition, segments such as plush toys, youth electronics, arts and crafts, games/puzzles and building blocks showed growth compared to the same month of the previous year, indicating new preferences among consumers.
Among the best-selling products, popular items like Hot Wheels, Marvel dolls and Barbie. Larger products like the Barbie Dreamhouse and children's quadricycles also figure in the top 10. The data show a growing preference for toys that stimulate outdoor activities and make-believe.
Top 10 Best Selling Products in October 2023:
- Hot Wheels individual
- Hot Wheels Pack with 5 Assorted Carts
- Marvel Olympus Doll
- Fashion Barbie
- Kids quad bike with Spider-Man pedal
- Wandinha Doll
- Dreamhouse Barbie
- Turbo truck and backhoe loader with cart
- Pink children's quadricycle
- 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 toy retail in Brazil looks promising, with room for innovation and adaptation to new consumer demands.The industry is in a time of evolution, ready to offer increasingly rich and varied experiences to small, reflecting the changes in the interests and behaviors of the new GENERATIONS”, analyzes Ana Weber, commercial director of Circana.
