The toy market registered a positive performance between September 2 and 15, a period in which retail stimulates sales with Brazil Week and Customer Day. There was significant growth in all 11 supercategories of the toy market analyzed, compared to the previous two weeks (from August 19 to September 1). The overall growth of the toy segment was 17%, according to data from Circana, a global data tech company for analysis of consumer behavior.
E-commerce was the main protagonist of the period, with a significant growth of 34%, while physical stores registered an increase of 14% in sales. The online channel was especially relevant for higher value-added categories, with the External and Sports Toys category leading the growth with 45%, followed by Dolls (44%) and Mounting Blocks, which registered an increase of 43%.
The analysis also revealed that these three categories also lead the ranking of the highest average ticket in e-commerce. The External and Sports Toys, driven mainly by electric strollers for children, have prices 253% above the average of the online channel. Following, appear the Mounting Blocks, with values 83% above the average, and the Dolls, with prices 50% above.
“The data shows that consumers took advantage of the promotions of the period to invest in toys with higher added value, especially through e-commerce, where they traditionally find more attractive offers”, says Ana Weber, director of Circana.
