Easter and Valentine's Day are consolidating as strategic moments for the toy market in Brazil, significantly boosting plush toy sales during the first half of the year, according to data from Circana, global data tech company for consumer behavior analysis. According to the survey, unit sales of plush toys grew 19% during Easter week in 2024 – between March 25 and 31 – in comparison to the same period of 2023
The data indicates that the plush toys with mechanism, they were the ones that stood out the most, with a 92% growth compared to the previous year. Unlicensed plush toys also showed a remarkable increase of 79%, given that the Turma da Mônica license led the increase in the category, recording 122% more sales in the period
Already in the week of Valentine's Day 2024, the revenue from plush toys recorded an increase of 32%, in comparison with the same week of 2023, and a 26% increase compared to the week prior to the date. The segment of traditional plush toys (without mechanisms) saw a revenue growth of 28%, with the biggest highlight being the plush toys with mechanisms, that showed a significant growth of 94%
Still according to Circana, in the week of Easter, the average price of stuffed animals was R$ 32, while in the week of Valentine's Day it reached R$ 76. Despite the difference in average prices, Easter week stood out even more in terms of revenue, achieving three times more sales than Valentine's Day week. In terms of units sold, the difference is even more significant, with six times more plush toys being sold during Easter compared to Valentine's Day
Easter and Valentine's Day continue to be crucial moments for the toy market in Brazil, especially for the plush segment, comment Nicole Neves, Circana accounts analyst. The sales data for this year reflects not only a significant increase in sales volume, but also a strong demand for plush toys with special features, as mechanisms and specific licenses, like the Monica's Gang.”
