Children's Day, one of the most important dates for Brazilian retail, brought interesting data in 2023 that, despite recording a decline in sales, they highlight promising categories and new trends in the toy market. According to Circana, global data tech company for consumer behavior analysis, 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 price of toys in October 2023 set at R$74, similar to the other months of the year. Although a 16% decrease was recorded compared to the same month in 2022, consumer behavior reveals significant opportunities
The categories that stood out the most during the period include dolls, children's and preschool toys, and sports toys and for outdoor activities, which together accounted for 50% of October sales. Furthermore, segments like plush toys, youth electronics, arts and crafts, jogos/quebra-cabeças e blocos de montar mostraram crescimento em comparação ao mesmo mês do ano anterior, indicating new preferences among consumers
Among the best-selling products, popular items like Hot Wheels, Marvel action figures and Barbie. Larger products like the Barbie Dreamhouse and children's ATVs, also feature among the top 10. The data shows a growing preference for toys that encourage outdoor activities and imaginative play
Top 10 Best Selling Products in October 2023:
- Hot Wheels individuais
- Hot Wheels 5-Pack Assorted Cars
- Marvel Olympus Figure
- Barbie Fashion
- Spider-Man pedal-powered quad bike for kids
- Wandinha Doll
- Barbie Dreamhouse
- Turbo Truck and Backhoe with Cart
- Pink children's quad bike
- 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 the toy retail industry in Brazil looks promising, with space for innovations and adaptation to new consumer demands. The industry is in a moment of evolution, ready to offer increasingly rich and varied experiences to the little ones, reflecting the changes in the interests and behaviors of new generations, analysis Ana Weber, commercial director of Circana
