The Brazilian toy market strengthened its ability to adapt in 2024, according to Circana's analysis, global data tech company for consumer behavior analysis. With revenue of R$4.8 billion, the sector showed a contraction of -1,6% in value, however, it surprised with a growth of 6,1% in units sold, compared to 2023. This scenario was strongly influenced by the reduction of -8,0% in the average price of products, reflecting the market's search for greater competitiveness
Ana Weber, the retail director of Circana states that the dynamics of distribution channels revealed interesting movements throughout the year. "While generalist retailers faced a reduction in" -5,2% in revenue, they managed to expand their sales in volume, reaching a growth of 6,1% in units. The specialized segment showed particular vigor, recording advances in both revenue and volume, with 1,8% and 6,5% growth, "respectively" states
The year was marked by remarkable performances in various categories. The vehicle segment led the growth with 10,0%, followed by a strong expansion in games and puzzles with 7,4%. The building blocks maintained their upward trajectory with 25,7%, while stuffed animals have gained even more space in consumer preferences, crescendo 12,3%. The category "other toys" also contributed positively, advancing 4,2%
On the other hand, some segments faced significant challenges. The doll market recorded a decline of -6,0%, while children's and preschool products see a sharper reduction in -12,4%. Toys for outdoor activities and youth electronics also felt the impact of the economic scenario, with falls of -16,7% and -5,7%, respectively
In the midst of this dynamic scenario, five manufacturers stood out in market leadership: Mattel, Hasbro, Sunny, Lego and Candide. The strength of these brands was especially reflected in the ranking of the best-selling products, where the Hot Wheels and Barbie line, from Mattel, dominated with multiple appearances among the top ten most successful of the year
Top 10 products by revenue:
- Hot Wheels Singles
- Hot Wheels pack with 5 cars
- Barbie Dreamhouse
- Marvel Avengers Doll
- Spider Quadricycle
- Barbie Fashion Doll
- Enaldinho doll
- Barbie Color Reveal
- Paw Patrol Vehicle with Collectible Figure
- Hot Wheels Monster Trucks
