Brazilian toy market demonstrates resilience to meet challenges

The Brazilian market of toys reinforced its capacity to adapt in 2024, according to analysis of Circana, a global data tech company for analysis of consumption behavior. With revenues of R$4.8 billion, the sector showed a decrease of -1.6% in value, but 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 search for greater competitiveness.

Ana Weber, retail director of Circana states that the dynamics of distribution channels revealed interesting movements throughout the year. “While generalist retailers faced a reduction of -5.2% in revenue, they managed to expand their sales in volume, achieving a growth of 6.1% in units. The specialized segment showed particular vigor, recording advances in both billing and volume, with 1.8% and 6.5% of growth, respectively” states.

The year was marked by remarkable performances in several categories. The vehicle segment led the growth with 10.0%, followed by a strong expansion in games and puzzles with 7.4%. The assembly blocks maintained their upward trajectory with 25.7%, while plush toys conquered even more space in consumer preferences, growing 12.3%. The category “other toys”, advancing 4.2%.

On the other hand, some segments faced significant challenges.The doll market registered a drop of -6.0%, while children's and preschool products saw a more pronounced reduction of -12.4%. Toys for outdoor activities (outdoor) and youth electronics also felt the impact of the economic scenario, with drops of -16.7% and -5.7%, respectively.

In the midst of this dynamic scenario, five manufacturers stood out in the market leadership: Mattel, Hasbro, Sunny, Lego and Candide. The strength of these brands was reflected especially in the ranking of the best-selling products, where Mattel's Hot Wheels and Barbie line dominated with multiple presences among the ten most successful of the year.

Top 10 products per billing:

• Hot Wheels Singles
• Hot Wheels pack with 5 carts
• Dreamhouse Barbie 
• Marvel Avengers Doll
• Spider Quadricycle
• Barbie Fashion Doll's
• Enaldinho Doll
• Barbie Color Reveal's
• Canine Patrol vehicle with collectible figure
• Hot Wheels Monster Trucks