The toy market recorded positive performance between September 2 and 15, 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, in comparison with the two previous weeks (from August 19 to September 1). The overall growth of the toy segment was 17%, according to data from Circana, global data tech company for consumer behavior analysis
E-commerce was the main protagonist of the period, showing an impressive growth of 34%, while physical stores recorded a 14% increase in sales. The online channel was especially relevant for higher value-added categories, with the category of Outdoor and Sports Toys leading the growth at 45%, followed by the Dolls (44%) and the Building Blocks, that recorded an increase of 43%
The analysis also revealed that these three categories also lead the ranking of the highest average ticket in e-commerce. Outdoor and Sports Toys, driven mainly by electric toy cars for children, present prices 253% above the average of the online channel. In sequence, the Building Blocks appear, with values 83% higher than the average, and the Dolls, with prices 50% higher
The data shows that consumers took advantage of the promotions during the period to invest in higher value-added toys, especially through e-commerce, where traditionally more attractive offers are found, Ana Weber stands out, director of Circana
