The toy market showed positive performance between September 2 and 15, a 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, compared to the previous two weeks (August 19 to September 1). The overall growth of the toy segment was 17%, according to data from Circana, a global data tech company for consumer behavior analysis.
E-commerce was the main protagonist of the period, presenting a significant growth of 34%, while physical stores recorded a 14% increase in sales. The online channel was especially relevant for categories with higher added value, with the category of Outdoor and Sports Toys leading the growth with 45%, followed by Dolls (44%) and Building Blocks, which saw 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, mainly driven by electric cars for children, have prices 253% above the online channel average. Following are the Building Blocks, with values 83% higher than the average, and Dolls, with prices 50% above.
“The data shows that consumers took advantage of the period’s promotions to invest in toys with higher added value, especially through e-commerce, where they traditionally find more attractive offers,” highlights Ana Weber, director of Circana.
