The Brazilian toy market strengthened its adaptability in 2024, second analysis by Circana, global data tech company for consumer behavior analysis. With a turnover of R$4.8 billion, the sector experienced a contraction of -1,6% em valor, but surprised with a growth of 6,1% in units sold, compared to 2023. This scenario was heavily influenced by the reduction of -8,0% no preço médio dos produtos, reflections of the market’s pursuit of greater competitiveness
Ana Weber, A directora de retalho da Circana afirma que a dinâmica dos canais de distribuição revelou movimentos interessantes ao longo do ano. While generalist retailers faced a reduction of -5,2% of turnover, they managed to expand their sales in volume, achieving a growth of 6,1% em unidades. The specialized segment showed particular strength, recording progress both in turnover and volume, with 1,8% e 6,5% growth, respectively" states
The year was marked by notable performances in various categories. The vehicle segment led growth with 10,0%, seguido por uma forte expansão nos jogos e quebra-cabeças com 7,4%. The building blocks maintained their upward trajectory with 25,7%, while plush toys gained even more space in consumers' preferences, crescendo 12,3%. The "other toys" category 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 experience a more pronounced decrease in -12,4%. Juguetes para actividades ao ar livre (outdoor) e electrónicos juvenis também sentiram o impacto do cenário económico, with falls of -16,7% e -5,7%, respectively
Amidst 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 are the Hot Wheels and Barbie lines, da Mattel, they 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 Figure
- Quadricycle Spider
- Barbie Fashion Doll
- Boneco Enaldinho
- Barbie Color Reveal
- Paw Patrol vehicle with collectible figure
- Hot Wheels Monster Trucks
