Brazil Toy Market Overview, 2029

The toy market in Brazil is a significant industry with a large consumer base and diverse product offerings. Brazil's population consists of a large number of children and young adults, making it an attractive market for toy manufacturers and retailers. Additionally, parents' willingness to spend on their children's entertainment and education contributes to the demand for toys. The Brazilian toy market offers a wide range of products, including traditional toys, educational toys, board games, puzzles, dolls, action figures, electronic toys, outdoor toys, and licenced merchandise based on popular characters from movies, TV shows, and cartoons. In Brazil, there are several major toy brands that have a significant presence in the market. Estrela, Grow, Candide, Mattel, Lego, DTC Toys, and BBR Toys are some major brands in Brazil. Toys are sold through various channels in Brazil, including specialised toy stores, department stores, supermarkets, online retailers, and independent toy shops. E-commerce has experienced significant growth in recent years, offering consumers a convenient way to purchase toys. Amazon Brazil, Americanas, Submarino, Magazine Luiza, and Mercado Livre are some of the online retailers in the country. Brazil hosts various toy fairs and events throughout the year, bringing together toy manufacturers, distributors, and retailers. The most prominent event is Abrin, the Brazilian Toy Fair, which showcases the latest trends and innovations in the industry. The Brazilian government has implemented strict safety regulations for toys to protect children. Compliance with these regulations, including testing and certification, is necessary for toys to be sold on the market. Economic fluctuations and recessions can affect consumer spending power, leading to reduced discretionary spending on toys. Brazil has experienced periods of economic volatility, which can impact the purchasing behaviour of consumers. According to the research report "Brazil Toy Market Overview, 2029," published by Bonafide Research, the Brazil Toy market is anticipated to grow at more than 5.66% CAGR from 2024 to 2029. Toys are segmented into action figures and accessories, arts and crafts, building sets, dolls, games and puzzles for infants, toddlers, pre-schoolers, youth electronics, outdoor and sports toys, plush, vehicles, and explorative and other toys. Outdoor and sports toys have a significant effect on the toy market in Brazil. Sports and outdoor items are available in Brazilian toy stores depending on the season and local preferences. It includes a bicycle (Bicicleta), roller skates (Patinete ou Patins), kite (Pipa), frisbee, skipping rope (Corda de Pular), basketball hoop (Cesta de Basquete), and soccer ball (Bola de Futebol). The toy market experiences seasonal peaks during holidays such as Christmas, Children's Day (celebrated on October 12th), and birthdays. During these periods, sales and promotions are common, and toy retailers often introduce new product lines to attract customers. Brazil has a significant informal toy market, with street vendors and small independent stores selling toys at lower prices. This informal sector caters to price-sensitive consumers and those seeking discounted toys. Additionally, Brazil imposes high import taxes and tariffs on certain goods, including toys. This can increase the cost of imported toys, making them less affordable for consumers and potentially impacting the market. Yet The increasing penetration of internet access and mobile devices in Brazil presents opportunities for toy companies to leverage digital platforms. Interactive and educational toys that incorporate technology, such as augmented reality (AR) or smartphone apps, can capture the interest of tech-savvy children and parents. Outdoor and sports toys are gaining traction due to an increasing focus on physical activity and outdoor play among children. These toys, which include items like bicycles, sports equipment, and outdoor games, not only promote fitness but also encourage social interaction and teamwork. As Brazilian families become more health-conscious, the demand for these products is expected to grow, aligning with broader trends of promoting active lifestyles among children. Explorative toys, which encompass a range of educational and interactive products, are also on the rise. These toys are designed to stimulate curiosity and enhance cognitive development through play. In Brazil, there is a growing recognition of the importance of educational toys that foster skills such as problem-solving and creativity. This segment includes items like science kits, puzzles, and construction sets, which appeal to parents looking for products that combine fun with learning. Building sets are particularly popular in Brazil, reflecting a global trend towards toys that encourage creativity and engineering skills. These toys allow children to construct various models, enhancing fine motor skills and spatial awareness. The Brazilian market has seen significant growth in this category, driven by brands like LEGO, which have established a strong presence in the region. The appeal of building sets lies in their ability to engage children in constructive play while providing endless possibilities for creativity. Dolls remain a staple in the Brazilian toy market, appealing primarily to young girls. They serve not only as playthings but also as tools for imaginative role-playing and social development. The diversity in dolls—ranging from traditional baby dolls to modern collectible figures—reflects changing cultural narratives around gender roles and representation. This segment continues to thrive as manufacturers innovate with diverse characters that resonate with contemporary themes.

The 0-8 years age group is the largest and most lucrative segment of the Brazilian toy market. Children in this age range are in the critical stages of physical, cognitive, and social development, making toys an essential part of their growth. Dolls, building sets, and outdoor toys are particularly popular among this age group, as they encourage imaginative play, fine motor skills, and physical activity. Parents in Brazil are increasingly prioritizing educational toys that promote learning and skill development in their children, driving demand for products like puzzles, arts and crafts, and interactive electronic toys. The 0-8 years segment accounts for the majority of toy sales in Brazil, with children's birthdays and holidays like Children's Day being peak sales periods. As children grow older, their toy preferences shift towards more complex and age-appropriate products. The 9-15 years age group is drawn to action figures, youth electronics, and vehicles, which allow them to explore their interests and express their individuality. This segment is also influenced by popular media franchises, with licensed merchandise based on movies, TV shows, and cartoons being a significant portion of sales. While the 9-15 years group represents a smaller portion of the overall toy market compared to the 0-8 years segment, it remains an important target for manufacturers looking to maintain brand loyalty as children transition into adolescence. The 15 years and above age group is the smallest segment of the Brazilian toy market, but it still holds potential for growth. Older teenagers and young adults are drawn to collectible figures, board games, and puzzles that offer a more sophisticated level of challenge and engagement. This segment is also influenced by nostalgia, with retro toys and classic games experiencing a resurgence in popularity. While the 15 years and above group may not drive the same level of sales as the younger age groups, it represents an opportunity for toy companies to expand their customer base and maintain brand relevance across a wider age range. Online platforms have gained significant traction in recent years, offering consumers a convenient and cost-effective way to purchase toys. E-commerce giants like Amazon Brazil, Americanas, Submarino, and Magazine Luiza have established a strong presence in the market, providing a wide selection of toys from various brands and categories. These online retailers often offer competitive prices, discounts, and promotional offers to attract customers. Additionally, platforms like Mercado Livre, a popular online marketplace, allow smaller toy retailers and individual sellers to reach a broader audience, contributing to the growth of the online toy market in Brazil. Offline distribution channels continue to play a crucial role in the Brazilian toy market, with various types of stores catering to different consumer segments. Specialized toy stores, such as Ri Happy and Brinquedos Estrela, offer a comprehensive range of toys and provide personalized customer service. Department stores like Lojas Americanas and Riachuelo also dedicate significant floor space to toys, making them accessible to a wide range of consumers. Supermarkets and hypermarkets, such as Carrefour and Walmart, have toy sections that cater to impulse purchases and convenience-oriented shoppers. Independent toy shops and street vendors also contribute to the offline toy market, particularly in reaching price-sensitive consumers and those in remote areas. Considered in this report • Geography: Brazil • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Brazil toy market with its value and forecast along with its segments • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation By Product • Action Figures & ACC •Arts & Crafts •Building Sets •Dolls •Games/Puzzles •Infant/Toddler/Preschool •Youth Electronics •Outdoor & Sports Toys •Plush •Vehicles •Explorative & Other Toys By Age Group •0-8 years •9-15 years •15 years and above

By Distribution Channel •Online •Offline The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, Secondary research was used to get an understanding of the market and listing out the companies kit. The secondary research consists of third party sources such as press Releases, annual report of companies, analysing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.