Toys
Toys and Games

Toys And Games in Brazil

Brazil

Euromonitor International's Toys And Games in Brazil report offers a comprehensive guide to the size and shape of the traditional toys and games and the video games market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Tables: 37  |  Publication date: Nov 2008
Cost: 
GBP560.00

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Executive summary

Economic impact on the toy industry in Brazil

Since the adoption of the Plano Real (a set of measures taken to stabilise the Brazilian economy in 1994), Brazil has experienced an era of economic stability. The level of consumer demand is reflected in purchases of non-essential items, such as toys. The range of products is wide, consumers have many means of payment available, and they can find in Brazil the same items that are available abroad.

Changing the industry’s location

Brazil’s states compete to attract industrial investment. The north-eastern states are attracting industrial plant by offering tax breaks and other benefits, so the pattern may change in the coming years. Production costs in those states are also lower than elsewhere, which gives them a further competitive advantage.

Safety problems lead to toy recalls

The product recall of items produced by companies such as Mattel and Gulliver that contained lead had a big impact on the toy market in 2007. These companies were significantly affected because a number of their products containing iron and magnetic spheres included components that could hurt young children. The more traditional manufacturers, such as Estrela and Grow, lost share to a number of smaller importers or new brands, but they learned that innovation, in both products and marketing activities, is essential in this market. As such, major players targeted these areas and concentrated more on the development of research and communications.

Private label, imported toys, small manufacturers: the new players

The competitive environment in Brazil has been characterised in recent decades by established players’ loss of share to smaller companies and the increasing fragmentation of the market. Distributors have also recently begun to import toys on their own account, especially from China, which led to growth in the share of private label products. In addition, Chinese toys have been imported on a massive scale since the abolition of the import barriers that had previously protected the domestic market.

Wide range of products producing large volume of sales

All companies in the traditional toys market take for granted the need to maintain a wide range of product lines and a constant programme of new releases, which represent innovation within this sector. As in many other areas, children’s interests change rapidly, and the entertainment industry (blockbusters, TV series, characters, etc.) will inspire the “next wave” of products, both today and in the years to come, in both traditional toys and also in the video games market. As well as launching large numbers of software products, suppliers of video games will have to provide games that enable children to interact with many players, which increases the “realism” of the gaming experience.

Table of contents

TOYS AND GAMES IN BRAZIL : MARKET INSIGHT

EXECUTIVE SUMMARY

Economic impact on the toy industry in Brazil

Changing the industry’s location

Safety problems lead to toy recalls

Private label, imported toys, small manufacturers: the new players

Wide range of products producing large volume of sales

KEY TRENDS AND DEVELOPMENTS

Brazilian children’s profile

Super/hypermarkets gain share

Economic scenario

The effects of product recalls, safety concerns and piracy

MP3 players, mobile phones and computers compete with toys

MARKET DATA

Table 1 Sales of Toys and Games by Sector: Value 2003-2008

Table 2 Sales of Toys and Games by Sector: % Value Growth 2003-2008

Table 3 Sales of Toys and Games by Distribution Format: % Analysis 2003-2008

Table 4 Toys and Games Company Shares by Value 2004-2007

Table 5 Forecast Sales of Toys and Games by Sector: Value 2008-2013

Table 6 Forecast Sales of Toys and Games by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - BRAZIL

GROW JOGOS E BRINQUEDOS SA - TOYS AND GAMES - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Grow Jogos e Brinquedos S.A.: Key Facts

Summary 3 Grow Jogos e Brinquedos S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 4 Grow Jogos e Brinquedos S.A.: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 5 Grow Jogos e Brinquedos S.A.: Competitive Position 2007

GULLIVER MANUFATURA DE BRINQUEDOS SA - TOYS AND GAMES - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Gulliver Manufatura de Brinquedos S.A.: Key Facts

Summary 7 Gulliver Manufatura de Brinquedos S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Gulliver Manufatura de Brinquedos S.A,: Competitive Position 2007

MANUFATURA DE BRINQUEDOS ESTRELA SA - TOYS AND GAMES - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Manufatura de Brinquedos Estrela S.A.: Key Facts

Summary 10 Manufatura de Brinquedos Estrela S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 11 Manufatura de Brinquedos Estrela S.A.: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 12 Manufatura de Brinquedos Estrela: Competitive Position 2007

MULTIBRINK BRINDES E BRINQUEDOS LTDA - TOYS AND GAMES - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Multibrink Brindes e Brinquedos Ltda: Key Facts

Summary 14 Multibrink Brindes e Brinquedos Ltda: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Multibrink Brindes e Brinquedos Ltda.: Production Statistics 2007

COMPETITIVE POSITIONING

TEC TOY SA - TOYS AND GAMES - BRAZIL

STRATEGIC DIRECTION

KEY FACTS

Summary 16 Tectoy S.A.: Key Facts

Summary 17 Tectoy S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 18 Tectoy S.A.: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 19 Tectoy S.A.: Competitive Position 2007

TRADITIONAL TOYS AND GAMES IN BRAZIL

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 7 Sales of Traditional Toys and Games by Subsector: Value 2003-2008

Table 8 Sales of Traditional Toys and Games by Subsector: % Value Growth 2003-2008

Table 9 Sales of Traditional Toys and Games by Distribution Format: % Analysis 2003-2008

Table 10 Traditional Toys and Games Company Shares by Value 2004-2007

Table 11 Forecast Sales of Traditional Toys and Games by Subsector: Value 2008-2013

Table 12 Forecast Sales of Traditional Toys and Games by Subsector: % Value Growth 2008-2013

VIDEO GAMES IN BRAZIL

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 13 Sales of Video Games by Subsector: Value 2003-2008

Table 14 Sales of Video Games by Subsector: % Value Growth 2003-2008

Table 15 Sales of Video Games by Distribution Format: % Analysis 2003-2008

Table 16 Video Games Company Shares by Value 2004-2007

Table 17 Forecast Sales of Video Games by Subsector: Value 2008-2013

Table 18 Forecast Sales of Video Games by Subsector: % Value Growth 2008-2013

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