Toys And Games in 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
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- Get insight into trends in market performance
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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