The global inflationary wave hit Brazil strongly in 2022, causing prices to rise in many industries and for many services. Consumers’ purchasing power was pressed when it came to many buying decisions, from fuel to grocery shopping, electronics, and home appliances.
Educational toys are not new in toys and games in Brazil, but they have gained additional importance in the post-pandemic scenario. Lockdown routines and online classes delayed the development of children and teenagers, so the toy industry has been an ally of Brazilian schools in the creation of games which contribute to learning in key areas of knowledge such as mathematics and Portuguese.
There were no major changes or share movements amongst competitors within traditional toys and games in 2022. Mattel do Brasil continued to lead in value terms, with global licenses which have much room for growth in Brazil, such as Barbie, Hot Wheels, Jurassic World, Star Wars, and Fisher-Price.
In 2022, toys and games posted continued double-digit growth in value sales via e-commerce. Most categories contributed to this positive trend towards online sales, but especially video games software and hardware, due to the strong online purchasing habits of gaming consumers.
As previously mentioned, consumers’ purchasing power in Brazil has been negatively affected by inflation in recent years. This scenario influenced the toys and games industry, to the extent that consumers had to adjust their spending habits to make ends meet.
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Toys and Games
This is the aggregation of traditional toys and games and video games.See All of Our Definitions
This report originates from Passport, our Toys and Games research and analysis database.
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