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Toys and Games in Brazil
June 2022
Toys and games in 2021: The big picture
COVID-19 remained in circulation in Brazil throughout 2021, with new variants of the virus emerging around the world, which were then transmitted across the country. Thus, in the first half of the year, the government tightened restrictive measures in Brazil to control the rise in cases, which reduced the movement of the population and consumers through store-based channels.
2021 key trends
The nostalgic appeal of traditional toys and games is an ongoing trend in Brazil, and continued to gain strength in 2021, as the country experienced economic uncertainty and the impact of high inflation on several categories. Therefore, manufacturers launched lines of products related to popular licences such as Harry Potter, Topo Giggio and Star Wars.
Competitive landscape
Overall, supply chain disruptions related to the pandemic severely affected traditional toys and games manufacturers in 2021, on a global and local scale. In an attempt to maintain competitiveness in terms of productive costs, players have been searching for national suppliers, which highlights the need for regionalisation of the production chain.
Retailing developments
In the first semester of 2021, social restriction measures were taken to control rising cases of COVID-19 in some Brazilian States. This scenario had a direct influence on traditional toys and games stores, which are often located in local neighbourhoods or in shopping centres.
What next for toys and games?
For the short-term, economic uncertainty is likely to continue to influence consumers’ purchasing decisions due to lower disposable incomes, considering the inflationary impact on many products and services. The low-income population in particular has suffered from lost purchasing power, impacting their ability to afford even basic needs, which will present difficulties for perceived non-essential items such as toys and games.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Traditional Toys and Games
Video Games
If you're in the Toys and Games industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Brazil report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Toys and Games in Brazil?
Which are the leading brands in Toys and Games in Brazil?
How are products distributed in Toys and Games in Brazil?
How is the rise of e-commerce impacting the retail landscape and traditional outlets?
What are the key safety regulations to observe in Brazil?
How has retail disruption following COVID-19 and national lockdown impacted sales?
Where is future growth expected to be most dynamic?
Is it more important to appeal to children or adults?
Toys and Games in Brazil
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
A positive year for traditional toys and games in 2021
Reduced home seclusion drives certain categories
Macroeconomic results impact traditional toys and games
PROSPECTS AND OPPORTUNITIES
Nostalgia to influence development of traditional toys and games
Gaming growth boosts opportunities in the traditional category
Younger generations call for fewer gender-bias toys
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Gaming continues to gain momentum in Brazil
Global impact of supply chain disruptions
Newer entries and long-lasting shifts
PROSPECTS AND OPPORTUNITIES
New possibilities in the online world
Growth opportunities in the years to come
Players outside of the category to enter gaming world
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
Action Figures and Accessories
Arts and Crafts
Baby and Infant
Construction
Dolls and Accessories
Dress-Up and Role Play
Games and Puzzles
Model Vehicles
Outdoor and Sports
Plush
Pre-School
Remote Control Toys
Ride-On Vehicles
Scientific/Educational
Other Traditional Toys and Games
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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