2025 Developments
Toys and games in Brazil recorded strong value growth in 2025, supported by resilient consumer spending, growing demand for premium products and the continued expansion of digital play. Video games remained the largest and best performing category, benefiting from the increasing popularity of subscriptions, digital access models and recurring spending. Traditional toys and games also delivered positive growth, with adult collectors and hobbyists supporting demand for premium collectibles, licensed products and nostalgia-led purchases. Digitalisation continued to reshape the industry, particularly within video games, where consumers increasingly favoured subscriptions, bundled content and ongoing access over full-price ownership. The widespread adoption of Pix reduced transaction friction and supported recurring billing across digital ecosystems, contributing to stronger engagement and monetisation. As a result, digital distribution became an increasingly important driver of value growth across the broader toys and games market. E-commerce remained the dominant channel, while omnichannel execution became increasingly important in connecting digital discovery with physical fulfilment. Marketplaces such as Mercado Livre and Amazon Brasil strengthened their position through broad assortments, price transparency and convenience, while retailers such as Ri Happy combined online and physical capabilities to remain relevant during key gifting periods. Looking ahead, growth is expected to be supported by subscriptions, digital access and Pix-enabled payments, while premium collectibles, licensed products and nostalgia-led assortments are projected to remain important value drivers within traditional 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
2025 Developments
Key Data Insights
Kidult Demand Supports Growth across Premium Toys and Collectibles
Pix and Digital Access Accelerate Video Games Growth
Omnichannel Retail and Marketplaces Reshape Purchasing Behaviour
Subscriptions, Pix and Digital Access Are Projected to Sustain Market Growth
Kidult Demand Is Set to Reinforce Premiumisation across Traditional Toys and Games
Omnichannel Execution, Personalisation and Compliance Are Expected to Shape Competition
Mattel and Hasbro Retain Leadership as Digital Players Gain Share
Content, Subscriptions and Platform Ecosystems Reshape Competition
Mercado Livre, Amazon and Pix Reinforce E-Commerce Leadership
Omnichannel Retail Adapts through Convenience and Gifting Occasions
Premium Collectibles and Digital Ecosystems Reshape Product Development Priorities
Mattel, Lego and Xbox Demonstrate Evolving Approaches to Engagement
Recurring Engagement Becomes the Primary Source of Value Creation
Traditional Toys and Games in Brazil
Key Data Insights
Traditional Toys and Games Summary
Traditional Toys and Games in Brazil Record Resilient Growth as E-Commerce Broadens Consumer Reach
Influencer Partnerships Turn Social Commerce into a Mainstream Demand Driver
Kidults Sustain Demand for Nostalgic Brands and Premium Franchises
Traditional Toys and Games in Brazil Are Expected to Grow as Value-Seeking Consumers Prioritise Affordable Trusted Brands
Games and Puzzles Are Expected to Deliver Resilient Growth across Consumer Groups
The E-Commerce Price War Is Expected to Accelerate Retail Digitalisation
Mattel Extends Its Lead as Concentration Increases among Leading Players
Estrela’S Distribution Challenges Create Opportunities for Competing Brands
Mercado Livre and Amazon Strengthen E-Commerce Leadership through Scale and Accessibility
Rihappy Uses Convenience and In-Store Experiences to Differentiate From Marketplaces
Manufacturers Expand D2c and Last-Mile Partnerships to Broaden Consumer Reach
Fulfilment Speed and Digital Accessibility Reshape Product Distribution Models
Rihappy and Boutique Publishers Demonstrate Contrasting Innovation Models
Price Competition and Retail Digitalisation Reshape Competitive Strategy
Video Games in Brazil
Key Data Insights
Video Games Summary
Pix Accelerates Digital Spending across Brazil’S Gaming Ecosystem
Subscription Services and Cloud Gaming Reinforce Software’S Leadership
Hardware Affordability Challenges Prolong Console Lifecycles
Subscriptions and Live-Service Models Are Forecast to Sustain Double-Digit Growth
Hardware Affordability Challenges Are Expected to Prolong Console Lifecycles
Regulatory Compliance and Mobile Monetisation Are Projected to Shape Competition
Riot Games Extends Its Lead in a Fragmented and Highly Competitive Market
Blockbuster Releases and Platform Investment Intensify Competition
Pix and Digital Storefronts Reinforce E-Commerce Leadership
Subscriptions and App Stores Shape Digital-First Purchasing Behaviour
Access-Based Gaming Models Reshape Product Development Priorities
Boosteroid, Xbox Game Pass and Switch 2 Illustrate Evolving Access Models
Recurring Engagement Becomes the Primary Driver of Value Creation
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- 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
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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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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