Toys and Games in Brazil

COVID-19 impact on toys and games

Brazil went into widespread lockdown at the end of March 2020 in the midst of an increase in confirmed COVID-19 cases. Physical stores other than grocery and pharmacy retailers were obligated to close their doors as most states only allowed the functioning of essential businesses.

COVID-19 country impact

The first case of COVID-19 was confirmed by the Health Ministry on 26 February. On 16 March, schools closed in São Paulo, the state with the most cases, while on 17 March, the first death was registered.

Black Friday growing in importance in toys and games

While Children’s Day remained the key date for toys and games sales in Brazil in 2019, Black Friday continued to grow in importance. Indeed, Black Friday has the potential to surpass Children’s Day in toys and games sales, just as it has overtaken Christmas in terms of overall shopping in the country.

International players dominate, but locals making more of an impression

International players dominate the toys and games industry in Brazil. Mattel and Hasbro jointly accounted for more than a quarter of traditional toys and games value in the market in 2019, while Sony, Microsoft, Electronic Arts and Activation Blizzard headed up the more fragmented video games category.

COVID-19 set to leave its mark

COVID-19 is set to significantly dampen Brazilian toys and games sales in 2020. The closure of non-essential stores, home seclusion, and the impact of measures to contain the pandemic on jobs and purchasing power are all having a negative effect on sales.

Files are delivered directly into your account within a few minutes of purchase.