Toys and Games in Mexico

Video games supports strong performance of toys and games

Toys and games in Mexico continued to record strong current value growth in 2018, driven by the impressive performance of video games. On the other hand, traditional toys and games experienced slower current value growth compared to previous years with some maturity in the category, mainly linked to slower demand for the largest product area of dolls and accessories.

Development supported by demand for STEM-related toys

A number of factors are influencing the development of toys and games in Mexico. Families are having fewer children (average of two) which could have a longer-term impact on demand for toys targeting babies and infants; although there will be fewer babies, the amount of money available for each one has increased.

Leading multinationals lose share to smaller brands in fragmented landscape

Toys and games continued to be led by international players in Mexico with their expansive product portfolios, including Mattel, Hasbro, Microsoft and Sony. However, the competitive landscape is extremely fragmented with a high number of local brands comprising the dominant value share under “others”.

Internet retailing continues to gain share from established distribution channels

Distribution for toys and games in Mexico is varied ranging from modern grocery retailers such as hypermarkets, mixed retailers including department stores and variety stores, while channels such as traditional toys and games stores hold low value share, even for the distribution of traditional toys and games. However, one chained traditional toys and games store, Juguetron, continues to gain in relevance as it opens stores nationwide with attractive toys exhibitions, attracting parents and children who still enjoy visiting a specialist that offers them the chance to play and interact with toys prior to purchase.

Toys and games to record improved performance over forecast period

Toys and games in Mexico is predicted to record marginally stronger current value growth over the forecast period compared to the review period, with improved performances for both traditional toys and games and video games, as producers continue to innovate and launch new products to retain consumers’ interest.

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