2025 Developments
Toys and games in Mexico in 2025 delivered growth well ahead of regional and consumer spending benchmarks, despite subdued economic expansion and easing inflation. This robust performance is driven by a pronounced shift toward digital content, with video games being both the largest and fastest-growing area. Brands able to bridge digital innovation with culturally resonant, premium offerings for adults and teens are capturing incremental value, as shown by the success of collector-led lines and omnichannel retail strategies. The market is increasingly attractive due to its resilience, expanding consumer base, and the rapid adoption of social and creator-led commerce, but success now depends on integrating digital-first propositions, flexible payment and financing, and tailored engagement across both physical and digital touchpoints. Companies must respond to evolving discovery and purchasing behaviour, manage exposure to import costs, and differentiate through local culture and seasonal peaks to sustain growth and defend margins.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Toys and Games in Mexico?
- How are products distributed in Toys and Games in Mexico?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Mexico?
- 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 Mexico
2025 Developments
Key Data Insights
Microsoft and Nintendo Ignite Digital-Led Growth through Consoles and Subscriptions
Mattel and Lego Boost Premium Demand with Cultural and Adult-Focused Collectibles
Tiktok Shop and Gifting Peaks Accelerate Omnichannel and Impulse-Driven Sales
Video Games to Lead Growth through Digital Access and Subscription Models
Kidult Demand, Cultural Collectibles, and Omnichannel Retail to Shape Traditional Toys
Microsoft Overtakes Mattel as Console Gaming Drives Stability
Omnichannel Retail Supports Innovation across Categories
Store-Led Gifting Anchors Value as Consumers Rely on Physical Inspection
Tiktok Shop Drives Creator-Led Discovery and Impulse Purchases
E-Commerce Outpaces Stores as Digital Software and Subscriptions Surge
Cultural Co-Creation Drives Collector Product Design
Service-Embedded Hardware Deepens Platform Loyalty
Social Commerce Integration Reshapes Product Discovery and Shelf Strategy
Traditional Toys and Games in Mexico
Key Data Insights
Traditional Toys and Games Summary
Mattel Leverages Collector Drops to Unlock Kidult Value
Action Figures and Construction Benefit From Nostalgia
Tiktok Shop Launch Accelerates Impulse Toy Sales via Social Commerce
Adults to Drive Premium Collectible Launches and Sustain Value Growth
Dolls and Accessories to Expand through Innovation and Collector Appeal
Digital Integration and Educational Value to Reshape Product Design and Purchasing
Mattel and Hasbro Reinforce Lead as Lego Gains Momentum
Leading Companies Sustain Brand Loyalty through Nostalgia
Hypermarkets Lead through Competitive Pricing and Accessibility
Disney Store Mexico Drives In-Store Experiences to Boost Loyalty
Online Platforms Win Shoppers with Choice, Price, and Convenience
Mattel and Hasbro Elevate Kidult Engagement with Premium Collectibles
Mattel Creations and Tiktok Shop Transform Collector and Impulse Buying
Barbie Signature Día De Muertos Collection Boosts Emotional Brand Loyalty
Video Games in Mexico
Key Data Insights
Video Games Summary
Microtransactions and Access Models Fuel Sector Growth
Video Games Hardware Endures through Accessibility
Video Games Software Accelerates as Brands Offer New Ways to Pay and Play
Software to Drive Growth in Price-Sensitive Landscape
Omnichannel Solutions to Broaden the Player Base
Microsoft Leverages Subscription Value to Extend Console Leadership
Nintendo Switch 2 Intensifies Competition in Hardware
Amazon México and Liverpool Bridge Online and Offline Sales with Financing Options
Retail E-Commerce Captures Software Sales as Instant Access Prevails
Live-Service Design and Free-To-Play Architecture Redefine Product Development
Nintendo Switch 2 and Hybrid Hardware Design Address Dual-Use Demand
Localised Pricing and Payment Integration Expand the Competitive Frontier
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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