Executive Summary

Jun 2019
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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Toys and Games in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in Mexico?
  • What are the major companies Mexico?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Toys and Games in Mexico

EXECUTIVE SUMMARY

Video games supports strong performance of toys and games
Development supported by demand for STEM-related toys
Leading multinationals lose share to smaller brands in fragmented landscape
Internet retailing continues to gain share from established distribution channels
Toys and games to record improved performance over forecast period

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in Mexico

HEADLINES

PROSPECTS

Parents appreciate toys that can offer learning through play
Licensed toys remain popular with all age groups
Mexican parents attracted by promotional events

COMPETITIVE LANDSCAPE

Mattel retains lead but continues to suffer loss of value share
Collectibles and licensed toys remain popular
Kinetic Sand supported by demand for arts and crafts

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in Mexico

HEADLINES

PROSPECTS

Video games hardware receives boost through static consoles and AR/VR
Digital, online and mobile gaming continue to win favour over physical format
Popular retailer Liverpool offers consumers chance to play games before purchasing

COMPETITIVE LANDSCAPE

Upgrades could aid leading players’ stagnating sales
New launches offer excitement to both young and older consumers
Social media and special events are effective marketing tools

CATEGORY DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023